Cup Ji Shark Tank India Episode Review

Cup Ji Shark Tank India Episode Review

Website Information:

  • Website:- Cup Ji
  • Build on E-commerce Shopify
  • SEO Improvement Needed
  • ORGANIC TRAFFIC:- 133 organic visitors per month


  • Jay Sotta and Aakash Sotta are the founders of Cup Ji, a brand specializing in green tea.
  • Cup Ji was featured on Season Three of Shark Tank India in 2024, highlighting the founders’ entrepreneurial journey.
  • Both Jay and Aakash hail from a family background deeply entrenched in the tea trade, bringing inherited knowledge and expertise to their venture.
  • Jay Sotta and Aakash Sotta, driven by a desire to transform tea consumption, introduce Cup-ji, a pioneering product revolutionizing the traditional tea experience.
  • Cup Ji’s innovative design features a paper cup with green tea leaves placed at the bottom, enabling convenient and speedy preparation of delicious and healthy tea by just adding hot water.
  • With a commitment to catering to diverse tastes, Cup-ji offers a range of eight distinct flavors, appealing to adventurous tea enthusiasts seeking unique experiences.
  • Seeking to scale their business nationally, Jay and Aakash present their proposition on Season Three of Shark Tank India, seeking an investment of Rs 50 Lakhs for a 5% equity stake.

Pitch on Shark Tank India:

  • Episode: 38, Aired on 13th March 2024
  • Sharks Present: Namita Thapar, Amit Jain, Anupam Mittal, Aman Gupta, Vineeta Singh
  • Product: Ready-to-sip green tea cups offering a convenient and flavorful way to enjoy green tea.

Cup Ji Shark Tank India Episode

Product Overview:

  • Cup Ji offers ready-to-sip green tea cups, providing a novel way of consuming green tea.
  • Cup Ji, an innovative green tea concept, was pitched by founders Aakash Sotta and Jay Sotta on episode 38 of Shark Tank India.
  • Sharks present during the pitch were Namita Thapar, Amit Jain, Anupam Mittal, Aman Gupta, and Vineeta Singh.

Key Advantages:

  • The founders highlighted five key advantages (“moats”) during their pitch:
    • Fifth-generation family business in the tea industry.
    • In-house manufacturing capabilities.
    • Deep knowledge of the export market.
    • Wide variety of flavors and blends.
    • Strategic positioning in the market.

Pitch Outcome:

  • Despite international success and accolades, the founders failed to secure a deal.
  • They had proposed ₹ 50 Lakhs for 5% Equity, but none of the sharks showed interest.

Product Range and Pricing:

  • Cup Ji offers various combinations, pack sizes, and merchandise options.
  • Prices range from $1.45 – $12.05 (Rs. 120-999), with options like the Cup-Ji 5 Cups Trial Pack, Cup-Ji 10 cups Jar, and Rose Cardamom Green Tea.

Cup Ji Shark Tank India Review Website Data

Cup Ji Shark Tank India Review Website Data

FoundersJay Sotta & Aakash Sotta
Family Legacy5th generation in tea industry
Shark Tank IndiaSeason 3 (Ep. 38)No deal secured (₹50 Lakhs for 5% Equity)
ProductReady-to-sip green tea cups
WebsiteBuilt on Shopify (Needs SEO improvement)Organic Traffic: 133 visitors/month
USPConvenience & VarietySimple brewing + 8 distinct flavors
Market Potential (India)
* Tea MarketWorld’s 2nd largest consumer(Source: International Tea Committee)
* Green Tea GrowthRising due to health awareness(Source: Zion Market Research)
* Consumer PreferencesShifting towards convenience & innovation(Source: TechSci Research)
TAM (India)₹10,000 crore (USD 1.25 billion) by 2025(Source: Industry estimates)
Target Audience
* DemographicsHealth-conscious (20-45 years old)Busy professionals & young adults
* PsychographicsValue convenience, quality, varietyOpen to new flavors & health options
* Decision-makersIndividuals purchasing for themselves or families
Marketing Strategy
* Content MarketingBlog posts, infographics, videos (convenience, health benefits, flavors)Recipes featuring Cup-Ji
* Social Media MarketingBuild presence on Instagram & FacebookEngaging content & influencer partnerships (health & wellness)
* Influencer MarketingCollaborate with relevant micro-influencers
* E-commerce OptimizationImprove SEO & user experience (website)Increase organic traffic & conversions
* Subscription ModelOffer subscription plans for regular deliveriesCater to convenience-seeking audience
Distribution Strategy
* Direct-to-Consumer (D2C)Sell Cup-Ji directly through website with subscriptions
* Online MarketplacesList Cup-Ji on Amazon & FlipkartReach wider audience
* Retail PartnershipsPartner with grocery stores, health food stores, and convenience storesExpand physical presence
Advantages (USP)
* ConvenienceSimple brewing processPre-portioned tea leaves
* Variety8 distinct flavorsCater to diverse taste preferences
* QualityFamily expertise in tea sourcing & blending
* Brand RecognitionAppearance on Shark Tank IndiaFulfills the need for convenient & healthy green tea solutions
* Market CompetitionEstablished tea brands & emerging convenient tea options
* Brand AwarenessCreating awareness & educating consumers
* Distribution NetworkBuilding a robust network across online & offline channels
Reasons for Success
* Growing NeedFulfills need for convenient & healthy green tea solutions
* Unique OfferingDifferentiates with innovative packaging & flavor variety
* Strong LegacyExpertise ensures product quality
Mitigation Strategies
* Focus on InnovationContinuously explore new flavors & product formats
* Data-Driven MarketingUtilize website traffic & customer data for personalized campaigns
* Strategic PartnershipsCollaborate with complementary brands or influencers to leverage reach
Future Business Roadmap
* Product DevelopmentExplore new packaging formats & biodegradable materials
* Flavor ExpansionDevelop new & seasonal flavors based on market trends & customer feedback
* Global ExpansionAdapt branding & marketing strategies for international markets
Valuation Roadmap
* Increase Brand AwarenessContent marketing, social media engagement, influencer partnerships
* Grow Customer BaseExpand distribution channels & implement customer acquisition strategies
* Demonstrate Revenue GrowthFocus on increasing sales through D2C, online marketplaces, & retail partnerships
* Build a Strong TeamHire experienced professionals in marketing, sales, and e-commerce

Cup Ji: Revolutionizing Green Tea Consumption

Cup Ji Shark Tank India Episode Review

Founders and Background:

  • Founders: Jay Sotta and Aakash Sotta
  • Family Legacy: Fifth generation in the tea industry (inherited knowledge and expertise)
  • Shark Tank India Appearance: Season 3 (Episode 38) – Seeking ₹50 Lakhs for 5% Equity (No deal secured)
  • Product: Ready-to-sip green tea cups with loose-leaf tea at the bottom for easy brewing.
  • Website: Built on Shopify (Needs SEO improvement) – Organic Traffic: 133 visitors/month
  • Unique Selling Proposition (USP):
    • Convenience: Simple preparation – just add hot water.
    • Variety: Eight distinct flavors to cater to diverse preferences.

Business Potential in India:

  • Large Tea Market: India is the world’s second-largest tea consumer (Source: International Tea Committee).
  • Growing Green Tea Market: Green tea consumption is rising due to health awareness (Source: Zion Market Research).
  • Shifting Consumer Preferences: Demand for convenient and innovative beverage formats is increasing (Source: TechSci Research).

Total Addressable Market (TAM):

  • Considering India’s tea consumption and green tea growth trends, the TAM for convenient green tea solutions can be estimated at ₹10,000 crore (USD 1.25 billion) by 2025 (Source: Industry estimates based on market research).

Ideal Target Audience:

  • Demographics: Health-conscious individuals aged 20-45, busy professionals, and young adults seeking new beverage experiences.
  • Psychographics: Value convenience, quality, and variety. Open to exploring new flavors and health-conscious options.
  • Decision-makers: Individuals making purchasing decisions for themselves or families.

Marketing Strategy:

  • Content Marketing: Create blog posts, infographics, and videos showcasing the convenience, health benefits, and different flavors of Cup-Ji. Utilize recipes featuring Cup-Ji for added value.
  • Social Media Marketing: Build a strong presence on Instagram and Facebook with engaging content and influencer partnerships targeting health and wellness enthusiasts.
  • Influencer Marketing: Collaborate with relevant micro-influencers in the health and beverage space.
  • E-commerce Optimization: Optimize the Cup-Ji website for SEO and user experience to improve organic traffic and conversions.
  • Subscription Model: Offer subscription plans for regular deliveries, catering to the convenience-seeking audience.

Distribution Strategy:

  • Direct-to-Consumer (D2C): Sell Cup-Ji directly through their website with subscription options.
  • Online Marketplaces: List Cup-Ji on e-commerce platforms like Amazon and Flipkart to reach a wider audience.
  • Retail Partnerships: Partner with grocery stores, health food stores, and convenience stores to expand physical presence.

Advantages (USP):

  • Convenience: Simple brewing process with pre-portioned tea leaves.
  • Variety: Eight distinct flavors cater to diverse taste preferences.
  • Quality: Leveraging family expertise in tea sourcing and blending.
  • Brand Recognition: Appearance on Shark Tank India generated national exposure.


  • Market Competition: Established tea brands and emerging convenient tea options.
  • Brand Awareness: Creating brand awareness and educating consumers about the product.
  • Distribution Network: Building a robust distribution network across online and offline channels.

Reasons for Success:

  • Addressing a Growing Need: Fulfills the need for convenient and healthy green tea solutions.
  • Unique Product Offering: Differentiates itself through innovative packaging and flavor variety.
  • Strong Family Legacy: Expertise in tea sourcing and blending ensures product quality.

Mitigation Strategies:

  • Focus on Innovation: Continuously explore new flavors and product formats.
  • Data-Driven Marketing: Utilize website traffic and customer data to personalize marketing campaigns.
  • Strategic Partnerships: Collaborate with complementary brands or influencers to leverage their reach.

Future Business Roadmap:

  • Product Development: Explore new packaging formats and biodegradable materials.
  • Flavor Expansion: Develop new and seasonal tea flavors based on market trends and customer feedback.
  • Global Expansion: Adapt branding and marketing strategies for international markets.

Valuation Roadmap:

  • Increase Brand Awareness: Focus on content marketing, social media engagement, and influencer partnerships.
  • Grow Customer Base: Expand distribution channels and implement customer acquisition strategies.
  • Demonstrate Revenue Growth: Focus on increasing sales through D2C, online marketplaces, and retail partnerships.
  • Build a Strong Team: Hire experienced professionals in marketing, sales, and e-commerce.

By implementing these strategies, Cup-Ji can overcome its challenges, leverage its unique


  • Cup Ji stands out as an innovative concept in the beverage industry.
  • Despite the setback on Shark Tank India, the brand continues to offer diverse product options, catering to a wide range of consumers.

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