Catwalk Botanics on Shark Tank India: Can Non-Alcoholic Spirits Win Over the Market?

Delhi-based Catwalk Botanics is a brand pushing boundaries in India’s alcohol-free beverage industry. Their premium non-alcoholic spirits, infused with botanical ingredients, are designed to offer the taste of cocktails without the effects of alcohol.

Perfect for social drinkers, designated drivers, and wellness-conscious consumers, the brand aims to replace sugary mocktails and caffeinated energy drinks at parties and bars.

The founders, Ishan Arora and Aamir Khan, built Catwalk Botanics with a vision, to create a sophisticated alternative for those who enjoy the experience of cocktails without the buzz.

Click here to visit their website: Catwalk

Related: “No counteroffer for me?” –Ritesh’s Reaction to Moms Home’s Founders on Shark Tank India

While the concept of non-alcoholic spirits is well-established in Western markets, India is still warming up to the idea.

Catwalk Botanics’ Monthly Sales

• April 2024: ₹5 lakh
• May 2024: ₹4 lakh
• June 2024: ₹2 lakh
• July 2024: ₹6 lakh
• August 2024: ₹5 lakh
• September 2024: ₹6 lakh
• October 2024: ₹3 lakh

The numbers fluctuate—which raised concerns about consistency and market demand. While the premium branding and product positioning are solid, the sales data doesn’t yet show a strong upward trend.

On Shark Tank India, the founders sought ₹1 crore for 4.16% equity, valuing the business at ₹24.04 crore.

Their pitch revolved around three main selling points:

1. Their product mimics the taste of classic cocktails.
2. It provides a zero-hangover experience.
3. It caters to a growing segment of mindful drinkers.

But while the idea intrigued the sharks, the reality of market conditions sparked a very different discussion.

Shark Aman appreciated the passion and effort of the founders but believed category creation is expensive. He compared it to boAt’s early days, saying that breaking into a new market takes patience and deep funding. He opted out, explaining that the business would require heavy capital infusion before seeing real growth.

Shark Vineeta liked the brand positioning and design, calling it premium and well-thought-out.

However, she felt that the founders lacked patience to build a new product category from scratch. Without long-term commitment, the business could struggle to survive in a slow-growing market. She, too, decided to step out.

Shark Ritesh believed the product was in its early stage and the market was still finding its footing. He advised the founders to focus on product-market fit and collect more data before seeking investment. With that, he passed on the deal.

Shark Azhar’s main concern was flat sales over the past few months. The startup had not yet proven consistent demand, making it a risky investment. He chose to stay out.

Shark Kunal pointed out that India is just beginning to explore non-alcoholic spirits. He added that the product needed more refinement and better growth strategies before it could scale. With that, he opted out as well.

While the sharks did not invest, the founders walked away with valuable feedback on market positioning, branding, and business strategy.

Here’s what they need to focus on next:

1. Boosting Sales Consistency – Monthly revenue fluctuations signal demand instability. They need to stabilize their distribution and marketing efforts.
2. Expanding Consumer Awareness – Many potential customers don’t yet know about non-alcoholic spirits. Educating the market is key to long-term success.
3. Product Evolution – The feedback suggests that the product still needs refinement to better match Indian consumer preferences.

1. Category creation is a long and expensive game – patience and capital are crucial.
2. Sales must show steady growth – inconsistent revenue makes investors hesitant.
3. Consumer education is vital – a new market needs strong awareness campaigns.

Catwalk Botanics has a clear vision—to bring non-alcoholic spirits into mainstream drinking culture in India.

But as the sharks pointed out, the Indian market is still warming up to the idea. With no deal from Shark Tank India, the founders now face a new challenge—proving that their brand can scale without immediate external funding.

If they stabilize sales, educate consumers, and refine their product, they may return as a stronger, more investable brand in the future.