In a high-stakes episode of Shark Tank India Season 5 (February 2024), Ludhiana-based entrepreneur Riya Gupta walked into the tank with Upsnac, a functional beverage brand aiming to disrupt the Indian coffee market. Despite the growing trend of “wellness coffee,” the pitch served as a stark reminder that in 2026, the “Sharks” are looking for more than just a viral concept—they demand operational perfection.
Riya introduced “Proffee,” a protein-infused coffee designed for the health-conscious professional. However, what started as an energetic pitch quickly turned into an intense interrogation of the brand’s fundamentals.
The Pitch: A Bold Ask for “Proffee”
Upsnac entered the tank with a confident valuation, seeking ₹1 Crore for 2% equity, valuing the company at ₹50 Crore.
The Product Profile:
- Ingredients: A blend of Arabica and Robusta coffee, pre-sweetened with monk fruit.
- Nutritional Value: Claims to contain 3.5g of protein per serving and over 15 essential vitamins and minerals.
- Product Range: Included flavors like Classic Regular, Rich Mocha, and Signature Hazelnut, alongside a peanut butter line.
Why the Sharks Said “No”
Despite the founder’s passion and her personal investment of ₹40 Lakh, the panel – consisting of Anupam Mittal, Aman Gupta, Mohit Yadav, Kanika Tekriwal, and Kunal Bahl—raised several red flags that led to a “no deal” outcome.
1. Product Quality & Taste
Vineeta Singh was particularly vocal after tasting the brand’s peanut butter, describing it as “horrible” due to visible oil separation.
The Sharks felt the “Proffee” lacked a differentiated taste profile compared to existing premium instant coffees.
2. Packaging & Branding Flaws
Kunal Bahl pointed out significant flaws in the physical packaging samples provided during the pitch.
For a brand asking for a ₹50 Crore valuation, the lack of “premium-ness” in the final product was a major deterrent for the investors.
3. Ingredient Skepticism
The “functional” claims regarding 15+ vitamins and minerals in a hot beverage raised eyebrows.
The Sharks questioned whether the nutritional value would remain stable after being mixed with hot water, calling for deeper scientific research and certification.
4. Disconnected Valuation
With a reported revenue of approximately ₹29.3 Lakh (as of March 2025), the ask for a ₹50 Crore valuation was deemed “disconnected from reality.”
Anupam Mittal advised the founder to focus on reaching a run rate of ₹25–30 Crore before seeking external VC funding.
Comparative Analysis: Upsnac vs. Market Rivals
| Feature | Upsnac | Leading Competitors (Happy Jars/Nuttery) |
| Focus | Functional Coffee + Peanut Butter | Pure-play Peanut Butter / Protein Snacks |
| Sweetener | Monk Fruit (Natural) | Honey / Jaggery / Stevia |
| Valuation Ask | ₹50 Cr | Generally 5x-10x Revenue |
| Funding Status | Bootstrapped | Seed Funded |
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The Post-Tank Reality: 2026 Outlook
While Upsnac didn’t secure the investment, the “Shark Tank Effect” has provided the brand with massive visibility. The brand’s “Shark Tank Starter Kit” saw an immediate surge in interest online.
For entrepreneurs in the D2C food and beverage sector, Upsnac’s journey offers a vital lesson: Product-market alignment and rigorous R&D must precede high valuations.
In a market regulated by FSSAI and scrutinized by savvy Indian consumers, “functional” claims must be backed by impeccable taste and transparent packaging.
Final Thoughts
Riya Gupta’s resilience was praised by the Sharks, even in the absence of a cheque. Upsnac remains an active player in the wellness space, but its path to a “Multibagger” status depends on whether the brand can refine its product quality to match its bold marketing claims.
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