Saurabh Tyagi and Dr. Rekha Lohkna, based in Delhi, are the creators of Nooky, a brand specializing in aphrodisiac chocolates.
They aim to normalize discussions around sexual wellness through their innovative product.
Brand Overview
Nooky offers “arousal chocolates” designed to enhance intimacy.
The chocolates are recommended to be consumed 30 minutes before intimacy, with a safe dosage of 20 grams.
The founders claim the product has no side effects and reported a monthly revenue of ₹1.02 crore, having already raised ₹2.35 crore in funding.
Shark Tank India Appearance
Ask: ₹60 lakh for 1% equity, valuing the company at ₹60 crore.
The pitch was humorous and engaging, with the Sharks laughing and sampling the product.
Reactions varied: Vineeta Singh enjoyed the taste (paan flavor), while Anupam Mittal criticized it.
Aman Gupta humorously acted as if he felt the effects of the chocolate, adding to the lighthearted tone of the pitch.
Season and Episode Air Date
Season: 04
Episode: 50
Episode Air Date: Friday, 14 March 2025
Product Overview
Nooky chocolates are infused with herbs designed to stimulate arousal.
Nooky products are marketed as safe when consumed within recommended limits but may increase heart rate if overdosed.
Investor Reactions
Anupam Mittal praised the founders’ courage but criticized the taste.
Aman Gupta raised legal concerns and backed out.
Vineeta Singh acknowledged market potential but worried about health impacts.
Peyush Bansal and Varun Dua refrained from investing due to category-related uncertainties.
Customer Engagement Philosophy
The founders aim to break societal taboos around sexual wellness by offering a product that is both functional and approachable.
Their pitch highlighted an effort to normalize conversations about intimacy.
Product Highlights
Aphrodisiac chocolates with herbal ingredients.
Available in flavors like paan.
Positioned as a wellness product with no side effects (within limits).
Future Vision
The Nooky founders plan to refine their product based on feedback, improve taste, and continue advocating for sexual wellness. They aim to expand their reach while addressing any regulatory or health-related challenges.
Deal Finalized or Not
No deal was finalized. All Sharks opted out due to concerns about:
Legal Risks: Aman Gupta speculated the product might face regulatory bans.
Taste Issues: Anupam Mittal found the taste unappealing.
Health Concerns: Vineeta Singh questioned long-term liver effects.
Category Concerns: Peyush Bansal avoided investing in potentially addictive products.
Nooky Shark Tank India Review Website Data
Category
Details
Website
Nooky
CMS Platform
Shopify & Magento
SEO Performance
Good, but improvement needed
Organic Traffic
11.6K visitors per month
Founders
Saurabh Tyagi and Dr. Rekha Lohkna (Delhi)
Mission
Normalize discussions around sexual wellness through aphrodisiac chocolates
Brand Overview
Offers “arousal chocolates” designed to enhance intimacy, recommended dosage 20g, no reported side effects
Shark Tank India Appearance& Ask
Season 4, Episode 50, ₹60 lakh for 1% equity at ₹60 crore valuation
Investor Reactions
Mixed responses; concerns over taste, legality, and health risks
Product Highlights
Herbal aphrodisiac chocolates, flavors like paan, positioned as a wellness product
2025: ₹150 crore valuation via improved EBITDA, 2026: ₹25 crore Series A funding, 2030: ₹500 crore valuation and IPO readiness
Nooky Shark Tank India Business Plan
Business Potential in India for Nooky
Market Size: The global sexual wellness market is valued at USD 30.5B (2022) and is projected to grow at 8.4% CAGR, reaching USD 60.2B by 2030.
Niche Opportunity: Aphrodisiac chocolates, a subset of sexual wellness, are gaining traction in India with a rising preference for natural solutions. Nooky targets India’s ₹1,200 crore sexual wellness market, growing at 12% CAGR (aligned with global trends).
Revenue Validation: Nooky achieved ₹1.02 crore monthly revenue and raised ₹2.35 crore in pre-seed funding, validating early product-market fit.
Total Addressable Market (TAM)
TAM: USD 60.2B (global sexual wellness market by 2030).
Serviceable Market: India’s aphrodisiac chocolate segment could capture 15% of the domestic sexual wellness market (₹180 crore by 2030).
Ideal Target Audience & Demographics for Nooky
Demographic
Details
Age
25–45 years
Location
Tier 1/2 cities (Delhi, Mumbai, Bengaluru)
Income
₹8–25 lakh/year household income
Behavior
Health-conscious, open to sexual wellness products, seeks natural intimacy enhancers
Marketing Strategy for Nooky
Problem: Limited SEO performance (11.6K monthly visitors) and societal stigma around sexual wellness.
Solutions:
SEO Optimization: Target keywords like “natural aphrodisiac chocolates India” and “safe intimacy products” to boost traffic 3x (30K+ visitors/month).
Influencer Campaigns: Partner with lifestyle influencers (e.g., Dolly Singh) for Instagram Reels showcasing product benefits.
Educational Content: Publish blogs/videos on Ayurvedic ingredients (maca, ashwagandha) and their role in sexual health.
Community Building: Create private Facebook groups for user testimonials and discussions to normalize conversations.
Digital Marketing Strategy for Nooky
Platform
Strategy
Goal
Instagram & TikTok
User-generated content (UGC) campaigns with hashtags like #NookyMoments
25% engagement rate
Google Ads
Retarget cart abandoners with 15% discount offers
10% conversion rate
Email Marketing
Share intimacy tips and loyalty rewards for repeat buyers
20% retention rate
Collaborations
Partner with wellness apps (e.g., Cure.fit) for cross-promotion
Expand reach to 50K+ users
Distribution Strategy for Nooky
Online Channels: Strengthen Shopify/Magento stores; list on Nykaa and Amazon for premium visibility.
Offline Partnerships: Collaborate with Healthkart and Apollo Pharmacies in Tier 1 cities.
B2B Sales: Supply to luxury hotels and couple-centric resorts (e.g., Taj Hotels).
Advantages
First-Mover Edge: Only Indian brand specializing in aphrodisiac chocolates with paan flavor and herbal ingredients.
Natural Ingredients: Uses maca, ashwagandha, and damiana—backed by Ayurvedic research.
Revenue Traction: Achieved ₹12.24 crore annualized revenue with a 30% MoM growth rate.
Challenges & Mitigation Strategies for Nooky
Challenge
Mitigation
Regulatory risks
Obtain FSSAI certification and third-party lab testing for ingredient safety.
Taste criticism
Reformulate chocolates using customer feedback; launch new flavors (e.g., dark chocolate saffron).
Market stigma
Partner with therapists/sexologists for educational webinars on sexual wellness.
Reasons for Success for Nooky
Trend Alignment: 68% of Indians under 40 prioritize natural wellness solutions.
Virality Potential: Humorous, relatable branding (as seen in Shark Tank pitch) attracts Gen Z/millennials.
Scalability: Low production costs via in-house manufacturing (reported in Shark Tank).
Future Business Roadmap for Nooky
2025: Launch Nooky Wellness line (supplements, lubricants); hit ₹25 crore revenue.
2026: Expand to UAE/Singapore via e-commerce platforms; target ₹50 crore revenue.
2027: Develop an app for personalized intimacy coaching; secure ₹100 crore valuation.
Valuation Growth Roadmap for Nooky
Short-Term (2025): Target ₹150 crore valuation by improving EBITDA margins to 30% via cost optimization.
Mid-Term (2026): Raise ₹25 crore Series A at 5x revenue multiple post-international expansion.
Long-Term (2030): Aim for ₹500 crore valuation through omnichannel dominance and IPO readiness.
Nooky’s blend of Ayurvedic ingredients, bold branding, and Shark Tank visibility positions it to capture 10% of India’s ₹1,200 crore sexual wellness market by 2030. By addressing taste concerns, regulatory hurdles, and leveraging digital marketing (inspired by Tabs Chocolate’s UGC strategy), Nooky can redefine intimacy solutions while scaling profitably.
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