EM5 on Shark Tank India Season 4: From Hacker to Perfumer, Shashank Chourey’s Journey with EM5

The Indian fragrance industry has long been dominated by international brands, making high-quality perfumes a luxury for many. But EM5, an Indore-based startup, is on a mission to change that. Founded by Shashank Chourey, this homegrown brand is redefining the perfume industry by offering premium fragrances at accessible prices.

Click here to visit their official website: EM5

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Shashank Chourey’s fascination with fragrances began early. While most kids were drawn to toys, he found himself captivated by the world of scents. This deep-rooted passion eventually led him to establish EM5, a brand committed to offering high-quality fragrances without the premium price tag.

But Shashank’s journey wasn’t conventional. He dropped out of engineering after less than a year and pursued an unconventional career path, diving into ethical hacking and IT ventures before venturing into the fragrance industry.

With a solid background in business and technology, Shashank combined his entrepreneurial skills with his love for perfumes, giving birth to EM5.

EM5 isn’t just about traditional liquid perfumes; the brand has expanded its range to cater to different fragrance preferences. The product lineup includes:

• Solid Perfumes – Long-lasting, travel-friendly, and compact.
• Body Mists – Light and refreshing scents for everyday use.
• Scented Candles – Bringing luxurious aromas into home spaces.
• Beard Balms – Infused with subtle fragrances, designed for grooming.

EM5 stands out by blending sophistication with affordability, allowing Indian consumers to experience luxury fragrances without breaking the bank.

The numbers behind EM5 show a startup on a rapid growth trajectory:

• 2022-23: ₹69 crore in revenue, but faced a loss of ₹3.25 lakh.
• 2023-24: Revenue jumped to ₹8.35 crore, turning a profit.
• 2024-25 (Till October): Rs 9.5 crore revenue with a profit of ₹44 lakh.
• Projected for 2024-25: Expected to cross ₹21 crore.

• 70% of sales come from the official EM5 website.
• 30% from online marketplaces, with Amazon being the largest contributor.
• Plans to expand into UK, US, Canada, and UAE markets in the coming months.
• The startup remains bootstrapped, with Shashank investing ₹2.3 crore of his own funds.

When Shashank walked into the Shark Tank India pitch room, he sought ₹70 lakh for 2% equity. The sharks were intrigued but had their reservations.

Sharks Piyush Bansal and Vineeta Singh chose not to invest. They felt that while the brand was promising, the fragrance market was extremely competitive.

• Shark Varun Dua: Rs 70 lakh for 5% equity and 1% royalty.
• Shark Anupam Mittal: Three offers:
  • Rs 70 lakh for 5% equity.
  • Rs 70 lakh for 6% equity.
  • Rs 1 crore for 10% equity.
• Shark Aman Gupta:
  • Rs 70 lakh for 6% equity.
  • Rs 1 crore for 10% equity.

After evaluating the offers, Shashank accepted Aman Gupta’s proposal of Rs 1 crore for 10% equity, securing the backing of one of India’s top consumer brand investors.

With Aman Gupta’s investment and mentorship, EM5 is gearing up for massive expansion.

• The focus will be on aggressive digital marketing, influencer collaborations, and expanding offline retail presence.
• EM5 plans to establish itself in the UK, US, Canada, and UAE, taking Indian luxury fragrances global.
• With rising revenue, the goal is to achieve long-term profitability while maintaining product quality.

EM5’s Shark Tank India pitch was a defining moment, proving that affordable luxury has a strong demand in India. With a clear vision, impressive financial growth, and a backing from Aman Gupta, the brand is set to become a dominant player in the fragrance industry.

Shashank Chourey’s journey from ethical hacking to perfume entrepreneurship is an inspiring example of how passion and business acumen can create something truly remarkable.