Shark Tank India season 4: Judges shocked as an entrepreneur claims charging Rs 4000 to deliver a Coke - Here's what happened

Indulge, a luxury concierge service was presented in front of the judges in the first episode of Shark Tank India season 4, and here is what shocked the judges.

Shark Tank India season 4 judges shocked as an entrepreneur claims charging Rs 4000 to deliver a Coke

The world is now yet again hooked to entrepreneurs from various states of India pitching their brands to four super successful entrepreneurs in the hope of them investing in their business to help it flourish. Yes, we are talking about Shark Tank India which is currently in its fourth season after enjoying supremely successful three seasons in the recent past. The premiere episode of the show that dropped on SonyLIV this week had some pretty good pitchers. But one left the judges shocked the most, including a pitch where an ultra-luxury business charged their client ₹4,000 for one can of Coke to be delivered to a remote town in Himachal. The pitch left everyone in shock because no one had seen something like this before.

The ₹4,000 For A Coke Pitch!

In question here is a brand called Indulged run by entrepreneurs Karan and Advaita. Said to be a luxury concierge service, the brand caters to India's ultra-high-net-worth (UHNW) individuals, offering tailored services such as custom travel, fine dining, and exclusive shopping experiences. They pitched their brand to the Sharks and asked for ₹50 lakh with 1% equity. While the pitch in the initial stage was interesting and quite fascinating, what happened later left the judges very puzzled.

During the pitch, the owners of Indulged revealed how one of their extreme services was to deliver a can of Coke to a remote village in Himachal. They revealed that they charged the client ₹4,000, which churned out a shocking reaction from the judges. But this did not convince the judges even when the range of their service was stretched wide. Even Namita, who first showed a lot of interest in Indulged ended up not investing in it.

Also read: Shark Tank India Season 4: Bigger deals, new sharks and fresh hosting duo; details inside

The Shark Tank India Season 4 contestant Indulged includes 183 UHNW individuals who paid ₹40,000 monthly or ₹4 lakh annually, excluding additional costs. They also revealed earning a 5% commission on brand collaborations through customer transactions. Though the pitch was ambitious, there were concerns that the judges expressed looking at the business models and ethics of the company. Anupam Mittal, one of the judges, questioned the lack of transparency because the clients are not informed about the back-end commissions. Karan and Advaita defended themselves by saying, "Our clients don't need to know about this."

Anupam Mittal remarked, "Your numbers don't match up with the picture you're painting. You need more clarity before raising capital." Aman Gupta criticized the business model as unrelatable, while Vineeta Singh described the pitch as "random max." You can watch Shark Tank India Season 4 on SonyLIV with your OTTplay Premium subscription.

Stay tuned to OTTplay for more information on this and everything else from the world of streaming and films.

Also read: Shark Tank India 4: Kunal Bahl joins judges' panel with 'experience and insights' that shaped... | WATCH

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