Suryakumar Yadav invests in Shark Tank India-featured fragrance brand EM5

Shark Tank India-featured D2C fragrance brand EM5 has secured an undisclosed investment from Indian cricketer Suryakumar Yadav, who has also come on board as an investor and partner in the company.

Founded in 2022 by Shashank Chourey, EM5 sells perfumes, roll-ons, foot sprays, scented candles and beard balms through its own website, online marketplaces and quick commerce platforms.

“EM5 is a young, homegrown brand that’s genuinely committed to changing the fragrance space in India. I’ve always believed scent becomes a part of your everyday identity, and that really resonated with me. This goes beyond an association— as an investor and partner, I’m excited to be part of a brand that’s authentic, digital-first, and rooted in India,” said Suryakumar Yadav.

Shashank Chourey, Founder, EM5, said, “This association is personally very exciting. Having someone like SKY believe in what we’re building at EM5 is a big validation. We wanted to begin this journey with a light, relatable take on his off-field personality—something people genuinely connect with. This is just the beginning, and there’s much more to come.”

The startup is working to expand its presence in select retail and experiential spaces to improve brand visibility and engagement, while also exploring partnerships with boutique perfumeries and launching exclusive collections.