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Artinci Diabetic Desserts Shark Tank India Episode Review

Artinci Diabetic Desserts Shark Tank India Episode Review

Website Information:


  • Aarti Laxman and Sumit Rastogi co-founded Artinci Diabetic Desserts, a Bengaluru-based brand specializing in sugar-free desserts.
  • Established in 2019, the couple launched Artinci with the dual purpose of pursuing their health objectives and crafting delectable treats.

Artinci Diabetic Desserts Shark Tank India Episode


  • Sugar-free, vegan, and keto-friendly cookies, ice cream, and traditional Indian desserts

Shark Tank India Episode:

  • Season 3, Episode 23

Investment sought:

  • ₹50 lakh for 1.75% equity

Shark Tank India Episode Air Date:

  • February 21, 2024


  • Vineeta Singh

    Artinci Diabetic Desserts Shark Tank is a company that offers a range of healthy sweets, including cookies, ice cream, and traditional Indian desserts like moong dal halwa. The company’s products are sugar-free, vegan, and keto-friendly, making them a healthier alternative to traditional sweets.

    The company was founded by Aarti Laxman Rastogi and Sumit Rastogi, who both have extensive experience in the corporate world. Aarti has a master’s degree in human resources from KJ Somaiya Institute of Management and has worked for companies like Gulf Petrochem FZC and Accenture. Sumit has a bachelor’s degree in electronics from Delhi University and a master’s degree in marketing from KJ Somaiya Institute of Management. He has worked for various companies in the past, including Coca-Cola and ITC.

    Artinci Diabetic Desserts appeared on Shark Tank India in search of an investment. The company’s pitch was well-received by the sharks, who were impressed with the company’s products and the founders’ experience. However, some of the sharks were concerned about the company’s name and its focus on the diabetic market.

  • Sweet products made with a lab-tested, low glycemic index sweetener (original invention)
  • No sugar, maida, hydrogenated fats, or chemical additives
  • Healthy ingredients like seeds, nut flour, and prebiotic fiber
  • Served over 50,000 customers online and offline

Shark Feedback:

  • Anupam Mittal found the business focus too broad and suggested narrowing down.


  • Vineeta Singh invests ₹50 lakh for 5% equity + 1% royalty until ₹75 lakh is recouped.
  • Conditions:
    • Focus on retail and build a “Guilt-Free” Indian sweets brand.
    • Rebrand and improve packaging.

Additional Information:

  • Products: 18 types of sweets (e.g., Moong Dal Halwa, Kaju Katli, Almond Flour Cake)
  • Price range: $3 – $5.42 (₹249 – ₹449)
  • Most products are sugar-free, diabetic-friendly, and low-carb.
  • Carbon-neutral shipping is available.
Artinci Diabetic Desserts Shark Tank Review Website Data

Artinci Diabetic Desserts Shark Tank Review Website Data

Brand NameArtinci Diabetic Desserts
WebsiteBuilt on E-commerce Shopify
Organic Traffic9,118 visitors/month
FoundersAarti Laxman & Sumit Rastogi
ProductsSugar-free, vegan, keto-friendly cookies, ice cream, Indian desserts
Shark Tank India Investment₹50 lakh for 5% equity + 1% royalty until ₹75 lakh recouped
ConditionsFocus on retail, build “Guilt-Free” Indian sweets brand, rebrand & improve packaging
Market Size (India)– Diabetes: 77M diabetics, 237M pre-diabetics (IDF)
– Healthy Food: $46.33 billion by 2025 (Statista)
– Online Food Delivery: $25.5 billion by 2025 (Statista)
TAM300M (combined diabetic & pre-diabetic population)
Target AudienceAge 25-55, urban/semi-urban, health-conscious, prefer sugar-free/vegan options
Psychographics: Value convenience, taste, healthy ingredients, may have dietary restrictions/health conditions
Sub-segments: Diabetics, pre-diabetics, weight watchers, vegans, health enthusiasts
Marketing Strategy– Content & Digital: Social media, educational content, influencer partnerships, SEO
– Paid Advertising: Google Ads, social media ads, collaborations with health/lifestyle platforms
– Public Relations: Media outreach, industry events
Distribution Strategy– DTC: Online sales, e-commerce platforms
– Offline: Select health food stores, specialty supermarkets
– Subscription Model: Curated dessert boxes
Advantages– Unique product offering, caters to growing demand
– Experienced founders, proven track record
– Potential for strategic partnerships
Challenges– Competition in healthy dessert space
– Building brand awareness in crowded market
– Balancing quality, pricing, and marketing expenses
Success & Mitigation– Focus on quality & innovation, new flavors
– Strong customer service & loyalty building
– Data-driven decision making & strategy adaptation
– Community building & engagement
Future Roadmap– Product expansion (sugar-free chocolates, snacks)
– International expansion (markets with healthy dessert demand)
– Technology integration (mobile app for ordering, recipes, loyalty)
– Valuation building (profitability, brand awareness, partnerships)

Artinci Diabetic Desserts: Business Plan Outline

Artinci Diabetic Desserts Shark Tank India Episode Review

Business Potential in India:

  • Market Size:
    • Diabetes: Growing concern with 77 million diabetics and 237 million pre-diabetics (Source: International Diabetes Federation).
    • Healthy Food Market: Expected to reach USD 46.33 billion by 2025 (Source: Statista).
    • Online Food Delivery: Projected to reach USD 25.5 billion by 2025 (Source: Statista).
  • Rising disposable income and health awareness: Increased demand for healthier alternatives.
  • Strong cultural tradition of sweets: Opportunity to cater to health-conscious consumers who still enjoy sweets.

Total Addressable Market (TAM):

  • All individuals in India seeking healthy and sugar-free dessert options, estimated at 300 million (Source: combined diabetic and pre-diabetic population).

Ideal Target Audience:

  • Demographics: Age 25-55, urban/semi-urban, health-conscious individuals with a preference for sugar-free and/or vegan options.
  • Psychographics: Value convenience, taste, and healthy ingredients. May have dietary restrictions or health conditions (diabetes, allergies).
  • Sub-segments: Diabetics, pre-diabetics, weight watchers, vegans, and health enthusiasts.

Marketing Strategy:

  • Content & Digital Marketing:
    • Social media presence on platforms like Instagram, Facebook, and YouTube.
    • Educational content (recipes, health tips, product information).
    • Influencer partnerships with health and wellness personalities.
    • SEO optimization for targeted keywords.
  • Paid Advertising:
    • Google Ads targeting relevant search terms and demographics.
    • Social media advertising with engaging visuals and clear value propositions.
    • Collaborations with health and lifestyle websites/apps.
  • Public Relations:
    • Media outreach to generate brand awareness and positive press coverage.
    • Participation in relevant industry events and trade shows.

Distribution Strategy:

  • Direct-to-Consumer (DTC): Online sales through own website and e-commerce platforms.
  • Offline Partnerships: Expand presence in select health food stores and specialty supermarkets.
  • Subscription Model: Offer subscription boxes for regular deliveries of curated desserts.


  • Unique product offering: Caters to a growing demand for healthy and sugar-free desserts with a focus on Indian flavors.
  • Experienced founders: Proven track record in business and marketing.
  • Strategic partnerships: Potential collaborations with health organizations, retailers, and influencers.


  • Competition: Growing number of players in the healthy dessert space.
  • Brand awareness: Building trust and recognition in a crowded market.
  • Profitability: Balancing quality ingredients, competitive pricing, and marketing expenses.

Reasons for Success and Mitigation Strategies:

  • Focus on quality and innovation: Continuously improve product offerings and introduce new flavors.
  • Strong customer service: Build loyalty through personalized interactions and excellent customer support.
  • Data-driven decision-making: Track marketing performance and adapt strategies accordingly.
  • Community building: Engage with target audience through interactive content and social media activities.

Future Business Roadmap:

  • Product expansion: Offer a wider range of dessert options, including sugar-free chocolates and snacks.
  • International expansion: Explore opportunities in markets with growing demand for healthy desserts.
  • Technology integration: Develop a mobile app for online ordering, recipe suggestions, and loyalty programs.
  • Valuation building: Increase profitability, expand brand awareness, and maintain strong partnerships to attract future investments.

Next Steps:

  • Conduct in-depth market research to refine TAM and target audience definition.
  • Develop a detailed financial plan with revenue projections and funding requirements.
  • Analyze the competitor landscape and identify competitive advantages.
  • Outline key performance indicators (KPIs) to track marketing and sales performance.


Artinci Diabetic Desserts Shark Tank secured a deal with Vineeta Singh on Shark Tank India, with the sharks highlighting the need for a clear brand identity and retail focus. This investment will help Artinci expand its reach and offerings in the growing market for healthy and sugar-free sweets.

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