“Your name spoils everything!” – Aman and Vineeta on EasyRugs’ Branding on Shark Tank India

Finding a stylish yet low-maintenance rug has always been a challenge. Most rugs require costly professional cleaning or end up ruined after a spill. EasyRugs, India’s first washable rug brand, aims to change that.

Founded by Samrath Singh Nagpal and Harnaam Kaur, EasyRugs offers durable, hand-washable rugs that are stain-resistant and affordable.

The startup’s vision caught the attention of the sharks on Shark Tank India, but did it convince them to invest?

Click here to visit their website: Easyrugs

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The brains behind EasyRugs are a husband-wife duo with diverse professional backgrounds:

Harnam Kaur

• A seasoned interior designer, Harnam understands the pain points of expensive rugs.
• She wanted to create a brand that offered aesthetic appeal with practicality.

Samrath Singh Nagpal

• A lawyer turned entrepreneur, Samrath saw market potential in affordable, easy-to-maintain rugs.
• His expertise helped shape EasyRugs into a scalable business.

Together, they built a home decor brand that makes premium-looking rugs accessible to the Indian market.

Unlike traditional rugs that need dry-cleaning or professional washing, EasyRugs can be hand-washed at home.

The company draws inspiration from nature, culture, and global trends to craft stylish yet functional rugs.

Samrath shared insights into India’s rug market, revealing that:

• The industry is valued at ₹234 million to ₹2,000 crores.
• Consumers want affordability without compromising on aesthetics.

With their affordable pricing and washable fabric, EasyRugs fills a gap in the market.

• August 2024: ₹7.5 lakhs
• September 2024: ₹8.2 lakhs

EasyRugs’ Unit Economics Breakdown

• COGS (Cost of Goods Sold): 38%
• Shipping: 5%
• Marketing: 9%
• Agency Fees: 4%
• Payment Gateway Fees:75%
• Shopify Costs: 1%
• Miscellaneous: 3%
• Founders’ Salaries: 5%
• EBITDA (Profit Margin):25%

Their strong profit margins and controlled costs make EasyRugs a financially sound business.

But the sharks had some tough questions before making a decision.

The founders entered the Shark Tank India stage with a clear ask, ₹35 lakh for 5% equity, valuing the company at ₹7 crores.

They wanted funding to scale their operations, expand marketing, and introduce new product lines.

But not all sharks were convinced.

Shark Anupam was concerned about the brand’s long-term growth. He felt they weren’t emphasizing their unique selling point (washability) enough. He advised them to clearly differentiate themselves in the market. Ultimately, he stepped away, citing scalability issues.

Shark Namita loved the concept, but she wasn’t ready to invest yet, she encouraged them to scale the business further. She suggested they return once they had a stronger market presence.

Shark Peyush saw potential but had one big concern, he advised them not to branch into other home decor categories too soon. Instead, he suggested they establish themselves as India’s top rug brand first. He felt the business was too early-stage for investment and opted out.

Sharks Aman and Vineeta were intrigued by the product but had a branding concern.

• They felt “EasyRugs” sounds too plain, making it less appealing for style-conscious buyers.
• The founders explained that “Easy” represents affordability and convenience.

Despite their reservations, Aman and Vineeta saw potential and made an offer.

• ₹35 lakh for 5% equity
• 5% royalty until ₹52.5 lakh is recovered

After discussing the deal, Samrath and Harnam agreed to the offer.

They secured funding and valuable mentorship to scale EasyRugs into a leading home decor brand.

1. Scalability is crucial – Investors want businesses with long-term growth potential.
2. Branding matters – A strong name and marketing strategy can make or break a product.
3. Focus on core strengths – Expanding too fast can hurt a brand’s identity and profitability.

With Aman and Vineeta on board, EasyRugs plans to:

1. Strengthen its brand identity to attract more customers.
2. Expand its product line while keeping rugs as the core focus.
3. Scale up marketing and sales channels to increase revenue.

The company has the potential to disrupt the Indian home decor market, but execution will be key.