India is a land of food lovers. From street-side chaat to rich butter chicken, our culture is deeply tied to food. But with lifestyle diseases like PCOS, diabetes, and obesity on the rise, more Indians are now looking for healthier food options without compromising on taste.
The Cinnamon Kitchen – Shark Tank India S3
This is where The Cinnamon Kitchen, a plant-based bakery and healthy snacking brand, comes in. Founded by Priyasha Saluja, the startup offers 100% gluten-free, refined sugar–free, preservative-free snacks that don’t just cater to diet restrictions but also to the craving for indulgence.
When Priyasha walked into the Shark Tank India Season 3 stage, her energy, passion, and relatability immediately caught attention. Her pitch was not just about selling products; it was about narrating her personal journey of turning health struggles into a brand story.
Table of Contents
Let’s dive deep into the complete breakdown of The Cinnamon Kitchen’s Shark Tank India pitch—from the founder’s story to the investment deal, sharks’ reactions, and the startup’s journey post-Shark Tank.
Startup Details :
- Startup: The Cinnamon Kitchen
- Tagline: “Healthy food should not be the exception—it should be the norm.”
Founder Info
Founder: Priyasha Saluja
- Background: Priyasha’s story is what makes this brand special. She discovered she had PCOS (Polycystic Ovary Syndrome) when she was just 13 years old. This condition forced her to cut down on unhealthy foods, and in a Punjabi household where food is everything, it was heartbreaking.
- Turning Point: Instead of giving up, she started experimenting with healthier alternatives—swapping refined flour with millets, using natural sweeteners instead of white sugar, and creating guilt-free desserts that didn’t compromise on taste.
- Entrepreneurial Leap: What started as home experiments turned into a business in 2019, when she founded The Cinnamon Kitchen.
- LinkedIn: Priyasha Saluja LinkedIn
Her entrepreneurial spirit shone when she shared how she started the company with just ₹50,000 savings—buying a small oven, blender, and baking trays. For the first six months, she even cut out logos by hand because she couldn’t afford to pay for die-cut printing.
Watch Video : https://www.youtube.com/watch?v=feqafo-7Dok
Industry Category
- Sector: Food & Beverage (F&B)
- Sub-Sector: Health-focused packaged foods, bakery & snacks
- Market Opportunity:
- India’s snack market: ₹70,000+ crore
- Health-focused snacking: Growing at 20% YoY, double the pace of traditional snacks (~10% YoY)
- Growing consumer awareness around gluten-free, vegan, and diabetic-friendly options
This positions The Cinnamon Kitchen as a brand in one of the fastest-growing niches of India’s food industry.
Pitch Summary
When Priyasha entered the Tank, she began with a heartfelt story:
“Cooking and eating were my whole personality. But when I discovered I had PCOS at 13, my favorite hobby was taken away. So I started experimenting to make healthy food tasty. That’s how The Cinnamon Kitchen was born.”
Her pitch included:
- Ask: ₹60 Lakhs for 2% equity (₹30 Crore valuation)
- Products Showcased:
- Keto Cake
- Fudgy Brownie (Star Product)
- Vegan Cheese Chips
- Lemon-Lavender Cookies
- Vegan “Nutella”
- Apple Crumble Cake
USP:
- 100% Gluten-Free
- Refined Sugar–Free
- Plant-Based
- Dairy-Free & Allergen-Free Options
- No preservatives, no artificial ingredients
Target Market:
- People with dietary restrictions (gluten allergy, lactose intolerance, diabetes)
- Health-conscious urban consumers
- Premium gifting and celebration cakes market
Vision:
Priyasha emphasized that she wants to normalize healthy eating in India—making it part of everyday life rather than an exception.
Business Details
- Started: September 2019
- First Year Sales: ₹1,400 (yes, just one thousand four hundred!)
- Second Year: ₹7 Lakhs
- Third Year: ₹25 Lakhs
- Fourth Year: ₹82 Lakhs
- Current Year (2024-25): Projected ₹1.3 Crores
- Gross Margin: ~30%
- Factory: 2500 sq. ft. unit in Noida Sector 63
- Product SKUs: 45+ (mix of fresh bakery items and packaged snacks)
- Sales Split:
- Packaged Goods – 75%
- Fresh Cakes/Bakery – 25% (Delhi NCR only)
- Distribution: Website, Blinkit, Amazon, select retail stores
Sharks’ Reactions
The pitch generated one of the most entertaining discussions of the season. Here are the highlights:
- Vineeta Singh (Sugar Cosmetics):
- Appreciated the passion but raised concerns:
“Your focus is split between bakery and packaged snacks. You need to choose one direction.” - Felt the packaging was weak and unreadable with poor color contrast.
- Opted out due to concerns on scalability.
- Appreciated the passion but raised concerns:
- Namita Thapar (Emcure Pharma):
- Asked: “How will I get an exit?”
- Priyasha confidently replied that expansion into exports, airports, and retail distribution would ensure brand growth.
- Namita admitted she was charmed but opted out, citing competition and niche scale.
- Anupam Mittal (Shaadi.com):
- Called Priyasha “crazy and unstoppable.”
- Loved her spirit, especially when she proudly revealed her credit score of 838, saying she hates the word “No.”
- However, he felt the space was crowded and stepped out.
- Peyush Bansal (Lenskart):
- Opted out due to conflict of interest (partnerships with Blinkit, other D2C brands).
- Aman Gupta (boAt):
- Initially offered a debt + equity mix:
- ₹10 Lakhs for 1% equity + ₹50 Lakhs debt (12% interest, 2-year tenure)
- But Priyasha wanted guidance and mentorship, not just debt.
- After negotiations, Aman revised his offer:
- ₹60 Lakhs for 5% equity
- Memorable quote: “You had me at credit score.”
- Initially offered a debt + equity mix:
Final Deal Outcome
✅ Deal Closed:
- Investor: Aman Gupta (boAt)
- Investment: ₹60 Lakhs
- Equity: 5%
- Valuation: ₹12 Crores
This was lower than Priyasha’s initial ask (₹30 Crore valuation), but a big win given the mentorship and network Aman brings.
Why Did Aman Invest?
- Belief in the founder’s energy and grit
- Rising trend of healthy snacking in India
- Opportunity to scale via Blinkit, Amazon, modern retail, and exports
- Founder’s relatable story (PCOS, health journey) makes for strong brand storytelling
Post Shark Tank Updates
(as of early 2025; to be tracked further)
- Surge in website and Blinkit orders post-episode
- Working on improved packaging & branding based on shark feedback
- Expansion of product line with longer shelf-life snacks
- Building stronger distribution in Tier 1 cities
- Increased Instagram following & brand visibility
Social Links:
Pros & Cons (Investor POV)
Pros
✅ Strong founder with passion & perseverance
✅ Large and growing health food market (20% YoY growth)
✅ USP in allergen-free, vegan, diabetic-friendly snacks
✅ Good gross margins (~30%)
✅ Early traction on Blinkit & Amazon
Cons
❌ Premium pricing may limit mass adoption
❌ Weak packaging and branding (needs work)
❌ Competition from big players (Yoga Bar, Slurrp Farm, Epigamia)
❌ Split focus between fresh bakery & packaged goods could dilute strategy
Lessons for Entrepreneurs
- Founder Story Matters: Priyasha’s pitch stood out because of her authentic personal journey. Investors back people, not just products.
- Packaging is Critical: In D2C food, packaging = first impression. Poor branding can hurt even great products.
- Focus is Key: Choosing between bakery vs packaged snacks will determine scale.
- Confidence Wins: Her playful banter with sharks (credit score joke, negotiation skills) showcased confidence that inspired trust.
- Mentorship Over Money: Priyasha rightly chose equity over debt, valuing guidance over short-term capital.
FAQs About The Cinnamon Kitchen
1. Is The Cinnamon Kitchen still active after Shark Tank India?
Yes. The brand continues to operate actively, selling through Amazon, Blinkit, and their own website.
2. Who invested in The Cinnamon Kitchen on Shark Tank India?
Aman Gupta (boAt) invested ₹60 Lakhs for 5% equity.
3. What was The Cinnamon Kitchen’s valuation?
Priyasha asked for a ₹30 Crore valuation but closed at ₹12 Crores.
4. What products does The Cinnamon Kitchen sell?
- Keto Cakes
- Fudgy Brownies
- Vegan Cheese Chips
- Cookies (Lavender, Apple Crumble, etc.)
- Vegan Spreads (“Nutella” alternatives)
5. Where is The Cinnamon Kitchen based?
The company operates from a 2500 sq. ft. facility in Noida, Sector 63.
6. Who is the founder of The Cinnamon Kitchen?
Priyasha Saluja, who turned her PCOS health challenge into a successful food startup.
7. Is The Cinnamon Kitchen profitable?
Yes. The brand operates at ~30% gross margins and has grown revenues from ₹25 Lakhs to ₹1.3 Crores in just two years.
Conclusion
The Cinnamon Kitchen’s journey is a textbook example of turning personal struggles into entrepreneurial success. Priyasha Saluja didn’t just create another food brand; she created a movement towards healthier eating in India.
While challenges remain in terms of branding, scale, and pricing, the combination of a passionate founder, growing health-conscious market, and Shark Tank exposure positions The Cinnamon Kitchen for strong growth in the years ahead.
As Priyasha said in her pitch:
“Healthy food should not be the exception—it should be the norm.”
With sharks like Aman Gupta backing her, and consumers increasingly choosing healthy indulgence, The Cinnamon Kitchen is well on its way to making that vision a reality.
