Shark Tank India Season 5 Features Pet Food Face-Off
The latest episode of Shark Tank India season 5 opened with a dramatic clash between two pet food companies. Viewers witnessed a direct competition between two very different approaches to pet nutrition.
Smylo Versus Nootie: A Battle for Supremacy
The second week of this season showcased a fierce contest for dominance in the pet food market. Smylo, a new brand focused on cat nutrition, went head-to-head with Nootie, a well-established name in dog food. Smylo took the first pitch opportunity after winning the toss, with Nootie following immediately.
The atmosphere in the tank grew tense as the sharks began their questioning. For one of the pitchers from Nootie, Akshay Mahendru, the experience proved overwhelming. He struggled under pressure and nearly broke down when the sharks pressed him for financial details.
The Pitches Begin
Founders Abhishek Agrawal from IIT Delhi and Kartikeya Gupta from BITS Pilani presented Smylo first. Their research-driven cat food brand launched in late 2024. The inspiration came from a personal tragedy—the loss of their own pet. Smylo sought Rs 68 lakh in exchange for just 1% equity.
Next, the Nootie team stepped forward. This 27-year-old mass-premium pet-care brand is led by Anil, Akshay, and Karan Mahendru. They serve over 70,000 families with a comprehensive range of products from nutrition to grooming. Nootie asked for Rs 1 crore for a 1.2% stake, valuing their company at Rs 83.33 crore.
Akshay's Emotional Journey
Akshay Mahendru started the Nootie pitch, but Namita Thapar quickly interrupted. She asked the Delhi-based entrepreneur about his views on a recent Supreme Court decision regarding stray dogs in the city. Akshay called the court's stance "harsh." He explained that he prefers the term "community dogs" because these animals form an integral part of local neighborhoods.
Namita appreciated his response and praised his perspective. Akshay then revealed that Nootie created a special Rs 10 biscuit pack available on Swiggy Instamart specifically for feeding community dogs. Namita described this initiative as "thoughtful." Akshay acknowledged that this project would not generate significant profit, but emphasized that their primary goal was to provide high-quality nutrition for these animals.
Business Expansion and Human-Grade Ingredients
Akshay shared that beyond their pet care brand, they already operate eight retail stores across Delhi. These stores were established even before the Nootie brand launched and sell products from various companies. The Nootie brand itself is now available on their website, in their physical stores, and on all major quick-commerce platforms.
During the pitch, one of the founders even tasted a piece of their dog biscuit to demonstrate that it contained human-grade ingredients. This bold move highlighted their commitment to quality.
The Emotional Breakdown
Despite presenting strong sales figures, Akshay became visibly emotional while explaining the numbers. He struggled to speak, saying, "I am a little overwhelmed. Sorry. I am sorry I am not able to tell you my numbers." Anupam Mittal immediately recognized his distress and commented, "You had a brain fail." Varun Alagh offered comfort, telling him not to worry.
When they returned to the tank for the final decision, Akshay explained why he became so emotional. He had been trying to appear on Shark Tank India for five seasons, making this moment incredibly significant for him. He openly admitted, "I am a mama's boy." Anupam responded warmly, stating, "In India, everyone is a mama's boy."
The Deal Closes
After Vineeta Singh, Varun Alagh, and Kunal Bahl decided to opt out, Anupam Mittal and Namita Thapar made separate offers. They ultimately joined forces to present a combined deal. The final agreement saw both investors committing Rs 1 crore for a 4% equity stake in Nootie. The deal also included a 1% royalty until their investment was recovered, valuing the company at Rs 25 crore.
The Nootie team expressed their gratitude after the show. They stated, "With a legacy of 27 years in making premium pet care accessible to the common man, it's an honour to bring our brand on Shark Tank India S5. We don't just sell quality food, we build a community that cares for every pet, from the ones in our homes to the ones on our streets."
