Isak Fragrances

Vidushi Vijayvergiya is Season 1's most ancestrally rooted luxury brand founder — a woman from a Lucknow Marwari family whose fragrance heritage traces to 1850, who was culturally excluded from inheriting her family's perfumery business because the tradition passed only through male heirs, who used that exclusion as the motivation to create her own contemporary brand, earned an MBA from SCMHRD Pune, moved to Switzerland after marriage, spent years researching the French and Swiss luxury perfume industries, and returned to India to launch Isak — a brand that carries 170+ years of Lucknowi perfumery knowledge into the global luxury fragrance market under her own name. This royal perfume brand was established by Shri Chhunnamal Vijayvargiya in 1850. His son, Ramdayal Vijayvargiya, later transformed essential oils, spices, and other ingredients from various parts of India into bottled fragrances. In the 1930s, they began exporting oils and fragrances internationally, significantly boosting

Isak Fragrances is India's most heritage-rooted contemporary niche perfumery brand — handcrafting 100% vegan, cruelty-free, gender-fluid attars (pure perfume oils), parfums, and bespoke perfumery kits using rare Indian and global botanical ingredients sourced through an ethical procurement chain, reviving the 170+ year Lucknowi fragrance tradition for modern global consumers who want authentic, natural luxury fragrances rooted in Indian perfumery heritage rather than mass-produced synthetic scents.

Amount Asked: ₹50 lakhs Equity Offered: 8% Implied Pre-Money Valuation: ₹6.25 crore

The pitch started with a video from the founder's father who recited the Sanskrit shloka — Sugandhim pushti varnam, meaning health resides where there's pleasant fragrance. The founder further told a little about her background. She was married and shifted to Switzerland. There, she got a chance to research International Perfumes and aromas, particularly in France and Switzerland. She mixed 150+ years of Indian heritage with what she learned abroad and started her own business. The opening video — Vidushi's father, whose family business had not included her, reciting a Sanskrit verse about fragrance and health — was one of Season 1's most poignant pitch opening gestures. The father who initially resisted his daughter's entrepreneurship is now the voice that opens her national television pitch. The product demonstration — passing fragrances for the Sharks to smell — is the most primary possible perfume pitch: before any claim, any number, any slide, the product speaks through the nose.

Vineeta Singh was the most brand-analytically direct. Vineeta said that Isak cannot be a brand, and suggested her to change the name of her business and make it something comfortable for everyone, and went out. Anupam Mittal exited on commercial viability grounds. Anupam said that he didn't find it as a business, and went out. Namita Thapar focused on scalability. Namita felt brand building is difficult with this product and went out. Ghazal Alagh was genuinely captivated by the bespoke kit concept but ultimately exited — not on product quality grounds but on business stage and team concerns. Peyush Bansal saw exactly what the other Sharks had partially seen but was willing to act on: a founder with 170 years of family heritage knowledge, SCMHRD MBA training, Swiss and French luxury perfumery research, genuine artisanal product quality (90% margins), and the specific "Make Your Own Perfume Kit" innovation that could create an internationally unique Indian luxury brand experience.

The original ask by the pitcher was ₹50 lakhs for the equity of 8%. All Sharks pulled themselves off from the deal except Peyush Bansal. Peyush offered ₹50 lakhs for 50% equity, but the pitcher countered it with ₹50 lakhs for 30% equity. And finally, the deal was done at ₹50 lakhs for 50% equity by Peyush Bansal.

Investment Amount:- ₹50 lakhs Equity Given:- 50%