Antinorm Secures ₹1.03 Cr Investment from Anupam Mittal on Shark Tank India Season 5

Antinorm, a Delhi-based company, is advancing its D2C initiatives. They just secured an investment of ₹1.03 crore for the fifth season of Shark Tank India. This beauty and personal care brand’s founder, Aparna Saxena, struck an agreement with Anupam Mittal. This gives them the go-ahead to develop a straightforward yet powerful beauty brand for modern Indian women.

When Antinorm arrived, they demanded ₹1.03 crore for 1% of their business, which they valued at ₹103 crore. Anupam Mittal responded in the affirmative after discussing their brand concepts, the viability of their products, and their potential for expansion in the Indian D2C sector. He will provide business assistance for the upcoming steps and is supporting the brand at the price it requested.

Related: Secret Formula, Family Legacy, And Movie-Like Story: Shark Tank India’s Aman Gupta, Anupam Mittal Wooed In Rs 2 Cr Deal

Antinorm was founded with the intention of simplifying cosmetic regimens. This Indian company specializes on selling multifunctional beauty and personal care products online. Less product, greater effect is their primary tenet. They want to assist busy ladies who seek high-quality, hygienic items without using a lot of materials. Their products are tailored to Indian skin types and climates, something that the Indian D2C cosmetics market lacks.

Website url – Antinorm

Antinorm currently sells essential, practical items including lip stuff, styling cream, and dry shampoo. Every item is designed to replace numerous goods that you would typically use. The brand is well-positioned in India’s expanding direct-to-consumer personal care market, where consumers want goods that are simple to use, effective, and hygienic rather than too complicated.

This investment coincides with reports that the D2C beauty, skincare, and personal care industries in India are doing very well. Antinorm is a perfect fit for the D2C sector, since consumers are evolving and seeking robust, straightforward products. The company’s focus on creating practical, user-friendly items demonstrates how Indian direct-to-consumer firms are attempting to satisfy customers’ actual needs rather than chasing fads.

With this additional funding and Anupam Mittal on their side, Antinorm ought to expand their direct-to-consumer initiatives, produce better goods, and invest more in developing their web brand. Additionally, the funds will be used to attract additional clients and engage with the group of women who desire simpler cosmetic products.

Net Sales

• July’25 – Rs 25 Lakhs
• Aug ’25 – Rs 31 Lakhs
• Sep’25 – Rs 31 Lakhs

Shark Mohit & Shark Namita were not interested in investing .

Shark Kunal gave an offer = Rs 1.03 Crores for 1% Equity

Valuation – Rs 103 Crores

He also gave an option – Rs 15 Crores follow-on at Rs 200 Crores Valuation on Rs 5 Crores/month sales

Shark Anupam Mittal gave an offer as asked by the founder = Rs 1.03 Crores for 1% Equity

Valuation – Rs 103 Crores

The founder secured a deal with Shark Anupam Mittal

The success of Antinorm on Shark Tank demonstrates that investors have faith in D2C companies run by entrepreneurs that solve issues with clever products. Brands like Antinorm, which emphasize being transparent, attracting repeat business, and being innovative, are emerging as long-term leaders rather than passing fads as the Indian D2C market grows.

Antinorm is prepared to succeed in India’s direct-to-consumer beauty market and establish a long-lasting personal care brand with well-defined brand concepts, a strong product portfolio, and business assistance.