In one of the latest episodes of Shark Tank India, a married couple introduced their unique startup, Shararat, a ‘bedroom fashion brand’ aimed at reviving the spark in relationships. Their business proposition intrigued the panel of investors as they shared their personal journey, which led to the birth of their brand.

The Story Behind Shararat

The founders of Shararat, like many married couples, noticed that the excitement in their relationship began to fade after the honeymoon phase. Seeking ways to rekindle the spark, they realized that bedroom fashion could play a significant role in keeping the romance alive. Thus, Shararat was born, a brand designed to introduce fun and playfulness into the lives of couples through intimate yet tasteful bedroom wear.

The company’s product line includes baby doll dresses, role-play costumes, and teddy bears—all designed to enhance intimacy and rekindle romance between partners. The founders believe that Shararat is not just about clothing; it is about an experience, a way to bring joy and excitement back into relationships.

The Pitch on Shark Tank India

When the couple stepped into the Shark Tank India arena, they made a bold pitch, asking for Rs 60 lakh for 2% equity, which valued the company at a whopping Rs 30 crore. Their confidence and unique business idea immediately caught the attention of the sharks: Aman Gupta, Ritesh Agarwal, Namita Thapar, Anupam Mittal, and Amit Jain.

The couple was quick to clarify that Shararat is not an innerwear brand like Victoria’s Secret. Instead, their vision is to build a niche market focused entirely on bedroom wear. They revealed that while the majority of their sales currently come from regular nightwear, this is merely a strategy to sustain the business. Their ultimate goal is to establish Shararat as India’s go-to brand for bedroom fashion.

How Shararat Stands Out in the Market

Shararat is not just another lingerie brand. It aims to destigmatize bedroom fashion and encourage couples to explore new ways to enhance their relationships. Some key aspects that differentiate Shararat from conventional brands include:

A Market Gap: While India has a growing lingerie and intimate wear industry, there is a lack of brands that openly cater to bedroom fashion beyond lingerie.

Breaking Taboos: In a culturally diverse country like India, topics related to intimacy and bedroom fashion are often considered taboo. Shararat aims to normalize and mainstream these conversations.

Customization and Themes: The brand offers role-play costumes, adding a new dimension to couples’ experiences, making it more engaging and playful.

Affordability and Accessibility: Unlike expensive international brands, Shararat aims to make bedroom fashion accessible to the Indian market at affordable price points.

Sharks’ Reaction and Investment Interest

The sharks had mixed reactions to the pitch. While some appreciated the innovative approach and the founders’ clarity in positioning their brand, others questioned the scalability and acceptability of the concept in the Indian market.

Aman Gupta, co-founder of boAt, admired the branding strategy but expressed concerns about the conservative mindset of Indian consumers. Namita Thapar acknowledged the potential but questioned whether the Indian market was ready for such a bold concept. Anupam Mittal and Amit Jain seemed interested but remained skeptical about the long-term sustainability of the business.

While the final outcome of the pitch remains undisclosed, Shararat managed to spark an important conversation about the evolving consumer mindset in India when it comes to personal relationships and fashion choices.

Challenges and Future Prospects

Despite its innovative approach, Shararat faces several challenges in establishing itself as a mainstream brand in India:

Cultural Sensitivity: India is a diverse country with varying levels of openness toward bedroom fashion. The brand will need to strategically market itself to different demographics without alienating conservative consumers.

Market Awareness: While urban cities may welcome such a concept, the majority of Indian consumers may still find it uncomfortable to explore bedroom fashion. Awareness campaigns and influencer marketing could help tackle this.

Retail Expansion: Online platforms are currently the primary mode of sales for Shararat, but expanding into brick-and-mortar stores could increase credibility and reach a broader audience.

Competition from Established Brands: While Shararat is carving a niche, existing lingerie brands could enter the bedroom fashion market and create competition. The brand will need to constantly innovate to stay ahead.

Conclusion

Shararat’s appearance on Shark Tank India showcased not only a business idea but also an evolving consumer mindset in India. While the brand faces cultural and market challenges, its unique positioning as a bedroom fashion brand gives it an edge in an untapped market.

If Shararat successfully overcomes societal barriers and markets its products effectively, it has the potential to revolutionize bedroom fashion in India. With changing perceptions and a new generation of open-minded consumers, Shararat might just be the spark that many couples have been looking for. Whether they secured a deal on Shark Tank India or not, they have certainly made an impact, proving that business is not just about selling a product but about changing mindsets.

To read about more inspiring startup journeys, visit Shararat.