India’s dessert landscape is rapidly evolving, with premium and gourmet offerings gaining traction among younger consumers. Among the emerging brands redefining indulgence is Cookie Cartel, a startup introducing authentic New York–style chunky stuffed cookies to the Indian market.

Founded by Hisham Sunesra, the brand blends bold storytelling, premium ingredients, and a modern D2C strategy to create a dessert experience that stands out in a crowded market. Cookie Cartel recently gained national attention after securing ₹80 lakh for 12% equity from Anupam Mittal, Vineeta Singh, and Kanika Tekriwal on Shark Tank India Season 5.

In this conversation, Hisham Sunesra shares the inspiration behind the brand, insights into India’s premium cookie market, and the expansion roadmap for Cookie Cartel.

From Hotel Kitchens to Building Cookie Cartel

The inspiration behind Cookie Cartel traces back to Hisham Sunesra’s childhood. Growing up around the kitchen of Ravine Hotel in Panchgani, he was exposed to the hospitality industry from an early age.

Baking, however, was deeply influenced by family. Hisham’s mother, who had grown up in the United States, started baking cookies at home after the family settled in Panchgani in 2000—a time when quality baked desserts were difficult to find in the town.

“As a child, I loved mimicking the cooks and experimenting with ingredients,” Hisham recalls. “My mother would bake cookies at home, and I would assist her in the kitchen. Those cookies quickly became a favourite among friends and family.”

Interestingly, his journey toward entrepreneurship took a unique turn when he began pursuing competitive fitness. As a participant in several international competitions under the IFBB Pro League, strict diet protocols meant indulgent desserts were off the menu.

“So if I couldn’t eat cookies, I started baking them for others to enjoy,” he says.

The idea for Cookie Cartel fully emerged during the COVID-19 lockdown. Returning to the hotel kitchen, Hisham began experimenting with his mother’s cookie recipes again. Friends loved the cookies, and word spread quickly, bringing in a surge of orders.

Delivering them during lockdown, however, was not easy.

“I felt like a fugitive smuggling cookies across checkpoints during the lockdown just to deliver them to friends,” he laughs.

That experience sparked the idea of launching a brand focused on authentic New York–style chunky stuffed cookies, something he felt was missing in India.

Thus, Cookie Cartel was born.

Spotting Opportunity in a Niche Category

Premium cookies are still a niche category in India, but Hisham believed the timing was right.

“When we started receiving orders not just from celebrities but also from remote towns across the country, it gave us confidence that consumer behaviour was changing,” he explains.

The brand primarily targets Gen Z and young working professionals, who are often the ones placing the orders. However, the cookies themselves are designed to appeal to everyone in the household.

“Even if the younger generation places the order, the entire family ends up enjoying them,” he says.

Why Brand Personality Matters

Cookie Cartel’s pitch on Shark Tank India stood out for its Bollywood-style storytelling, reflecting the brand’s bold and playful personality.

According to Hisham, brand personality is just as important as the product.

“In today’s cluttered market, doing something different is essential. Our branding is bold and unapologetic, which sets us apart from the pastel, delicate aesthetics common in dessert brands,” he explains.

The team even incorporated quirky elements into the pitch, selecting cookies for each shark based on their personalities.

The Shark Tank Moment

Securing ₹80 lakh for 12% equity from three sharks marked a major milestone.

“I entered the tank hoping to bring multiple sharks on board,” Hisham shares. “Having mentors who have built successful D2C brands themselves is incredibly valuable.”

One moment stood out in particular—when investor Kanika Tekriwal revealed she was already a loyal Cookie Cartel customer.

“She mentioned she had ordered from us over 50 times. That validation gave me a huge confidence boost right at the start of the pitch.”

Scaling Freshness Across India

Shipping cookies across India presents a major challenge—maintaining freshness without preservatives.

Cookie Cartel addressed this through nitrogen-flushed packaging, which helps preserve the cookies’ soft, gooey texture during delivery.

“We had to tweak the recipe multiple times to ensure the cookies stay fresh when they reach customers,” Hisham explains.

Through packaging innovations and operational adjustments, the brand increased shelf life from three days to about 10–15 days.

Maintaining Consistency While Scaling

Consistency is another major challenge when scaling a dessert brand.

To ensure every cookie meets the brand’s standards, Cookie Cartel follows strict SOPs for parameters such as shape, baking time, and weight.

“Not every cookie makes the cut,” Hisham says. “Maintaining quality while scaling is key if we want to become India’s favourite cookie brand.”

Premium Ingredients Without Compromise

Cookie Cartel differentiates itself through premium ingredients such as 100% real French butter and couverture chocolate.

While some brands use cheaper substitutes like margarine or compound chocolate to reduce costs, Cookie Cartel stays committed to authenticity.

“Our goal was always to bring genuine New York–style cookies to India. That means using the best ingredients possible,” Hisham says.

Cloud Kitchens Driving Expansion

Instead of focusing heavily on retail outlets, Cookie Cartel is expanding primarily through cloud kitchens, which allow rapid scaling with lower capital investment.

“With cloud kitchens, we can decide to serve a location and start operations almost immediately,” Hisham explains.

However, the brand also plans to open select retail stores in the future to enhance visibility and offer freshly baked cookies.

The Power of Digital Storytelling

For modern D2C brands, digital storytelling is critical.

“Social media allows startups to share their brand story and reach audiences organically,” Hisham notes.

Compelling content and engaging storytelling help build trust and create deeper connections with customers.

Vision for the Future

Looking ahead, Cookie Cartel has ambitious growth plans.

The brand aims to expand into all Tier-1 cities in India within the next year, with Bengaluru and Pune among the upcoming markets.

In the long term, the goal is global expansion.

“Our immediate focus is scaling successfully in India while maintaining the same product quality and customer experience. Once we achieve category leadership here, global expansion will be the next step.”

Interview Conducted by : Arushi Agarwal