CURRYiT Shark Tank India Episode Review
In Shark Tank India Season 5, Episode 38 (aired Wednesday, February 25, 2026), the Delhi-based ready-to-cook brand CURRYiT made a significant impact by showcasing a “clean-label” solution to traditional Indian cooking. Founded by IIM Udaipur alumni Richa Sharma and Nischal Kandula, the brand addresses the modern dilemma of wanting authentic, home-cooked meals without the labor-intensive preparation. By utilizing advanced autoclave technology and multi-layer vacuum sealing, CURRYiT offers 100% preservative-free curry pastes and masalas with a 12-month shelf life. Their pitch for ₹60 lakhs for 1% equity sparked a competitive discussion, ultimately leading to a massive deal with Guest Shark Mohit Yadav (Co-founder of Minimalist), who invested ₹1.5 crore for 3.3% equity plus 1.2% advisory equity, valuing the company at ₹45 crore.
The Sharks were particularly impressed by the brand’s technical moat. Unlike traditional legacy FMCG players that rely on chemical preservatives, CURRYiT’s use of heat-pressure sterilization (autoclave) allows for high-quality “wet” masalas that taste fresh-off-the-stove. Mohit Yadav praised their “health-first” lens, noting that transparency in ingredients is the primary driver of trust for the 2026 consumer. With the Indian ready-to-cook (RTC) market projected to hit $1.54 billion by 2030, CURRYiT is strategically positioned to capture the urban millennial segment that prioritizes both convenience and clean nutrition.
Website Information
- Website:- CURRYiT
- Build on Shopify
- Good SEO Performance, SEO Improvement Needed.
- ORGANIC TRAFFIC: 4899 visitors per month.
Founders of CURRYiT
- The brand was established in 2022 by Richa Sharma and Nischal Kandula.
- Both founders are alumni of IIM Udaipur and former colleagues at YES Bank.
- Their professional synergy and shared passion for authentic food led them to identify a gap in the traditional cooking process, eventually leaving their corporate careers to simplify Indian cooking for the masses.
CURRYiT Brand Overview
- CURRYiT is a Delhi-based Direct-to-Consumer (D2C) food brand that operates in the ready-to-cook segment.
- The brand focuses on “clean-label” products, meaning they provide convenience without the use of artificial preservatives.
- By challenging legacy FMCG players, CURRYiT has positioned itself as a modern solution for those who love home-cooked meals but lack the time or traditional culinary skills to prepare them from scratch.
CURRYiT Shark Tank India Appearance & Ask
During their appearance on Shark Tank India, the founders presented their vision of bringing Indian cooking into the modern world.
- Initial Ask: The founders sought ₹60 lakhs for 1% equity in the company.
- The pitch highlighted their rapid growth and the technical sophistication of their preservative-free manufacturing process.
Season and Episode Air Date
- Season: 05
- Episode: 38
- Episode Air Date: Wednesday, 25 February, 2026
CURRYiT Product Overview
CURRYiT offers a diverse range of over 40 SKUs designed to help users cook any dish in just 15 minutes. Their portfolio includes:
- Instant Wet Masalas & Pastes: Featuring flavors like Dhaba-style Butter Masala and Chettinad Chicken.
- Biryani Mixes: Specifically their popular Hyderabadi Biryani paste.
- Everyday Essentials: Ginger-garlic pastes and preservative-free soups. All products are designed to eliminate the labor-intensive steps of chopping and measuring.
Investor Reactions to CURRYiT
- Mohit Yadav expressed strong confidence in the brand’s “health-first” lens.
- He noted that there is immense potential in optimizing taste while maintaining clean nutrition.
- He emphasized that in the current market, content and transparency are the primary engines for building consumer trust, and he praised CURRYiT for bridging the gap between nostalgic flavors and modern health standards.
CURRYiT Customer Engagement Philosophy
- The brand’s philosophy is rooted in deep consumer research.
- After meeting hundreds of consumers, the founders realized that while lives have evolved in terms of technology and travel, cooking remained stuck in the past.
- CURRYiT’s approach is to provide real flavors and genuine convenience, ensuring that “authenticity doesn’t have to be sacrificed for health.”
- They aim to serve busy millennials as well as growing households in Tier II and Tier III cities.
CURRYiT Product Highlights
The brand distinguishes itself through several key technical and quality-related benchmarks:
- Clean-Label: 100% preservative-free.
- Certifications: FDA-approved, SPICE Board approved, and ISO-certified.
- Advanced Technology: They utilize autoclave technology and multi-layer vacuum-sealed packaging.
- Shelf Life: Despite being natural, the products boast a 12-month shelf life due to their specialized packaging and processing.
Future Vision for CURRYiT
CURRYiT has set ambitious financial and expansion targets:
- Financial Goals: Scaling from ₹5.8 crore in FY25 to a target of ₹20 crore in FY26.
- Market Expansion: Strengthening presence in quick commerce (Blinkit, Zepto, etc.) and deep-diving into international markets.
- Global Footprint: By 2026, the brand aims to enter the Middle East, Singapore, UK, Canada, and Germany, following encouraging early signals from the US market via Amazon FBA.
- Infrastructure: Continued investment in automation at their Delhi manufacturing base to compete with FMCG giants.
Deal Finalized for CURRYiT
The brand successfully secured an investment from Mohit Yadav, the Co-founder of Minimalist (Guest Shark).
- Final Deal: ₹1.5 crore for 3.3% equity + 1.2% advisory equity.
- This deal valued the company at approximately ₹45 crore.
- The investment is intended to accelerate product innovation and expand their distribution network.
| Category | Details |
|---|---|
| Brand Name | CURRYiT |
| Website Platform | Shopify |
| SEO Performance | Good performance; further optimization recommended |
| Organic Traffic | 4,899 visitors per month |
| Founded In | 2022 |
| Founders | Richa Sharma & Nischal Kandula |
| Founder Background | IIM Udaipur alumni; ex-YES Bank professionals |
| Business Type | D2C Ready-to-Cook (RTC) Clean-Label Food Brand |
| Headquarters | Delhi, India |
| Core Positioning | Preservative-free, 15-minute authentic Indian cooking solutions |
| Initial Ask on Shark Tank | ₹60 Lakhs for 1% Equity |
| Implied Valuation (Ask) | ₹60 Crore |
| Season | 05 |
| Episode | 38 |
| Episode Air Date | Wednesday, 25 February 2026 |
| Investor | Mohit Yadav (Guest Shark) |
| Final Deal | ₹1.5 Crore for 3.3% Equity + 1.2% Advisory Equity |
| Final Valuation | ~₹45 Crore |
| Product Range | 40+ SKUs |
| Product Categories | Wet Masalas, Biryani Pastes, Ginger-Garlic Paste, Preservative-Free Soups |
| Flagship Products | Butter Masala Paste, Chettinad Chicken Paste, Hyderabadi Biryani Mix |
| Technology Used | Autoclave processing + Multi-layer vacuum-sealed packaging |
| Shelf Life | 12 Months (Preservative-Free) |
| Certifications | FDA Approved, SPICE Board Approved, ISO Certified |
| FY25 Revenue | ₹5.8 Crore |
| FY26 Target Revenue | ₹20 Crore |
| Market Opportunity (India RTC 2024) | $624 Million |
| Projected Market (2030) | $1.54 Billion (CAGR 16.41%) |
| TAM | $719 Billion (Indian Food & Grocery Retail) |
| SAM | ₹5,000–₹7,000 Crore (RTC Segment) |
| SOM Target | 70–80 Million Urban Quick-Commerce Consumers |
| Primary Audience | Millennials (25–40 years), Tier 1 cities |
| Secondary Audience | Nuclear families, DINK couples |
| Niche Segment | Health-conscious parents, NRIs |
| Income Target Group | ₹12L+ Annual Household Income |
| Digital Strategy | SEO, Instagram Ads, Transparency-based Content |
| Influencer Strategy | Fit-Foodies, Mom Bloggers |
| Quick Commerce Presence | Blinkit, Zepto, Swiggy Instamart |
| D2C Strategy | Subscription bundles & meal kits |
| Retail Strategy | Premium modern trade stores (Foodhall, Nature’s Basket) |
| Export Plan | Amazon FBA (US), UK, Middle East, Singapore, Canada, Germany |
| Competitive Advantage | Clean-label + 12-month shelf life without preservatives |
| Key Challenge | High FMCG competition |
| Retention Strategy | WhatsApp loyalty nudges every 15–20 days |
| Expansion Roadmap (2025) | Dominate Top 10 cities via Quick Commerce |
| Expansion Roadmap (Late 2025) | Enter Ready-to-Eat & Healthy Breakfast categories |
| Global Vision (2026) | NRI-focused international scaling |
| Long-Term Exit Goal | Acquisition by FMCG giants (e.g., Nestlé, ITC, Tata Consumer) |
CURRYiT Shark Tank India Business Plan
1. CURRYiT Business Potential in India: Stats & Facts
The Indian food market is undergoing a “Convenience Revolution” driven by shifting demographics.
- Market Growth: The India Ready-to-Cook (RTC) market was valued at $624 million in 2024 and is projected to reach $1.54 billion by 2030, growing at a CAGR of 16.41%.
- D2C Surge: The Indian D2C food sector is expected to be part of a ₹8.5 trillion ($100 billion) ecosystem by 2025.
- The “Clean-Label” Premium: 64% of Indian consumers now actively seek brands with ingredient transparency, and 88% are willing to pay a premium for healthier, preservative-free options.
- Urbanization Catalyst: With over 250 million digital shoppers expected by 2025, CURRYiT’s online-first approach aligns with the fastest-growing sales channel.
2. CURRYiT Total Addressable Market (TAM)
- TAM (Total Addressable Market): The overall Indian Food & Grocery retail sector valued at $719 billion.
- SAM (Serviceable Addressable Market): The specific RTC and Ready-to-Mix segment in India, estimated at ₹5,000–₹7,000 crore.
- SOM (Serviceable Obtainable Market): CURRYiT’s target is the 70–80 million urban consumers who use quick commerce and seek “homestyle” quality without the labor.
3. CURRYiT Ideal Target Audience & Demographics
- Primary Segment: Busy Millennials (25–40 years) in Tier 1 cities (Delhi-NCR, Bangalore, Mumbai) working in high-pressure corporate roles.
- Secondary Segment: Nuclear families and “Double Income, No Kids” (DINKs) who value weekend gourmet experiences but lack 2-hour prep windows.
- Niche Segment: Health-conscious parents and NRI (Non-Resident Indian) students/professionals looking for a “taste of home” that meets international FDA safety standards.
- Demographics: Household income of ₹12L+ per annum, tech-savvy, and frequent users of Blinkit, Zepto, and Swiggy Instamart.
4. CURRYiT Marketing & Digital Content Strategy
- Content Pillars: Use the “Minimalist” philosophy of transparency. Create “Behind-the-Paste” videos showing the autoclave (preservative-free) process to build trust.
- Influencer Strategy: Partner with “Fit-Foodies” and “Mom-Bloggers” who emphasize the Clean-Label aspect.
- SEO Focus: Optimize for high-intent keywords like “preservative-free curry paste,” “15-minute Indian dinner,” and “authentic butter masala mix.”
- Performance Marketing: Retargeting ads on Instagram and Facebook focusing on the “15-Minute Hero”—visualizing a complex dish (like Chettinad Chicken) being finished in minutes.
5. CURRYiT Distribution Strategy
- Hyperlocal (Quick Commerce): Prioritize Blinkit, Zepto, and Swiggy Instamart. Statistics show 68% of urban consumers expect food delivery within 30 minutes.
- D2C Website: Leverage their Shopify-built store for subscriptions and high-margin “Bundle Kits” (e.g., The Weekender Biryani Pack).
- Modern Trade: Presence in premium physical stores like Foodhall or Nature’s Basket to capture the “Webrooming” audience (those who research online but buy in-store).
- Export: Amazon FBA for the US, UK, and Middle East markets by 2026.
6. CURRYiT Advantages & Success Factors
- Technical Moat: The use of Autoclave Technology allows for a 12-month shelf life without chemicals, a massive edge over traditional “wet” masalas.
- Founder-Product Fit: Richa and Nischal’s IIM background and corporate discipline ensure high operational efficiency and data-driven decision-making.
- Valuation Momentum: A ₹45 crore valuation post-Shark Tank provides the “social proof” needed to negotiate better margins with retailers.
7. CURRYiT Challenges & Mitigation Strategies
| Challenge | CURRYiT Mitigation Strategy |
| High Competition | Focus on “Regional Authenticity” (e.g., Ghee Roast) which big FMCG giants often dilute for mass palates. |
| Price Sensitivity | Use “Value-Per-Meal” marketing to show that a ₹150 paste serves 4, making it cheaper than ordering out. |
| Logistical Spoilage | Investing in multi-layer vacuum-sealed packaging to ensure zero leakage during last-mile delivery. |
| Customer Retention | Launching a WhatsApp-based loyalty program to nudge repeat purchases every 15–20 days. |
8. CURRYiT Roadmap to Increase Valuation
- Phase 1 (2025): Solidify Quick Commerce dominance in Top 10 cities; achieve ₹20 crore ARR.
- Phase 2 (Late 2025): Category expansion into ready-to-eat preservative-free snacks and healthy breakfast mixes.
- Phase 3 (2026): Global rollout. Capture the NRI market in the US/UK to achieve a 3x–5x valuation jump based on international revenue multiples.
- Final Goal: Position CURRYiT as an acquisition target for legacy giants (like Nestlé, ITC, or Tata Consumer Products) looking to “green” their portfolio with clean-label brands.
CURRYiT Shark Tank India Episode Review