Edutainment startup Emomee bags Rs 2 crore funding after sparking a bidding war on Shark Tank India Season 5

Emomee, a Mumbai-based children’s edutainment startup, has secured an investment of Rs 2 crore for a 4% equity stake on Shark Tank India Season 5, valuing the company at Rs 50 crore.

Founded by Varun Duggirala and Pooja Jauhari, Emomee is a micro-story universe for children that publishes short-form stories every day on YouTube. The content is designed to help children between the ages of 3 and 8 years learn real-life skills such as emotional regulation, communication, and problem-solving beyond conventional classroom education.

The founders initially sought Rs 1 crore for 2% equity, but the pitch quickly escalated into a competitive bidding situation, with all five Sharks—Aman Gupta (boAt), Anupam Mittal (Shaadi.com), Namita Thapar (Emcure), Kunal Bahl (Snapdeal), and Mohit Yadav (Minimalist) expressing interest in partnering with the brand.

During the episode, Aman Gupta revealed his long-standing professional association with Varun Duggirala, stating that Varun and his creative agency had played a key role in developing boAt’s early creative and brand ecosystem.

The couple said the idea for Emomee emerged after becoming parents themselves, when they realised that children need to learn far more than what formal schooling offers.

Anupam Mittal advised the founders to strengthen their intellectual property (IP) through digital content before expanding into physical experiences. Aman Gupta, however, emphasised the importance of distribution, remarking that “content is king, but distribution is god.”

After multiple offers and intense deliberations, the founders countered with Rs 2 crore for 4% equity, which was accepted by Namita Thapar and Aman Gupta, closing the deal.