“You fooled us”, Vineeta Singh Jokes on Good Monk’s Pitch on Shark Tank India

Good Monk is a health and nutrition startup that offers odorless, tasteless, and colorless supplements packed with vitamins, minerals, fibers, probiotics, and Ayurvedic herbs.

Designed for kids, adults, and seniors, this product claims to boost immunity, stamina, and mental well-being without altering the taste or texture of food.

The founders claim that mixing a single sachet into meals provides essential nutrients, making it a hassle-free way to improve daily nutrition.

The startup has already reached over 40,000 consumers, but despite its promising concept, scaling the business has come at a steep cost.

Click here to visit their website: Good Monk

Related: Nanighar, an app for home-cooked meals failed to secure a deal on Shark Tank India season 4

Good Monk was co-founded by Amarpreet Singh Anand and Sahiba Kaur, two entrepreneurs with strong business backgrounds.

Amarpreet Singh Anand

• Hails from Rishikesh.
• Holds an engineering degree from IIT Varanasi and an MBA in Finance from IIM Kolkata.
• Spent 15 years at Cadbury, followed by roles in other top FMCG companies.
• Left the corporate world to build Good Monk as a passion project.

Sahiba Kaur

• Comes from a business family in Gurugram.
• Holds a Master’s degree in Computer Applications.
• A mother of two, she saw the need for a child-friendly nutrition solution.

Together, they spent years developing Good Monk, ensuring that it provides essential nutrients without artificial colors or preservatives.

Good Monk’s key selling point is that it delivers nutrition without changing food’s taste or aroma.

To prove this, the founders conducted a four-month trial on 74 participants, showing that:

• Children need one sachet per day.
• Adults require two sachets daily.
• A single sachet costs ₹20, but in jar packaging, the cost drops to ₹12 per sachet.

To demonstrate the product’s effectiveness, the founders gave two bowls of dal to the sharks.

Each bowl tasted identical, yet one contained Good Monk powder. The sharks couldn’t tell the difference, leading Vineeta Singh to say, “You fooled us.”

The founders joked, “We’re fooling kids too—without them knowing!”

While the concept intrigued the sharks, their financials raised red flags.

Despite promising sales figures, Good Monk’s financial strategy came under fire.

Good Monk’s Annual Sales

• FY23-24: ₹75 lakh
• FY24-25 (Till Oct): ₹2 crore
• Projected FY24-25: ₹5 crore

Good Monk’s Unit Economics

• COGS (Cost of Goods Sold): 25%
• Freight & Marketplace Commission: 16%
• Performance Marketing: 85%

Good Monk’s Sales Channel Breakdown

• Own Website: 70%
• Marketplace: 25%
• Retail: 5%

Good Monk’s Investment History

• Dec’22: ₹6 crore
• Jan’24: ₹6.5 crore

These figures concerned the sharks, particularly the massive marketing spend.

The founders asked for ₹1 crore in exchange for 1.67% equity, valuing the business at ₹60 crore.

They revealed that they were in the middle of a ₹10 crore pre-Series A funding round and had already raised ₹12.5 crore in previous rounds.

The sharks, however, were concerned about the company’s cash burn.

Shark Aman joked about the high cash burn, saying, “I don’t want to be the monk who sells his Ferrari to invest in your business.”

While he appreciated the concept, he felt that the business model was not sustainable, leading him to opt out.

They stepped away, believing that Good Monk needed to fix its spending before seeking more funding.

Shark Vineeta Singh was the only shark willing to offer a deal, but with strict conditions:

• The founders must reduce marketing expenses to 20%.
• Fixed costs must be lowered.

She proposed, ₹50 lakh in exchange for 1.25% equity (0.25% advisory equity) and ₹50 lakh as a loan at 10% interest for 3 years. The founders accepted, securing a deal with Vineeta Singh.

With Vineeta’s investment and advice, Good Monk plans to:

1. Reduce marketing spend – Focusing on organic growth and strategic advertising.
2. Expand into offline retail – Increasing supermarket and pharmacy presence.
3. Enhance profitability – Lowering operational costs to ensure long-term sustainability.

The real challenge now is proving that Good Monk can grow profitably without excessive cash burn.

1. Spending big on marketing doesn’t always mean smart growth.
2. Investors want to see profitability, not just revenue numbers.
3. A great product needs a sustainable business model to survive.

Good Monk’s concept is strong, but its high marketing expenses and cash burn worried the sharks.

With Vineeta’s investment, the founders now have a chance to restructure their strategy and prove that their nutritional brand can scale efficiently.

The real question is—can they lower costs while maintaining growth, or will their spending habits hold them back? Time will tell.