Sheena and Karan, two passionate founders from New Delhi, took center stage on the latest episode of Shark Tank India to pitch their innovative coffee brand, Zenma. Their mission was to replicate the experience of cafe-style beverages at home using a unique ‘flash-frozen’ technique that preserves aroma and flavor. The duo emphasized that their coffee was far superior to regular instant options, but the price reflected its premium quality.
Seeking Rs 60 lakh for 3.5% equity, they placed their company valuation at Rs 17 crore. While their concept intrigued the panel, Aman Gupta was quick to express his skepticism. “I don’t understand premium coffee,” he admitted, adding, “I’m a Nescafe drinker.” Karan, with a grin, responded, “We were particularly afraid of you.”
Kunal Bahl, however, had a different take. He revealed that he was already a regular consumer of Zenma coffee. After encountering their ads on social media, he decided to give it a try and was genuinely impressed. “The taste is great,” he noted, but the sharks remained uncertain about the market demand.
Peyush Bansal raised a crucial question, “Are you trying to solve a problem that doesn’t exist?” He pointed out that Aman was happy with his instant coffee, while many others preferred visiting coffee shops for the experience. Anupam Mittal chimed in, stating that he personally used Nescafe pods at home, and most discerning coffee drinkers wouldn’t hesitate to spend a few thousand rupees on a high-end coffee machine instead. Vineeta Singh highlighted the price comparison, explaining that while Zenma’s coffee costs Rs 60 per cup, instant coffee is available for just Rs 10, and even premium pour-over coffee comes at a similar Rs 60 per serving.
A significant hurdle was also brought to light, the storage requirement. Zenma’s coffee had to be kept at sub-zero temperatures, making accessibility a challenge. This revelation took Peyush by surprise. “I didn’t even know it had to be frozen,” he admitted, drawing laughter from the panel.
Financial concerns added to the sharks’ hesitation. The founders disclosed that they had incurred losses of Rs 51 lakh over five years. When questioned about how they sustained operations, they revealed that they had raised Rs 1.25 crore in investments while also dipping into their personal savings. Karan mentioned borrowing money from his parents, and Sheena shared that she had contributed her own funds. Despite their efforts, they were still burning Rs 10 lakh every month.
Despite their dedication and belief in their product, none of the sharks were willing to invest. The consensus was that the market for flash-frozen coffee was too niche and unlikely to scale. Peyush suggested that the founders consider launching kiosks to build direct customer engagement.
In the end, the passionate entrepreneurs walked away without a deal, leaving their future uncertain. However, their Shark Tank India pitch has undoubtedly put Zenma on the radar of coffee enthusiasts and potential investors alike. With the growing demand for premium coffee experiences, only time will tell if Zenma can carve out its niche in the competitive Indian coffee market.