“Make 4 Cr This Year, Get 2% Back” – Aman to Edinora on Shark Tank India Season 5 Episode 40

On Shark Tank India Season 5 Episode 40, Edinora, an Ayurvedic oral and personal care brand, made waves with its natural, chemical-free products and secured an investment from one of the Sharks. This was a significant moment for the team and customers looking for healthier options for everyday care.

Related: “Offer Only If We bring Professionals From Outside” – Namita to Pragyan Child Development Centre on Shark Tank India Season 5 Episode 39

Edinora, a Kerala-based wellness company founded by Prabhakaran Gopinathan, Praveen PJ, and Ashika Nambiar, specializes in herbal oral and personal care products made from 100% natural and edible ingredients derived from Ayurvedic traditions.

The herbs used in Edinora’s toothpaste formulations—such as miswak, licorice, turmeric, neem, clove, and mint—are selected to promote dental cleanliness without interfering with the mouth’s natural microbiota, in contrast to traditional toothpastes that contain artificial chemicals.

In order to meet the growing demand for Ayurvedic and toxin-free personal care, the company focuses on providing customers with a safer and cleaner way to take care of their bodies and teeth.

Official Website – Edinora

Edinora’s portfolio is built on the idea that oral care should be edible and free from harmful additives like SLS, parabens, silica, calcium carbonate, or triclosan — ingredients commonly found in toothpaste but widely questioned for long-term safety.

The company provides the following by fusing current quality standards with ancient Ayurvedic botanicals:

• Herbal toothpaste and oral care formulas
• Gentle yet effective cleaning action
• Products suitable for everyday use, even for children
• Potential benefits for sensitive mouths due to the absence of chemical irritants

Customers and investors on the show were moved by this dedication to sustainability and natural care.

Channel Split:

Telecalling – 67%

Marketplaces – 29%

Retail – 4%

Sales Split:

Toothpastes – 72%

Other Oral Care Products – 13%

Personal Care – 15%

Sales:

FY 24-25 – Rs 3.24 Crores

FY 25-26 Projected – Rs 4 Crores

EBITDA:

FY 24-25 – -25%

YTD – -6%

The inventors of Edinora positioned their brand as a natural, edible oral care substitute for the chemical-based toothpaste brands that dominated the Indian market when Edinora entered the tank on Shark Tank India Season 5 Episode 40. They started by emphasizing a straightforward but impactful realization: everything you put in your mouth on a daily basis should be safe to eat.

The inventors clarified that artificial foaming agents and SLS are among the synthetic compounds included in the majority of commercial toothpastes. On the other hand, Edinora’s formulas contain ancient Ayurvedic herbs including miswak, neem, clove, licorice, and turmeric, which have long been utilized in Indian dental hygiene regimens. They emphasized long-term health benefits, safety, and trust in their pitch.

The Sharks started delving further right away. Concerns included client acquisition costs, repeat purchase rates, scalability, and product distinctiveness in a saturated Ayurvedic market. Additionally, they questioned the founders about whether “edible toothpaste” was a compelling enough USP to establish a sizable, defendable brand.

In response, the founders placed a strong emphasis on early traction that confirmed market acceptability, expanding demand for clean-label products, and consumer education. They outlined a plan to go into more personal-care categories and establish themselves as a reliable herbal wellness brand that goes beyond toothpaste.

The Ask

They asked the Sharks for ₹2 Crore in exchange for 5% equity, implying a valuation of ₹40 Crore.

Sharks Reactions

Shark Kunal Bahl applauded the wise nature of the founder. He was sceptical about the disruption in the oral care market and couldn’t see product differentiation, thus he backed out.

Shark Anupam Mittal advised the founders to not raise external capital, instead make it a Rs 100 Crore business in Kerala. He opted out stating that.

Shark Namita Thapar wanted the brand to be Pan India first, right now it’s mainly in Kerala. She backed out as well.

Shark Mohit Yadav pointed out the disconnect between being an oral care brand and also focusing on skin, hair care. He didn’t offer anything.

Shark Aman Gupta did not agree with other sharks, he made an offer with a condition – Rs 2 Crores for 10% Equity at Rs 20 Crores valuation with a sole focus on Oral care category.

Founders took some time discussing and made a counter offer of Rs 2 Crores for 8% Equity at Rs 25 Crores valuation.

Shark Aman Gupta again put a condition on this offer Rs 2 Crores for 10% Equity at Rs 20 Crores valuation and if Brand makes Rs 4 Crores in FY 25-26 then he will give back 2% Equity to the founders.

Without hesitation, the founders accepted Aman’s offer of Rs 2 Crores for 10% Equity at Rs 20 Crores valuation and if Brand makes Rs 4 Crores in FY 25-26 then he will give back 2% Equity to the founders.

Edinora is now focused on scaling its oral care presence beyond Kerala to become a recognized Pan-India brand. Under the terms of Shark Aman Gupta’s investment, the company must prioritize the oral care category to reach a projected ₹4 Crores in sales for FY 25-26. Achieving this target is a critical milestone, as it allows the founders to reclaim 2% of their equity.

The brand will continue to leverage its unique positioning of 100% natural, edible ingredients to capture the growing demand for toxin-free personal care. While the immediate goal is to dominate the herbal toothpaste niche, Edinora ultimately aims to establish itself as a trusted herbal wellness brand. By combining ancient Ayurvedic botanicals with modern quality standards, they plan to offer a safer, chemical-free alternative for families nationwide.