Viraj Bahl, founder and MD of Veeba (VRB Consumer Products), has joined Shark Tank India Season 4 as the only judge specialising in the Food FMCG sector. His presence on the panel comes as FMCG startups increasingly seek funding and mentorship on the show. In an interview with The Indian Express, Viraj Bahl said he strives to be the “most honest shark,” ensuring founders receive accurate guidance rather than misleading assurances.
Bahl brings extensive experience in retail distribution, offline expansion, and product innovation. Veeba, which started as a B2B supplier for global QSR giants like KFC, Pizza Hut, Burger King, Taco Bell, Domino’s, and Starbucks, has grown into a consumer-facing brand with a diverse portfolio of sauces, dressings, spreads, and more. The company, backed by investors including Sixth Sense Ventures, Verlinvest, Saama Capital, and DSG Consumer Partners, raised $6 million in 2015 and another $6 million in 2016.
With a strong e-commerce presence and a manufacturing facility in Rajasthan, Veeba continues to expand its product line, recently launching WokTok instant noodles as a healthier alternative. As he steps into Shark Tank India, Bahl brings industry expertise that could help food startups scale beyond the pitch room.