Shark Tank India: ‘Kya Bakwas Kar Rahe Ho’ … Anupam Mittal to cushions company founder accused of copying Tesla logo |

The latest episode of Shark Tank India Season 4 witnessed one of the most intense and high-pressure pitches of the season. A team of founders from Delhi, representing their cushion brand Trajectory, entered the tank seeking Rs 1 crore for 2% equity, valuing their company at Rs 50 crore. However, their presentation quickly turned into a heated exchange when Anupam Mittal launched into a relentless critique, questioning the viability of their business in a highly competitive market.
Despite the intense grilling, the founders managed to impress some of the sharks with their strong financials, projected revenue of Rs 15 crore, and an EBITDA margin of 21%. Their distribution strategy, which included sales on Amazon and airport retail outlets, along with a marketing spend of under 5%, drew interest from certain sharks. However, concerns regarding branding, trust, and differentiation cast doubts on their overall business model.

Anupam Mittal’s relentless criticism: “What the hell are you pitching?”

From the moment the pitch began, Anupam Mittal made his skepticism clear, expressing doubt about their entry into a highly commoditized industry flooded with cheaper alternatives. He bluntly questioned their decision to operate in such a competitive space, setting the tone for a tough interrogation.
As one of the founders, Raghav, attempted to narrate the brand’s origin story, Anupam cut him off mid-sentence, dismissing it as unnecessary. A rehearsed joke from Raghav backfired, prompting further criticism. Even Peyush Bansal, who showed some interest, advised them to abandon their scripted approach and communicate naturally.

Concerns over branding and product differentiation

The tension escalated when Namita Thapar questioned what differentiated their cushions from competitors. As the founders began explaining the fabric and material, Anupam lost patience once again, accusing them of beating around the bush rather than providing direct answers.
Adding to their troubles, Ritesh Agarwal pointed out that their logo closely resembled Tesla’s, raising concerns about originality and branding. This observation prompted sarcastic reactions from Anupam and Aman Gupta, further intensifying the scrutiny. Brand trust and identity became key issues, leading some sharks to believe that the business lacked a clear and distinct positioning in the market.

Investment offers and final deal

Despite the intense questioning, Trajectory’s financial performance kept Ritesh Agarwal and Peyush Bansal interested. However, Anupam, Namita, and Aman eventually backed out, citing issues related to branding, trust, and lack of differentiation.
After a series of negotiations, the founders accepted Ritesh Agarwal’s offer of Rs 50 lakh for 3% equity, along with Rs 50 lakh in debt at an 8% interest rate. The deal came with specific scaling conditions, which the founders agreed to, securing Ritesh as their sole investor.

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