Building a consumer brand in India often takes years of patience, trust, and a deep understanding of customers. For Nootie, this journey has been shaped by three founders—Anil Mahendru, Akshay Mahendru (CEO), and Karan Mahendru—whose combined experience in India’s pet care ecosystem spans over two decades, long before the sector became fashionable or venture-backed.

In a candid conversation with Indian Startup Times, Akshay Mahendru, CEO of Nootie, opens up about the family’s pet retail legacy through Pet Point, the inspiration behind launching Nootie as a modern Indian pet care brand, and how appearing on Shark Tank India Season 5 has reshaped the company’s trajectory.

A Family Legacy Rooted in Pet Care

Akshay’s journey into the pet care industry didn’t begin with a pitch deck—it began at home. His father entered the pet products business in 1998, long before India’s pet care market gained mainstream attention.

“We were always a pet-loving family, but we never imagined this would become our profession,” Akshay recalls.

A business trip to Mumbai exposed Akshay to the concept of modern pet stores, inspiring the family to open their first store in Punjabi Bagh, Delhi, in 2005, followed by a second outlet in 2008. For nearly 17 years, the family operated just two stores, focusing on customer relationships rather than rapid expansion.

It was only post-COVID,when pet parenting surged across India—that Akshay saw a clear opportunity to scale.

“That’s when we felt the industry had matured enough, and we could finally build a brand that truly filled existing gaps,” he says.

Why Nootie Was Born

While scaling their offline retail business, Akshay noticed a clear imbalance in the market.

“Most new brands were either imported or extremely premium. But during COVID, we saw a huge rise in mid-income pet parents who wanted quality—but couldn’t afford overpriced products.”

This insight became the foundation of Nootie,a brand designed around value-for-money pricing without compromising on product quality.

“The gap was simple,” Akshay explains. “Good products were expensive, and affordable products lacked quality. We wanted to bridge that.”

Entering Shark Tank India: A Long-Awaited Milestone

Appearing on Shark Tank India Season 5 was not an overnight decision. Akshay had applied for the show four consecutive years before finally making it on his fifth attempt.

“Every founder in India dreams of Shark Tank—not just for funding, but for validation,” he says.

Preparation was a team effort. Akshay handled all financials and numbers, Karan focused on product display and presentation, while Akshay’s father coordinated internally.

“The Shark Tank team genuinely supports founders. Nothing comes as a surprise—you’re guided throughout the process.”

Facing the Sharks: Validation Over Intimidation

For Akshay, standing in front of the Sharks was overwhelming—but deeply validating.

“When people like Anupam Mittal and Varun Dua appreciate what you’ve built over 20 years, it hits you emotionally.”

While Akshay admits he fumbled slightly with numbers due to nerves, the Sharks made him comfortable and focused on understanding the business rather than grilling him aggressively.

“The feedback we received was priceless. Shark Tank isn’t just about money—it’s about learning from people who’ve built iconic brands.”

The Deal: ₹1 Crore, Equity + Royalty

Nootie secured ₹1 crore in funding, partnering with Anupam Mittal and Namita Thapar. Akshay was clear about why this partnership made sense.

“I’d rather own 2% of a ₹1 lakh business than 100% of ₹100.”

Addressing the often-debated royalty clause, Akshay adds, “We’re a profitable, bootstrapped business. Royalty won’t hurt us—but the value these investors bring can be 10x the company.”

Life After Shark Tank

Though it’s still early days since the episode aired, the impact has been immediate.

“We’re seeing organic search spikes, inbound business queries, and incredible brand recall,” Akshay shares.

At a recent pet industry event in Bengaluru, attendees approached him for photos—something he never anticipated.

“It feels surreal. But more than fame, it’s recognition for the entire team’s hard work.”

Building Trust Without Heavy Marketing

One of Nootie’s standout moments on Shark Tank was revealing that the brand grew without significant marketing spends.

“This brand took 20 years to build. We’ve interacted with pet parents daily—understanding their pain points in real time.”

Akshay credits customer education and repeat trust as Nootie’s strongest growth drivers, especially across offline retail, e-commerce, and quick commerce platforms.

Human-Grade Ingredients: What It Really Means

Nootie sparked curiosity when Akshay mentioned their products use human-grade ingredients.

“We’re not saying humans should eat pet food. We’re saying if ingredients are good enough for humans, they’re safe for pets.”

This philosophy reinforces trust—something Akshay believes is non-negotiable in pet care.

Competing with Global Brands

Asked how Nootie competes with international pet care brands, Akshay keeps it simple:

“Nootie is an Indian brand, built for Indian pet parents and Indian pets.”

The Road Ahead

Post-Shark Tank, the immediate focus is branding—a key feedback from the Sharks.

“We’re revisiting the episode again and again, working on every piece of feedback. If we don’t act on it, we’re not being responsible founders.”

Rather than rushing into new categories, Nootie plans to double down on existing ones, strengthen brand identity, and scale thoughtfully toward becoming a national brand in the next five years.

One Advice for Aspiring Founders

When asked what advice he’d give aspiring entrepreneurs and Shark Tank aspirants, Akshay answers without hesitation:

“Be honest. With your consumers, your investors, your team—and yourself. Things may take time, but they will happen.”

Interview By: Arushi Agarwal