Miss Cheesecake is an Indian dessert startup founded in May 2024 by Nirpat Singh Rathore and Pooja Balani from Jodhpur. Specialising in light, affordable, and mouthwatering cheesecakes, the duo has quickly gained popularity for their unique take on this classic dessert.

What sets Miss Cheesecake apart is its use of homemade cream cheese, which lowers production costs without compromising quality. This focus on affordability and taste has helped the brand sell over 25,000 cheesecakes in just four months, with flavours like Lotus Biscoff topping their best-seller list.

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Miss Cheesecake offers a delightful range of six flavours, with three top-sellers priced at just ₹120–₹140. This pricing makes premium desserts accessible to a wider audience, a key factor in their rapid growth.

This bestseller combines the creamy richness of cheesecake with the unique flavour of Biscoff cookies, offering a perfect balance of sweetness and crunch.

The founders envision a Miss Cheesecake store in every city, built on a hub-and-spoke model. Central kitchens will prepare the cheesecakes, which will then be distributed to smaller kiosks or stores.

• Kiosk Size: Approximately 100 square feet.
• Chef-Less Operation: Employees can be trained in just 10–15 days to handle operations.
• Scaling Plans: The next step is opening a central kitchen in Jaipur to expand into Gurgaon and Delhi.

Miss Cheesecake started modestly, with Pooja selling cheesecakes through her friend’s shop on weekends and participating in exhibitions. Their first store now accounts for 90% of sales, with just 10% coming from online platforms.

In September 2024, the brand joined food delivery platforms, tapping into the convenience of online ordering.

Sales and Margins

• Monthly Sales: ₹8–₹8.5 Lakhs.
• Gross Margin: 50%.
• Net Margin: 35%.

Their financial model highlights a profitable, well-structured business poised for growth.

The founders entered Shark Tank India Season 3 seeking ₹30 Lakhs for 5% equity, valuing the business at ₹6 Crores. Their pitch focused on the brand’s rapid growth, profitability, and ambitious expansion plans.

• Shark Anupam Mittal: Decided to opt out, stating he couldn’t relate to the product.
• Shark Aman Gupta: Felt the founders needed a third co-founder rather than investors.
• Shark Namita Thapar: Thought the company was too small for investment at this stage.
• Shark Ritesh Agarwal: Made an offer of ₹30 Lakhs for 7.5% equity, valuing the brand at ₹4 Crores.

The founders declined Ritesh’s offer, unwilling to dilute equity beyond their proposed 5%. Despite this, Ritesh offered to support the entrepreneurs if they needed help in the future.

The decision to walk away from Ritesh’s offer stemmed from the founders’ confidence in their business model and valuation. Their refusal to dilute more equity highlights their long-term vision and commitment to retaining control over the brand.

This move reflects a growing trend among startups on Shark Tank India, where founders are increasingly strategic about balancing funding with ownership.

Miss Cheesecake’s success isn’t just about great desserts—it’s about effective marketing. The brand gained over 1 Lakh Instagram followers in just 20 days, leveraging social media to build a loyal customer base and generate buzz. Now it has over 154,000 followers.

The visually appealing cheesecakes and consistent engagement with followers have made the brand a favourite among dessert enthusiasts.

With ₹10 Lakhs in the bank, the next milestone is establishing a central kitchen in Jaipur. This move will enable distribution to Gurgaon and Delhi, two key urban markets with high demand for premium desserts.

The kiosk model ensures cost-effective expansion while maintaining quality. This approach allows the brand to enter new cities without significant capital investment in large storefronts.

The founders’ experience on Shark Tank India offers valuable insights for budding entrepreneurs:

1. Know Your Worth: The refusal to dilute equity beyond 5% reflects the importance of valuing your hard work and vision.
2. Focus on Fundamentals: Strong gross and net margins make the business attractive to both investors and customers.
3. Adapt Without Losing Control: While open to feedback, the founders stayed true to their original strategy.

From selling cakes in a friend’s shop to making waves on Shark Tank India, the brand has captured the hearts (and taste buds) of customers across the country.

While they didn’t secure funding, their determination to expand and retain control of their business reflects a maturity that sets them apart. With their central kitchen strategy and kiosk model, Miss Cheesecake is well on its way to becoming a household name in India’s dessert market.

Whether you’re a dessert lover or an aspiring entrepreneur, Miss Cheesecake offers plenty of inspiration. Their journey reminds us that the sweetest success often comes with a mix of bold ideas, hard work, and unwavering belief in one’s vision.