Pitch Introduction
Beyond Snack Shark Tank pitch became the first-ever combined offer on SonyTV when Aman Gupta & Ashneer Grover together shelled out ₹50 lakh for 2.5% equity in a crunchy Kerala banana chips startup. In less than 90 seconds on national television, founder Manas Madhu turned a regional tea-time snack into a pan-India FMCG sensation.
Business Overview
Beyond Snack manufactures authentic Kerala banana chips using farm-fresh Nendran bananas in a fully automated, zero-hand-touch process. The product solves two clear problems: unhygienic open-fry chips sold loose in trains/markets and the lack of a trusted national brand for banana chips. Target market is metro-dwelling millennials and families seeking clean-label regional snacks. USP lies in proprietary slice-to-pack technology that delivers 6-month shelf-life with 51% gross margin—double most potato-chip brands.
| Key Metrics (Dec-21 pitch) | Data |
|---|---|
| Monthly Sales | ₹20.6 lakh |
| Annual Revenue | ₹60 lakh* |
| Gross Margin | 51% |
| SKUs | 4 flavours + 1 sprinkle |
| Main Sales Channel | Amazon pantry (PAN-India) |
About Founder’s
Manas Madhu, 31, hails from Thiruvananthapuram, Kerala. After graduating with an MBA in 2013 he toyed with jackfruit-based products but pivoted when banana chips showed better ROI. He boot-strapped the company in 2020, roped in food-tech friends, convinced Nendran farmers, and set up an automated plant in Kochi’s outskirts—all during the pandemic.
- Launched pilot on Amazon within 45 days of factory lock-in
- First Kerala snack brand to get FSSAI & HACCP together
- Single-founder cap-table before Shark Tank
- Featured in Amazon’s “Great Indian Festival” 2021
Shark’s and Founder’s QnA
Ashneer Grover: Your ₹60 lakh turnover but ₹20 lakh monthly sales—explain the mismatch?
Manas: December is peak festive season; run-rate extrapolated annualises to ₹2.4 Cr, sir.
Anupam Mittal: Gross margin 51%—what’s the net?
Manas: After marketing & salaries still positive 8% at PAT level.
Peyush Bansal: Why will North Indians pay 3× for banana chips?
Manas: Our ₹20 60g pack is cheaper per-gram versus ₹30 50g kettle-cooked potato chips.
Namita Thapar: Shelf-life without preservatives?
Manas: Nitrogen-flush & metallised film; lab-certified 180 days.
Aman Gupta: What help besides money?
Manas: Need your boAt distribution clout in modern-trade racks.
Vineeta Singh: Marketing spend split?
Manas: 70% Amazon ads, 20% influencers, 10% sampling; CAC ₹42, repeat 34%.
Ashneer & Aman (together): We’ll do ₹25L each for 1.25% each, total ₹50L 2.5%, deal?
Manas (smiling): Done, let’s make Kerala crunch louder!
Key Stats & Financials
Beyond Snack entered the Tank with a ₹2 crore valuation request—40× sales—yet convinced two Sharks because of asset-light model and 51% gross margin comparable to large FMCG.
- Sales: ₹2.4 Cr FY22 annualised run-rate
- Margins: COGS 34%, Gross 51%, Net 8%
- Valuation: ₹2 Cr pre-money accepted
- Investment Request: ₹50 lakh for 2.5%
- Use of Funds: 60% inventory, 25% retail shelf slotting, 15% influencer campaigns
| Metric | Amount |
|---|---|
| Total Deal | ₹50 lakh |
| Equity Diluted | 2.5% |
| Post-money Valuation | ₹20 Cr |
| Cash on BS post-deal | ₹65 lakh |
Business Potential and TAM
Indian savoury snacks market ₹55,000 Cr, banana chips less than 2% share—leaving ₹1,100 Cr whitespace. With clean-label trend & nostalgia marketing, Beyond Snack can realistically grab 5% share (₹55 Cr) by FY26. Export potential to Gulf & US NRIs adds another ₹30 Cr.
- 5% MoM Amazon search volume growth for “banana chips”
- 65% of orders from non-South PIN codes— proves acceptability
- Airline & hotel minibar tie-ups can add institutional 10 Cr volume
- By-products (banana powder, peel fertiliser) improve farm economics
Beyond Snack: Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Age | 18-45 years |
| Location | Mumbai, Delhi-NCR, Bengaluru, Pune, Hyderabad |
| Monthly Income | ₹40k+ disposable |
| Purchase Trigger | Healthy snacking, nostalgia, gifting |
Marketing and Distribution Strategy
Digital-first on Amazon earned the orange “Best-Seller” badge within 6 months. Beyond Snack now leverages Shark fame to enter 3,000 modern-trade outlets in Mumbai at ₹20 MRP impulse sku placed right next to Lay’s. Future roadmap includes airport vending machines, airline meal trays and 100+ kiranas across tier-2 cities.
- Performance marketing ROAS 4.2× on Amazon Sponsored Ads
- QR code on pack drives to WhatsApp cashback & repeat coupon
- Plan to launch 5g sprinkle sachet at ₹5 for rural penetration
- Collaboration with Kerala Tourism for co-branded gift boxes
Beyond Snack Deal Outcome
\p>Aman Gupta & Ashneer Grover closed the first joint deal of Shark Tank India: ₹50 lakh for 2.5% equity, valuing the company at ₹20 crore. No royalties, no debt—pure equity swap.| Investor | Amount & Equity |
|---|---|
| Aman Gupta (boAt) | ₹25 lakh / 1.25% |
| Ashneer Grover (BharatPe) | ₹25 lakh / 1.25% |
Beyond Snack Post-Show Update
Within 90 days of airing Beyond Snack clocked ₹4 Cr net sales (double pre-show annual number), added 30 distributor partners and secured Series-A commitment of ₹7 Cr led by IAN. The company is on track to close FY23 at ₹12 Cr revenue and 8-city retail footprint.
Business Analysis & Lessons
Beyond Snack demonstrates that regional foods can fetch national multiples if hygiene, branding and shelf-life are solved. Manas’ pivot from jackfruit to bananas emphasises following marginal economics, not passion. Finally, negotiating a 40× sales valuation was possible because he proved unit economics and showed purchase orders worth ₹1 Cr ready to dispatch.
- Auto-process video inside the plant convinced Sharks of defensible tech
- Choosing Amazon Pantry over own site kept CAC low and reviews high
- QR-based repeat coupon bridges offline packaging to online community
- Small equity ask (2.5%) signalled founder confidence and reduced Shark risk
Pitch Conclusion
Beyond Snack proves that even a humble Kerala chip can crunch its way into a ₹20 Cr valuation when tech, timing and television align. If you crave more Shark Tank breakdowns, drop your favourite product in the comments and share this post with fellow snack-preneurs!