‘Yummy in my tummy’: Sharks Anupam Mittal and Aman Gupta bets on Goat Life with Rs 2 crore funding

Goat Life, an oats startup targeting young consumers, has secured Rs 2 crore on Shark Tank India Season 5 after founder Yash Kalra won over investors with a combination of product appeal and Gen Z brand positioning.

Founded by 26-year-old Yash Kalra, Goat Life focuses on high-protein oats that can be prepared in 30 seconds. The brand currently offers flavours such as mocha, tiramisu, mango, choco-nut, kulfi, cookies and cream, hazelnut, and strawberry swirl, with each serving delivering 10 to 20 grams of protein.

Launched in July 2023, Goat Life was started with an initial capital of Rs 5 lakh, comprising a grant and Kalra’s personal investment. Before this venture, Kalra had founded Wisegg, a ready-to-drink egg-white beverage startup that was shut down due to shelf-life limitations.

As the Sharks sampled the product during the pitch, Anupam Mittal responded positively to the taste, remarking, “Yummy in my tummy,”. Aman Gupta, meanwhile, highlighted the brand’s youth-centric appeal and packaging, telling Kalra, “Tu oats nahi bech raha, tu vibe bech raha hai,” and pointing to Goat Life’s resonance with a Gen Z audience.

Kalra entered the Tank seeking Rs 36 lakh for 1% equity, valuing the startup at Rs 36 crore. The pitch quickly escalated into a multi-Shark negotiation, with offers coming in from Ritesh Agarwal, Amit Jain, Namita Thapar, Aman Gupta, and Anupam Mittal.

After discussions, two competing joint offers emerged—one from Ritesh Agarwal and Amit Jain, and another from Aman Gupta and Anupam Mittal—both proposing Rs 2 crore for 8% equity, valuing Goat Life at Rs 25 crore. Kalra ultimately chose Aman and Anupam, citing Aman’s branding and Anupam’s experience.