Urban Wipe Shark Tank India Episode Review
In Shark Tank India Season 5 (Episode 18), the Jaipur-based household cleaning brand Urban Wipe, led by the formidable family trio of Dr. Renu Mathur, Aapurva Mathur, and Samradhi Mathur, presented one of the most cinematic pitches of the season. Seeking ₹90 Lakhs for 2% equity at a ₹45 Crore valuation, the founders revealed that their high-performance cleaning formulas were derived from a “little red journal” left behind by Dr. Renu’s late husband.
Despite criticism from Aman Gupta regarding their “fuddu” (unappealing) packaging, the Sharks were blown away by the product’s efficacy and the brand’s explosive growth (from ₹3.47 Lakhs to ₹6.08 Crores YTD). After a heated bidding war, the founders accepted a joint deal from Anupam Mittal and Aman Gupta for ₹2 Crores for 20% equity, significantly lowering their valuation to ₹10 Crore to secure the strategic expertise needed to scale into a national household name.
Website Information
- Website:- Urban Wipe
- Build on WordPress
- Good SEO Performance, SEO Improvement Needed.
- ORGANIC TRAFFIC: 5624 visitor per month
The Founders
The brand is a family-led venture driven by three key figures:
- Dr. Renu Mathur: The primary shareholder and matriarch. A PhD holder in Marketing, she sustained the family through teaching and coaching after her husband’s passing in 2017.
- Aapurva Mathur: Dr. Renu’s daughter, who holds an MBA and was the first to join the family business.
- Samradhi Mathur: Dr. Renu’s daughter and a Chartered Accountant (CA) who previously served as an Assistant VP at Barclays before joining the startup.
Brand Overview
- Urban Wipe is an innovative household cleaning brand based in Jaipur, operated under Renu Enterprises (an MSME-registered company).
- The brand distinguishes itself from traditional cleaners by utilizing advanced chemical formulas designed for deep cleaning.
- Rather than just surface-level hygiene, Urban Wipe targets the “roots” of stains while ensuring that household surfaces—such as tiles and slabs—remain undamaged.
- It is positioned as a high-performance, practical solution for the fast-paced urban lifestyle.
The “Little Red Journal” (Origin Story)
- The heart of Urban Wipe lies in a “little red book” left behind by Dr. Renu’s late husband.
- This journal contained secret chemical formulations created in 2011. After his death, the family revived these formulas to build a business that has achieved over ₹10 crore in lifetime sales.
Shark Tank India Appearance & Ask
The founders appeared on Season 5 of Shark Tank India with a pitch that Sharks described as “movie-like.”
- Initial Ask: ₹90 Lakhs for 2% equity.
- Initial Valuation: ₹45 Crore.
- The Pitch: They showcased their “hero products” and the “secret diary,” drawing comparisons to the famous Scrub Daddy pitch from Shark Tank USA due to their impressive product demonstrations and efficiency.
Season and Episode Air Date
- Season: 05
- Episode: 18
- Episode Air Date: Wednesday, 28 January 2026
Investor Reactions
The Sharks were highly impressed by the founders’ resilience and the brand’s rapid growth trajectory.
- Anupam Mittal complimented Dr. Renu’s hard work and the cinematic nature of the “secret formula” story.
- Aman Gupta (boAt) was impressed by the product effectiveness but criticized the packaging as “fuddu” (unappealing), noting it needed a major redesign to attract Gen Z and Millennial consumers.
- Mohit Yadav (Minimalist) initially entered the bidding war but withdrew when the founders pushed for a lower equity stake than he was comfortable with.
Product Overview & Highlights
- Urban Wipe offers a range of multi-variant cleaning products sold across major platforms like Amazon, Flipkart, and Meesho.
- Core Ingredients: A balanced mixture of Aqua, surfactants, salts, and perfumes.
- Safety Standards: NABL-approved, containing regulated amounts of SLES and CAPB.
- Deep Action Technology: Unlike ordinary cleaners, it penetrates the root of the stain to remove grease and tough grime without heavy scrubbing.
- Surface Safety: Formulated to be powerful yet gentle, preventing dullness or damage to surfaces over time.
Financial Journey (Sales Growth)
The brand demonstrated exponential growth during their pitch:
- FY 2023-24 | ₹3.47 Lakhs | |
- FY 2024-25 | ₹3.83 Crores | |
- Year-to-Date | (YTD) | ₹6.08 Crores | |
Customer Engagement Philosophy
- Urban Wipe focuses on transparency and convenience.
- By leveraging digital platforms and social media, they provide clear usage instructions and product details to build trust.
- Their philosophy centers on “Word-of-Mouth” marketing, driven by the fact that the product delivers visible results quickly, saving customers time and effort in their daily chores.
Future Vision
- The brand aims to become a household name across India by merging traditional secret formulas with modern brand-building strategies.
- With the investment from Aman Gupta and Anupam Mittal, Urban Wipe plans to:
- Redesign packaging to appeal to a younger, modern demographic.
- Expand their footprint in commercial and office spaces.
- Utilize “Advanced Technology” to continue developing cleaning solutions that are both eco-conscious and highly effective.
Deal Finalized or Not
- Yes, a deal was finalized. After a competitive bidding war between the Sharks, a joint deal was struck:
- Final Deal: ₹2 Crore for 20% equity.
- Investors: Anupam Mittal and Aman Gupta.
- Note: The founders accepted a significant valuation drop (from ₹45 crore to ₹10 crore) to secure the strategic partnership of two heavy-hitting “Sharks.”
| Parameter | Details |
|---|---|
| Website | Urban Wipe |
| Website Technology | Built on WordPress |
| SEO Status | Good SEO performance, further improvement needed |
| Organic Traffic | 5,624 visitors per month |
| Company Name | Urban Wipe |
| Parent Entity | Renu Enterprises (MSME-registered) |
| Headquarters | Jaipur, India |
| Founders | Dr. Renu Mathur, Aapurva Mathur, Samradhi Mathur |
| Founder Structure | Family-led venture |
| Dr. Renu Mathur | Primary shareholder, PhD in Marketing |
| Aapurva Mathur | MBA graduate, first to join business |
| Samradhi Mathur | Chartered Accountant, ex-Assistant VP at Barclays |
| Origin Year of Formula | 2011 |
| Origin Story | Secret chemical formulas documented in a “Little Red Journal” |
| Lifetime Sales | ₹10 Crores+ |
| Brand Category | Household cleaning solutions |
| Brand Positioning | High-performance deep-cleaning products for urban homes |
| Core Differentiation | Targets root of stains without damaging surfaces |
| Shark Tank Season | Season 05 |
| Episode Number | Episode 18 |
| Episode Air Date | Wednesday, 28 January 2026 |
| Pitch Style | Cinematic, story-driven with live demonstrations |
| Initial Ask | ₹90 Lakhs for 2% equity |
| Initial Valuation | ₹45 Crores |
| Product Range | Multi-variant household cleaners |
| Sales Channels | Amazon, Flipkart, Meesho |
| Core Ingredients | Aqua, surfactants, salts, perfumes |
| Safety Certification | NABL-approved formulation |
| Key Chemicals | Regulated SLES and CAPB |
| Technology Highlight | Deep Action stain-penetration technology |
| Surface Safety | Prevents dullness and surface damage |
| FY 2023–24 Revenue | ₹3.47 Lakhs |
| FY 2024–25 Revenue | ₹3.83 Crores |
| Current YTD Revenue | ₹6.08 Crores |
| Customer Philosophy | Transparency, convenience, word-of-mouth growth |
| Marketing Strength | Visible results leading to repeat usage |
| Anupam Mittal Reaction | Praised resilience and storytelling |
| Aman Gupta Reaction | Loved product, criticized packaging design |
| Mohit Yadav Reaction | Entered bidding, exited over equity concerns |
| Packaging Feedback | Needs Gen-Z and millennial-friendly redesign |
| Final Deal Status | Deal finalized |
| Final Deal Amount | ₹2 Crores |
| Equity Given | 20% |
| Final Valuation | ₹10 Crores |
| Investors | Aman Gupta and Anupam Mittal |
| Valuation Change | Reduced from ₹45 Cr to ₹10 Cr |
| Target Market | Urban households |
| Target Age Group | 25–45 years |
| Target Cities | Tier 1 and Tier 2 cities |
| Market Size | ₹45,000 Crore Indian home care market |
| SAM Size | ₹8,500 Crore specialized liquid cleaners |
| SOM Target | 2–3% online specialized cleaner market |
| Key Advantage | Proprietary chemical IP |
| Competitive Edge | Specialized deep cleaning vs generic cleaners |
| Major Challenge | Strong FMCG competition |
| Logistics Risk | Liquid leakage during shipping |
| Mitigation Strategy | Spill-proof induction-sealed packaging |
| Future Focus | Packaging redesign and brand modernization |
| Expansion Plan | Quick commerce, B2B offices, South India |
| Sustainability Plan | Launch of eco-friendly cleaner range |
| Long-Term Valuation Goal | ₹150 Crores+ by 2028 |
Urban Wipe Shark Tank India Business Plan
1. Urban Wipe Business Potential in India: Stats and Facts
- Market Growth: The Indian household cleaners market is projected to grow at a CAGR of 18.9% from 2024 to 2030, driven by increased hygiene awareness post-pandemic.
- Urbanization Shift: With India’s urban population expected to reach 600 million by 2030, the demand for specialized, time-saving solutions like Urban Wipe is at an all-time high.
- Premiumization Trend: Consumers are moving away from generic phenyls toward “problem-solver” liquids. Urban Wipe fits the premium-performance category that modern Indian households now prioritize.
2. Urban Wipe Total Addressable Market (TAM): Data-Driven Analysis
- TAM (Total Addressable Market): The overall Indian home care market is valued at approximately ₹45,000 Crore.
- SAM (Serviceable Addressable Market): The specialized liquid cleaner segment (Kitchen, Bathroom, Floor) in Tier 1 and Tier 2 cities is valued at ₹8,500 Crore.
- SOM (Serviceable Obtainable Market): Urban Wipe aims to capture 2-3% of the online specialized cleaner market within the next 3 years, targeting an annual revenue run rate of ₹100 Crore+.
3. Urban Wipe Ideal Target Audience and Demographics
- Primary Audience: Urban dwellers aged 25–45, particularly working professionals and nuclear families in Tier 1 and 2 cities.
- Demographic Profile: Middle to High-income groups who value “Time-Saving” over “Low-Cost.”
- Psychographic Profile: Tech-savvy users who shop on Amazon/Blinkit and follow home-care influencers for “cleaning hacks.” Urban Wipe appeals to those frustrated by stubborn hard-water stains and grease that standard cleaners fail to remove.
4. Urban Wipe Marketing and Digital Strategy
- Brand Identity Overhaul: Per Aman Gupta’s advice, Urban Wipe will transition from “functional/fuddu” packaging to a minimalist, Gen-Z friendly aesthetic that looks “shelf-worthy.”
- Content Strategy: Focus on “Satisfying Cleaning Reels” (ASMR) on Instagram and YouTube Shorts, showing “Before vs. After” transformations of the Urban Wipe formula on tough stains.
- Digital Ad Strategy: Meta and Google Search Ads targeting high-intent keywords like “best chimney cleaner” or “hard water stain remover,” directing traffic to the Urban Wipe WordPress site.
- Influencer Collaboration: Partnering with “Home-Maker Influencers” and “Product Reviewers” to leverage the Urban Wipe “Little Red Journal” legacy as a trust-building narrative.
5. Urban Wipe Distribution and Omni-channel Strategy
- D2C & E-commerce: Strengthening the Urban Wipe WordPress store and expanding dominance on Amazon, Flipkart, and Meesho.
- Quick Commerce (Priority): Launching on Blinkit, Zepto, and Swiggy Instamart to cater to the “need-it-now” urban consumer.
- B2B Expansion: Scaling Urban Wipe into the commercial sector (Offices, Co-working spaces, and Hotels) where deep cleaning is required frequently.
6. Urban Wipe Advantages and Key Differentiators
- Secret IP: The Urban Wipe “Little Red Journal” provides a unique chemical edge that competition cannot easily replicate.
- Technical Credibility: NABL-approved and MSME-registered, ensuring Urban Wipe maintains professional-grade safety and quality.
- Founding Team: A powerhouse trio of a PhD Marketing expert, a CA (Ex-Barclays), and an MBA graduate ensures Urban Wipe is financially and operationally sound.
7. Urban Wipe Challenges and Mitigation Strategies
- Challenge (Intense Competition): Giants like Lizol or Vim have massive budgets.
- Mitigation: Urban Wipe will pivot as a “Specialized Deep Cleaner” rather than a daily floor mop, avoiding direct price wars.
- Challenge (Logistics/Leakage): Shipping liquids in D2C is prone to damage.
- Mitigation: Urban Wipe will invest in induction sealing and “Spill-Proof” specialized packaging.
- Challenge (Brand Recall): Currently, organic traffic is low (5,624/month).
- Mitigation: Aggressive SEO and Shark Tank “As Seen On” branding on all Urban Wipe touchpoints.
8. Urban Wipe Success Drivers: Why It Will Win
- Proven Product-Market Fit: Moving from ₹3.47 Lakhs to ₹6.08 Crores (YTD) proves that once customers use Urban Wipe, they stick with it.
- The “Shark” Multiplier: With Aman Gupta (Marketing/Branding) and Anupam Mittal (Digital/Scaling) on the board, Urban Wipe will avoid common growth pitfalls.
9. Urban Wipe Future Roadmap and Valuation Growth
- Phase 1 (Month 0-6): Re-branding Urban Wipe packaging and optimizing the WordPress site for better SEO conversion.
- Phase 2 (Month 6-18): Geographic expansion into South India markets and launching on Quick-Commerce platforms.
- Phase 3 (Month 18-36): Introducing the Urban Wipe “Eco-Line” (Plant-based cleaners) to cater to the sustainability market.
- Valuation Goal: By achieving a revenue of ₹50 Cr ARR, Urban Wipe aims to increase its valuation from the current ₹10 Cr to over ₹150 Cr by 2028.
Urban Wipe Shark Tank India Episode Review