“Your Entire Brand is a Distraction” – Vineeta to 3 Sisters on Shark Tank India S05 Episode 30

A lively beverage startup named 3 Sisters caught the interest of the Sharks and the public in Shark Tank India’s Season 5, Episode 30, with its audacious entry into the rapidly expanding non-alcoholic drink market. One of the season’s most talked-about presentations was the team’s pitch, which was based on flavor innovation and a contemporary take on sober drinking.

Related: MeMeraki’s Gets a 4 Sharks Deal – “I Want All 4 Of You to Come Together” on Shark Tank India Season 5 Episode 30

Despite the name, 3 Sisters is run by a small group of Mumbai-based founders, including Manish, Nimish, Akshay, and Sanjay. They joined Shark Tank to promote their beverage company’s flagship brand, Sanskari, which consists of a variety of non-alcoholic beers, sodas, and flavored drinks made for contemporary Indian consumers who want great taste without the hangover.

The firm markets itself as a next-generation beverage brand that prioritizes inclusion and refreshment, capitalizing on India’s rapidly increasing sober curiosity and health-conscious drink trends.

Official Website – 3 Sisters

With products that replicate well-known beer and soda profiles, such as carbonated flavored beverages and non-alcoholic beer versions, but with no alcohol content, Sanskari by 3 Sisters stands apart in the non-alcoholic drink market. This makes them appropriate for ordinary refreshment, social events, and celebrations.

Younger consumers who desire social beverage experiences free from the negative effects of alcohol use are the target market for the brand.

Pricing – ~Rs 80 per bottle

Peak Season – Oct-Dec

Total Investment – Rs 10 Crores

Sales Split:

Non-Alcoholic Beer – 77%

Indie Soda – 8%

Aruba – 10%

Jerk – 4%

Super Cola – 1%

Sales:

FY 22-23 – Rs 2.35 Crores

FY 23-24 – Rs 6.34 Crores

FY 24-25 – Rs 11.89 Crores

FY 25-26 Projected – Rs 27 Crores

EBITDA – Rs 1 Crore

When the 3 Sisters team entered the Tank, they demanded ₹3 crore in return for 2.5% shares, putting the company’s valuation at about ₹120 crore. The brand’s development, manufacturing scaling, and retail distribution expansion across multiple locations were all described by the founders.

They told Sharks that this sector is growing quickly as customer preferences change toward healthier options, emphasizing both unit sales and the lifestyle impetus behind non-alcoholic beverages.

Key elements in the beverage industry, including as distribution routes, shelf life, profit profile, and competitive distinctiveness, were all examined by the Sharks during the discussion. The founders also discussed how they have gained momentum in both urban and suburban sectors thanks to their branding and retail network.

The topic of the business model swiftly came up. The founders described their sources of income, which included events, e-commerce, contemporary retail, and hospitality locations. They emphasized their approach of focusing on occasion-based consumption instead of the competition from regular soft drinks.

The Sharks concentrated on unit economics when the topic of finances came up. Production costs, margins, distributor charges, and pricing strategy were all questioned. As with the majority of beverage companies, scalability and profitability emerged as key issues.

The Sharks looked into consumer behavior as well. They investigated whether the product serves as a novelty or encourages recurring purchasing. Growing customer acceptance of non-alcoholic substitutes was highlighted by the creators.

Another prominent element emerged: competition. The startup’s defense against big beverage companies entering the market was questioned by the sharks. In response, the founders emphasized category momentum, early traction, and brand positioning.

Clarity of the market and branding were also closely examined. Sharks investigated how Sanskari sets itself apart from soft drinks and whether Indian customers had a clear understanding of non-alcoholic beer.

The Ask

Funding Ask: ₹3 crore for 2.5 % equity — implying a proposed valuation of ~₹120 crores.

Sharks Reactions

Shark Vineeta Singh called the entire brand a “distraction” where contract manufacturing is the real business, thus she opted out.

Shark Namita advised the founders to focus on the strategy of brand building, she backed out suggesting that.

Shark Viraj Bahl made a roadmap for their company with genuine advises but he thought he could not enter in their brand at this stage.

Shark Varun just didn’t like their products as a consumer, thus he didn’t make any offer.

Shark Kunal Bahl also pointed out their impressive team but lack of focus, for that reason he also backed out.

After taking all the notes, 3 Sisters exited Shark Tank India without any offers or deals.

3 Sisters left Shark Tank India without landing a deal, despite having a compelling presentation and a modern approach to the expanding “sober curious” market in India. The Sharks were eventually put off by a perceived lack of concentration, even though the founders—Manish, Nimish, Akshay, and Sanjay—showed remarkable growth with planned sales of ₹27 Crores for FY 25–26.

To scale effectively and perhaps win over future investors, 3 Sisters should consider the following strategic shifts:

Refine Brand Identity: Address the Sharks’ concerns about “distraction” by clearly defining whether the company is a consumer brand (Sanskari) or a manufacturing powerhouse.

Focus the Product Mix: With Non-Alcoholic Beer accounting for 77% of sales, the team should prioritize this high-performing category over smaller lines like Super Cola (1%) to build a stronger market moat.

Strengthen Unit Economics: Take the Sharks’ advice on brand building and retail distribution to improve margins and prove that the product is a recurring necessity rather than a “novelty” purchase.

Incorporate Shark Feedback: Use the roadmap suggested by Viraj Bahl to professionalize operations and prepare the business for a stage where it is more “investor-ready”.