HOOKd Shark Tank India Episode Review
HOOKd (under parent company Buzzinga Eco Foods), a Delhi-based D2C brand founded by siblings Dia and Akul Goel, appeared on Shark Tank India Season 5 (Episode 45) to pitch their revolutionary “meat-as-a-snack” concept. Positioned as India’s first real chicken breast chip brand, the startup targets fitness enthusiasts and keto-focused consumers with a clean-label product that is baked, zero-oil, and preservative-free. Each pack offers a high-protein, low-calorie alternative to traditional grain-based snacks, delivering 14g of protein and only 100 calories per serving.
The founders entered the Tank with an initial ask of ₹50 Lakhs for 7% equity, placing their original valuation at ₹7.14 Crores. While the product’s nutritional profile was impressive, the Sharks had mixed reactions regarding the taste and the challenges of creating an entirely new food category in a price-sensitive market. Anupam Mittal, Namita Thapar, Vineeta Singh, and Kunal Bahl all opted out, citing concerns ranging from the flavor profile to high cash burn and the difficulty of scaling a niche, premium FMCG product.
Despite the skepticism from most of the panel, Varun Alagh (co-founder of Mamaearth) saw a unique opportunity in the brand’s D2C trajectory and influencer marketing potential. He offered a non-negotiable deal of ₹50 Lakhs for 20% equity, significantly adjusting the company’s valuation to ₹2.5 Crores. The founders accepted the offer, which included a strategic condition requiring Akul Goel to commit to the business full-time to drive growth and scale their presence on quick-commerce platforms like Blinkit and Zepto.
Website Information
- Website:- HOOKd
- Build on Shopify
- ORGANIC TRAFFIC: N.A.
The HOOKd Founders
- The brand was established by a sibling duo, Dia Goel and Akul Goel, based in Delhi.
- Driven by a desire to disrupt the traditional snack market, they sought to create a nutritious alternative to processed potato chips.
- While some records mention a Mumbai-based entity, the primary founders featured in this Shark Tank appearance are the Goel siblings, with Akul Goel specifically required to commit to the business full-time as a condition of their recent investment.
HOOKd Brand Overview
- HOOKd, operating under the parent company Buzzinga Eco Foods, is an innovative Indian D2C (Direct-to-Consumer) brand founded in 2022.
- It positions itself at the intersection of health and convenience, targeting fitness enthusiasts, gym-goers, and urban consumers on keto or low-carb diets.
- The brand is a pioneer in the “meat-as-a-snack” category, offering a clean-label product that challenges the dominance of grain-based savory snacks.
HOOKd Shark Tank India Appearance & Ask
- During their appearance on Shark Tank India Season 5 (Episode 45), the founders of HOOKd presented their vision for high-protein snacking.
- They entered the tank with an initial ask of ₹50 Lakhs for 7% equity, which placed the company’s original valuation at ₹7.14 Crores.
- The pitch centered on their “category creator” status as India’s first real chicken breast chip brand.
Season and Episode Air Date
- Season: 05
- Episode: 45
- Episode Air Date: Friday, 06 March, 2026
HOOKd Product Overview
- The HOOKd flagship product consists of chips made entirely from 100% real chicken breast.
- Unlike traditional snacks, these chips are baked rather than fried and contain no oil or added preservatives.
- They are designed to be a “grab-and-go” protein source.
- The brand currently offers 4 SKUs, with pricing set at ₹40 for a 10g pack and ₹120 for a 30g pack, making it a premium offering in the FMCG space.
HOOKd Investor Reactions
The reactions from the Sharks were mixed:
- Anupam Mittal: Declined the investment, noting he did not enjoy the taste profile.
- Namita Thapar: Opted out, citing historically poor returns from early-stage snack brands.
- Vineeta Singh: Expressed concern over the high cash burn and the difficulty of creating an entirely new food category.
- Kunal Bahl: Did not see a distinct “superpower” in the brand’s current stage.
- Varun Alagh: Proved to be the sole believer, banking on his expertise in influencer marketing and scaling D2C brands to help HOOKd reach a wider audience.
HOOKd Customer Engagement Philosophy
- The HOOKd philosophy revolves around transparency and “clean” snacking.
- They aim to engage customers who are tired of “healthy” marketing that hides high carb or fat content.
- By providing 14 grams of protein and only 100 calories per pack, they foster trust with a health-conscious community that prioritizes macronutrient density over empty calories.
HOOKd Product Highlights
The standout features of HOOKd snacks include:
- High Protein: 14g of protein per serving.
- Low Calorie: Only 100 calories per pack.
- Clean Label: Zero oil, zero preservatives, and zero trans-fats.
- Texture: A signature crunch that mimics traditional potato chips despite being made of meat.
HOOKd Future Vision
- Moving forward, HOOKd aims to transition from a niche startup to a mature FMCG powerhouse.
- The brand plans to use the new funding to scale its presence on quick-commerce platforms like Blinkit and Zepto, while also expanding its footprint in physical retail stores.
- Their ultimate goal is to lead the premium high-protein snack segment in India by merging innovative food technology with a health-first brand story.
HOOKd Deal Finalized or Not
- Yes, a deal was finalized for HOOKd.
- Although several Sharks declined, Varun Alagh, co-founder of Mamaearth, saw potential in the brand’s D2C trajectory.
- He offered a non-negotiable deal of ₹50 Lakhs for 20% equity, valuing the company at ₹2.5 Crores.
- The founders accepted this offer, which included the strategic condition that Akul Goel must join the business full-time to drive growth.
| Title | Details |
|---|---|
| Brand Name | HOOKd |
| Website | HOOKd |
| Website Platform | Built on Shopify |
| Organic Traffic | Not Available |
| Parent Company | Buzzinga Eco Foods |
| Company Founded | 2022 |
| Founder 1 | Dia Goel |
| Founder 2 | Akul Goel |
| Founder Relationship | Sibling founders |
| Founder Location | Delhi, India |
| Founder Mission | Disrupt traditional snack market with nutritious alternatives |
| Business Type | D2C high protein snack brand |
| Product Category | Meat based protein snacks |
| Brand Positioning | Healthy and convenient snack for fitness focused consumers |
| Target Lifestyle Segment | Fitness enthusiasts and low carb diet consumers |
| Unique Category | Meat as a snack category |
| Shark Tank Appearance | Shark Tank India Season 5 |
| Episode Number | Episode 45 |
| Episode Air Date | Friday, 06 March 2026 |
| Investment Ask | ₹50 Lakhs for 7% equity |
| Initial Valuation | ₹7.14 Crores |
| Pitch Focus | India’s first chicken breast chip brand |
| Product Description | Chips made from 100% real chicken breast |
| Cooking Method | Baked instead of fried |
| Oil Content | Zero oil |
| Preservatives | No added preservatives |
| Product Use | Grab and go protein snack |
| Number of SKUs | 4 SKUs |
| Price 10g Pack | ₹40 |
| Price 30g Pack | ₹120 |
| Protein Content | 14 grams of protein per serving |
| Calorie Content | Around 100 calories per pack |
| Clean Label Feature | Zero oil, zero preservatives and zero trans fats |
| Product Texture | Crunch similar to traditional potato chips |
| Shark Reaction | Mixed reactions from investors |
| Shark Feedback 1 | Anupam Mittal did not like the taste profile |
| Shark Feedback 2 | Namita Thapar declined due to poor returns in snack startups |
| Shark Feedback 3 | Vineeta Singh concerned about high cash burn |
| Shark Feedback 4 | Kunal Bahl did not see a strong brand superpower |
| Interested Investor | Varun Alagh |
| Deal Outcome | Deal finalized |
| Final Investment | ₹50 Lakhs |
| Final Equity | 20 percent equity |
| Final Valuation | ₹2.5 Crores |
| Deal Condition | Akul Goel required to join the business full time |
| Customer Philosophy | Transparent clean label snacking |
| Consumer Value | High protein snack without empty calories |
| Target Health Metric | Macronutrient dense snacking |
| Health Trend | Growing demand for high protein diets |
| Consumer Insight | 53 percent Indians taking steps to improve health |
| Nutrition Gap | 70 percent Indians have protein deficiency |
| Indian Snacks Market | Projected ₹1,04,649 Crores by 2034 |
| Healthy Snack Growth | 30 to 40 percent faster growth than traditional snacks |
| Meat Snack Opportunity | Growing keto and paleo lifestyle demand |
| Total Addressable Market | ₹50,000 Crores Indian snack market |
| Serviceable Addressable Market | USD 3.13 Billion premium healthy snacks segment |
| Serviceable Obtainable Market | High protein meat snack niche in Tier 1 cities |
| Primary Target Audience | Gym goers and fitness enthusiasts aged 18 to 35 |
| Secondary Target Audience | Urban professionals seeking healthy office snacks |
| Dietary Target Segment | Keto, low carb and gluten free consumers |
| Income Target | SEC A and B+ urban consumers |
| Price Positioning | Premium snack product |
| Marketing Strategy | Authority led nutrition content marketing |
| Influencer Strategy | Collaborate with fitness influencers and nutritionists |
| Campaign Strategy | Better Chip comparison campaign |
| User Generated Content Strategy | Encourage crunch test videos on Instagram |
| Transparency Marketing | Show chicken to chip manufacturing process |
| Digital Advertising Strategy | Meta and Google ads for keto and high protein snacks |
| Marketplace Optimization | Blinkit and Zepto category optimization |
| Retargeting Strategy | Email and WhatsApp subscription bundles |
| SEO Strategy | Target keywords like high protein chips India |
| Distribution Model | D2C first distribution strategy |
| Quick Commerce Channels | Blinkit, Zepto and Swiggy Instamart |
| Offline Retail Strategy | Sell in Nature’s Basket and Foodhall |
| Institutional Sales | Supply to gyms, co working spaces and airport lounges |
| Competitive Advantage | First mover in chicken chips category |
| Nutritional Advantage | High protein and low calorie snack profile |
| Strategic Advantage | Investor support from Varun Alagh |
| Clean Label Advantage | No preservatives and oil free snack |
| Pricing Challenge | Higher price compared to regular chips |
| Taste Challenge | Meat chip texture unfamiliar to some consumers |
| Supply Challenge | Scaling high quality chicken sourcing |
| Customer Acquisition Challenge | High marketing spend needed |
| Success Factor | Category creator in Indian snack industry |
| Market Education Strategy | Product sampling in gyms and malls |
| Strategic Growth Advantage | D2C scaling knowledge from Varun Alagh |
| Unit Economics Focus | Track lifetime value and marketing ROI |
| Phase 1 Plan | Expand from 4 SKUs to 10 SKUs |
| Phase 1 Product Expansion | Launch new flavors like peri peri and Himalayan salt |
| Revenue Target Phase 1 | ₹25 to ₹50 Lakhs monthly run rate |
| Phase 2 Plan | Expand into meat jerky and protein bars |
| Retail Expansion Plan | Presence in 500 plus premium stores |
| Phase 3 Plan | Establish HOOKd as default meat snack brand |
| Long Term Valuation Goal | Achieve ₹100 Crore valuation through rapid growth |
HOOKd Shark Tank India Business Plan
HOOKd Business Potential in India
- Health-Conscious Shift: Approximately 53% of Indian consumers are proactively taking steps to improve their health, with a specific focus on high-protein and low-carb diets.
- Protein Gap: With 70% of Indians lacking adequate daily protein intake, HOOKd addresses a critical nutritional gap through a familiar snack format.
- FMCG Growth: The Indian snacks market is projected to reach ₹1,04,649 Crores by 2034, with the “healthy snacks” segment growing 30-40% faster than traditional categories.
- Meat Snacking Innovation: As a category creator, HOOKd taps into the underserved “meat-as-a-snack” market, which is seeing a surge in demand due to the rise of Keto and Paleo lifestyles.
HOOKd Total Addressable Market (TAM)
- Total Addressable Market (TAM): The overall Indian snack market valued at over ₹50,000 Crores (2025).
- Serviceable Addressable Market (SAM): The healthy and premium snack segment, valued at approximately USD 3.13 Billion (~₹26,000 Crores).
- Serviceable Obtainable Market (SOM): HOOKd targets the high-protein, meat-based snack niche, currently a multi-crore nascent segment with 15%+ annual growth potential in Tier-1 cities.
HOOKd Ideal Target Audience & Demographics
- Primary Audience: Fitness enthusiasts and gym-goers (Age 18–35) seeking “clean” post-workout protein.
- Secondary Audience: Working professionals in metros (Delhi, Mumbai, Bangalore) looking for healthy, “grab-and-go” office snacks.
- Dietary Niche: Consumers on Keto, low-carb, or gluten-free diets who currently have limited savory meat options.
- Demographics: SEC A & B+ urban dwellers with a monthly household income of ₹75,000+, willing to pay a premium (₹120/pack) for nutritional quality.
HOOKd Marketing & Content Strategy
- Authority-Led Content: Collaborate with nutritionists and fitness influencers to validate the HOOKd “14g protein” claim through educational “What I eat in a day” videos.
- “The Better Chip” Campaign: Use side-by-side visual comparisons (Infographics) between HOOKd chicken chips and traditional potato chips to highlight the “zero oil” and “baked” benefits.
- UGC Strategy: Encourage customers to share “crunch tests” on Instagram Reels to prove that a meat-based chip can match the texture of a potato chip.
- Transparency Marketing: Showcase the manufacturing process—from real chicken breast to the final baked chip—to build trust in the “clean label” promise.
HOOKd Digital Marketing Strategy
- Performance Marketing: Targeted Meta and Google Search ads focusing on high-intent keywords like “Keto snacks,” “High protein chips,” and “Healthy snacks India.”
- Amazon & Quick-Com Optimization: Aggressive bidding on Blinkit and Zepto “Health & Fitness” categories to capture impulse buys.
- Retargeting Funnels: Use Shopify-integrated email and WhatsApp marketing to offer “Subscription Bundles” to repeat customers (gym-goers).
- SEO Mastery: Optimize the HOOKd website for long-tail keywords such as “India’s first chicken chips” to capture organic traffic from health blogs.
HOOKd Distribution Strategy
- D2C First: Use the Shopify-powered website for high-margin sales and data collection.
- Quick-Commerce Dominance: Prioritize Blinkit, Zepto, and Swiggy Instamart to meet the “instant craving” needs of urban consumers.
- Premium Offline Retail: Stock in high-end supermarkets (Nature’s Basket, Foodhall) and gym-integrated supplement stores.
- Institutional Sales: Partner with premium co-working spaces and airport lounges where health-conscious travelers seek quick protein fixes.
HOOKd Advantages & Challenges
| HOOKd Advantages | HOOKd Challenges |
| First-Mover Advantage: Category creator in chicken chips. | Price Sensitivity: High price point (₹120) vs. mass snacks. |
| Nutritional Profile: 14g protein/100 cal is best-in-class. | Taste Barrier: Meat chips are a polarizing texture for some. |
| Strategic Backing: Guidance from Varun Alagh (Mamaearth). | Cold Chain/Supply: Sourcing high-quality chicken breast at scale. |
| Clean Label: No preservatives or oil appeals to purists. | High Burn: High cost of customer education/acquisition. |
HOOKd Success Reasons & Mitigation Strategies
- Success Reason (Category Creation):HOOKd is building a new shelf in the Indian grocery store.
- Mitigation: Use sampling booths in premium gyms and malls to overcome the “taste barrier” and prove the product’s crunch.
- Success Reason (Strategic Partnership): Having Varun Alagh provides HOOKd with a blueprint for scaling a D2C brand to a ₹100Cr+ run rate.
- Mitigation: Implement strict “Unit Economics” tracking to ensure marketing spend results in high Lifetime Value (LTV).
HOOKd Future Business Roadmap & Valuation
- Phase 1 (0-12 Months): Scale from 4 SKUs to 10, introducing new flavors (Peri-Peri, Himalayan Salt) and achieving a Monthly Run Rate (MRR) of ₹25-50 Lakhs.
- Phase 2 (12-24 Months): Expand into “Meat Jerky” or “Protein Bars” under the HOOKd umbrella; aim for presence in 500+ premium offline stores.
- Phase 3 (24-36 Months): Achieve a ₹100 Crore Valuation by demonstrating consistent 20%+ month-on-month growth and establishing the brand as the “default” meat snack in India.
HOOKd Shark Tank India Episode Review