When Japam appeared on Shark Tank India Season 5, it didn’t feel like a typical pitch. Instead of hard-selling numbers or chasing valuation theatrics, the conversation moved into rare territory—faith, belief, fear, ethics, and responsibility. And that tone came straight from the founder’s own journey.

In a candid conversation with Indian Startup Times, Japam’s founder Ritoban Chakrabarti spoke about his 19-year entrepreneurial path, why he chose spirituality as a business space, and why ethics matter more than growth when belief is involved.

A Founder Shaped by the Internet—Long Before It Was Cool

Ritoban has been building businesses since 2006, right after college. With no formal tech background, he taught himself programming, SEO, and affiliate marketing. Over a few years, he built nearly 400 micro-websites, many of which ranked globally.

“That phase taught me how the internet works, how people behave online, and how trust is built digitally,” he shared.

Those learnings later turned into training programs sold internationally, followed by the launch of Dekho.com, one of India’s earliest SaaS platforms. In 2017, he started a YouTube channel—Flying Start Online—where he ran free 30-day live challenges, building e-commerce businesses from scratch in real time.

“It grew into India’s largest e-commerce learning community simply because everything was transparent and free.”

Why Spirituality? And Why Japam?

Japam didn’t begin as a planned pivot into spirituality. It started with a feeling.

While running ads for Rudraksh-based products, the founder noticed something unusual—people were kind. Comments were positive. There was no trolling, no anger.

“That positivity pulled me in,” he said. “I’m naturally drawn to spaces where people feel hopeful.”

As he went deeper, he realized the spiritual products market had one massive, unsolved problem: trust.

“The first thing anyone asks is still—‘Is this real?’”

That question became Japam’s foundation.

Building Trust in a Category Full of Doubt

Japam focused on authenticity from day one. The brand invested heavily in lab testing, supply chain transparency, and processes most consumers never see.

From X-ray and UV testing to spectroscopy and its own Batch Test Report (BTR) system, Japam created internal checks to ensure that what reaches customers is genuine.

“We didn’t want belief to be blind. We wanted it to be informed.”

Spirituality vs Superstition: A Personal Take

One of the most discussed moments on Shark Tank was the debate around superstition. The founder doesn’t dismiss belief—but he refuses to exploit fear.

He explained it simply.

“If wearing a Rudraksh gives someone confidence before an interview, that confidence is real. Hope is real. And confidence changes outcomes.”

His philosophy is clear:
“I’m not here to change your beliefs. I believe in your beliefs.”

Can Spiritual Products Be Commercial?

The criticism around monetizing spirituality doesn’t bother him—it challenges him.

“Even idols in our home temples are purchased,” he said. “Commerce and purity have always existed together.”

Japam manages sourcing, testing, packaging, and delivery so customers don’t have to navigate an opaque market themselves.

“That effort has a cost. And that’s okay—as long as the intent is clean.”

Har Ghar Rudraksh: Giving Without Expectation

Japam’s Har Ghar Rudraksh initiative came from that same intent. The company distributes 5 Mukhi Rudraksh—considered universally safe—free of cost, charging only delivery.

“We lose money on every shipment,” he admitted. “But if it adds something positive to someone’s life, it’s worth it.”

First Time Raising Capital—Why Shark Tank?

Despite running profitable businesses for years, Japam was the first venture where the founder raised external funding.

“The goal wasn’t money—it was access,” he explained. “The sharks open doors you didn’t even know existed.”

The Shark Tank India Deal: Funding, Sharks, and Valuation

Japam appeared on Shark Tank India Season 5 seeking ₹1.5 crore for 1% equity, valuing the company at ₹150 crore. After intense deliberations, the brand secured investment from Namita Thapar and Varun Alagh, who jointly invested ₹1.5 crore.

The final deal included 1% equity along with a 1% royalty, payable until the invested capital is fully recouped. The pitch sparked debate among the Sharks, with Viraj Bahl stepping out over concerns around commercialization of faith, while Kunal Bahl supported the founder when Ritoban openly questioned the royalty structure. Despite the friction, the deal went through, reflecting the Sharks’ confidence in Japam’s strong margins, rapid growth, and emphasis on ethical business practices.

The funds are being deployed to scale manufacturing, expand the product portfolio, and strengthen quality assurance systems, reinforcing Japam’s promise of trust in an unorganized market.

Lessons From the Tank—and for the Future

The biggest takeaway from Shark Tank wasn’t feedback or fame—it was the shared emphasis on ethics.

“You can build a unicorn. But if you lose ethics in a belief-driven business, you lose everything.”

For now, Japam’s focus remains India. International expansion is on the horizon—but only when the foundation here feels complete.

One Rule for Founders in Belief-Driven Spaces

When asked what founders must never compromise on, the answer was instant:
Ethics.

“When people believe in something, you hold power. And power demands responsibility.”

Interview Conducted by : Arushi Agarwal