Shark Tank India 4: Silicon tiffin box founders impress with their products; fail to secure investment as Sharks find fault in their branding

The latest episode of Shark Tank India 4 featured an interesting pitch from Tintbox founders Vinay Jain and Ridhi Singhai. Their brand specializes in borosilicate glass bottles and lunch boxes, standing by the philosophy of "Think Inside The Box." Seeking Rs 70 lakh for 5% equity, they presented their innovative glassware solutions.
The Sharks were particularly impressed with their silicone sleeve products, designed to prevent breakage. Ridhi shared a personal story about how she and her husband frequently broke glass tiffin boxes while commuting to work. However, Anupam Mittal humorously questioned whether this was a widespread issue, saying, “Is it only your husband’s problem? Because I also carry the same boxes, but I never broke them.”

Despite appreciating the brand’s profitability, Kunal Bahl and Anupam Mittal pointed out inconsistencies in branding and product positioning. Peyush Bansal highlighted a crucial gap in their business: a weak sales and marketing strategy. He advised, “Rather than investment, you should find a co-founder who has expertise in sales and marketing.”
Ridhi responded by mentioning that they already work with an agency, but Peyush insisted that a dedicated individual with equity in the company would be far more effective.

Ultimately, despite their strong product and impressive profitability, the Tintbox founders did not receive an investment from any Shark. However, Ridhi remained optimistic, saying, “Packaging and all of those are little things. They can be changed anytime. The product is big, we have built a brand. Celebrities use our products. All of that is organic. I agree growth is not there, and we got valuable feedback.”

The episode served as a reminder that while a great product is essential, a strong go-to-market strategy and dedicated sales leadership are equally crucial for business growth.