Protein-focused snack startup Stroom secured a ₹1 crore investment on Shark Tank India after a rigorous pitch that tested the company’s valuation, product claims and growth plans. The deal underscores both rising consumer demand for healthier snacks in India and the scrutiny early-stage food brands face on transparency and scalability.
Founding and product strategy
Stroom was founded in May 2022 by Darshan Gattani, Shiven Chaturvedi and Rohan Shah with the objective of making everyday Indian snacking healthier by fortifying familiar formats with protein. The founders targeted mainstream consumers rather than only fitness enthusiasts, launching items such as protein bars and wafer-based snacks designed for regular, on-the-go consumption.
Valuation and financials under scrutiny
On the show, the founders requested ₹1 crore for 2% equity, implying a ₹50 crore valuation. That figure drew immediate scrutiny from the Sharks, who asked for deeper evidence to justify the price tag.
Stroom disclosed net sales of ₹2.42 crore for FY25, driven largely by quick-commerce platforms and direct digital channels. While the topline indicated early market traction, investors pressed for metrics beyond revenue—gross margins, unit economics, repeat purchase rates and channel profitability—to assess sustainable growth potential.
Taste, labeling and marketing concerns
During sampling, Sharks gave mixed feedback on taste and texture, prompting detailed questions about ingredient lists and marketing claims. Investors specifically probed assertions such as “no refined sugar” when products contained alternatives like honey or cookie inclusions.
The exchange highlighted a broader challenge for India’s health-food segment: consumers and regulators increasingly demand clear, honest nutrition messaging. Startups must align formulation, labeling and promotional language to avoid misleading impressions and to build long-term trust.
Deal terms and strategic value
Despite tough interrogation, Stroom struck a deal with Vineeta Singh and Kunal Bahl, who together agreed to invest ₹1 crore for 2.5% equity plus an additional 2% advisory equity—setting an effective valuation of ₹40 crore. Beyond capital, the founders gain access to the Sharks’ brand-building, retail and distribution expertise.
Investors signalled their intent to help refine product positioning, tighten nutrition communication and accelerate expansion across online and offline retail channels—areas seen as critical for scaling a consumer-packaged-goods business in India.
Context: evolving demand for protein and functional snacks
Stroom’s appearance on Shark Tank India mirrors a larger shift in Indian consumption patterns. Rising health awareness, urban lifestyles and demand for convenient nutrition have pushed protein-rich and functional snacks into mainstream retail and quick-commerce assortments.
For early-stage food brands, the path ahead demands not only product innovation but also demonstrable unit economics, compliant labeling and consistent consumer experience—factors that influence investor confidence and long-term market success.
