Shark Tank India S5: A Round-up of Week 2 Key Highlights You Can't Miss!

Shark Tank India Season 5 continues to evolve into a serious reflection of the country’s startup landscape rather than just a televised pitch arena. Aman Gupta, Anupam Mittal, Namita Thapar, Vineeta Singh, Peyush Bansal, Ritesh Agarwal, Kunal Bahl, Viraj Bahl, and Amit Jain, alongside new faces including Varun Alagh, Mohit Yadav, Kanika Tekriwal, Shaily Mehrotra, and Hardik Kothiya, with Pratham Mittal joining for campus episodes, bringing diverse expertise in consumer goods, tech, skincare, aviation, and energy. This week’s episode demonstrated how varied Indian entrepreneurship has become—ranging from consumer fintech and food brands to children’s intellectual property, agri-tech, robotics, and indigenous defence technology. What united these otherwise different businesses was a common challenge: translating vision into scalable, defensible execution.

The Sharks were notably sharper in their questioning, probing not just revenue and margins but also long-term differentiation, capital intensity, regulatory exposure, and execution discipline. Some founders arrived with strong traction and numbers, while others leaned on future-facing innovation and ambition. Deals were made where confidence met clarity, and withheld where uncertainty outweighed readiness. Together, the pitches offered a clear snapshot of what investors are prioritising in today’s Indian startup ecosystem.

1. Smylo

Smylo presented itself as a category-specific pet food brand focused exclusively on cats. The founders highlighted a clear market gap, noting that while India’s pet food industry is growing rapidly, most brands continue to prioritise dogs, leaving cat parents dependent on imported or limited domestic options. Smylo’s product line centres on nutritionally balanced, health-focused formulations designed specifically for feline dietary needs.

The Sharks evaluated Smylo on the strength of its niche positioning and its ability to build depth rather than breadth in a growing market. The joint investment from Anupam Mittal, Kunal Bahl, and Varun Dua reflected confidence in the brand’s focused approach and its potential to scale within a premium segment. The inclusion of a 2% advisory stake also signals long-term involvement in shaping strategy and growth.

2. Nootie

With 27 years in the pet food business, Nootie entered the Tank as one of the most established brands this week. The founders discussed how the company has evolved alongside changing consumer awareness, moving towards more science-backed nutrition and consistent quality standards. Their pitch emphasised trust built over decades, strong distribution networks, and relationships with veterinarians and retailers.

The Sharks focused on how legacy brands remain relevant in an increasingly competitive and digital-first market. Namita Thapar and Anupam Mittal saw value in Nootie’s operational maturity and customer trust, while structuring the deal to balance growth with predictable returns. The inclusion of a royalty component reflects confidence in steady revenues while allowing room for expansion and reinvention.

3. Corel Lifecare

Corel Lifecare pitched itself as a specialised aquaculture healthcare company focused on science-backed supplements designed for Indian water conditions and climate. The founders highlighted how the aquaculture sector often suffers from products that overpromise without delivering measurable outcomes, directly affecting farmer profitability. 

Explaining the company’s philosophy, the founders stated, “Aquaculture farmers deserve science-backed solutions that deliver measurable outcomes, not just products with attractive claims.” During the pitch, Corel Lifecare positioned itself at the intersection of animal health and farmer economics, focusing on field validation, repeat adoption, and real-world performance rather than marketing narratives.

Post the episode, the Sharks’ emphasis on founder–market fit and system-led scaling reinforced Corel Lifecare’s strategy. The founders noted that the show strengthened their focus on proven geographies, disciplined distribution, and farmer education. Since airing, the most significant change has been increased trust from farmers and partners, with Shark Tank acting as a credibility accelerator rather than a demand spike. The long-term goal remains to build one of India’s most dependable aquaculture healthcare brands, driven by repeat usage and outcomes.

4. Pistabarfi

Pistabarfi entered the Tank as a third-generation mithai business attempting to modernise traditional Indian sweets. The founders spoke about premium ingredients, updated presentation, and positioning mithai as a contemporary indulgence beyond festivals and gifting. Their pitch focused on balancing heritage with modern branding.
While the Sharks acknowledged the brand’s legacy and product quality, they raised concerns around scalability, standardisation, and differentiation in a crowded and highly localised market. Questions around margins, operational complexity, and expansion beyond regional presence remained unresolved. Despite constructive feedback, Pistabarfi exited without a deal, highlighting the difficulty of building venture-scale growth in traditional food categories without a clearly defensible edge.

5. Vryse

Vryse addressed a rapidly evolving problem: how brands maintain visibility as discovery shifts from traditional search engines to AI-driven platforms. The founders demonstrated how AI systems increasingly influence product discovery and purchasing decisions, using live visibility data during their pitch. Explaining the company’s core belief, the founders said, “The shift in brand and product discovery from traditional search to AI platforms is already underway, and brands need tools built specifically for that change.” Anupam Mittal engaged closely with the problem statement, recognising the relevance of AI-aligned discovery tools in the future of digital marketing.

Since the episode aired, Vryse has seen a significant increase in inbound interest, prompting a sharper focus on enterprise clients and defensible differentiation. The founders shared that funding will be deployed towards product development and building a stronger technology team, with a long-term goal of becoming a go-to platform for next-generation marketers and achieving $1 million in ARR.

6. XStep

XStep entered the Tank as a performance-driven footwear brand, positioning itself at the intersection of design, comfort, and everyday usability. The founders aimed to build a scalable Indian footwear label with strong branding and mass appeal. However, the initial ask implied a high valuation, which became a central point of discussion.

The Sharks expressed interest in the category but flagged the valuation as misaligned with current traction and competitive intensity. After negotiation, the deal closed at Rs. 1 crore for 10%, reflecting a more grounded assessment of growth potential. The involvement of three Sharks signals belief in the category, provided execution and distribution scale effectively.

7. Truth & Hair

Truth & Hair pitched itself as a clean, ingredient-conscious haircare brand focused on transparency and product integrity. The founders emphasised formulation quality and consumer trust in a crowded personal care market. Discussions with the Sharks centred on brand differentiation, marketing strategy, and the ability to build long-term loyalty beyond trends. Varun Alagh, drawing on his experience in the beauty and personal care space, saw strategic alignment and closed the deal solo. The investment reflects confidence in category understanding and brand-building potential rather than short-term scale alone.

8. VKYD Labs

VKYD Labs presented itself as a deep-tech-driven startup working on advanced technology solutions. While the Sharks appreciated the ambition and technical depth, they raised questions around commercial readiness, revenue timelines, and clarity of application. Despite acknowledging the long-term potential, the Sharks decided against investing, citing the early stage of monetisation and uncertainty around market adoption. The pitch reinforced how deep-tech ventures often require patient capital and clearer go-to-market strategies to secure Shark Tank investments.

9. Japam

Japam positioned itself as a faith-inspired consumer brand, tapping into India’s strong spiritual and devotional practices. The founders highlighted consistent demand, emotional connection, and repeat consumption patterns. The Sharks evaluated Japam on brand authenticity, scalability, and operational discipline. Namita Thapar and Varun Alagh closed the deal, backing the brand’s cultural relevance and consumer resonance. The valuation discussion reflected confidence in demand stability, while also acknowledging the need for structured growth and brand governance.

10. Zen Barefoot

Zen Barefoot entered the Tank as a sustainability-led footwear brand. The founders discussed ethical sourcing, minimalist design, and environmentally conscious production. While the Sharks appreciated the mission, they raised concerns around pricing, scalability, and differentiation in a competitive footwear market. Ultimately, the Sharks chose not to invest, citing challenges in balancing sustainability, margins, and mass-market adoption at scale.

11. Stroom

Stroom pitched itself as a mobility-focused startup addressing operational inefficiencies through technology. The founders outlined how their platform improves reliability, optimisation, and scalability within the mobility ecosystem. The Sharks focused on unit economics, customer retention, and expansion potential. Kunal Bahl and Vineeta Singh closed the deal, indicating confidence in the business model and the founders’ execution capability. The valuation reflected belief in scale potential while factoring in operational complexity.

12. TBFO by Yashica

TBFO by Yashica presented itself as a fashion-forward brand with a strong design identity. The founders spoke about craftsmanship, positioning, and target consumers. However, the Sharks raised concerns around scalability, repeatability, and brand defensibility in a crowded fashion market. Despite appreciation for the aesthetic and intent, the pitch did not result in a deal due to concerns around long-term growth and operational scale.

13. Ridev

Ridev closed Day 5 with a high-stakes pitch in the electric mobility space. The founders highlighted the need for sustainable transport solutions and their approach to building a scalable EV platform. The Sharks scrutinised capital requirements, timelines, and infrastructure dependencies. Kunal Bahl chose to invest solo, backing the long-term potential of the sector and the founders’ vision. The deal reflected confidence in mobility as a future-facing category, while acknowledging the capital-intensive nature of the business.