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Introduction

From innovative kitchen tools to sustainable home care solutions, the direct-to-consumer (D2C) ecosystem in India is undergoing a transformation, fuelled by health-conscious consumers and a growing appetite for high-quality products. A notable arena for this evolution is Shark Tank India, where ambitious entrepreneurs pitch their lifestyle products to the nation's top investors. 

As the Indian market increasingly embraces digital-first shopping behaviours, D2C brands have emerged as frontrunners in fulfilling evolving customer expectations, especially in the home and kitchen segment. These brands are not only selling products, but shaping consumption habits. What makes this category uniquely challenging is logistics: shipping delicate glassware, perishable foods, or handcrafted serveware across India requires precise supply chain orchestration.

This article explores how select home and kitchen D2C brands featured on Shark Tank India are navigating these waters, and what other businesses can learn from their journeys.

Home and kitchen D2C brands stats in India

India's home and kitchen D2C segment is expected to be a major contributor to the country's projected . The home and kitchen market in India is projected to reach . 

With rising online penetration and changing consumer preferences, D2C brands are gaining traction not just in metro cities but also in Tier II and Tier III markets. E-commerce platforms, modular kitchen trends, and a spike in demand for natural ingredients and eco-friendly products have made this category ripe for innovation.

Key statistics & trends:

• Market Size Surge: stood at $12 billion in 2022 and is projected to surpass $60 billion by 2027, with home and kitchen forming a key vertical.

• Digital-First Consumers: Millennials and Gen Z consumers shop directly from brands’ own websites or online marketplaces for transparency and personalised experiences.

• Smart Kitchens: Voice-assisted smart appliances and tech-integrated cookware are becoming mainstream in affluent urban households.

• Sustainability in Focus: Recycled plastic packaging, plant-based formulations, and locally sourced materials are gaining traction.

• Investor Interest: Funding rounds led by marquee firms such as Sequoia Capital and Vertex Ventures are fuelling innovation in the Indian D2C space.

Top 10 home and kitchen D2C brands from Shark Tank India

These 10 brands from Shark Tank India showcase diverse innovation in the home and kitchen category. Each represents a distinct story of consumer-first product development, sustainable thinking, and entrepreneurial spirit.

1. Born Good

Born Good is a sustainable home care brand led by Mohit Belani. The brand offers eco-friendly cleaning products designed with plant-based and non-toxic ingredients. Drawing on the parent company's expertise in industrial chemistry, Born Good prioritises effective, child-safe, and environmentally sound cleaning solutions.

• Product Line: Surface cleaners, dishwash liquids, toilet bowl cleaners, and fabric detergents.

• Shark Tank India Season: Season 2.

• Deal: No investment secured.

• Unique Offering: Born Good stands out for using high-quality ingredients and ensuring quality through certified lab testing.

• LinkedIn: 51¿´Æ¬ available. ’s profile actively shares updates.

2. Chokhat

Founded by Prachi Bhatia, Chokhat is a Delhi-based home decor and serveware brand. It combines aesthetic craftsmanship with everyday functionality, producing handcrafted designer products inspired by nature.

• Product Line: Serveware, tableware, gifting sets, and home decor.

• Shark Tank India Season: Season 4.

• Deal: ₹30 lakh for 10% equity and ₹20 lakh debt from Anupam Mittal and Peyush Bansal.

• Unique Offering: Chokhat caters to middle-class Indian consumers with affordable, premium decor.

• LinkedIn: and Prachi Bhatia’s profiles provide frequent brand updates.

3. JhaJi Achaar

Based in Bihar, JhaJi Store is redefining traditional Indian pickles. Founded by Kalpana Jha and Uma Kumari Jha, the brand taps into regional flavours while supporting underprivileged women.

• Product Line: Mithilanchal-style pickles and chutneys.

• Shark Tank India Season: Season 2.

• Deal: ₹85 lakhs from Namita Thapar, Vineeta Singh, and Jharkhand Angels Network.

• Unique Offering: Combines natural ingredients with a strong social impact.

• LinkedIn: is active on LinkedIn; the brand also maintains a

4. Koparo

Founded by Simran Khara, Koparo is a wellness brand focused on home cleaning solutions made with healthier ingredients. The brand aims to balance performance with safety for families.

• Product Line: Dish liquids, toilet cleaners, laundry detergent, and hand wash.

• Shark Tank India Season: Season 3.

• Deal: ₹70 lakhs for 1% equity from Aman Gupta and Vineeta Singh.

• Unique Offering: High-quality products using natural ingredients, toxin-free, and child-safe.

• LinkedIn: 51¿´Æ¬ and active personal profile for .

5. P-TAL (Punjab Thathera Art Legacy)

P-TAL is a revivalist brand co-founded by Aditya Agrawal. It promotes handcrafted brass and copper utensils made by Thathera artisans of Amritsar.

• Product Line: Kitchenware, cookware, dinnerware.

• Shark Tank India Season: Season 3.

• Deal: ₹1 crore for 3.2% equity from an all-shark deal.

• Unique Offering: Blends UNESCO-recognised craft with direct-to-consumer scalability.

• LinkedIn: Active presence via co-founder

6. Spice Story

Founded by Soumyadeep Mukherjee and team, Spice Story reinvents Indian chutneys in a modern, squeezy bottle format. The brand offers authentic regional flavours with natural ingredients.

• Product Line: Ethnic chutneys in various flavours.

• Shark Tank India Season: Season 2.

• Deal: ₹70 lakhs for 5% equity from Namita Thapar.

• Unique Offering: Adds convenience to regional food with a modern touch.

• LinkedIn: Active profile for and its founders.

7. Swadeshi Blessings

This Jaipur-based brand, founded by Dattatera Vyas and team, produces handcrafted clay, marble, and wooden kitchen and decor items. It champions Indian crafts and eco-friendly products.

• Product Line: Clay cookware, marble decor, wooden utensils.

• Shark Tank India Season: Season 2.

• Deal: Investment from Namita Thapar and Vineeta Singh.

• Unique Offering: Merges sustainability with artisan support and traditional craft.

• LinkedIn: and founder profiles available.

8. TintBox

TintBox makes break-resistant borosilicate glass lunchboxes and water bottles. Founded by Vinay Jain and Ridhi Singhai, the brand aims to replace plastic in Indian kitchens.

• Product Line: Lunchboxes, water bottles, food containers.

• Shark Tank India Season: Season 4.

• Deal: No investment, but post-show rebranding enhanced customer engagement.

• Unique Offering: Combines design-led sustainability with consumer experience.

• LinkedIn: Active posts by on brand journey.

9. Krishnasakhi

This Bengaluru-based brand, founded by Champa Sharma, specialises in handcrafted deity jewellery. Krishnasakhi focuses on blending spiritual devotion with design innovation.

• Product Line: Jewellery for Laddu Gopal, Ganesha, Mataji.

• Shark Tank India Season: Season 4.

• Deal: No deal; advice for independent scaling.

• Unique Offering: Preserves Indian tradition with a direct-to-consumer model.

• LinkedIn: Brand updates through the .

10. Kabira Handmade

Kabira Handmade, under Manishankar Oils Pvt Ltd, creates cold-pressed edible oils using ancient techniques. Founded by Manjeet Lakra, the brand focuses on nutritional preservation.

• Product Line: Mustard oil, soybean oil, sesame oil.

• Shark Tank India Season: Season 1.

• Deal: No deal.

• Unique Offering: Offers healthier ingredients and a transparent oil extraction process.

• LinkedIn: ’s profile highlights his entrepreneurial journey.

Closing thoughts: Reinventing kitchens for the Indian consumers

The stories of these home and kitchen D2C brands from Shark Tank India prove that Indian entrepreneurs pitch not just for money, but for belief in their vision. From eco-friendly dish soaps to heritage cookware, these brands are shaping how Indian consumers shop for their homes. As this sector evolves, the focus remains sharply on delivering customer satisfaction, using natural ingredients, and offering high-quality products tailored to modern needs.

For business owners and aspiring founders, the lesson is clear: product innovation alone is not enough. What truly elevates a direct-to-consumer D2C brand is a deep understanding of logistics, consumer behavior, and digital brand building. The home and kitchen space demands both creativity and critical thinking. These 10 ventures remind us that everyday living can indeed be reimagined: beautifully, sustainably, and at scale.