Gramiyaa Shark Tank India Episode Review

Gramiyaa Shark Tank India Episode Review

Gramiyaa appeared on Shark Tank India Season 5, Episode 32, with Bengaluru-based co-founders Sibi Manivannan (robotics engineer inspired by grandfather’s 1960s traditional oil setup witnessing chemical-heavy modern refineries), Mohamed Yaseen, and Naveen Rajamaran seeking ₹1.4 Crore for 1% equity (₹140 Crore valuation) but left with no deal after all five Sharks opted out citing strategic/financial concerns.

The premium cooking oil brand provides chemical-free nutrient-rich edible oils through vertically integrated traditional wood/stone mill cold-pressing (no high heat/solvents) offering groundnut/sesame/coconut/extra virgin olive oil and specialty blends from US FDA/ISO-certified Tamil Nadu facility using non-GMO seeds with zero trans fats/preservatives, growing from ₹1.5 Crore (FY 22-23) to projected ₹32 Crore (FY 25-26) with 35% sales from quick commerce and international exports to US/UAE with 5,044 monthly organic visitors requiring SEO improvement. Sharks reacted harshly—Vineeta noted gap between revenue and break-even labeling it “risky investment,” Kunal expressed concern over “vicious cycle” burning cash to increase marketing/gross margins, Ritesh applauded quality but felt pricing/costs in “tricky place” for current stage, Namita cited heavy competition questioning execution sharpness, and Aman unimpressed by founders’ “stubbornness” regarding B2B sales famously stating “Tumhare sapne bade hain, kaam nahi hai” (Your dreams are big, but the work isn’t showing).

Operating in Indian edible oil market valued at $25+ billion with cold-pressed segment growing ~15% CAGR through 2030 within premium/health-conscious urban segment ($1.5 billion) and ₹500-1,000 Crore wood-pressed oil niche amid rising lifestyle diseases driving shift from refined oils to cold-pressed variants and “clean label” trend (consumers paying 2x-3x premium for chemical-free products), Gramiyaa targets health-conscious parents (28-50, Tier 1/2 cities, ₹15 lakh+ household income prioritizing family wellness), educated professionals understanding refined versus cold-pressed fats shopping on Zepto/Blinkit/BigBasket, and fitness enthusiasts/clean eaters seeking high-smoke-point natural fats for specialized diets (Keto) within 700+ million internet users, planning quick commerce deepening (Blinkit/Zepto partnerships for 10-minute delivery in urban clusters), subscription models increasing customer lifetime value, specialty blends launch (infused oils) increasing gross margins, EBITDA-positive transition justifying ₹150+ Crore Series A valuation, and global “Ethical Fat” brand expansion into European/Southeast Asian markets beyond existing US/UAE presence employing local oil producers who lost livelihoods to industrialization integrating traditional craftsmanship into modern supply chain.

Website Information

• Website:- Gramiyaa
• Build on Shopify
• Average SEO Performance, SEO Improvement Needed.
• ORGANIC TRAFFIC: 5044 visitors per month.

The Gramiyaa Founders

• Core Team: The brand was co-founded by Sibi Manivannan, Mohamed Yaseen, and Naveen Rajamaran.
• Inspiration: Sibi Manivannan, a robotics engineer, was inspired by his grandfather’s traditional oil setup from the 1960s. After witnessing the chemical-heavy processes in modern refineries, he sought to revive healthier, ancestral methods.
• Background: Founded in Bengaluru, the team has successfully scaled the business to a significant turnover within just five years of operation.

Gramiyaa Brand Overview

• Core Philosophy: Gramiyaa is a premium cooking oil brand that focuses on providing high-quality, chemical-free, and nutrient-rich edible oils for everyday Indian cooking.
• Production Method: The brand utilizes a vertically integrated model, using traditional wood and stone mills (cold-pressing) to extract oil without high heat or solvents.
• Market Presence: They operate through a multi-channel approach including D2C (website), major e-commerce platforms, quick commerce, and international exports to the US and UAE.

Gramiyaa Shark Tank India Appearance & Ask

• Episode Details: Gramiyaa appeared on Shark Tank India Season 5, Episode 32, which aired on February 17, 2026.
• The Pitch: The founders emphasized their “farm-to-bottle” control and the nutritional superiority of their products over mass-market refined oils.
• The Ask: The founders requested ₹1.4 Crores for 1% Equity, seeking a valuation of ₹140 Crores.

Season and Episode Air Date

• Season: 05
• Episode: 32
• Episode Air Date: Tuesday, 17 February, 2026

Gramiyaa Product Overview

• Product Range: The portfolio includes Groundnut Oil, Sesame Oil, Coconut Oil, Extra Virgin Olive Oil, and specialty blends.
• Certification: Their production facility in Tamil Nadu is US FDA and ISO-certified, ensuring international hygiene and quality standards.
• Key Attributes: All products are made from non-GMO seeds, contain zero trans fats, and are free from preservatives or artificial additives.

Gramiyaa Investor Reactions

• Vineeta Singh: Noted the gap between revenue and the break-even point, labeling it a “risky investment.”
• Kunal Bahl: Expressed concern over a “vicious cycle” of burning cash to increase marketing and gross margins.
• Ritesh Agarwal: Applauded the product quality but felt the pricing and costs were in a “tricky place” for the current stage.
• Namita Thapar: Cited heavy market competition and felt the founders’ execution strategy wasn’t sharp enough.
• Aman Gupta: Was unimpressed by the founders’ “stubbornness” regarding their B2B sales strategy, famously stating, “Tumhare sapne bade hain, kaam nahi hai” (Your dreams are big, but the work isn’t showing).

Gramiyaa Customer Engagement Philosophy

• Education over Jargon: The brand focuses on educating consumers about how extraction methods impact health, rather than using complex marketing buzzwords.
• Mindful Cooking: Gramiyaa positions itself as a movement for “mindful cooking,” reminding users that “what hits the pan first” determines the nutritional value of the entire meal.
• Social Impact: By employing local oil producers who lost their livelihoods to industrialization, they integrate traditional craftsmanship into a modern supply chain.

Gramiyaa Product Highlights

• Nutrient Retention: The gentle mechanical pressing preserves natural antioxidants, aroma, and flavor.
• Traceability: The brand prioritizes transparency, allowing customers to understand the journey of the seeds from the farmer to the bottle.
• Performance: Customer reviews frequently highlight the oil’s lightness and authentic taste compared to standard refined brands.

Gramiyaa Future Vision

• Revenue Projections: The brand is aiming for a massive jump to ₹32 Crores in FY 25-26, following a trajectory that started at just ₹1.5 Crores in FY 22-23.
• Growth Strategy: A heavy focus remains on Quick Commerce, which already accounts for 35% of their sales, to meet the “instant” demands of urban Indian households.
• Global Expansion: Following successful entries into the US and UAE, Gramiyaa aims to become a global leader in the traditional, cold-pressed oil movement.

Gramiyaa Deal Finalized or Not

• Status: No Deal.
• Outcome: Despite impressive growth projections and a solid product, Gramiyaa exited the Tank without securing an investment.
• All five Sharks opted out for various strategic and financial reasons.

Topic	Details
Website	Gramiyaa
Platform	Shopify
SEO Performance	Average SEO Performance, SEO Improvement Needed
Organic Traffic	5,044 visitors per month
Founders	Sibi Manivannan, Mohamed Yaseen, Naveen Rajamaran
Founder Background	Sibi – Robotics Engineer inspired by traditional oil methods
Headquarters	Bengaluru
Founded	Scaled within 5 years of operation
Brand Type	Premium chemical-free cold-pressed cooking oil brand
Core Philosophy	Farm-to-bottle, nutrient-rich, traditional extraction
Production Method	Wood and stone mill cold-press extraction
Market Presence	D2C, e-commerce platforms, quick commerce, US & UAE exports
Shark Tank Season	Season 05
Episode	Episode 32
Episode Air Date	Tuesday, 17 February 2026
Initial Ask	₹1.4 Crores for 1% equity
Initial Valuation	₹140 Crores
Deal Status	No Deal
Product Range	Groundnut, Sesame, Coconut, Extra Virgin Olive Oil, Specialty Blends
Certifications	US FDA & ISO certified facility (Tamil Nadu)
Key Attributes	Non-GMO seeds, zero trans fats, no preservatives
Revenue Growth	₹1.5 Crores (FY22-23) to projected ₹32 Crores (FY25-26)
Quick Commerce Share	35% of total sales
TAM	$25 Billion Indian edible oil market
SAM	$1.5 Billion premium urban health-conscious segment
SOM Target	₹500–₹1,000 Crore wood-pressed oil niche in 5–7 years
Cold-Pressed Market CAGR	~15% till 2030
Primary Audience	Health-conscious parents aged 28–50 in Tier 1 & 2 cities
Income Segment	₹15L+ annual household income
Secondary Audience	Fitness enthusiasts & clean eaters (Keto, specialty diets)
Customer Philosophy	Education-first marketing & mindful cooking movement
Social Impact	Employs traditional oil producers displaced by industrialization
Marketing Strategy	Educational storytelling, nutritionist & chef collaborations
Digital Strategy	SEO long-tail keywords, Meta & Google retargeting ads
Distribution Strategy	Quick commerce priority, Amazon & Flipkart presence, D2C subscriptions
International Expansion	US & UAE exports with future Europe & Southeast Asia plans
Key Advantages	Vertical integration, certifications, traditional extraction moat
Key Challenges	High valuation gap, seed price volatility, intense competition
Mitigation Strategy	Optimize CAC via SEO & referrals, QR traceability, explore B2B cafes
Future Roadmap Phase 1	Improve SEO & double organic traffic to 10k+
Future Roadmap Phase 2	Launch specialty infused oil blends
Future Roadmap Phase 3	Achieve ₹32 Cr revenue & EBITDA positive
Long-Term Vision	Become global ethical cold-pressed oil brand

Gramiyaa Shark Tank India Business Plan

1. Gramiyaa Business Potential in India: Facts & Data

• Market Shift: The Indian edible oil market is witnessing a massive shift from refined oils to cold-pressed variants due to rising lifestyle diseases.
• Growth Rate: The Indian cold-pressed oil market is expected to grow at a CAGR of ~15% through 2030.
• Premiumization: With a projected revenue of ₹32 Crores for FY 25-26, Gramiyaa is tapping into the “clean label” trend where consumers are willing to pay a 2x-3x premium for chemical-free products.
• Sector Resilience: Essential commodities like cooking oil are recession-proof, providing Gramiyaa with a stable long-term demand floor.

2. Gramiyaa Total Addressable Market (TAM): Facts & Data

• Total Addressable Market (TAM): The overall Indian edible oil market is valued at over $25 Billion.
• Serviceable Addressable Market (SAM): The premium and health-conscious urban segment (top 10 cities) is estimated at $1.5 Billion.
• Serviceable Obtainable Market (SOM): Gramiyaa aims to capture a significant share of the ₹500-₹1,000 Crore niche for wood-pressed oils within the next 5–7 years.
• Digital Penetration: With over 700 million internet users, Gramiyaa’s D2C and Quick Commerce model targets the digitally-native portion of this market.

3. Gramiyaa Ideal Target Audience & Demographics

• Primary Audience: Health-conscious parents (ages 28–50) in Tier 1 and Tier 2 cities who prioritize family wellness.
• Demographics: Household income of ₹15L+ per annum; educated professionals who understand the difference between refined and cold-pressed fats.
• Psychographics: Value “back-to-roots” traditional methods, follow nutritionists on social media, and are frequent shoppers on platforms like Zepto, Blinkit, and BigBasket.
• Secondary Audience: Fitness enthusiasts and “clean eaters” looking for high-smoke-point natural fats for specialized diets (e.g., Keto).

4. Gramiyaa Marketing & Digital Strategy

• Content Strategy: Gramiyaa should focus on “Educational Storytelling”—comparing the extraction of refined oil vs. wood-pressed oil through high-quality video content.
• Influencer Marketing: Collaborate with pediatricians, nutritionists, and home-chefs to validate the Gramiyaa quality promise.
• SEO Improvement: Currently at 5,044 organic visitors, Gramiyaa needs to target long-tail keywords like “best cold pressed groundnut oil for heart health” to drive high-intent traffic.
• Performance Marketing: Utilize Meta and Google Ads to retarget visitors who abandoned carts on the Gramiyaa Shopify site, focusing on “Taste & Health” testimonials.

5. Gramiyaa Distribution Strategy

• Quick Commerce (Priority): Since 35% of sales already come from this channel, Gramiyaa should deepen partnerships with Blinkit and Zepto for “10-minute” delivery in high-density urban clusters.
• E-Commerce: Maintain a strong presence on Amazon and Flipkart to leverage their massive pan-India logistics.
• Direct-to-Consumer (D2C): Use the Gramiyaa website for subscription models (e.g., monthly oil refills) to increase Customer Lifetime Value (LTV).
• International: Scale the existing US and UAE export channels to capture the high-margin NRI market.

6. Gramiyaa Advantages & Challenges

• Advantages:
  • Vertical Integration: Controlling the process from farmer to bottle ensures 100% purity and higher margins.
  • Certifications: US FDA and ISO certifications provide Gramiyaa global credibility.
  • Traditional Moat: Using wood and stone mills creates a unique product texture and aroma that industrial brands cannot replicate.
• Challenges:
  • High Valuation Gap: The Shark Tank “Ask” of ₹140 Cr vs. current revenue creates a high bar for future fundraising.
  • Price Sensitivity: Fluctuations in seed prices (Groundnut/Coconut) can squeeze Gramiyaa’s margins.
  • Competition: Rising competition from both local players and large conglomerates (e.g., Tata, Fortune) entering the cold-pressed space.

7. Gramiyaa Success Factors & Mitigation Strategies

• Why it can be Successful: Gramiyaa aligns with the global “Clean Eating” movement and possesses a scalable, tech-backed manufacturing base.
• Mitigation for Cash Burn: To address the Sharks’ concerns, Gramiyaa should optimize Customer Acquisition Cost (CAC) by focusing on organic SEO and referral programs.
• Mitigation for Competition: Gramiyaa must protect its “Premium” positioning through transparent “Farm-to-Bottle” traceability tech (QR codes on bottles).
• Mitigation for B2B Resistance: While the founders were hesitant on the show, exploring high-end organic cafes and restaurants can provide Gramiyaa with bulk, steady revenue.

8. Gramiyaa Future Business Roadmap & Valuation Increase

• Phase 1 (0-12 Months): Optimize the Shopify store for better SEO and conversion; aim to double organic traffic to 10k+ monthly visitors.
• Phase 2 (12-24 Months): Launch “Specialty Blends” (e.g., infused oils) to increase gross margins and expand the Gramiyaa product line.
• Phase 3 (24-36 Months): Achieve the ₹32 Crore revenue target; transition to an EBITDA-positive state to justify a ₹150 Cr+ valuation for a Series A round.
• Phase 4 (Beyond): Establish Gramiyaa as a global “Ethical Fat” brand, expanding deep into the European and Southeast Asian markets.