Shark Tank India 5: Protein Brand Slammed For Misleading Claims, Varun Alagh Gets Angry After Pitcher Defends Their Product – ‘Meri Galti Hai…’

Shark Tank India Season 5: Three creative pitches were presented in the most recent episode. In the tenth episode, judges Varun Alagh, Namita Thapar, Mohit Yadav, Vineeta Singh, and Ritesh Agarwal were shown having heated discussions about anything from EVs to fast fashion. In one such pitch, three founders who lived in Australia and made a comfortable Rs 70 lakh chose to close their business and launch a protein brand based on nutrition in India.

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The goal of the company “Stroom,” which was founded by Rohan Shah, Shiven Chaturvedi, and Darshan Gattani, was to increase the amount of protein in every Indian’s diet. Recognizing the need for taste-based marketing, they introduced Stroom by switching from whey isolates to milk and soy as their protein source, which enhanced the product’s flavor. Protein bars, energy bars, and protein wafers are all part of Stroom’s product line. The company’s flagship goods are made with 85% milk protein and 15% soy protein. The creators claim that this blend was created to provide superior flavor and texture than traditional protein snacks.

Checkout the company website here: Stroom

Their Shark Tank India Season 5 pitch was a tasty demonstration of the brand’s potential. The three offered Stroom as a lifestyle necessity for the contemporary, health-conscious audience, rather than just a snack, in exchange for 1 crore for 2% equity.

“Our goal with Stroom is to make high-quality protein accessible and enjoyable for everyone,” the creators said, reflecting on their mission. The notion that protein is exclusive to bodybuilders is something we wish to dispel. We were able to share our passion with the Indian market by pitching on Shark Tank India, and with Sharks Vineeta and Kunal joining us, we hope to see further success in the near future.”

When these diverse founders worked together on their protein project in May 2022, Stroom was born. Every Shark Tank judge was given the opportunity to sample the brand’s in-house manufactured goods. But Veeba’s founder, Viraj Bahl, who works in the FMCG sector himself, highlighted his fundamental ethical issue regarding integrity. “It is misleading when you write ‘no refined sugar,’ since you mention Oreo bits and honey,” he said. The founders of Stroom quickly acknowledged criticism and pledged to improve the packaging..

When Varun Alagh mentioned their coffee-almond bar, things became heated. “I just had the 10 gm bar,” he said. I had a bad experience and didn’t enjoy the flavor. “The one you ate is the coffee-almond flavor,” Rohan clarified. Of all our items, it is the chewiest. Alagh declined the bar because he was still unhappy. “Meri galti hai phir [Looks like it’s my fault],” he remarked.

With major companies like Amul joining the market, protein products are expanding quickly in India. Mainstream companies could easily compete with smaller firms that provide lower costs, according to Vineeta Singh. Nevertheless, Stroom has been attracting devoted clients, particularly via fast commerce platforms.

• FY 22-23 = Rs 2.61 Lakhs
• Fy 23-24 = Rs 55.6 Lakhs
• FY 24-25 = Rs 2.42 crores
• YTD = Rs 3.67 Crores

Projected sales FY 25-26 = Rs 9 Crores

EBITDA of Stroom

• FY 22-23 = – Rs 70 Lakhs
• FY 23-24 = – Rs 1.25 Crores
• YTD = Rs 22.02 Lakhs (6%)

Household staples, lifestyle brands, and industry titans like Amul have all embraced the growing trend of protein marketing. Vineeta of Sugar Cosmetics noted that the company may be the largest rival to all niche companies in the market due to its subsidized pricing. Despite Stroom’s steadily increasing brand loyalty, their business is heavily reliant on rapid commerce.

After two investment rounds, Stroom initially requested Rs 1 crore for 2% stake in their Rs 50 crore company. Judge Namita Thapar of Shark Tank, however, increased their offer for 5% stock in response. Vineeta Singh suggested 4% as a substitute for the heated area. But Kunal Bahl chose to collaborate with the massive cosmetics company. Stroom closed the deal following extensive deliberation, discussions, and a suspenseful conclusion.

In an effort to establish a mainstream protein snacking brand for the Indian market, the company is also getting ready to expand into new categories, such as a forthcoming protein soda.