When Stroom stepped into the Shark Tank India Season 5 spotlight, the founders weren’t there to sell just another protein bar. They were there to question a habit—how India consumes protein, and why it has to be boring, hard to chew, or taste like a compromise.

What followed was a confident, fast-paced pitch, interest from multiple sharks, and a final deal of ₹1 crore for 2.5% equity, along with strategic advisory from Vineeta Singh and Kunal Bahl.

But Stroom’s story didn’t begin under studio lights. It started years earlier, inside shared student apartments in Sydney.

A Friendship Fueled by Fitness (and Real Food)

Darshan Gattani, Shiven Chaturvedi, and Rohan Shah met while studying and working in Australia—juggling classes, jobs, workouts, and everyday life. In that environment, protein snacks weren’t a trend. They were a daily essential.

“Healthy snacking was just normal there,” Shiven recalled. “You didn’t think twice about grabbing protein between meals. That’s when we realised—why isn’t protein this accessible or enjoyable back in India?”

That simple question planted the seed for Stroom. The brand was conceptualised in Sydney, officially founded in late 2021, and began operations in India in 2023.

Taking On India’s Crowded Protein Aisle

By the time Stroom entered the Indian market, protein products were everywhere—but so were complaints. Consumers wanted healthier options, especially post-COVID, but most protein bars came with the same problems: tough textures, dry bites, digestion issues, and forgettable taste.

Instead of accepting that as “normal,” the founders chose to fix it.

They set up their own manufacturing unit in Ahmedabad rather than relying fully on third parties. The focus was clear—product innovation. Stroom introduced soft, centre-filled protein bars made with high-quality protein sourced from New Zealand, designed to be easier to chew, easier to digest, and genuinely enjoyable.

The idea was simple: if it doesn’t taste good, people won’t eat it—no matter how healthy it is.

Under the Shark Tank Spotlight

Facing the sharks was intimidating, but far from improvised. The team entered with clear role divisions—numbers, product, branding, and long-term vision—so nothing fell apart under pressure.

“The first 30–40 seconds are the toughest,” Shiven said. “Once you cross that, it’s about being honest and knowing your business better than anyone else.”

Their original ask of ₹1 crore for 2% equity sparked strong interest. After negotiations, they closed at ₹1 crore for 2.5% equity, valuing Stroom at ₹40 crore.

More than the valuation, the deal brought credibility—and confidence.

Why Vineeta Singh and Kunal Bahl Came Onboard

The partnership made sense on multiple levels.

Vineeta Singh’s experience in building Sugar Cosmetics into a household consumer brand, combined with her own fitness-first lifestyle, aligned naturally with Stroom’s vision.

Kunal Bahl brought deep expertise in scaling D2C businesses, strategic thinking, and access to a strong ecosystem.

Together, they offered a mix of brand storytelling, execution discipline, and long-term scale.

The Shark Tank Effect: Growth, Instantly

Once the episode aired, demand exploded.

• Website orders in a single day matched nearly three years of cumulative sales

• Quick commerce grew 9–10x through platforms like Zepto and Swiggy Instamart

• Daily sales jumped 150%, with bar sales rising from around 3,000 units a day to over 5,500 within days

Behind the scenes, the team scrambled—scaling logistics, securing raw materials, and expanding warehousing—to keep up with the sudden surge.

Protein Beyond the Gym

Unlike many protein brands built only for fitness enthusiasts, Stroom is thinking bigger.

“Our goal is simple,” Shiven said. “We want to make tasty protein for everyone—not just gym-goers.”

From protein bars and wafers to upcoming launches like Protein Pops and even protein-infused sodas, the brand plans to grow without losing its core focus on taste and innovation.

What’s Next for Stroom?

With funding in place, the next chapter is about storytelling and expansion. Protein Pops, one of Stroom’s most anticipated products, has completed R&D and is expected to launch in the coming quarter.

The focus now is not just availability—but emotional connection.

Lessons for Future Shark Tank Founders

When asked what truly matters on Shark Tank, the founders didn’t hesitate:

• A strong, authentic story backed by a solid product

• Absolute clarity over numbers and business fundamentals

“If you don’t know your own business,” Darshan said, “the sharks will figure it out before you finish your pitch.”

Interview Conducted by Arushi Agarwal