The global audience is once again captivated by entrepreneurs from various regions of India as they present their brands to four highly successful investors, seeking their financial backing to enhance their businesses. This phenomenon is exemplified by Shark Tank India, which is currently in its fourth season following three immensely successful prior seasons. The premiere episode, released on SonyLIV this week, featured several impressive pitches. However, one pitch particularly astonished the judges, including a proposal from an ultra-luxury brand that charged ₹4,000 for the delivery of a single can of Coke to a remote location in Himachal Pradesh. This pitch left the audience in disbelief, as such a concept had never been witnessed before.

The ₹4,000 For A Coke Pitch!

Indulged is a luxury concierge service founded by entrepreneurs Karan and Advaita, specifically designed to cater to India's ultra-high-net-worth (UHNW) clientele. The brand offers a range of bespoke services, including personalized travel arrangements, gourmet dining experiences, and exclusive shopping opportunities. During their presentation to the Sharks, they sought an investment of ₹50 lakh in exchange for 1% equity. Although the initial pitch captured the judges' attention, subsequent developments left them perplexed.

One notable aspect of their pitch was the revelation of an extraordinary service: delivering a can of Coke to a remote village in Himachal Pradesh, for which they charged the client ₹4,000. This revelation elicited a strong reaction from the judges, yet it failed to sway their opinions, despite the extensive range of services offered. Even Namita, who initially expressed considerable interest in Indulged, ultimately chose not to invest.

The contestant Indulged from Shark Tank India Season 4 comprises 183 ultra-high-net-worth individuals who contribute ₹40,000 monthly or ₹4 lakh annually, not including additional expenses. They also disclosed that they earn a 5% commission on brand collaborations through customer transactions. Despite the ambitious nature of the pitch, the judges raised concerns regarding the business models and ethical practices of the company. Anupam Mittal, one of the judges, highlighted the issue of transparency, noting that clients are not made aware of the back-end commissions. In response, Karan and Advaita stated, "Our clients don't need to know about this."

Anupam Mittal further commented, "Your figures do not align with the narrative you are presenting. Greater clarity is required before seeking investment." Aman Gupta criticized the business model for being unrelatable, while Vineeta Singh characterized the pitch as "random max." Shark Tank India Season 4 is available for viewing on SonyLIV with an OTTplay Premium subscription.

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