Arata

It all started when Dhruv Bhasin and Dhruv Madhok launched the OG Hair Styling Gel, which was made in Bhasin's mom's kitchen. From small beginnings, we've become the hair beauty experts that India needs and deserves! Dhruv Bhasin and Dhruv Madhok the "two Dhruvs" are Season 3's most humour-infused haircare founding duo. Bhasin studied Business at Lancaster University (UK), worked at a startup consultancy in London, and founded multiple ventures before Arata. The founding story is quintessentially kitchen-to-brand: the original Hair Styling Gel was formulated in Bhasin's mother's kitchen, tested on friends and family, and launched commercially when the product quality was undeniable. Vineeta, being from the beauty space, already knew about them and how funded and successful they were. She was not sure why they were still on the show.

Arata is India's most comprehensively formulated natural high-performing haircare brand — working with dermatologists and skincare experts to develop scientifically advanced, plant-based formulations that address the specific needs of Indian hair types (curly, frizzy, short, damaged) using active natural ingredients without sulphates, parabens, SLS, or artificial chemicals. ""As India's leading hair beauty experts, we blend the power of science and the goodness of nature to craft formulas that deliver results. We work with dermatologists and skincare experts to develop advanced solutions that address the needs of Indian hair and give it the love it deserves."

Amount Asked: ₹1 crore Equity Offered: 1.25% Implied Pre-Money Valuation: ₹80 crore

The founders presented a captivating skit, shedding light on the use of natural ingredients devoid of any adverse effects in their product formulations. Fulmino Fan The two Dhruvs opened Season 3 Episode 10 with a theatrical skit demonstrating Arata's natural ingredients philosophy using humour and visual storytelling rather than a conventional slide presentation to communicate the brand identity. The skit format reflected the founders' genuine workplace culture: fun, irreverent, and driven by passion rather than corporate formality. They have raised a lot of money in the early days, with the sales reaching ₹17 crores FY2022-23. So, Arata had good money backing them as well as customers flowing in. But all these had one caveat: it is still a loss-making company.

Aman Gupta appreciated the founders' humour and energy but admitted being "scared to invest" due to the ongoing losses. Anupam Mittal found the valuation illogical given the loss-making status. He exited stating the numbers did not support the ₹80 crore valuation at this stage of profitability. Deepinder Goyal (Zomato guest Shark) appreciated the brand but did not make an offer. Vineeta Singh already knew Arata from the beauty industry and its previous funding rounds. Namita Thapar appreciated the founders' self-awareness about their business gaps and what was needed to recover. She collaborated with Vineeta on the joint offer, bringing pharmaceutical product formulation and distribution channel expertise.

Namita collaborated with Vineeta on the offer of ₹1 crore for 2% equity, and after negotiations, they accepted the counteroffer of ₹1 crore for 1.33% equity plus 0.67% advisory equity. 99Logos Vineeta and Namita initially offered ₹1 crore for 2% equity (₹50 crore valuation). The founders countered, and the final deal settled at ₹1 crore for 1.33% equity plus 0.67% advisory equity an innovative deal structure where the Sharks received both financial equity (1.33%) and advisory equity (0.67%) that recognised the specific mentorship value they were bringing beyond capital. The combined 2% (equity plus advisory) at ₹1 crore implied a ₹50 crore deal valuation, revised upward to an effective ₹75 crore considering the advisory equity distinction.

Dhruv Bhasin and Dhruv Madhok accepted Vineeta Singh and Namita Thapar's joint offer of ₹1 crore for 1.33% equity plus 0.67% advisory equity. The deal brought India's most commercially successful beauty brand founder (Vineeta, SUGAR Cosmetics) and India's most pharmaceutically credentialled healthcare investor (Namita, Emcure) into a haircare brand that needed exactly these two capabilities: beauty brand D2C scaling and product formulation scientific credibility.

Ever since our Shark Tank episode went LIVE, the response we received has been overwhelming! With the investment, Arata expanded its product line and increased its market presence, with a mission to become a leading name in the natural personal care segment. Arata continues growing post-Shark Tank the operations team overwhelmed with post-episode order volume, brand recognition surging nationally, and the Vineeta-Namita strategic partnership providing the specific beauty industry expertise and pharmaceutical formulation credibility needed for the next growth phase. The brand's focus has sharpened on scaling while achieving profitability the September 2023 EBITDA-positive milestone suggesting the business model's unit economics were turning sustainable before the Shark Tank capital arrived.