Good SEO Performance, but SEO improvement is needed.
ORGANIC TRAFFIC: 10.8K visitors per month.
Founders
Chokhat was founded in 2018 by Prachi Bhatia, a self-proclaimed animal lover and wildlife enthusiast. She infuses her passion for nature into every design.
Brand Overview
Chokhat is a Delhi-based home decor brand specializing in nature-inspired designs, festive collections, gifting solutions, kitchenware, tableware, and serveware.
The brand aims to make designer home decor accessible to all. Chokhat is dedicated to creating a sense of belonging and warmth through its handcrafted charm and precision design.
The brand aims to offer affordable home decor items, reflecting personality rather than just being a luxury.
Shark Tank India Appearance and Ask
Prachi Bhatia appeared on Shark Tank India seeking ₹50 lakh in exchange for 7% equity, valuing her business at approximately ₹7 crore.
She expressed her vision to build India’s version of IKEA.
Season and Episode Air Date
Season: 04
Episode: 29
Episode Air Date: Thursday, 13 February 2025
Product Overview
Chokhat offers a range of home decor items, including aesthetic and nature-inspired decor, festive collections, gifting solutions, kitchenware, tableware, and serveware.
Investor Reactions
While Peyush Bansal seemed impressed, Anupam Mittal and Vineeta Singh raised concerns about team management and customer engagement.
Anupam questioned Prachi’s team management skills due to low wages, and Vineeta accused her of alienating customers due to high return rates on Amazon.
However, Peyush appreciated Prachi’s negotiation skills.
Customer Engagement Philosophy
Chokhat aims to connect with customers through unique, nature-inspired designs and affordable pricing.
Product Highlights
Aesthetic, nature-inspired home decor
Festive collections and gifting solutions
Kitchenware, tableware, and serve ware
Future Vision
Prachi aims to increase revenue to ₹6 crore in the next three years by diversifying into other home decor items.
Her long-term vision is to build India’s version of IKEA.
Deal Finalized or Not
Chokhat secured a deal on Shark Tank India with Anupam Mittal and Peyush Bansal for ₹30 lakh in exchange for 10% equity, along with ₹20 lakh in debt for one year at 10% interest.
Chokhat Shark Tank India Review Website Data
Category
Details
Website Information
Website
Chokhat
Platform
Shopify E-commerce
Advertising
Google Ads
SEO Performance
Good, but improvement needed
Organic Traffic
10.8K visitors per month
Founders
Founder Name
Prachi Bhatia
Founded Year
2018
Founder Background
Animal lover, wildlife enthusiast, passionate about nature-inspired designs
Brand Overview
Location
Delhi, India
Specialization
Nature-inspired home decor, festive collections, gifting solutions, kitchenware, tableware, serveware
Brand Philosophy
Affordable designer home decor with handcrafted charm
Shark Tank India Appearance
Investment Ask
₹50 lakh for 7% equity
Valuation
₹7 crore
Founder’s Vision
Build India’s version of IKEA
Shark Tank India Details
Season
04
Episode
29
Episode Air Date
Thursday, 13 February 2025
Product Overview
Categories
Home decor, festive collections, gifting solutions, kitchenware, tableware, serveware
Investor Reactions
Peyush Bansal
Impressed with the business and Prachi’s negotiation skills
Anupam Mittal
Concerned about team management due to low wages
Vineeta Singh
Concerned about high return rates on Amazon, customer engagement issues
Customer Engagement Philosophy
Strategy
Unique, nature-inspired designs and affordable pricing
Product Highlights
–
Aesthetic, nature-inspired home decor
–
Festive collections and gifting solutions
–
Kitchenware, tableware, and serveware
Future Vision
Short-Term Goal (1 Year)
Increase product range, introduce kid’s collections, temple accessories, hire key team members
Medium-Term Goal (2-3 Years)
Achieve ₹6 crore revenue, expand online and offline presence
Long-Term Goal (5 Years)
Establish Chokhat as a leading home decor brand in India
Deal Finalized or Not?
Final Deal
₹30 lakh for 10% equity + ₹20 lakh debt (1 year at 10% interest)
Investors
Anupam Mittal & Peyush Bansal
Business Potential in India
Market Size
Growing home decor market due to urbanization and rising disposable incomes
Consumer Trends
Demand for aesthetic, nature-inspired, and affordable decor in Maharashtra & South India
Total Addressable Market (TAM)
Market Focus
Affordable home decor
E-commerce Growth
Expanding reach through digital platforms
Ideal Target Audience
Target Audience
Home decor enthusiasts, urban customers
Age Group
25-55 years
Income Level
Middle to upper-middle class
Geographic Focus
Metropolitan & Tier-1 cities (Maharashtra, South India)
Lifestyle
Individuals interested in home improvement & personalized living spaces
Marketing Strategy
Content Marketing
Showcase craftsmanship, nature-inspired designs
Digital Marketing
SEO improvement, social media engagement, Google Ads campaigns
Distribution Strategy
E-commerce
Strengthen Shopify platform
Online Marketplaces
Partner with leading e-commerce platforms
Retail Expansion
Explore premium retail stores
Advantages
Unique Designs
Nature & animal-inspired home decor
Affordable Pricing
Accessible to a wide range of consumers
Founder’s Passion
Strong brand vision & leadership
Challenges
Team Management
Address low wages and employee satisfaction
Customer Engagement
Improve return rates and service quality
Scaling Operations
Managing production and logistics efficiently
Reasons for Potential Success
Market Demand
Increasing demand for aesthetic home decor
Strategic Investment
Support from Anupam Mittal & Peyush Bansal
Financial Stability
18% EBITDA margin
Mitigation Strategies
Team Building
Offer competitive salaries & growth opportunities
Customer Satisfaction
Enhance product quality & reduce return rates
Financial Planning
Manage debt efficiently while investing in growth
Chokhat Shark Tank India Business Plan
Business Potential in India
Market Size: The home decor market in India is experiencing substantial growth, driven by increasing urbanization and rising disposable incomes. While specific market size data varies across sources, the overall trend indicates a significant opportunity for brands like Chokhat.
Consumer Trends: There’s a growing demand for aesthetic, nature-inspired home decor, particularly in Maharashtra and South India. Consumers are increasingly seeking unique and affordable designs to personalize their living spaces.
Total Addressable Market (TAM)
Affordable Home Decor Segment: Chokhat’s focus on affordability and unique designs positions it well to capture a significant share of the growing home decor market.
E-commerce Penetration: The increasing penetration of e-commerce in India provides Chokhat with a broader reach to target customers across different regions.
Ideal Target Audience and Demographics
Target Audience: Home decor enthusiasts, particularly in Maharashtra and South India, seeking aesthetic and nature-inspired designs at affordable prices.
Demographics:
Age: 25-55 years
Income Level: Middle to upper-middle class
Geographic Focus: Metropolitan and Tier-1 cities, with a focus on Maharashtra and South India
Lifestyle: Individuals interested in home improvement, design, and creating a personalized living space.
Marketing Strategy
Content Marketing: Develop engaging content that showcases Chokhat’s unique designs, craftsmanship, and commitment to nature-inspired aesthetics.
Digital Marketing:
Improve SEO to enhance organic visibility, building on the existing 10.8K monthly visitors.
Leverage social media platforms (Instagram, Facebook) to showcase products and engage with the target audience.
Utilize targeted advertising campaigns on platforms like Google Ads to reach potential customers.
Distribution Strategy
E-commerce Platform: Strengthen the existing Shopify e-commerce platform to provide a seamless online shopping experience.
Online Marketplaces: Partner with leading e-commerce marketplaces to expand reach and tap into a larger customer base.
Premium Retail Stores: Explore opportunities to enter premium retail stores to enhance brand visibility.
Advantages
Nature-Inspired Designs: Chokhat’s unique designs, inspired by nature and animals, resonate with customers seeking distinctive home decor items.
Affordable Pricing: The brand’s commitment to affordability makes its products accessible to a wider range of consumers.
Founder’s Passion: Prachi Bhatia’s passion for design and dedication to building her brand have been key drivers of Chokhat’s success.
Challenges
Team Management: Addressing concerns regarding team management and employee compensation.
Customer Engagement: Improving customer engagement and addressing issues related to high return rates on e-commerce platforms.
Scaling Operations: Managing production, logistics, and inventory efficiently as the business grows.
Reasons for Potential Success
Market Demand: Growing demand for aesthetic and nature-inspired home decor provides a favorable environment for Chokhat’s products.
Strategic Investment: The investment and mentorship from Anupam Mittal and Peyush Bansal bring valuable expertise and resources.
EBITDA Margin: The company operates with an 18 percent EBITDA margin, showcasing financial stability and growth potential.
Mitigation Strategies
Team Building: Invest in building a strong and motivated team by offering competitive compensation and growth opportunities.
Customer Satisfaction: Improve customer service and address issues related to product returns by implementing stricter quality control measures.
Financial Planning: Develop a comprehensive financial plan to manage debt effectively while investing in growth.
Future Business Roadmap
Short-Term Goals (1 Year):
Increase product range and introduce new categories such as kid’s collections and temple accessories.
Hire key team members, including a product designer, social media manager, and accountant.
Medium-Term Goals (2-3 Years):
Achieve a revenue target of ₹6 crore by diversifying into other home decor items.
Expand the online presence and explore offline retail opportunities.
Long-Term Goals (5 Years):
Establish Chokhat as a leading home decor brand in India, known for its nature-inspired designs and affordable pricing.
Achieve a significant market share and expand operations to new regions.
By focusing on these strategies, Chokhat can effectively address challenges while capitalizing on the growing demand for unique and affordable home decor in India.
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