The latest episode of Shark Tank India brought intense scrutiny and sharp feedback as Ludhiana-based entrepreneur Riya Gupta pitched her coffee brand Upsnac. However, despite entering the tank with confidence and a bold valuation, she walked away without securing the Rs 1 crore investment she sought. The Upsnac Startup Story quickly became one of the most discussed moments of the season.
A Bold Pitch With A Rs 50 Crore Valuation
Riya Gupta introduced Upsnac as a functional beverage brand offering “Proffee,” a protein-infused coffee positioned as an everyday wellness drink. She asked for Rs 1 crore in exchange for 2 percent equity, valuing her company at Rs 50 crore.
The sharks on the panel — Aman Gupta, Anupam Mittal, Kunal Bahl, Mohit Yadav, and Kanika Tekriwal — listened carefully as she outlined her brand’s positioning, product ingredients, and financial journey.
While the concept of protein coffee initially intrigued some investors, the pitch soon took a challenging turn.
Ingredient Confusion Creates Doubt
During her presentation, Riya stated that monk fruit was the only sweetener used in her Proffee blend. However, when Kunal Bahl examined the packaging label, he noticed stevia listed among the ingredients.
When questioned, Riya explained that both monk fruit and stevia were added because they were “trending.” This inconsistency raised concerns among the sharks about product clarity and transparency.
The questioning did not stop there. Aman Gupta asked whether the premix contained milk. Riya initially responded that it did not, but later clarified that skimmed milk powder was included in the formulation. The back-and-forth answers visibly reduced investor confidence.
At one point, Aman openly admitted that he was not feeling confident about investing Rs 1 crore in the business. The hesitation in the room signaled that the deal was slipping away.
Packaging Issues And Product Criticism
Beyond ingredients, the sharks also examined product packaging and quality. Kunal Bahl pointed out visible flaws in the packaging samples presented during the pitch. While Riya attributed some damage to transit issues, Kunal suggested that certain problems appeared unrelated to shipping.
Riya then clarified that lower production volumes had led to compromises in packaging quality.
The most direct feedback came from Kanika Tekriwal. After tasting Upsnac’s peanut butter product, she described it as “horrible,” pointing out oil separation on top. She emphasized that the brand required deeper research and stronger product development before seeking significant investment.
Such candid feedback made the Upsnac Startup Story a powerful lesson in preparedness and product-market alignment.
Financials And Strategic Advice
Riya revealed that Upsnac was a bootstrapped venture and that she had invested Rs 40 lakh of her personal savings into the company. Despite appreciating the founder’s commitment, several sharks opted out of the deal after reviewing the numbers and identifying operational gaps.
Kanika Tekriwal, Kunal Bahl, and Mohit Yadav declined to invest. While Anupam Mittal expressed that he liked the concept, he chose not to fund the startup at its current stage.
Instead, Anupam offered strategic advice. He suggested that Upsnac was not targeting hardcore coffee connoisseurs but rather positioning itself as a functional beverage brand. He advised Riya to focus on strengthening the business fundamentals and scaling revenue before raising external capital.
According to him, the brand should aim to reach a run rate of Rs 25–30 crore before seeking investment, ensuring stronger negotiation power and investor confidence.
What The Upsnac Startup Story Teaches Entrepreneurs
The Upsnac Startup Story highlights the importance of product clarity, consistent communication, and operational readiness before stepping into a high-stakes investment pitch. In consumer brands, especially in competitive categories like functional beverages, ingredient transparency, packaging quality, and product performance play a crucial role in building trust.
Also Read | Business & Financial Understanding Emerges as the Most Important Skill for the Next 5 Years
While Riya Gupta did not secure the Rs 1 crore deal on Shark Tank India Season 5, the experience provided valuable feedback that could shape the future direction of her brand.
In the world of startups, not every pitch ends with funding — but every pitch offers lessons.
