Known for its high-end products inspired by a ‘Japandi’ aesthetic, a blend of Japanese minimalism and Scandinavian functionality, NOOE quickly grabbed the attention of all five sharks: Anupam Mittal, Vineeta Singh, Aman Gupta, newcomer Kunal Bahl, and Peyush. The founders, seeking Rs 50 lakh for one percent equity at a valuation of Rs 50 crore, boasted of a presence at Harrod’s, the iconic British retail store.
Even though, their pitch faltered when they admitted that high shipping costs to the UK wiped out their margins, making the Harrod’s deal more about prestige than profit. The sharks were intrigued but unimpressed by the business’s financials, especially when it was revealed that the company had only Rs 22 lakh in the bank and debts exceeding Rs 1.2 crore.
Despite concerns over the brand’s operations, the sharks were unanimous in their admiration for NOOE’s design and quality. Mittal gasped when Piyush Suri revealed that a product priced at Rs 15,000 in India is sold for Rs 40,000 in Harrod’s. However, doubts about the brand’s sustainability was a concern among them all. Gupta bluntly remarked that Suri’s lack of business acumen had held NOOE back from reaching its full potential.
After further grilling, three sharks,Bahl,Singh, and Mittal, bowed out, citing the need for a ‘clean-up’ before they could consider investing. Gupta made an aggressive offer of three crore rupees for 50% equity, suggesting a complete overhaul of the company’s cap table. Peyush countered with an offer of three crore rupees for a controlling 51% stake, admitting he hadn’t fully thought it through but expressing his willingness to take a chance on the brand.
“My biggest learning from the Shark Tank India experience has been watching how the team behind the show operates,” Piyush Suri, co-founder of NOOE, told FE Online. “That entire machinery is a masterclass in running a creative production at scale. As a consumer brand founder and a creative entrepreneur, it was incredible to see how they think about every detail—the narrative, the granularity, and how they produce something that millions of people love. Being part of that process was an immense learning experience for me.”
The founders were initially reluctant to give up control, rejecting offers that would reduce them to employees in their own company. However, after Gupta revised his offer to two crore rupees for 30% equity and eventually withdrew, the focus shifted to Peyush. Nitika Pandey, co-founder, NOOE, nudged Suri to make a bold counteroffer: five crore rupees for a controlling stake in the company. Peyush accepted, sealing the deal and breaking records on the show. Gupta expressed disbelief at the turn of events, while Peyush reassured the founders that they had made the right decision. As the episode ended, Peyush made a parting remark to Pandey, offering her a job if she ever needed one—closing one of the most intense pitches of the season on a dramatic note.
