Shyle

Astha Katta Sirohiya and Radhesh Sirohiya are Season 4's most culturally rooted husband-wife jewellery founders. Growing up in Jaipur, often referred to as the Pink City, they were surrounded by art, heritage, and centuries of jewellery-making tradition. This cultural backdrop inspired them to build Shyle: a brand that preserves Jaipur's rich artisanal legacy while making it relevant in today's global market. "Our brand name, Shyle, rhymes with 'style,' and it reflects everything we stand for: elegance, uniqueness, and authenticity," Astha shared during the pitch. The journey to owning the brand's domain name demonstrated their trademark persistence: "After four years of negotiation, we finally acquired shyle.com last year for ₹1.9 lakh." Four years of negotiating for a domain name reveals the specific brand obsession that separates memorable consumer brands from forgettable ones.

Shyle produces handcrafted silver jewellery that transforms Jaipur's centuries-old artisanal traditions into contemporary wearable pieces for the modern consumer. Every Shyle product is made by skilled Jaipur silversmiths using traditional techniques: hand-hammering, filigree work, stone setting, oxidising, and polishing, each step performed by artisans whose families have practiced these crafts for generations. The brand occupies the specific luxury-accessible positioning that most jewellery brands struggle to achieve: more premium than mass-market fashion jewellery (quality, craftsmanship, silver purity) but more accessible than high-end jewellery houses (pricing, approachability, online availability). This positioning targets the growing segment of conscious consumers who want jewellery with stories, craftsmanship, and cultural significance rather than mass-produced pieces from anonymous factories.

Amount Asked: ₹70 lakhs Equity Offered: 1% Implied Pre-Money Valuation: ₹70 crore

Astha and Radhesh walked into Season 4 Episode 11 with the most artisanally elegant product display of the episode. Their silver jewellery collection shimmered on the Shark Tank stage: intricately crafted earrings, statement necklaces, delicate rings, and heritage-inspired bracelets, each piece telling the story of Jaipur's silversmithing tradition. Astha's opening established the brand narrative: Shyle exists to preserve Jaipur's rich artisanal heritage while making it accessible to modern global consumers. The domain acquisition story (4 years of negotiation for shyle.com) demonstrated the founders' long-term brand building mindset that impressed multiple Sharks. The Sharks were generally impressed with the product quality and the founders' educational backgrounds and professional experiences.

Anupam Mittal initially showed interest but had a dramatic exit moment. A perceived miscommunication during negotiations led to visible frustration, and he declared he was out of the deal. Aman Gupta appreciated the craftsmanship and product quality but did not make a final competing offer. Peyush Bansal acknowledged the brand's potential but did not invest. The artisanal jewellery category sat outside his consumer brand scaling comfort zone. Namita Thapar saw the potential in Shyle's blend of tradition and contemporary design. Ritesh Agarwal joined Namita's offer, bringing OYO's experience in scaling artisanal and experience-driven brands across distributed operations.

The founders asked ₹70 lakhs for 1% equity (₹70 crore valuation). After intense negotiations that included Anupam's dramatic exit over perceived miscommunication, Namita and Ritesh jointly offered ₹70 lakhs for 1.5% equity plus 0.5% royalty until ₹70 lakhs recouped (₹46.67 crore valuation on equity component). The founders accepted the revised terms after the negotiation drama, receiving their full capital ask at a 33% valuation markdown with a royalty mechanism that provides the Sharks additional return without further equity dilution.

Astha Katta Sirohiya and Radhesh Sirohiya accepted the two-Shark deal from Namita Thapar and Ritesh Agarwal at ₹70 lakhs for 1.5% equity plus 0.5% royalty until ₹70 lakhs is recouped, valuing Shyle at ₹46.67 crore. The deal brought Emcure's female consumer understanding and institutional network (Namita) and OYO's premium brand scaling and global distribution expertise (Ritesh) into Jaipur's most design-forward handcrafted silver jewellery brand.

"Participating in Shark Tank India has been an incredible experience. The couple's appearance on Shark Tank India wasn't just a business pitch; it was a showcase of passion, perseverance, and the timeless beauty of Jaipur's artisanal heritage." Shyle continues building post-Shark Tank with significantly enhanced national and international visibility. The website (shyle.com) features the complete collection of handcrafted silver jewellery with worldwide shipping. The Shark Tank national broadcast introduced millions of viewers to Jaipur's silversmithing tradition through the lens of a modern D2C brand, creating consumer awareness that no marketing budget could replicate. "Shyle wasn't just about artistry; it was about smart, scalable operations," IndianRetailer observed in their detailed post-deal feature.