Nurturing Green on Shark Tank India: Know How it Secured a Deal
Three points you will get to know in this article:
- Nurturing Green promotes eco-friendly gifting with plants as an alternative to bouquets.
- Secured ₹50 Lakhs for 1.25% equity and ₹50 Lakhs as debt.
- Founder Annu Grover envisions ₹100 Crore revenue by 2026.
Abou Nurturing Green

Nurturing Green, a Noida-based startup, revolutionises gifting by replacing traditional bouquets with living plants. Founded in 2010 by Annu Grover, the company also offers green decor, landscaping services, and gardening solutions. Its core mission is to combine sustainable practices with elegant design to enhance the quality of living spaces.
Click here to visit their official website : Nurturing Green
The company’s products range from ₹99 to ₹4,999, catering to a wide audience. With a lifetime warranty policy—offering a 50% discount on plant replacements—it has built a loyal customer base that appreciates its quality and eco-friendly ethos.
Evolution of Nurturing Green
The inspiration for Nurturing Green came from a personal moment. While studying abroad, Annu sent a bouquet to his mother. When he called her later, she mentioned that the bouquet had been discarded. This sparked a thought: Why not gift plants instead of flowers, offering something lasting and meaningful?
Born in Lucknow, Annu completed his MBA in Greater Noida before participating in a global business program in Austria. After a brief stint working abroad, he returned to India to turn his vision into reality. Initially met with scepticism, including from his father, Annu’s persistence has turned Nurturing Green into a thriving business.
What Sets Nurturing Green Apart?
Nurturing Green ensures top-tier quality by growing its plants in polyhouses spread over 70 acres across four cities. Plants are nurtured through a rigorous eight-step quality process, ensuring they meet customer expectations.
Lifetime Warranty for Plants
The company offers a unique lifetime warranty, providing replacements at half the cost if a plant dies. This policy reflects their commitment to customer satisfaction and sustainability.
Expanding Product Categories
Initially focused on gifting, the company has diversified into home gardening and green decor, tapping into the rising demand for eco-friendly lifestyle products.
Nurturing Green on Instagram

With approximately 48k followers, Nurturing Green shares content centered on green gifting, home decor with plants, and inspiring a sustainable lifestyle through gardening and plant care.
Nurturing Green on YouTube

With around 57k subscribers, Nurturing Green’s YouTube channel educates viewers about gardening and encourages a deeper connection with nature. Their videos focus on growing your own food, catering to both beginners and seasoned plant enthusiasts.
Nurturing Green’s Financial Highligts
- 2019-20: ₹6 Crores.
- 2020-21: ₹9 Crores.
- 2021-22: ₹11.8 Crores.
- 2022-23: ₹13.8 Crores.
- 2024-25 (Projected): ₹28 Crores, with ₹17 Crores achieved by October 2024.
With a goal to reach ₹100 Crores by 2026, the company’s growth trajectory reflects its strong market presence.
Funding and Ownership Structure
In 2019, Vijay Shekhar Sharma, founder of Paytm, invested ₹50 Lakhs in Nurturing Green, valuing the company at ₹37.5 Crores. The business has also received support from family investments.
Ownership Breakdown
- Annu Grover : 68%
- Other Investors : 22%
- Family : 8%
- Vijay Shekhar Sharma : 2%
The company remains majority-owned by its founder, maintaining control while leveraging external funding for growth.
Nurturing Green on Shark Tank India
Annu pitched on Shark Tank India seeking ₹1 Crore for 1% equity, valuing the company at ₹100 Crores. The emotional appeal of his story and his track record resonated with the sharks, but questions arose about valuation and scalability.
Shark Reactions to Nurturing Green’s Pitch
During the pitch, shark Kunal Bahl recalled meeting Annu 10 years ago and praised his persistence. He noted Annu’s consistent updates over the years as a testament to his dedication.
While some sharks opted out due to concerns about valuation, shark Vineeta Singh made the following deal:
- ₹50 Lakhs for 1.25% equity.
- ₹50 Lakhs as debt at 10% interest, payable over three years.
- Final valuation: ₹40 Crores.
Annu accepted the offer, recognising the strategic value Vineeta could bring to the business.
Lessons from Nurturing Green’s Shark Tank Experience
- Annu’s decade-long journey of sending updates and maintaining professional relationships with key figures like Kunal Bahl underscores the value of consistency.
- While Annu initially sought a ₹100 Crore valuation, the ₹40 Crore deal highlights the importance of aligning expectations with market realities.
- Annu’s personal story and commitment to sustainability played a crucial role in engaging the sharks and securing the deal.
Opportunities for Nurturing Green’s Future
With shark Vineeta’s mentorship and funding, Nurturing Green is well-positioned to expand:
1. Scale Operations
Expanding polyhouse facilities and streamlining logistics can help meet growing demand.
2. Increase SKUs
Introducing new categories, such as smart gardening tools or premium decor options, could diversify revenue streams.
3. Leverage Digital Marketing
Investing in targeted campaigns across social media platforms can amplify brand reach and customer engagement.
Nurturing Green’s focus on sustainable gifting aligns with global trends toward eco-conscious consumerism. Their innovative practices, like tissue culture production and lifetime warranties, provide a unique edge in the competitive plant market.
The company’s ability to balance quality with affordability ensures that their products appeal to both budget-conscious buyers and premium customers.
Nurturing Green’s journey from a personal idea to a ₹40 Crore valuation is a testament to resilience and vision. By redefining gifting with plants, Annu Grover has created a brand that resonates with modern consumers seeking sustainable choices.
The deal on Shark Tank India not only brings financial backing but also the expertise to overcome operational challenges. As Nurturing Green works toward its ₹100 Crore revenue target, it serves as a shining example of how passion and perseverance can drive business success.
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