Shark Tank India 4: 'If I invest, we’ll both cry' – Anupam Mittal tells ex-journalists turned founders of Kavi Poetry Art Project

Shark Tank India 4: "Here comes a couplet: Big cities are home to long conversations, and long conversations call for umpteen meetings. You spend day and night eagerly waiting, and when we finally meet, you bring the drinks, and we bring the glasses."  This is how the founders of Kavi Poetry Art Project introduced their product on the latest episode of Shark Tank India Season 4.

The social impact startup, founded by ex-journalists Madhuri Balodi and Amit Singh, has been making waves with its innovative glass bottle upcycling business. Their pitch impressed the sharks as they explained how their company has upcycled more than 10 lakh bottles—addressing a crucial environmental issue, as a single glass bottle takes around 4,000 years to decompose naturally in India. Their vision is to repurpose every glass bottle that would otherwise end up in landfills.

A light-hearted start

The pitch kicked off with humor when the founders requested the sharks to send them scrap bottles instead of throwing them away. This led to boAt co-founder Aman Gupta quipping, "Yeh inke paas hai, Anupam ke paas bottlein padi hongi," (They have them, but Anupam must have a stash of bottles), to which Shaadi.com CEO Anupam Mittal replied, "Mere paas hai bhari hui, inke paas hongi khali." (I have them full, they must have them empty).

From journalism to entrepreneurship

When Aman asked about their background, the founders shared their journey from journalism to business. While covering an event, they noticed an expensive art piece and thought, "Hum bhi ban lenge" (We can do it too). They uploaded pictures of their first five products on Facebook, and soon, people started inquiring about prices. Leveraging their journalist network, they exhibited their products at an event for free. Their breakthrough came in 2017 when they received an order for 5,000 products, generating revenue of Rs 27 lakh.

Also Read: Shark Tank India 4: This education startup tells Ritesh Agarwal they are 'OYO of schools,' bags three sharks deal

The poetry connection

The sharks questioned the connection between poetry and their business. The founders explained that they initially combined poetry with art, but since the poetry market was small, they shifted focus while retaining the essence in their products. However, the sharks debated whether the poetry aspect was still relevant to the brand.

Product and pricing debate

The sharks engaged in a discussion over the product’s distinction and pricing. The founders revealed that their glassware was priced at Rs 549. Aman Gupta remarked, "There's nothing special, you just placed a cork on a cut bottle. However, Lenskart co-founder Piyush Bansal countered, "But it's good for serving food." Anupam added, "I can finish the bottle and cut it without paying anything," prompting Piyush to respond, "Will you cut it at home?" leading to a humorous exchange.

Business performance and future plans

The company generated Rs 3.56 crore in revenue for FY 23-24, up from Rs 1.59 crore in FY 22-23, and projects closing FY 24-25 at Rs 6 crore. When Anupam asked why they needed investment despite their strong financials, the founders explained their expansion plans, particularly targeting international markets, where they had seen demand building over the past six months.

Also Read: Sharks lose patience with Trajectory’s pitch, manages to bag Rs 1 crore deal

Sharks opt out, but offer advice

Anupam Mittal questioned their long-term vision, asking whether they wanted to position themselves as a home decor brand or an arts and crafts company. The founders clarified that they aimed to become a sustainable gifting brand. They also highlighted their social impact, mentioning that a ragpicker who once earned Rs 10,000 a month now makes Rs 40,000–45,000 with their company.

However, the sharks were skeptical about exit strategies for investors. Anupam remarked, "If I invest in this, both you and I will end up crying." He and Namita Thapar opted out, advising the founders to return with a stronger business model. Piyush Bansal offered to help them outside the show but chose not to invest at the moment. Aman Gupta noted that once the episode aired, awareness about the business would grow, attracting competition.

The sharks ultimately suggested rebranding—removing the "Poetry Art" tag and the pen from the logo to focus on a broader sustainable business model. With all the sharks opting out, the founders left with valuable insights to refine their vision and strategy.