In January 2025, Dehradun-based organic food brand KIWI Kisan Window captivated investors on Shark Tank India Season 4, securing a ₹2.5 crore deal from Kunal Bahl, co-founder of Snapdeal. Founders Nupur Agarwal and Abhinav Ahluwalia pitched their vision of delivering India’s regional flavors through sustainable farming, asking for ₹50 lakh for 1% equity. The deal, five times their initial ask, highlights the growing demand for organic products. This milestone underscores how startups can blend tradition with innovation to thrive in India’s competitive market.
A Vision Rooted in Sustainability
Founded in 2017, KIWI Kisan Window sources organic products directly from Indian farmers, ensuring fair trade and high quality. Their range includes 150 SKUs (Stock Keeping Units) of healthy essentials, 50 SKUs of beverages, and 50 SKUs of snacks, like thepla, aam aachar, and dehydrated coconut chips. With eight retail stores and a robust online presence, the company has fulfilled over 3 lakh orders.
Their mission, “Bharat ki khoj khane se” (Discover India through food), celebrates regional diversity while promoting wellness. This resonates with health-conscious consumers, making KIWI a standout in the organic food sector.
Shark Tank Spotlight: A Game-Changing Deal
On Episode 5, aired January 10, 2025, Nupur and Abhinav pitched their omnichannel model, blending in-person and online sales. They projected ₹10 crore in revenue for FY24-25, up from ₹5.06 crore in FY23-24. Their financial discipline, with COGS (Cost of Goods Sold) at 50% and an EBITDA of 5.3% last year, impressed the Sharks.
Kunal Bahl offered ₹2.5 crore for 10% equity, valuing the company at ₹25 crore. After negotiations, the founders accepted, citing alignment with their earlier ₹30 crore valuation from a ₹80 lakh raise in early 2024. “Sab founders humare bhai hi hain,” Bahl said, emphasizing his respect for their vision. This deal, still in finalization as of January 2025, promises mentorship and market insights.
Why This Matters
KIWI’s success reflects the rising consumer shift toward organic and sustainable products. According to a 2023 report by Research and Markets, India’s organic food market is expected to grow at a CAGR (Compound Annual Growth Rate) of 25.6% from 2023 to 2030. KIWI’s focus on ethical sourcing positions it to capture this demand, competing with brands like Patanjali and Organic India.
For farmers, KIWI’s model ensures fair compensation, addressing a critical issue in India’s agricultural sector, where over 50% of farmers earn less than ₹10,000 monthly, per a 2021 NABARD survey. This makes KIWI a case study in balancing profit with social impact.
Founders’ Journey: From Drum Circles to Retail
Nupur Agarwal, with a degree from London, brings a global perspective, while Abhinav Ahluwalia’s expertise in Indian agriculture drives sourcing strategies. Their journey began at a Dehradun drum circle, evolving into the Evolve Foundation, a non-profit for sustainable villages. KIWI emerged as a for-profit extension, opening its first store in Dehradun.
By 2022, they expanded to Chandigarh, Mohali, and Gurgaon, maintaining profitability. “The experience was surreal,” Abhinav told The Better India. “We came out with not just funding but validation.”
Financial Snapshot and Growth Plans
KIWI’s revenue grew from ₹34.08 lakh in 2021 to ₹4.3 crore in FY22-23, reaching ₹5.06 crore in FY23-24. Online channels drive 97% of revenue, with offline stores contributing modestly since their launch in late 2023. The company employs 70 people and plans to scale to 300 stores in five years, targeting a ₹300 crore valuation.
Their unit economics reveal challenges, with a current -2% EBITDA, but high-margin online sales and lean operations signal potential. Each 250-square-foot store generates ₹9–10 lakh monthly, with rents averaging ₹45,000.
Challenges and Opportunities
Scaling to 300 stores poses logistical hurdles, especially maintaining quality across a vast supply chain. Competition from established players like Patanjali remains fierce. However, the Shark Tank effect—surging website traffic and orders—offers momentum. “Our community’s love fuels us,” the founders shared on LinkedIn.
Kunal Bahl’s expertise in e-commerce could help KIWI optimize its online strategy, critical as 97% of revenue comes from digital channels.
A Broader Impact
KIWI Kisan Window’s Shark Tank triumph is more than a startup success story. It highlights the potential of purpose-driven businesses to transform India’s food industry. By empowering farmers and meeting consumer demand for healthy options, KIWI sets a precedent for sustainable entrepreneurship.
As Nupur and Abhinav scale their vision, their journey underscores a universal truth: innovation rooted in tradition can create lasting impact. With strategic funding and a clear mission, KIWI is poised to redefine how India shops for organic food, one regional flavor at a time.
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Last Updated on: Thursday, May 8, 2025 4:13 pm by Sai Jyothi | Published by: Sai Jyothi on Thursday, May 8, 2025 4:13 pm | News Categories: News
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