Taasha Craft Shark Tank India Episode Review
In Shark Tank India Season 5, Episode 23 (aired Wednesday, February 4, 2026), Taasha Craft—a handcrafted jewelry brand from the small village of Kosamba, Gujarat—made a powerful impression with its story of women’s empowerment. Founded by Anjali Wadiwala, Anjali Tandel, Khushbu Tandel, and Ankita Tandel, the brand employs over 120 women artisans to create vibrant, customizable bangles that blend traditional craftsmanship with modern aesthetics.
Seeking ₹75 lakhs for 5% equity, the founders secured a deal with Aman Gupta and Namita Thapar for ₹75 lakhs at 5% equity plus a 1% royalty on net sales until the investment is recouped. The pitch was notable for its “Zero CAC” (Customer Acquisition Cost) due to massive organic viral reach and for a rare warning from Shark Kanika Tekriwal,
Website Information
- Website:- Taasha Craft
- Build on WordPress
- Average SEO Performance, SEO Improvement Needed.
- ORGANIC TRAFFIC: 2955 visitors per month
The Founders of Taasha Craft
- Taasha Craft was established by four enterprising women from the small village of Kosamba in Gujarat: Anjali Wadiwala, Anjali Tandel, Khushbu Tandel, and Ankita Tandel.
- The founders, whose husbands serve in the merchant navy, sought to create their own independent identities.
- What began as a passionate hobby during the lockdown evolved into a thriving business after their Navratri collection went viral on Instagram in 2022.
Taasha Craft Brand Overview
- Based in Valsad, Gujarat, Taasha Craft is a handcrafted jewelry brand that specializes in vibrant, culturally significant bangles.
- The brand successfully blends traditional Indian craftsmanship with contemporary designs.
- It operates primarily as a Direct-to-Consumer (D2C) brand, with 67% of its sales coming from online marketplaces and 33% from other channels, maintaining an impressive 4.5-star rating on Amazon.
Shark Tank India Appearance & Ask for Taasha Craft
- The founders appeared on Shark Tank India Season 5 seeking ₹75 lakhs for 5% equity, valuing Taasha Craft at ₹15 crores.
- They presented a compelling case for growth, highlighting their expansion from a home-based project to a brand projecting a year-end revenue of ₹4 crore to ₹4.5 crore for FY 2024-25.
Season and Episode Air Date
- Season: 05
- Episode: 23
- Episode Air Date: Wednesday, 04 February, 2026
Taasha Craft Product Overview
- The core product line of Taasha Craft consists of unique, handcrafted bangles designed to match specific outfits.
- The brand boasts an extensive catalog of over 1,500 designs (with 500 in the current collection) ready for delivery.
- Their business model emphasizes fast turnaround times and seasonal collections, providing a competitive edge in the fashion jewelry sector.
Investor Reactions to Taasha Craft
The Sharks were “mighty impressed” by the founders’ clarity and social impact. However, the panel was divided on the path forward:
- Anupam Mittal and Kanika Tekriwal: Both lauded the business but initially advised the founders not to take any investment. Kanika famously warned, “Hum aapka business bigaad denge” (We will spoil your business), suggesting that the pressure of VC-style growth might ruin their organic success and zero-cost marketing.
- Vineeta Singh: While she considered a royalty offer, she ultimately stepped back, believing Aman and Namita’s joint offer was a better fit for the brand’s needs.
- Aman Gupta and Namita Thapar: They saw the potential to build India’s first major household name in the bangle category and decided to provide the necessary capital and mentorship.
Customer Engagement Philosophy of Taasha Craft
- Taasha Craft relies heavily on a community-driven approach. A significant highlight for the Sharks was the brand’s zero Customer Acquisition Cost (CAC), achieved through massive organic reach on social media.
- Their philosophy centers on “handcrafted beauty” and customization, allowing customers to feel a personal connection to the artisans’ work.
Taasha Craft Product Highlights
- Artisan Empowerment: The brand currently employs 120 to 140 women artisans, providing them with stable jobs and training.
- Design Diversity: Over 1,500 contemporary and traditional designs.
- Strong Unit Economics: The brand maintains a 65% gross margin with a COGS (Cost of Goods Sold) of only 35%.
- Proven Scalability: Sales grew from ₹69 lakhs in FY 22-23 to a projected ₹4.5 crores in FY 25-26.
Future Vision for Taasha Craft
The future of Taasha Craft involves scaling beyond bangles into a broader range of jewelry and fashion accessories. With the new investment, the founders aim to:
- Establish integrated manufacturing facilities to improve production efficiency.
- Strengthen their digital marketing presence across India.
- Expand their artisan network to empower more women in rural Gujarat.
- Transform Taasha Craft into a leading household name in the Indian fashion jewelry market.
The Final Deal for Taasha Craft
- After intense negotiations and varying advice from the Sharks, a deal was finalized. Taasha Craft secured ₹75 lakhs for 5% equity plus a 1% royalty on net sales until the investment of ₹75 lakhs is recouped.
- The deal was struck with Sharks Aman Gupta and Namita Thapar, who were eager to mentor the brand.
| Category | Details |
|---|---|
| Website | Taasha Craft |
| Website Platform | WordPress |
| SEO Performance | Average SEO performance; improvement needed |
| Organic Traffic | ~2,955 visitors/month |
| Founders | Anjali Wadiwala, Anjali Tandel, Khushbu Tandel, Ankita Tandel |
| Founder Background | Four women from Kosamba village, Gujarat; husbands in merchant navy |
| Brand Origin | Started as a lockdown hobby |
| Breakthrough Moment | Navratri collection went viral on Instagram (2022) |
| Headquarters | Valsad, Gujarat |
| Business Model | D2C (Direct-to-Consumer) |
| Primary Category | Handcrafted Fashion Jewelry |
| Core Products | Handcrafted bangles |
| Design Philosophy | Blend of traditional Indian craftsmanship & contemporary design |
| Product Customization | Outfit-specific bangle designs |
| Total Designs | 1,500+ designs (500 in current collection) |
| Turnaround Time | Fast delivery with seasonal collections |
| Sales Channel Split | 67% marketplaces, 33% other channels |
| Marketplace Presence | Amazon, Flipkart |
| Amazon Rating | ⭐ 4.5 |
| Shark Tank Season | Season 05 |
| Episode Number | Episode 23 |
| Episode Air Date | Wednesday, 04 February 2026 |
| Shark Tank Ask | ₹75 Lakhs for 5% equity |
| Implied Valuation | ₹15 Crores |
| Projected FY 2024–25 Revenue | ₹4–4.5 Crores |
| Investor Sentiment | Highly impressed by clarity, social impact & profitability |
| Anupam Mittal’s View | Advised not to raise funding to protect organic growth |
| Kanika Tekriwal’s View | Warned VC pressure could spoil the business |
| Vineeta Singh’s View | Considered royalty but stepped back |
| Aman Gupta & Namita Thapar | Saw potential to build India’s first big bangle brand |
| Final Deal Status | ✅ Deal Finalized |
| Final Deal Terms | ₹75 Lakhs for 5% equity + 1% royalty |
| Royalty Clause | 1% royalty until ₹75 Lakhs is recovered |
| Investing Sharks | Aman Gupta & Namita Thapar |
| Customer Acquisition Cost (CAC) | Near-zero |
| Customer Engagement Philosophy | Community-driven, handcrafted storytelling |
| Artisan Workforce | 120–140 women artisans |
| Social Impact | Employment & skill training for rural women |
| Gross Margin | ~65% |
| COGS | ~35% |
| Revenue Growth | ₹69 Lakhs (FY 22–23) → ₹4.5 Cr projected (FY 25–26) |
| Indian Jewelry Market Size | $105.9B by 2026 |
| Market CAGR | 6.5% |
| Neo-Heritage Demand Growth | +25% |
| Regional Market Share | North & West India ~60% |
| TAM | $100.94B (Indian gems & jewelry market) |
| SAM | Fashion & handcrafted jewelry (11.9% CAGR) |
| SOM | ₹400–500 Cr branded handcrafted bangle niche |
| Target Audience (Age) | Women aged 18–45 |
| Income Group | Middle to High-income |
| Psychographics | Story-driven buyers, festival & wedding shoppers |
| Primary Cities | Tier 1: Mumbai, Delhi |
| Secondary Cities | Tier 2: Jaipur, Indore, Lucknow |
| Organic Growth Strategy | Artisan BTS content on Instagram |
| SEO Strategy | Target long-tail keywords like “customized Navratri bangles” |
| Influencer Strategy | Neo-ethnic & fusion fashion influencers |
| Distribution Strategy | Marketplace-led with D2C margin expansion |
| Phygital Expansion | Experience centers / shop-in-shop formats |
| Global Expansion | Amazon Global (US & UK – Indian diaspora) |
| Key Advantages | Zero CAC, strong margins, social impact moat |
| Key Challenges | Scaling without losing handcrafted quality |
| Inventory Risk | Longer lead times during peak seasons |
| Mitigation Strategy | Centralized manufacturing & QC hub |
| Tech Enablement | AI-based demand & inventory forecasting |
| Category Expansion Plan | Necklaces, earrings, trousseau sets |
| Artisan Training Vision | Dedicated Taasha Craft training academy |
| Valuation Growth – Phase 1 | SEO + D2C growth (33% → 50%) |
| Valuation Growth – Phase 2 | Festive jewelry subscription box |
| Valuation Growth – Phase 3 | ₹25 Cr revenue, 15%+ EBITDA |
| Long-Term Valuation Target | ₹100 Cr+ (Series A ready) |
Taasha Craft Shark Tank India Business Plan
Business Potential for Taasha Craft in India
- Sector Growth: The Indian jewelry market is projected to reach $105.9 billion by 2026, growing at a CAGR of 6.5%.
- Artisanal Shift: There is a 25% increase in demand for “Neo-Heritage” designs—pieces that blend ethnic craftsmanship with modern utility, which is the core competency of Taasha Craft.
- Regional Dominance: North and West India (where Taasha Craft is based) account for nearly 60% of the total market share.
Taasha Craft Total Addressable Market (TAM)
- TAM (Total Addressable Market): The overall Indian gems and jewelry market is valued at $100.94 billion (2024).
- SAM (Serviceable Addressable Market): The fashion and handcrafted jewelry sub-segment is growing at a faster CAGR of 11.9%, as consumers shift from “investment gold” to “expression jewelry.”
- SOM (Serviceable Obtainable Market): Taasha Craft targets the ₹400 crore – ₹500 crore niche of organized, branded handcrafted bangles and accessories in Tier 1 and Tier 2 cities.
Ideal Target Audience for Taasha Craft
- Demographics: Women aged 18–45 years; Middle to High-income groups.
- Psychographics: Value “storytelling” over mass production; socially conscious consumers who support women empowerment; frequent attendees of weddings and festivals (Navratri, Diwali).
- Geography: Major focus on Tier 1 (Mumbai, Delhi) for trendsetting and Tier 2 (Jaipur, Indore, Lucknow) where traditional jewelry is a staple.
Digital Marketing and Content Strategy for Taasha Craft
- Organic Social Growth: Continue the “viral” momentum on Instagram by showcasing behind-the-scenes footage of the 140 women artisans in Kosamba to build emotional equity.
- SEO Improvement: Transition the Taasha Craft WordPress site from 2,955 visitors to 20,000+ per month by targeting long-tail keywords like “customized Navratri bangles” and “handcrafted jewelry for bridesmaids.”
- Influencer Collaboration: Partner with “Neo-Ethnic” fashion influencers to demonstrate how Taasha Craft bangles complement both sarees and fusion wear.
Distribution Strategy for Taasha Craft
- Omnichannel Presence: Maintain the 67% marketplace (Amazon/Flipkart) lead while aggressively scaling the Taasha Craft D2C website to improve margins.
- Phygital Model: Explore “Experience Centers” or shop-in-shop formats in major fashion hubs to allow customers to “feel” the handcrafted quality.
- Global Reach: Utilize Amazon Global Selling to target the Indian Diaspora in the US and UK, where demand for authentic ethnic wear is high.
Taasha Craft Advantages and Success Factors
- Zero CAC Advantage: Taasha Craft currently enjoys a near-zero Customer Acquisition Cost due to organic viral reach—a rarity in the D2C space.
- Strong Unit Economics: A 65% gross margin allows significant room for marketing and R&D.
- Social Impact Moat: The brand’s “employment for village women” narrative is difficult for large corporate competitors to replicate authentically.
Challenges Facing Taasha Craft
- Scalability vs. Quality: Maintaining handcrafted precision while scaling production to meet ₹100 Cr+ targets.
- Inventory Risk: Handcrafted items often have longer lead times, leading to potential stock-outs during peak seasons.
Mitigation Strategies for Taasha Craft
- Integrated Facilities: Use the Shark Tank investment to build a centralized production hub in Gujarat to streamline QC (Quality Control).
- Data-Driven Forecasting: Implement AI-based inventory management to predict seasonal spikes based on the 1,500+ existing designs.
Future Vision for Taasha Craft
- Category Expansion: Move beyond bangles into handcrafted necklaces, earrings, and “trousseau” sets.
- Training Academy: Establish a formal training institute for artisans to standardize the “Taasha Style” across different villages.
Roadmap to Increase Taasha Craft Valuation
- Phase 1 (Year 1): Optimize SEO and D2C website to move from 33% to 50% direct sales.
- Phase 2 (Year 2): Launch a “Subscription Box” for festive jewelry to ensure recurring revenue.
- Phase 3 (Year 3): Reach an annual revenue of ₹25 crore with an EBITDA of 15%+, positioning Taasha Craft for a Series A round at a valuation of ₹100 Cr+.
Taasha Craft Shark Tank India Episode Review