Shark Tank India 4: Isha Jhawar’s Vision for Repeat Gud

At the Shark Tank India 4 pitch, 23-year-old Isha Jhawar entered with a daring vision that captivated the sharks. As the founder of the vegan-friendly sauce brand Repeat Gud, Isha introduced herself as the “Chief Everything Officer” and articulated her ambition to transform the condiment landscape with healthier choices. Her calm and assured demeanor underscored that her own health challenges motivated her to develop nutritious sauces that stand apart in the market.

Isha’s Unique Approach to Healthy Sauces

During the tasting session, Namita Thapar and Aman Gupta playfully teased Veeba founder Viraj Bahl. Namita quipped, “Aap toh iss industry ke gunde ho, yeh aap ne bataya hua hai,” while Aman humorously asked Viraj if he really viewed himself as the ‘don’ of sauces. With a smile, Viraj assured Isha, “No matter what, I will help you.”

A Personal Journey Behind Repeat Gud

Isha, who believes strongly in her brand’s capabilities, stated, “Sir, we will make Repeat Gud the ‘Veeba of healthy sauces.’” She elaborated on her journey, disclosing that her passion for sauces resulted in significant health issues. She recalled how, as a student, she had developed a dependency on consuming roti or bread exclusively with sauces. This habit led to serious health consequences, including kidney stones requiring hospitalization. Unfortunately, she discovered a lack of healthy options in the market. This experience drove her to create her line of products, highlighting that their mayo is crafted from cashew milk and is entirely vegan.

Challenges and Negotiations

When Namita inquired about the higher price point of her products, Isha stood her ground confidently, stating, “Veeba is not my competitor.”

During the funding discussions, Aman Gupta exited due to ‘legal issues’, and Viraj also opted out, yet offered Isha valuable advice on how to enhance the marketing of her distinctive mayonnaise. Despite believing that Isha’s business was not yet ready for investment, he provided his contact information, encouraging her to connect for assistance in overcoming her minor obstacles. Namita Thapar also withdrew, highlighting the business’s nascent stage. Kunal Bahl mirrored these sentiments but commended Isha as a “killer founder”.

Intense Negotiations Lead to New Offers

Isha’s tenacity sparked significant interest and led to intense negotiations. She requested ₹50 lakh for 10% equity. Anupam Mittal responded with an offer of ₹50 lakh for 10% equity, contingent upon Isha achieving a ₹7 lakh monthly revenue run rate by March 25. Should she meet this goal, he indicated a willingness to invest an additional ₹50 lakh for another 10% equity.

Initially reluctant, Isha questioned the terms if she exceeded the target. Anupam then adjusted his proposal, suggesting that he would take 5-10% equity for the second tranche, depending on her performance.