The fourth season of Shark Tank India recently wrapped up its run on SonyLiv, with several interesting pitches making headlines. Among them was an especially eye-catching presentation by Nooky Chocolates, a brand based in New Delhi. Co-founded by Rekha Lokhna and Saurabh Tyagi, Nooky Chocolates aims to disrupt the traditional confectionery space by offering dark chocolate products enhanced with aphrodisiac properties.
Their appearance on the business reality show gave them a unique platform to showcase their innovative idea to a panel of prominent investors—known as the "sharks."
During a candid discussion on the Made to Market podcast, Lokhna and Tyagi reflected on their Shark Tank journey, pulling back the curtain on what the audience didn’t get to see on screen. They spoke in detail about how the production involved a massive team of nearly 200 people. The setup was both lavish and slightly overwhelming, making the experience feel surreal.
Despite the pressure, the actual pitch to the sharks was informal and lighthearted. Many interactions, including insightful discussions about the scientific safety of their product, were edited out of the final broadcast, leaving the founders feeling that certain critical points had been overlooked.
“We were informed of the final panel lineup just a day before filming,” they recalled. “The entire pitch felt more like a friendly exchange than a high-stakes business meeting. Everyone was quite relaxed and in good spirits.” Tyagi added that some of the segments they considered crucial—especially those relating to laboratory testing and consumer safety—were underrepresented in the episode. Although they understood the constraints of TV editing, both founders confessed to feeling that some essential elements were lost in the final cut.
The duo also addressed the mixed reaction from one of the investors, Anupam Mittal. On air, Mittal criticized the chocolate’s flavor, yet paradoxically mentioned that he felt like eating more. This contradiction wasn’t lost on the podcast host, who questioned the inconsistency. Responding to this, Tyagi and Lokhna acknowledged the irony, saying, “Anupam said that the chocolate didn’t taste good, and it made him light-headed, but he also wanted to have more. Peyush Bansal rightly corrected him and said that the chocolate had been made for a different purpose, but we still took that feedback.”
Although Peyush defended the product’s concept, he chose not to invest, citing personal values. He explained that he avoids funding items that may lead to habitual consumption. Furthermore, he expressed skepticism about the confectionery sector’s scalability, stating that the chocolate market tends to plateau quickly, making it difficult for new entrants to sustain momentum. Tyagi compared the investment process to dealing with HR recruiters, joking, “Most of the responses we get are similar to ‘We’ll get back to you,’ and that’s where the conversation ends.”
Ultimately, while they didn't walk away with a deal, the founders of Nooky Chocolates valued the exposure and the learning experience, and they remain committed to pushing the boundaries of innovation in the chocolate industry.
Their appearance on the business reality show gave them a unique platform to showcase their innovative idea to a panel of prominent investors—known as the "sharks."
During a candid discussion on the Made to Market podcast, Lokhna and Tyagi reflected on their Shark Tank journey, pulling back the curtain on what the audience didn’t get to see on screen. They spoke in detail about how the production involved a massive team of nearly 200 people. The setup was both lavish and slightly overwhelming, making the experience feel surreal.
Despite the pressure, the actual pitch to the sharks was informal and lighthearted. Many interactions, including insightful discussions about the scientific safety of their product, were edited out of the final broadcast, leaving the founders feeling that certain critical points had been overlooked.
“We were informed of the final panel lineup just a day before filming,” they recalled. “The entire pitch felt more like a friendly exchange than a high-stakes business meeting. Everyone was quite relaxed and in good spirits.” Tyagi added that some of the segments they considered crucial—especially those relating to laboratory testing and consumer safety—were underrepresented in the episode. Although they understood the constraints of TV editing, both founders confessed to feeling that some essential elements were lost in the final cut.
The duo also addressed the mixed reaction from one of the investors, Anupam Mittal. On air, Mittal criticized the chocolate’s flavor, yet paradoxically mentioned that he felt like eating more. This contradiction wasn’t lost on the podcast host, who questioned the inconsistency. Responding to this, Tyagi and Lokhna acknowledged the irony, saying, “Anupam said that the chocolate didn’t taste good, and it made him light-headed, but he also wanted to have more. Peyush Bansal rightly corrected him and said that the chocolate had been made for a different purpose, but we still took that feedback.”
Although Peyush defended the product’s concept, he chose not to invest, citing personal values. He explained that he avoids funding items that may lead to habitual consumption. Furthermore, he expressed skepticism about the confectionery sector’s scalability, stating that the chocolate market tends to plateau quickly, making it difficult for new entrants to sustain momentum. Tyagi compared the investment process to dealing with HR recruiters, joking, “Most of the responses we get are similar to ‘We’ll get back to you,’ and that’s where the conversation ends.”
Ultimately, while they didn't walk away with a deal, the founders of Nooky Chocolates valued the exposure and the learning experience, and they remain committed to pushing the boundaries of innovation in the chocolate industry.
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