Krimmy Thickshakes Shark Tank India Episode Review

Krimmy Thickshakes Shark Tank India Episode Review

Krimmy Thickshakes appeared on Shark Tank India Season 5, Episode 37, with Hyderabad-based founder Reshaf Khandelwal (founded following profound personal/professional COVID-19 pandemic challenges battling diabetes and overcoming significant personal loss, pivoting from demanding corporate career to indulgence/quality-centered business) seeking ₹1.25 Crore for 5% equity (₹25 Crore valuation) but left with no deal though Sharks Anupam Mittal and Kunal Bahl provided written mentorship commitment.

The Quick Service Restaurant (QSR) brand specializes in premium cold desserts since formal June 2023 incorporation offering ultra-thick milkshakes, brownies, and artisanal desserts with proprietary “secret sauce” formula added to cream machines ensuring distinctively thick creamy consistency differentiating from standard shakes as “indulgent treats” versus health foods, growing from ₹34 lakh (2022-23) to ₹19 lakh (2023-24) then ₹1.4 Crore (2025-26) projecting ₹2.4-2.8 Crore (2025-26 fiscal) maintaining robust 25-34% EBITDA (34% strong unit economics) with 32 monthly organic visitors requiring SEO improvement. Investors reacted polarized—Aman criticized irony of diabetic founder selling high-sugar drinks while Anupam defended stating “This is Shark Tank, not morality tank,” Kanika/Mohit expressed concerns over 500+ calorie per glass count and shifting “clean eating” consumer trend, Kunal wary of early franchise-heavy strategy suggesting flagship store focus first—though praising taste/founder resilience ultimately declining monetary offers.

Operating in Indian milkshake market valued at ₹8.9 billion (2025) projected to skyrocket to ₹35.6 billion by 2034 (16.1% CAGR) within broader ₹268 billion frozen dessert/ice cream market (2024) projected to reach ₹1,078 billion by 2033 and ₹15-20 billion premium thickshake/artisanal dessert niche (Tier 1/2 cities) amid 10% annual urban disposable income rise shifting consumers from carbonated drinks to premium dairy-based “treat” experiences, Krimmy targets Gen Z/millennials (16-30 valuing “Instagrammable” food experiences seeking bold indulgent flavors) and modern families (middle-to-high income metropolitan areas viewing as premium weekend treat) who are social media active, frequent malls/high-streets, and use Swiggy/Zomato for late-night cravings, aiming 2-3% urban organized milkshake market capture within 5 years through aggressive cluster-based franchising, planning “Happiness Trigger” experience-led branding versus commodity positioning, seasonal Limited Time Offerings creating urgency/repeat footfall, on-ground sampling near schools/colleges/corporate hubs letting unique consistency drive conversion, Instagram Reels/YouTube Shorts showcasing “thick pour/secret formula” textures (targeting 93% Indian Gen Z trusting YouTube for purchases), SEO overhaul targeting high-intent keywords (“Best thickshakes Hyderabad,” “Thickshake franchise India”), food vlogger “Texture Challenge” partnerships visually proving thickness versus competitors, cluster-based franchising saturating Hyderabad before national expansion optimizing supply chain costs per Anupam advice, cloud kitchen aggregator partnerships serving high-demand delivery zones without high CAPEX, small-format 100-200 sq ft mall kiosks maximizing impulse purchases, “Krimmy Lite” range launch using natural sweeteners (Stevia) catering to diabetic demographic/health-conscious Gen Z mitigating health backlash/seasonality fluctuation challenges, centralized secret formula production maintaining quality control across outlets, “Krimmy Desserts” packaged brownies/cookies FMCG space expansion increasing brand presence, and ₹100+ Crore Series A valuation target demonstrating proven “Store-in-Store” model with pan-India digital sales growth reaching 25 profitable South India outlets (₹5-7 Crore revenue run rate).

Website Information

• Website:- Krimmy Thickshakes
• Build on JavaScript frameworks styled-components
• Poor SEO Performance, SEO Improvement Needed.
• ORGANIC TRAFFIC: 32 visitors per month.

The Founder of Krimmy Thickshakes

• Reshaf Khandelwal is the resilient entrepreneur behind the brand.
• Based in Hyderabad, Reshaf founded the company following a series of profound personal and professional challenges during the COVID-19 pandemic.
• Despite battling diabetes and overcoming significant personal loss, he pivoted from a demanding corporate career to build a business centered on indulgence and quality.

Krimmy Thickshakes: Brand Overview

• Krimmy Thickshakes is a Hyderabad-based Quick Service Restaurant (QSR) brand that specializes in premium cold desserts.
• The brand focuses on delivering a consistent, high-quality experience across its franchise-based model.
• Since its formal incorporation in June 2023, it has carved out a niche in the indulgent dessert market by prioritizing rich textures and unique flavor profiles.

Krimmy Thickshakes: Shark Tank India Appearance & Ask

• Reshaf appeared on Episode 37 of Season 5, seeking an investment of Rs 1.25 crores for 5% equity, which placed the company’s valuation at Rs 25 crores.
• During the pitch, the founder shared the brand’s impressive growth trajectory, noting that sales had grown from Rs 34 lakhs in 2022-23 to a projected Rs 2.4–2.8 crores for the 2025-26 fiscal year, maintaining a strong EBITDA margin of approximately 34%.

Season and Episode Air Date

• Season: 05
• Episode: 37
• Episode Air Date: Tuesday, 24 February, 2026

Krimmy Thickshakes: Product Overview

• The core product line of Krimmy Thickshakes consists of ultra-thick milkshakes, brownies, and various artisanal desserts.
• The brand’s “secret sauce” lies in a specific formula added to their cream machines, which ensures a distinctively thick and creamy consistency that differentiates it from standard milkshakes.
• The products are designed as “indulgent treats” rather than health foods.

Krimmy Thickshakes: Investor Reactions

• The investors had a polarized reaction. Aman Gupta criticized the irony of a diabetic founder selling high-sugar drinks, while Anupam Mittal defended the founder, famously stating, “This is Shark Tank, not morality tank.”
• Kanika Tekriwal and Mohit Yadav expressed concerns over the high calorie count (500+ per glass) and the shifting consumer trend toward “clean eating.”
• Kunal Bahl was wary of the early franchise-heavy strategy, suggesting the founder should focus on high-performing flagship stores first.

Krimmy Thickshakes: Customer Engagement Philosophy

• The philosophy of Krimmy Thickshakes is built on providing a moment of pure, unadulterated indulgence.
• Reshaf believes in delivering a consistent taste experience that acts as a “trigger” for happiness, a concept born from his own desire to find joy during difficult times.
• The brand leans into the “aspirational” nature of modern food sampling, where customers seek out decadent experiences.

Krimmy Thickshakes: Product Highlights

• High Profitability: The brand maintains a robust EBITDA of 25% to 34%, showcasing strong unit economics.
• Unique Consistency: A proprietary “secret formula” used in their machinery creates a texture that is thicker than traditional shakes.
• Rapid Growth: The brand saw a significant jump in sales from Rs 19 lakhs in 2023-24 to Rs 1.4 crores in 2025-26.

Krimmy Thickshakes: Future Vision

• The future vision for Krimmy Thickshakes involves expanding its footprint through a cluster-based franchise model.
• While the Sharks advised against over-franchising too early, Reshaf aims to saturate specific markets to build brand dominance.
• With the mentorship of Anupam and Kunal, the brand looks to modernize its “vibe” to better appeal to GenZ consumers while maintaining its signature indulgent quality.

Krimmy Thickshakes: Deal Finalized or Not?

• No deal was finalized. While the Sharks praised the taste of the products and the founder’s resilience, they ultimately decided not to invest.
• The pitch concluded without a monetary offer, although Sharks Anupam Mittal and Kunal Bahl provided a written commitment to offer Reshaf mentorship to help scale the business.

Parameter	Details
Brand Name	Krimmy Thickshakes
Website SEO	Poor SEO Performance, Improvement Needed
Organic Traffic	32 visitors per month
Built On	JavaScript framework (styled-components)
Founder	Reshaf Khandelwal
Founder Background	Hyderabad-based entrepreneur, pivoted from corporate career during COVID-19 despite personal and health challenges
Business Type	Quick Service Restaurant (QSR) – Premium cold desserts
Incorporation	June 2023
Core Products	Ultra-thick milkshakes, brownies, artisanal desserts
Unique Selling Proposition	Proprietary “secret formula” creating extra-thick consistency
Product Positioning	Indulgent treats, not health-focused products
Shark Tank Season	Season 05
Episode	Episode 37
Episode Air Date	Tuesday, 24 February 2026
Investment Ask	₹1.25 Crores for 5% equity
Valuation Asked	₹25 Crores
Deal Status	No deal finalized
Shark Support	Mentorship commitment from Anupam Mittal & Kunal Bahl
Revenue Growth	₹34 Lakhs (2022-23) to projected ₹2.4–2.8 Crores (2025-26)
Additional Sales Data	₹19 Lakhs (2023-24) to ₹1.4 Crores (2025-26)
EBITDA Margin	25%–34%
Market Size (Milkshake Market 2025)	₹8.9 Billion
Projected Market Size (2034)	₹35.6 Billion (CAGR 16.1%)
TAM	₹268 Billion (2024), projected ₹1,078 Billion by 2033
SAM	₹15–20 Billion (Premium Thickshake & Artisanal Dessert niche)
SOM Target	2–3% of urban organized milkshake market in 5 years
Primary Target Audience	Gen Z & Millennials (16–30 years)
Secondary Target Audience	Middle-to-high income urban families
Marketing Positioning	“Happiness Trigger” indulgent experience
Marketing Tactics	LTO seasonal flavors, on-ground sampling, influencer collaborations
Digital Strategy	Instagram Reels, YouTube Shorts, SEO optimization
Distribution Strategy	Cluster-based franchising, cloud kitchens, mall kiosks
Advantages	High margins, proprietary formula, scalable model
Challenges	Health-conscious trends, seasonality impact
Mitigation Strategy	Launch “Krimmy Lite” (Stevia-based), centralized secret formula production
Expansion Roadmap Phase 1	25 profitable outlets in South India (₹5–7 Cr run rate target)
Phase 2	Expand into packaged desserts (FMCG)
Phase 3	Target ₹100+ Crore valuation via Store-in-Store & pan-India growth

Krimmy Thickshakes Shark Tank India Business Plan

Krimmy Thickshakes: Business Potential in India

• Market Growth: The Indian milkshake market was valued at ₹8.9 Billion in 2025 and is projected to skyrocket to ₹35.6 Billion by 2034, growing at a CAGR of 16.1%.
• Aspirational Consumption: With a 10% annual rise in urban disposable income, consumers are shifting from carbonated drinks to premium, dairy-based “treat” experiences like Krimmy Thickshakes.
• Quick Service Dominance: The Indian QSR segment is expanding rapidly due to urbanization, with Krimmy Thickshakes positioned to benefit from the high-margin, low-complexity nature of dessert-only outlets.

Krimmy Thickshakes: Total Addressable Market (TAM)

• TAM (Total Addressable Market): India’s broader frozen dessert and ice cream market is valued at approximately ₹268 Billion (2024), projected to reach ₹1,078 Billion by 2033.
• SAM (Serviceable Addressable Market): The premium “Thickshake & Artisanal Dessert” niche in Tier 1 and Tier 2 cities, currently estimated at ₹15–20 Billion.
• SOM (Serviceable Obtainable Market): Krimmy Thickshakes aims to capture 2-3% of the urban organized milkshake market within the next 5 years through aggressive cluster-based franchising.

Krimmy Thickshakes: Ideal Target Audience & Demographics

• Primary Segment (Gen Z & Millennials): Youth aged 16–30 who value “Instagrammable” food experiences and seek bold, indulgent flavors.
• Secondary Segment (Modern Families): Middle-to-high income families in metropolitan areas (like Hyderabad) who view Krimmy Thickshakes as a premium weekend treat.
• Lifestyle Profiling: Individuals who are active on social media, frequent malls/high-streets, and use food delivery apps like Swiggy/Zomato for late-night cravings.

Krimmy Thickshakes: Marketing Strategy

• Experience-Led Branding: Positioning Krimmy Thickshakes not just as a drink, but as a “Happiness Trigger” to differentiate from commodity milkshakes.
• LTOs (Limited Time Offerings): Launching seasonal flavors (e.g., Alphonso Mango, Festive Specials) to create urgency and repeat footfall.
• Sampling Activation: Large-scale on-ground sampling near schools, colleges, and corporate hubs to let the “unique consistency” of Krimmy Thickshakes drive conversion.

Krimmy Thickshakes: Content & Digital Marketing Strategy

• Short-Form Video Dominance: Utilizing Instagram Reels and YouTube Shorts to showcase the “thick pour” and “secret formula” textures, targeting the 93% of Indian Gen Z who trust YouTube for purchase decisions.
• SEO Overhaul: Transitioning from the current 32 monthly visitors to a high-intent keyword strategy (e.g., “Best thickshakes in Hyderabad,” “Thickshake franchise India”) to fix the poor SEO performance.
• Influencer Collaborations: Partnering with food vloggers for “Texture Challenges” to visually prove that Krimmy Thickshakes are thicker than competitors.

Krimmy Thickshakes: Distribution Strategy

• Cluster-Based Franchising: Following Anupam Mittal’s advice to saturate one city (Hyderabad) before national expansion to optimize supply chain costs.
• Cloud Kitchen Integration: Partnering with aggregators to serve high-demand delivery zones without the high CAPEX of physical stores.
• Kiosk Models: Implementing small-format (100–200 sq. ft.) kiosks in high-traffic malls to maximize Krimmy Thickshakes visibility and impulse purchases.

Krimmy Thickshakes: Advantages & Challenges

• Advantages:
  • High Margins: Robust 34% EBITDA provides significant cash flow for reinvestment.
  • Proprietary Edge: The “secret formula” ensures a product moat that is hard to replicate.
• Challenges:
  • Health Backlash: Rising “clean eating” trends (as noted by Shark Kanika) could limit daily consumption.
  • Seasonality: Dessert sales fluctuate during monsoon and winter months.

Krimmy Thickshakes: Success Factors & Mitigation Strategies

• Reason for Success: Low operational complexity and high product consistency make the Krimmy Thickshakes model highly scalable for franchisees.
• Mitigation (Health Concerns): Launching a “Krimmy Lite” range using natural sweeteners (Stevia) to cater to the diabetic demographic and health-conscious Gen Z.
• Mitigation (Supply Chain): Centralizing the “secret formula” production to maintain quality control across all Krimmy Thickshakes outlets.

Krimmy Thickshakes: Future Business & Roadmap to Valuation

• Phase 1 (Consolidation): Reach 25 profitable outlets in South India, focusing on a ₹5-7 Cr Revenue run rate.
• Phase 2 (Diversification): Expand into “Krimmy Desserts” (packaged brownies/cookies) to enter the FMCG space, increasing Krimmy Thickshakes‘ brand presence.
• Phase 3 (Series A): Target a ₹100 Cr+ Valuation by demonstrating a proven “Store-in-Store” model and pan-India digital sales growth.