Pet Care Brand Nootie Shines on Shark Tank India Season 5 Episode 6

The focus of Shark Tank India Season 5 Episode 6 was not just on new developments in pet nutrition, but also on established companies demonstrating their continued relevance in India’s rapidly expanding pet care industry. One of the most memorable events was when Nootie, a domestic company with decades of experience, won a ₹1 crore deal after impressing the Sharks.

Related: From Bankruptcy to a Streetwear Empire: Bonkers Corner’s Journey in Shark Tank India Season 5

Co-founded by Anil, Akshay, and Karan Mahendru under Pet Point India Pvt. Ltd., Nootie is a mass-premium pet care brand that has been around for 27 years. Serving more than 70,000 families and running several physical stores in strategic locations, Nootie has developed a solid portfolio of pet nutrition, grooming, and accessories over the years.

Nootie is a well-known brand among Indian pet parents both online and offline due to its unique combination of strong distribution networks, real-world client loyalty, and legacy trust.

Website url – Nootie

Nootie has grown beyond pet food; the company now sells everything from wholesome meals to grooming supplies that are supported by decades of knowledge about what animals require. The owners demonstrated their dedication to accessible pet nutrition, including for community (stray) dogs, during their Shark Tank pitch by highlighting initiatives such inexpensive dog biscuit packets priced at ₹10 on quick-commerce sites, even though those products don’t necessarily generate large profits.

The show demonstrated how customer expectations are rapidly shifting by capturing the evolving debate in the pet care industry, from traditional dog nutrition to innovative, science-led cat nutrition.

Nootie’s financial profile prior to joining Shark Tank demonstrated its market traction and legacy status:

• With a annual revenue of ₹24 crore, the brand demonstrated the robust expansion of the Indian pet care industry.
• It has been in business for 27 years, making it one of the well-known pet care companies in India.
• Providing a wide range of products in nutrition and care areas to more than 70,000 pet-loving households.
• Reach and brand memory are increased by being present in several physical locations and quick-commerce platforms.

The Sharks examined the company’s growth indicators, sales clarity, and business focus, which affected their valuation decision and deal structure even though the precise revenue data were not made public during the pitch.

The Nootie founders entered the Shark Tank as second-generation entrepreneurs bearing the burden of a 27-year-old legacy brand rather than as first-time dreamers. Their pitch started with a clear positioning: Nootie is a mass-premium, full-stack pet care company that offers grooming, nutrition, accessories, and retail, not simply another pet food firm.

They began by describing how the pet care industry in India is going through a significant transition, from treating pets like animals to treating them like family members, and how Nootie has changed along with this change. In order to attract contemporary urban pet parents, the founders emphasized their robust offline store presence, devoted clientele, and push into e-commerce and quick-commerce platforms.

The Ask

The entrepreneurs asked for:

₹1 Crore for 1.2% equity,

implying a valuation of roughly ₹83.3 Crore.

This ambitious valuation immediately caught the Sharks’ attention.

Sharks’ Interrogation

As soon as numbers were put on the table, the Sharks went deep into:

• Revenue clarity – Year-on-year growth, product-wise contribution
• Margins – Pet food vs grooming vs accessories
• Distribution mix – Offline stores vs online marketplaces vs quick-commerce
• Brand focus – Whether Nootie is trying to be “everything for everyone” instead of dominating one category first

In particular, Anupam Mittal and Namita Thapar questioned if the company’s strategic emphasis was adequate for the upcoming phase of expansion, particularly in a sector increasingly overrun by foreign brands and D2C pet food companies.

One of the co-founders experienced a brief emotional moment on the Tank floor during intensive financial questions. He acknowledged that even though they had passionately and trustingly created the company over decades, it was intimidating to explain intricate financial details on national television. The vibe in the room genuinely changed from conflict to empathy as a result of this vulnerability.

The Sharks valued the honesty and recognized the emotional cost of creating a family-run legacy business, but they also emphasized one important point:

“Emotions can build a brand, but numbers and clarity scale it.”

Nootie secured a deal on Shark Tank India Season 5 for ₹1 crore in exchange for 4% equity and a 1% royalty until the investment is recovered. The deal, valuing the company at ₹25 crore, was finalized with sharks Namita Thapar and Anupam Mittal.

Key Highlights of the Deal:

The Deal: ₹1 crore for 4% equity + 1% royalty until recovery (finalized).

Original Ask: ₹1 crore for 1.2% equity (approx. ₹83.33 crore valuation).

Sharks: Namita Thapar and Anupam Mittal.

With Shark Tank backing, Nootie is better equipped to:

• Expand its market share in India’s growing pet care landscape
• Enhance quick-commerce and retail availability
• Strengthen brand recognition among younger pet owners
• Invest in data-driven product development and clearer financial reporting

This capital and mentorship could help Nootie bridge the gap between its legacy strength and modern growth aspirations.

The Nootie journey on Shark Tank India Season 5 is an intriguing tale of adaptability, resiliency, and tradition. A company that has been in business for almost thirty years gained the trust of investors by demonstrating the importance of legacy businesses in the current fast-paced consumer market.