“I Got Married Today”, Chokhat’s Founder Stunned Sharks: Chokhat on Shark Tank India

Not every business starts with a grand plan. Some, like Chokhat, begin with a simple idea, dedication, and the belief that hard work will pay off.

Founded in 2018 by Prachi Bhatia, Chokhat is a Delhi-based home decor brand specializing in:

• Aesthetic, nature-inspired home decor
• Festive collections and gifting solutions
• Kitchenware, tableware, and serveware

With affordability and unique designs at its core, Chokhat has captured the attention of home decor enthusiasts, particularly in Maharashtra and South India, where demand for its products is high.

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Prachi Bhatia’s path wasn’t a conventional one. She didn’t come from a business background. Instead, her roots lay in product design, where she worked long hours before realizing that if she could work that hard for someone else, she could do it for herself.

On September 13, 2018—Ganesh Chaturthi—she resigned from her job. Without knowing it at the time, this day would mark the beginning of her entrepreneurial journey.

For the first two years, she worked from home, designing products and trying to establish her brand. When things started picking up, she moved into a small office.

She self-funded her startup with ₹1 lakh, investing it in designing and manufacturing the first batch of 10 products. By January 2019, she had everything ready, but when she launched her website, not a single order came in for three months.

It wasn’t until she started running ads that sales finally began trickling in.

The business didn’t take off overnight. Chokhat had no earnings in 2019-20, but persistence paid off.

Chokhat’s Annual Sales Growth

• FY19-20: ₹4.5 lakh
• FY20-21: ₹10 lakh
• FY21-22: ₹11 lakh
• FY22-23: ₹30 lakh
• FY23-24: ₹55 lakh
• FY24-25 (Till Oct): ₹50 lakh

Despite operating with a small team of just three people, Chokhat’s revenue consistently increased.

Chokhat’s Unit Economics

• COGS (Cost of Goods Sold): 39%
• Operational Expenses: 13%
• Marketing: 17%
• Website & Payment Gateway Costs: 2%
• Logistics & Returns: 11%
• EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization): 18%

Chokhat’s major hurdle was manufacturing transparency. In the early days, manufacturers sold her designs to others, forcing her to implement contracts to protect her brand’s uniqueness.

Appearing on Shark Tank India Season 4, Episode 29, Prachi Bhatia walked in with confidence, asking for ₹50 lakh in exchange for 7% equity, valuing her company at ₹7.14 crore.

But before she even began pitching, an unexpected moment caught the sharks off guard.

She was wearing Sundar’s bangles and dress—a symbolic connection that led shark Vinita Singh to congratulate her on her marriage. When asked when she got married, Prachi replied, “Today.”

The sharks were stunned, only for her to clarify seconds later that she meant it had been eight months today. The room filled with laughter before the conversation shifted back to business.

From the start, sharks Aman Gupta, Vinita Singh, and Kunal Bahl opted out, citing various reasons:

• Shark Aman was concerned about market scalability.
• Shark Vinita questioned how Chokhat would differentiate itself from mass-market competitors.
• Shark Kunal felt the brand was still too small for investment.

However, sharks Anupam Mittal and Piyush Bansal saw potential and engaged in deeper discussions. They appreciated:

1. The founder’s persistence despite early struggles.
2. Her ability to increase revenue steadily each year.
3. The brand’s niche appeal to certain regional markets.

Yet, concerns remained, limited team size could slow down future growth and challenging manufacturing relationships made quality control tricky.

Instead of straight equity funding, the sharks proposed a loan-equity hybrid deal, ₹25 lakh for 10% equity and ₹25 lakh as a loan at 10% interest for one year.

Prachi countered with a modified structure, which the sharks accepted, ₹30 lakh for 10% equity and ₹20 lakh as a loan at 10% interest for one year.

While she gave up more equity than she initially planned, this deal ensured she had both capital and strategic mentorship.

Even though some sharks didn’t invest, sharks Anupam and Piyush saw promise in:

1. Consistent revenue growth – Despite starting from nothing, Chokhat scaled to ₹55 lakh in sales.
2. A dedicated founder – Prachi built this business alone for years, proving resilience.
3. A differentiated product line – Home decor with aesthetic and nature-inspired designs appealed to niche markets.

With a fresh investment and two experienced sharks as mentors, Chokhat is gearing up for:

Expanding Product Lines

Introducing new festive and gifting collections to attract a broader audience.

Strengthening Manufacturing Partnerships

Signing exclusive contracts with more reliable manufacturers to prevent design replication.

Scaling Online & Offline Sales

Currently selling via its website, but looking to enter premium retail stores.

For entrepreneurs looking to pitch their ideas, Chokhat’s appearance offers valuable insights:

1. Expect Tough Questions – Investors will scrutinize every aspect of your business.
2. Know Your Financials Inside Out – Prachi’s clear understanding of her numbers helped her negotiate.
3. Not All Funding is Straight Equity – Sometimes, a mix of loan and equity is a smarter move.

Chokhat’s Shark Tank India pitch wasn’t just about funding—it was about proving that a single entrepreneur with dedication and a clear vision can build something meaningful.

With smart funding, strategic mentorship, and a growing customer base, Chokhat is poised to become a strong player in India’s home decor industry.