Ishan Arora and Aamir Khan are the founders of Catwalk Botanics, a Delhi-based brand.
Ishan shared that his inspiration for the product stemmed from his personal journey of overcoming alcoholism, aided by the concept of non-alcoholic spirits introduced by Aamir.
Brand Overview
Catwalk Botanics specializes in non-alcoholic spirits infused with botanical ingredients, designed to mimic the taste of classic cocktails without the effects of alcohol.
Catwalk targets social drinkers, designated drivers, and wellness-conscious consumers, offering an alternative to sugary mocktails and caffeinated energy drinks.
It aims to create a sophisticated drinking experience for those who prefer alcohol-free options.
Shark Tank India Appearance & Ask
The founders pitched on Shark Tank India Season 4, seeking ₹1 crore for 4.16% equity, valuing the company at ₹24.04 crore.
Their pitch highlighted three key selling points:
Mimicking the taste of classic cocktails.
Providing a zero-hangover experience.
Catering to mindful drinkers in India’s emerging alcohol-free beverage market.
Season and Episode Air Date
Season: 04
Episode: 40
Episode Air Date: Friday, 28 February 2025
Product Overview
Catwalk Botanics offers premium non-alcoholic spirits that replicate the flavor profiles of cocktails using botanical ingredients.
Catwalk’s products are positioned as healthier alternatives to traditional party beverages like sugary mocktails and energy drinks.
Investor Reactions
Aman Gupta: Praised the founders’ passion but noted that creating a new product category requires significant capital and patience. He opted out due to concerns about scalability and funding requirements.
Vineeta Singh: Liked the branding and premium positioning but felt that the founders lacked patience to build a slow-growing category. She stepped out due to doubts about their go-to-market strategy.
Ritesh Agarwal: Highlighted that the product was still in its early stage and advised focusing on product-market fit before seeking investment.
Azhar Iqubal: Expressed concerns about flat sales over recent months, indicating inconsistent demand. He chose not to invest.
Kunal Bahl: Criticized the narrow market focus and overestimated valuation, suggesting further refinement of the product and strategy.
Customer Engagement Philosophy
Catwalk Botanics aims to redefine social drinking by offering alcohol-free alternatives that retain the sophistication of traditional cocktails.
The brand focuses on catering to mindful drinkers who prioritize health and wellness without compromising on taste or experience.
Product Highlights
Non-alcoholic spirits inspired by classic cocktails.
Infused with botanical ingredients for authentic flavor profiles.
Positioned as a premium alternative for health-conscious consumers.
Future Vision
Boosting Sales Consistency:
Address monthly revenue fluctuations (e.g., ₹2 lakh in June vs. ₹6 lakh in July 2024).
Stabilize distribution channels and marketing efforts to ensure steady demand.
Expanding Consumer Awareness:
Educate potential customers about non-alcoholic spirits through targeted campaigns.
Leverage influencer marketing and partnerships with bars/restaurants to increase visibility.
Product Evolution:
Refine product offerings based on consumer feedback to better align with Indian tastes.
Introduce smaller trial packs or limited-edition flavors to attract new customers.
Deal Finalized or Not
Catwalk Botanics did not secure a deal on Shark Tank India.
The sharks raised concerns about market readiness, inconsistent sales, and the high cost of creating a new product category.
Catwalk Shark Tank India Review Website Data
Category
Details
Website Information
Website Name
Catwalk
Platform
E-commerce (Shopify)
SEO Performance
Poor SEO, improvement needed
Organic Traffic
368 visitors per month
Founders
Names
Ishan Arora, Aamir Khan
Company
Catwalk Botanics (Delhi-based)
Inspiration
Ishan overcame alcoholism; inspired by Aamir’s concept of non-alcoholic spirits
Brand Overview
Specialization
Non-alcoholic spirits with botanical ingredients
Target Audience
Social drinkers, designated drivers, wellness-conscious consumers
Unique Selling Point
Alcohol-free alternative with a sophisticated drinking experience
Shark Tank India Appearance & Ask
Season
4
Episode
40
Air Date
28 February 2025
Ask
₹1 crore for 4.16% equity
Valuation
₹24.04 crore
Selling Points
Mimics classic cocktail taste, zero hangover, caters to mindful drinkers
Product Overview
Type
Premium non-alcoholic spirits
Positioning
Healthier alternative to sugary mocktails and energy drinks
Investor Reactions
Aman Gupta
Appreciated passion but opted out due to scalability concerns
Vineeta Singh
Liked branding but felt founders lacked patience
Ritesh Agarwal
Advised focusing on product-market fit first
Azhar Iqubal
Noted flat sales and inconsistent demand
Kunal Bahl
Criticized narrow market focus and overestimated valuation
Customer Engagement Philosophy
Goal
Redefine social drinking with alcohol-free sophistication
Focus
Health-conscious consumers who want cocktail experiences without alcohol
Product Highlights
Features
Non-alcoholic, botanical-infused, premium alternative
Future Vision
Sales Stability
Address revenue fluctuations (₹2L in June vs. ₹6L in July 2024)
The Indian non-alcoholic beverages market was valued at $14.95 billion in 2024 and is projected to grow at a CAGR of 7.36%, reaching $22.81 billion by 2030.
The global non-alcoholic spirits market is expected to grow at a CAGR of 8.7% from 2024 to 2030, driven by health-conscious consumers looking for alcohol-free alternatives.
Rising health awareness and a shift toward mindful drinking are creating opportunities for premium alcohol-free beverages like Catwalk Botanics.
Opportunity:
India’s growing urban middle class and younger demographics are increasingly adopting healthier lifestyles, making non-alcoholic spirits a viable alternative to traditional alcoholic beverages.
The market for premium beverages is expanding, with consumers willing to pay more for quality and sophistication.
Total Addressable Market (TAM)
TAM Calculation:
Target audience: Urban population (~480 million people).
Estimated penetration: ~5% of urban drinkers interested in non-alcoholic options (~24 million people).
Annual spend per consumer: ₹5,000.
TAM = ₹12,000 crore (~$1.45 billion).
Serviceable Addressable Market (SAM):
Focus on metro cities (~30% of the urban population).
SAM = ₹3,600 crore (~$435 million).
Serviceable Obtainable Market (SOM):
Targeting early adopters (~10% of SAM initially).
SOM = ₹360 crore (~$43.5 million).
Ideal Target Audience and Demographics
Age: 25–45 years.
Gender: Both genders equally.
Income Level: Middle-class to affluent households (₹10 lakh+ annual income).
Location: Urban metros and Tier-1 cities like Delhi, Mumbai, Bangalore, Hyderabad.
Social drinkers who want the experience of cocktails without the effects of alcohol.
Professionals and millennials who prioritize wellness but enjoy socializing.
Marketing Strategy
Content Marketing:
Create blogs, videos, and infographics about the benefits of non-alcoholic spirits and mindful drinking.
Share cocktail recipes using Catwalk Botanics products to engage consumers.
SEO Improvements:
Address poor SEO performance; optimize keywords like “non-alcoholic spirits India” and “premium alcohol-free drinks.”
Increase organic traffic from the current 368 visitors/month to at least 10,000 visitors/month within six months.
Social Media Campaigns:
Leverage Instagram and Pinterest to showcase product aesthetics and cocktail recipes.
Collaborate with influencers in the health, wellness, and lifestyle niches.
Paid Ads:
Run Google Ads targeting search terms like “healthy party drinks” and “alcohol-free cocktails.”
Use retargeting ads for website visitors to boost conversions.
Distribution Strategy
Direct-to-consumer (D2C) sales via the Catwalk Botanics website.
Partner with premium retail outlets like Nature’s Basket and Foodhall.
Collaborate with bars, restaurants, and event organizers to include Catwalk Botanics in their menus.
Expand online presence through e-commerce platforms like Amazon and Flipkart.
Advantages
First-mover advantage in India’s emerging non-alcoholic spirits market.
Growing consumer preference for health-conscious alternatives aligns with the brand’s offering.
Premium branding appeals to urban millennials and professionals.
Challenges
Low consumer awareness about non-alcoholic spirits in India.
High cost of category creation due to marketing and education efforts.
Inconsistent sales performance (e.g., fluctuating monthly revenue from ₹2 lakh to ₹6 lakh in mid-2024).
Reasons for Success
Increasing demand for mindful drinking options among urban millennials2.
Global trends toward health-conscious lifestyles support long-term growth1.
Unique product offering catering to a niche but growing segment.
Mitigation Strategies
Launch awareness campaigns highlighting the benefits of non-alcoholic spirits over sugary mocktails or caffeinated drinks.
Introduce trial packs or smaller SKUs to encourage first-time purchases at lower price points.
Build partnerships with wellness influencers and bartenders to promote product adoption.
Future Business Roadmap
Short-Term Goals (0–1 Year):
Improve SEO performance to drive organic traffic from 368 visitors/month to at least 10,000 visitors/month.
Stabilize monthly revenue by expanding distribution channels (online + offline).
Launch educational campaigns targeting urban millennials about mindful drinking.
Medium-Term Goals (1–3 Years)
Expand product range with new flavors or limited-edition offerings tailored for Indian tastes.
Establish partnerships with high-end bars/restaurants across metro cities.
Achieve ₹10 crore annual revenue by targeting early adopters in Tier-1 cities.
Long-Term Goals (3–5 Years):
Enter international markets like Southeast Asia where health-conscious trends are rising rapidly.
Develop a proprietary database of customer preferences for personalized marketing campaigns.
Establish Catwalk Botanics as a household name in premium non-alcoholic beverages.
Roadmap to Increase Valuation
Strengthen brand equity through collaborations with lifestyle influencers and premium event organizers.
Scale operations by entering high-growth regions such as South India (fastest-growing segment for non-alcoholic beverages)1.
Invest in R&D to innovate new products that cater specifically to Indian palates (e.g., spice-infused flavors).
Catwalk Botanics has significant potential to disrupt India’s beverage market by addressing the unmet need for sophisticated non-alcoholic options among mindful drinkers. With strategic marketing efforts, consistent sales growth, and product innovation, it can establish itself as a leader in this emerging segment while achieving long-term scalability and profitability.
Catwalk Shark Tank India Episode Review