The Cinnamon Kitchen

The Cinnamon Kitchen was founded by Priyasha Saluja, a Delhi-based entrepreneur who previously worked in marketing and advertising at Dentsu Aegis Network, handling brands such as Parle, Switzerland Tourism, and Wildcraft. Her entrepreneurial journey began after she was diagnosed with PCOS (Polycystic Ovary Syndrome) and struggled to find healthy desserts and snacks that aligned with her dietary requirements. Motivated by her personal health challenges, Priyasha started experimenting with healthier alternatives to traditional baked products. She replaced refined flour with millets, dairy with plant-based ingredients, and refined sugar with natural sweeteners. What started as a passion project eventually evolved into a full-fledged business. Founded in 2019 with an initial investment of approximately ₹50,000, The Cinnamon Kitchen grew into a recognized healthy bakery brand serving customers across India.

The Cinnamon Kitchen is a 100% gluten-free, plant-based bakery and healthy snacking brand that offers products designed for consumers seeking healthier alternatives to conventional baked goods. The company focuses on clean-label products that are free from refined flour, refined sugar, preservatives, and dairy. Its product portfolio includes: Vegan cakes Cookies Chocolate fudge Healthy snacks Crackers Spreads

Amount Asked: ₹60 Lakhs Equity Offered: 2% Implied Pre-Money Valuation: ₹30 Crore

Priyasha delivered one of the most energetic and engaging pitches of Season 3. She introduced The Cinnamon Kitchen as India's first 100% gluten-free and plant-based bakery brand and educated the Sharks about the growing demand for healthier food alternatives. Her presentation combined humor, storytelling, and strong product sampling, which immediately grabbed the attention of the panel. She shared her personal journey with PCOS and explained how that experience inspired the creation of the brand. The Sharks sampled several products, including cookies, fudge, and snacks, and generally appreciated the taste despite the products being positioned as healthy alternatives. Priyasha revealed that the company had grown steadily from ₹1.4 lakh in its first year to a projected revenue of nearly ₹6 crore for FY24. The business operated through its own website, Amazon, Blinkit, retail stores, and airport partnerships. She also highlighted healthy margins and strong customer retention, positioning the company as a premium health-food brand rather than a traditional bakery.

Aman was highly impressed by Priyasha's personality, storytelling ability, and understanding of her target audience. Namita appreciated the health-focused positioning of the company and acknowledged the increasing demand for healthier snacking options. Anupam liked the founder's passion and execution capabilities but raised concerns about the brand's packaging and labeling. Vineeta shared concerns regarding packaging quality and branding presentation. Peyush appreciated the founder's conviction and product quality but was uncertain about the size of the niche market.

The negotiations centered largely around valuation and deal structure. While several Sharks appreciated the product quality and founder's passion, most were hesitant due to concerns about scalability, packaging, and the niche nature of the healthy bakery market. Aman Gupta emerged as the most interested investor. Initially, he proposed ₹10 lakhs for 2% equity and ₹50 lakhs as debt at 12% interest for two years. Priyasha, however, expressed her preference for a pure equity investment rather than taking on debt. Recognizing her conviction and potential, Aman revised his proposal and offered ₹60 lakhs purely for equity. After discussing the revised terms and the strategic value Aman could bring in scaling a consumer brand, Priyasha accepted the offer, bringing the negotiations to a successful close.

The Cinnamon Kitchen successfully secured an investment from Aman Gupta. The founders initially sought ₹60 lakhs for 2% equity, valuing the company at ₹30 crore. After negotiations, Aman revised his structure from a debt-plus-equity arrangement to a pure equity deal. The final agreement was closed at ₹60 lakhs for 5% equity, valuing the company at approximately ₹12 crore post-money. Priyasha accepted the deal because she believed Aman could help accelerate brand building, distribution, and consumer awareness in the highly competitive food and beverage sector.

The Shark Tank appearance significantly increased awareness of The Cinnamon Kitchen. Following the episode, the brand expanded hiring efforts and continued strengthening its distribution across online and offline channels. According to updates shared by Priyasha, the company achieved approximately ₹6 crore revenue in FY24 and later reached a ₹25 crore annual revenue run rate (ARR) while remaining bootstrapped and profitable. The company continues to focus on healthy snacking, gluten-free bakery products, and plant-based foods, serving a growing community of health-conscious consumers across India.