🏢 Startup Overview
- Startup Name: GharSoaps
- Logo: 🌿🧼 (Herbal-inspired minimal logo concept)
- Founders: Sayyam and Sunny
- Background: Both founders share an inspiring journey marked by resilience, personal challenges, and entrepreneurial spirit. They bonded as stepbrothers after facing hardships in their early life, yet they found common ground in their passion for business and creativity. With one specializing in digital marketing and eCommerce, and the other driven by product building, they ventured into skincare and wellness with GharSoaps.
- Industry Category: Personal Care, Skincare, Ayurveda & D2C eCommerce
Table of Contents
💡 The Pitch Summary
When the founders of GharSoaps walked into the Shark Tank India Season 2 set, their energy was infectious. Their mission was clear: create a global personal care brand that beautifully merges ancient Ayurvedic wisdom with the precision of modern skincare science.
Their Ask
- Funding Sought: ₹60 Lakhs
- Equity Offered: 2%
- Implied Valuation: ₹30 Crores
The founders highlighted how they saw a gap in the Indian skincare market where most brands either leaned heavily on Ayurvedic ingredients without scientific validation or focused on chemically loaded formulas that lacked natural benefits. GharSoaps aims to strike the perfect balance.
The Story Behind the Brand
The pitch wasn’t just about numbers—it was deeply human. Both founders had faced family struggles early on. One didn’t complete his 12th grade, but instead of letting it hold him back, he pursued digital marketing courses and carved a career in eCommerce. The other, through perseverance, found his way into product development. Their chance meeting in Pune and shared vision led to the creation of GharSoaps.
They were inspired when a friend gifted them handmade soaps, sparking the realization that premium, quality soaps infused with Ayurvedic goodness could have mass appeal. The idea quickly turned into action. Within a day they built a website, and within weeks, they were live with their first products.
The story resonated with viewers because it was raw, authentic, and relatable.
📊 Business & Marketing Breakdown
GharSoaps is not just another skincare company—it is a digitally savvy D2C brand built on marketing acumen and strong product positioning. Here’s how they approached business:
Marketing Strategy
- Digital-First Growth: Leveraging Instagram and Facebook ads as primary acquisition channels.
- Storytelling Content: Reels, behind-the-scenes videos, and Ayurvedic education content to connect with Gen-Z and millennials.
- Influencer Collaborations: Partnering with micro-influencers to spread awareness.
- Email & SMS Marketing: Focus on repeat customers through retention campaigns.
📌 Marketing Spend Insight: Nearly 30% of revenue reinvested into digital ads, showcasing their commitment to growth.
Sales Numbers
- Total Sales: Over ₹1.5 Crores in a short span.
- Key Channels:
- D2C Website
- Amazon
- Flipkart
- Limited offline retail experiments
Product & Costing of GharSoaps
- Product Categories: Skincare (soaps, face masks, scrubs), body care, and accessories.
- USP: Combination of traditional Ayurvedic ingredients like turmeric, saffron, and sandalwood, blended with scientifically proven actives.
- Margins: Higher margins in accessories and innovative products (e.g., eye patches).
Online vs Offline Sales Breakdown
| Sales Channel | Contribution | Notes |
|---|---|---|
| Website (D2C) | 45% | Direct sales, highest profit margins |
| Amazon & Flipkart | 35% | Fastest growth, high competition |
| Offline Stores | 20% | Emerging, boutique retail presence |
💰 Marketing Spend & ROI Table
| Category | Percentage of Revenue | ROI Estimate |
|---|---|---|
| Facebook/Instagram Ads | 20% | 3x ROAS (Return on Ad Spend) |
| Influencer Marketing | 5% | Strong organic reach & trust |
| Email & SMS Retargeting | 3% | 5x ROI on repeat purchases |
| Content Creation | 2% | Long-term branding value |
🤝 The Deal Outcome
While the founders pitched for ₹60 Lakhs for 2% equity, the sharks challenged their valuation. After negotiations, Aman Gupta (boAt Co-founder) closed the deal.
- Final Deal: ₹60 Lakhs for 10% equity
- Investor: Aman Gupta
- Value Addition: His expertise in scaling consumer brands on Amazon/Flipkart and strong marketing ecosystem support.
This deal brought GharSoaps’ valuation down but opened doors to exponential growth opportunities.
🦈 Sharks’ Reactions
Each shark had a distinct perspective on the pitch:
- Namita Thapar: Stepped out due to a conflict of interest as she had already invested in a skincare brand.
- Vineeta Singh: While she admired their hustle, she pointed out that the brand lacked deep scientific backing in product development.
- Aman Gupta: Impressed by their digital hustle and resilience, offering mentorship and investment.
- Anupam Mittal: Appreciated their storytelling but felt unsure about product differentiation.
- Peyush Bansal: Echoed concerns about long-term differentiation in a crowded market.
Quote Highlight:
“Banana is not a joke, but what I like is your hustle. You’ve proven you can sell and build. That’s rare.” – Aman Gupta
📺 Episode Info
- Show: Shark Tank India
- Season: 2
- Episode: (Exact number TBD)
- Year: 2023
🚀 Updates After Shark Tank
Post Shark Tank, GharSoaps saw a sharp rise in visibility and demand. Their Instagram followers jumped significantly, website traffic surged, and orders spiked on Amazon. The brand began exploring:
- Expansion into international shipping.
- Adding new products with Ayurvedic certifications.
- Strengthening offline presence through premium stores.
- Collaborating with dermatologists for credibility.
Social Links:
✅ Pros & ❌ Cons (Investor POV)
Comparison Table
| Factor | Pros | Cons |
|---|---|---|
| Founders | Digital marketing expertise, resilient journey | Lack of scientific background |
| Market | Booming Ayurveda + wellness trend | Highly competitive D2C skincare space |
| Financials | Early traction with ₹1.5 Crores sales | Heavy dependency on paid ads |
| Product | Ayurveda + modern actives, unique story | Limited differentiation, weak R&D |
🧼 Business Lessons from GharSoaps & How You Can Start a Soap Business in India
🔹 Lessons Entrepreneurs Can Learn from GharSoaps
- Start Small, Think Big
GharSoaps didn’t begin with massive factories or big retail chains. They started small, tested demand, and scaled gradually. This proves that even with limited capital, entrepreneurs can build a successful FMCG brand if they focus on quality and customer satisfaction. - Branding Matters More Than You Think
In a market flooded with cheap soaps, GharSoaps stood out with premium packaging, unique fragrances, and a clear brand identity. Remember: consumers buy stories, not just soaps. - D2C First, Retail Later
Instead of burning money in traditional retail, GharSoaps leveraged Instagram, their website, and marketplaces like Amazon. This gave them high margins and direct consumer feedback before expanding offline. - Educate Customers with Content
Natural and handmade soaps are often priced higher than regular soaps. GharSoaps educated their audience about the benefits of chemical-free skincare through content marketing. This created trust and justified premium pricing. - Unit Economics is the Real Shark
No matter how attractive sales numbers look, profitability and repeat purchases decide a brand’s future. GharSoaps balanced customer acquisition costs with strong repeat orders, which impressed the Sharks.
🔹 How to Start Your Own Soap Brand in India
Step 1 – Research & Find Your Niche
- Organic soaps (certified natural ingredients)
- Ayurvedic/herbal soaps (ancient formulations)
- Premium/luxury soaps (gift-worthy packaging)
- Kids’/baby soaps (sensitive skin segment)
- Specialty soaps (charcoal, coffee, goat milk, etc.)
👉 Tip: Don’t try to target everyone at once. Pick a niche and dominate it.
Step 2 – Product Development
- Learn soap-making via online courses or YouTube tutorials (cold process, melt & pour, etc.)
- Source raw materials like essential oils, herbs, and natural colorants.
- Alternatively, use white-label manufacturing – partner with a manufacturer and sell under your brand.
Step 3 – Branding & Packaging
- Choose a memorable brand name that connects with nature, purity, or wellness.
- Invest in eco-friendly, visually appealing packaging. (First impressions matter!)
- Position your product as premium, budget-friendly, or Ayurvedic, based on your target market.
Step 4 – Selling Platforms
- Instagram & Facebook Shop → Build awareness via reels & influencer marketing.
- E-commerce Platforms → Amazon, Flipkart, Meesho, and niche organic marketplaces.
- Own Website → Build trust and customer loyalty with Shopify, WooCommerce, or Dukaan.
Step 5 – Marketing Strategy
- Run Instagram/Facebook ads targeting skincare & beauty enthusiasts.
- Offer trial packs or subscription boxes to encourage repeat purchases.
- Collaborate with beauty/lifestyle influencers for credibility.
- Use content marketing: skincare blogs, DIY tips, reels explaining soap benefits.
Step 6 – Retail & Wholesale Expansion
- Approach local organic stores, salons, and boutique shops.
- Attend trade fairs and exhibitions to connect with distributors.
- Gradually enter modern retail chains (Big Bazaar, Reliance Retail, etc.) after proving strong sales online.
🔹 Startup Costs & Profit Margins (Approx. for Beginners in India)
| Expense Item | Estimated Cost (₹) | Notes |
|---|---|---|
| Raw Materials (oils, herbs) | 20,000 – 50,000 | Initial stock for 500–1000 soaps |
| Equipment & Tools | 15,000 – 40,000 | Molds, cutters, packaging tools |
| Branding & Packaging | 25,000 – 60,000 | Logo, label design, eco-friendly packs |
| Website & Online Store | 10,000 – 25,000 | Shopify/Dukaan + domain + hosting |
| Marketing (1st 3 months) | 30,000 – 1,00,000 | Ads + influencer collabs |
| Total Initial Investment | 1.2 – 3 Lakhs | Can scale higher if retail-focused |
👉 Profit Margin: Handmade soaps usually cost ₹30–₹50 to make and can be sold for ₹150–₹300, giving 50–70% margins if managed well.
🔹 Final Advice for New Entrepreneurs
- Start lean: Don’t overstock, make small batches.
- Listen to your customers: Their feedback will guide your next products.
- Build trust: Transparency about ingredients creates loyal buyers.
- Be patient: FMCG is competitive, but with consistent branding and marketing, even a small brand can scale nationwide.
📌FAQs About GharSoaps
Is GharSoaps still active after Shark Tank?
Yes, GharSoaps continues to sell on its website, Amazon, and Flipkart. The Shark Tank exposure boosted visibility and credibility.
Who invested in GharSoaps on Shark Tank India?
Aman Gupta, co-founder of boAt, invested ₹60 Lakhs for 10% equity.
What was GharSoaps’ valuation on Shark Tank India?
They initially pitched at a ₹30 Crores valuation, but the deal closed at a reduced valuation due to higher equity dilution.
What makes GharSoaps unique in the skincare market?
Their USP is the fusion of Ayurvedic ingredients like turmeric and saffron with modern skincare actives, supported by aggressive digital marketing.
Where can I buy GharSoaps products?
They are available on their official website, Amazon, and Flipkart stores.
Did GharSoaps expand after Shark Tank?
Yes, they expanded into new product categories, increased online presence, and started planning for international shipping.
📈 Final Verdict
GharSoaps is more than just a skincare brand—it’s a story of resilience, hustle, and modern Indian entrepreneurship. The founders’ ability to combine personal hardship, entrepreneurial grit, and digital expertise into a fast-scaling brand is commendable.
While challenges around product depth and market competition exist, Aman Gupta’s investment gives them the mentorship and resources to grow. With consistent innovation, scientific validation, and global expansion, GharSoaps has the potential to emerge as one of India’s most promising D2C Ayurvedic skincare brands.
