Tintbox: A Lifestyle Kitchenware Brand Making Waves

Tintbox, a lifestyle kitchenware brand, recently showcased its business on the fourth season of Shark Tank India. The founders likened their products to the iconic Stanley Cup, known in the US for its blend of functionality and style.

The brand offers pitchers and glassware equipped with a durable silicone sleeve, ensuring both protection against breakage and safety from heat for users.

Investment Pitch and Business Performance

The founders were seeking an investment of ₹70 lakh in return for a 5 per cent equity stake and shared with the investors that they have been generating ₹2 crore in revenue consistently over the past three years. However, according to insights from Anupam Mittal, founder of Shaadi.com, the brand has faced challenges due to a lack of alignment with market demand.

Feedback from Investors

Mittal pointed out that the branding and packaging do not meet industry standards, encouraging the founders to improve these areas. He remarked on the expectation that businesses should evolve significantly within a few years, particularly since Tintbox has been operational since 2017.

While Kunal Bahl shared Mittal’s views on the branding challenges, he commended the founders for building a profitable venture. Nevertheless, he chose not to invest, highlighting that the business remains in its early stages.

Marketing Insights from Industry Experts

Vineeta Singh, co-founder and CEO of SUGAR Cosmetics, expressed that numerous kitchenware and glassware brands are successfully growing their revenues without heavy marketing investments. She stated, “There are businesses reaching ₹10 crore in revenue, so there may be an underlying issue for Tintbox stalling at ₹2 crore.”

Peyush Bansal from Lenskart and Aman Gupta from boAt agreed that a fresh perspective is needed to strategise effectively for Tintbox’s growth. Bansal advised the founder duo to consider bringing in a co-founder who could provide guidance in these critical areas.

In response, one of the founders stated that they are currently collaborating with an agency; however, Bansal insisted that having a committed individual with equity in the company would yield better results. Ultimately, the founders left the show without securing a deal, as various issues represented hurdles for their business.

Celebrity Endorsements and Future Aspirations

Following their pitch, the daughter of the founder shared that their products are popular among celebrities. She mentioned, “Discussing packaging may seem trivial. Our products are endorsed by celebrities, and we have successfully built a reputable business.”