Utopian Drinks on Shark Tank India: “That’s Marketing, Not Science”, Sharks Question Utopian Drinks

In a market flooded with sugary, artificially flavored drinks, Utopian Drinks presents itself as a “mass premium” beverage brand focusing on natural ingredients, no preservatives, and no refined sugar.

Founded by Abhishek Sarwate and Shweta Tare Sarwate, this Indore-based startup aims to provide health-conscious consumers with smoothies and juices made from fruits, vegetables, and superfoods like:

• Tulsi (for immunity)
• Amla (rich in Vitamin C)
• Ashwagandha (an adaptogen known for stress relief)
• Honey (as a natural sweetener)

Their focus? Encouraging better lifestyle choices with vegan-friendly, preservative-free beverages.

Click here to visit their official website: Utopian Drinks

Related: Repeat Gud on Shark Tank India: A 23-Year-Old’s Mission to Redefine Healthy Eating

While the beverage industry is highly competitive, Utopian Drinks has shown gradual sales growth.

Monthly Sales

• September 2024: ₹4.5 Lakh
• October 2024: ₹6.43 Lakh
• November 2024: ₹7 Lakh

Although the numbers indicate consistent demand, the sharks were concerned about scalability, differentiation, and consumer trust.

The founders walked into Shark Tank India seeking ₹40 lakh for 1.8% equity, valuing their company at ₹22.22 crore. They confidently pitched their brand as the healthier alternative to mass-market juices, emphasizing natural ingredients and wellness benefits. But the sharks weren’t convinced.

Shark Namita Thapar and Aman Gupta were the first to express doubts.

• After tasting the drinks, both felt that some of the immunity-based beverages had an unpleasant aftertaste.
• Namita, who comes from a healthcare background, immediately questioned the sugar content.

She pointed out, “The WHO recommends a maximum of 24g of sugar per serving. Your drinks contain 25g. How is this healthy?”

The founders defended their recipe, arguing that they use “healthy sugar”, a term that didn’t sit well with the sharks.

Things heated up when Shark Namita questioned their detox claims. She challenged the branding of their “D-tox” line, saying, “How did this become detox? There are no detox ingredients. If there’s sugar, how is it detox?”

Shark Aman joined in, adding, “You’re selling ‘detox’ drinks that don’t actually detox? That’s misleading.”

When the founders clarified that they intentionally spelled it as “D-tox” instead of “Detox”, Shark Anupam Mittal laughed and said: “That’s marketing, not science.”

Shark Kunal Bahl appreciated shark Namita’s persistence, agreeing that health claims must be backed by solid reasoning.

Beyond the ingredient concerns, another issue was market positioning. Shark Kunal Bahl didn’t find the branding compelling enough. He asked: “Looking at your packaging, why should I pick your brand over others?”

With so many health beverage brands available, the sharks felt Utopian Drinks lacked a clear competitive advantage.

Despite acknowledging the founders’ dedication, none of the sharks chose to invest. The reasons included:

1. Misleading Health Claims

• The term “detox” raised ethical concerns about misrepresentation.
• The sugar content contradicted the brand’s core promise of being a “healthy alternative.”

2. Weak Market Differentiation

• The packaging and branding failed to stand out in a saturated market.
• Why would consumers switch to Utopian Drinks when similar options already exist?

3. Scalability Issues

• With relatively low sales numbers, the sharks questioned whether the brand could scale beyond niche customers.