Protein snack startup faces tough questions, lands Rs 1 crore deal on Shark Tank India

Protein snack brand Stroom walked into Shark Tank India Season 5 with a clear goal: to make protein easy, tasty, and part of everyday Indian snacking. What followed was not a smooth pitch but a demanding conversation on taste, claims, and credibility.

Founded by Darshan Gattani, Shiven Chaturvedi, and Rohan Shah, Stroom was launched in May 2022 after the founders chose to leave comfortable careers and overseas opportunities to build a nutrition-focused brand in India. Their idea was simple: familiar snack formats like bars and wafers, but with added protein.

Stroom’s products use a blend of milk protein and soy protein, which the founders said helped improve taste and texture compared to conventional protein snacks. During the pitch, the Sharks sampled the products, and reactions were mixed.

While the brand’s growth numbers drew interest—with Rs 2.42 crore in net sales in FY24–25 and strong traction from quick-commerce platforms—the conversation quickly shifted to packaging and claims.

Viraj Bahl raised concerns about honesty in labelling, pointing out that using the phrase “no refined sugar” could be misleading when ingredients like honey and cookie bits were present. The founders acknowledged the issue and agreed that the packaging needed correction.

Stroom entered the Tank seeking Rs 1 crore for 2% equity, valuing the company at Rs 50 crore. After multiple offers and counteroffers, the deal closed with Vineeta Singh and Kunal Bahl, who jointly invested Rs 1 crore for 2.5% equity, along with 2% advisory equity, bringing the valuation down to Rs 40 crore.