Pitch Introduction
The Twisting Scoops Shark Tank India pitch remains one of the most memorable episodes of Season 2, blending high-energy entertainment with a robust business model. Founders Kunwarpreet Singh Juneja and Manmeet Singh Batra entered the tank with the theatrical flair of Turkish ice cream vendors, immediately capturing the attention of the sharks. Their business, which specializes in authentic Turkish Dondurma, isn’t just about the product; it is about the experience. By the time they appeared on the show in February 2023, they had already established a significant footprint across India, proving that their “entertainment-first” approach to dessert was a massive hit with Indian consumers.
Founded in Delhi, the brand aimed to fill a gap in the premium dessert market by offering 100% goat milk ice cream that is completely free of chemicals. While many novelty food brands struggle with scalability, Twisting Scoops showcased impressive numbers, including presence in over 15 cities and 37 stores. The founders sought a ₹1 Crore investment to fuel their ambitious plan of reaching 150 outlets across the country. This breakdown explores their journey, the intense negotiation with the sharks, and the strategic reasons behind their final decision in the tank.
Business Overview
Twisting Scoops is a premium ice cream and Middle Eastern dessert chain that brings the authentic taste of Turkey to India. Unlike traditional Indian or Western ice creams, Turkish ice cream (Dondurma) is known for its stretchy, chewy texture and high resistance to melting. This unique consistency is achieved through the use of specific ingredients like Salep and Mastic, which the brand sources directly from local Turkish suppliers to maintain authenticity. The company prides itself on using 100% goat milk, which offers a distinct nutritional profile and a smoother texture compared to cow milk variants.
The business operates through a mix of company-owned and franchise-operated models. Their strategy focuses on high-footfall locations such as malls, airports, and commercial hubs. By incorporating the traditional Turkish performance—where the server playfully tricks the customer with a long-handled scoop—the brand ensures high organic visibility on social media. Every customer interaction becomes a potential viral video, significantly reducing their traditional marketing spends while maintaining high brand recall.
Product Details
The core product line is centered around Turkish Ice Cream, available in over 45 flavors. These range from traditional options like Pistachio and Rose to modern favorites like Belgian Chocolate and Blueberry. However, Twisting Scoops has expanded its menu to become a comprehensive Middle Eastern deli. Their offerings include authentic Baklava, Kunafa, and Turkish Coffee. For savory palates, they have introduced items like Falafel, making their outlets a destination for more than just a quick dessert. The use of zero chemicals and natural emulsifiers ensures a premium product that justifies their higher price point compared to mass-market brands.
Market Position
In the crowded Indian dessert market, Twisting Scoops occupies a unique niche. They are positioned between high-end artisanal ice cream parlors and quick-service dessert kiosks. Their primary Unique Selling Proposition (USP) is the “Eat-ertainment” factor. While brands like NOCD focus on functional benefits, Twisting Scoops focuses on the joy of the purchase process. They currently stand as Asia’s most prominent Turkish ice cream chain, having successfully moved the concept from a street-side novelty to an organized retail brand with standardized quality controls and a centralized manufacturing facility in Delhi.
| Business Detail | Information |
|---|---|
| Company Name | Twisting Scoops |
| Founders | Kunwarpreet Singh Juneja & Manmeet Singh Batra |
| Product Type | Turkish Ice Cream & Middle Eastern Deli |
| Price Range | Starting from ₹79 + GST |
| Primary Channel | Malls, Airports, and Kiosks |
| Headquarters | Delhi, Delhi |
About Founder’s
The journey of Twisting Scoops began with two childhood friends from Delhi, Kunwarpreet Singh Juneja and Manmeet Singh Batra. According to reports in The Economic Times, the duo previously worked in the textile industry but were always on the lookout for a unique business opportunity in the F&B sector. The inspiration struck during a trip to Istanbul, Turkey in 2016, where they witnessed the global appeal of Turkish ice cream vendors. Recognizing that this concept was virtually non-existent in an organized format in India, they decided to bring the experience home.
- The founders started the business at a very young age (17 and 18 years old).
- They traveled to Turkey themselves to learn the authentic art of making and serving Dondurma.
- The brand was entirely bootstrapped until their appearance on Shark Tank India.
- They manage a team of over 240 employees across manufacturing and retail operations.
Shark’s and Founder’s QnA
What is the core of your product, and why use goat milk?
Our ice creams are made from 100% goat milk. We have tied up with and hired local Turkish suppliers to maintain zero chemicals in our ingredients. Goat milk gives it that authentic Turkish texture that you can’t get with regular cow milk.
What is your current store count and reach?
Our journey started in 2016 in Istanbul, and today we have 37+ stores across 15+ cities in India. We have 25 company-owned stores and the rest are franchises, but moving forward, we are focusing heavily on the company-owned model.
Is the performance just a gimmick, or does the taste hold up?
The performance is definitely a crowd-puller, but we survive on return customers. The ice cream we have experienced, we can rate it highly because that is what brings people back once the novelty of the show is over.
How do you handle the high rentals at airports and malls?
We have three formats. Our cart models are specifically designed for high-rental areas like airports where commercial space is expensive. Our average monthly sales per store are around ₹14 Lakhs to ₹16 Lakhs, which covers our ₹2 Lakh rent comfortably.
Why hasn’t anyone else copied this model in India yet?
There are local people in different cities, but they purchase ice cream from third parties. We are the only ones doing it from the manufacturing level with authentic Turkish ingredients and a centralized supply chain from Delhi.
What are your financial projections for the next few years?
We made around ₹5 Crores in sales last year. Currently, we are doing monthly sales of ₹2.5 Crores. We believe India can easily support 150 stores, which would take our sales to ₹100 Crores with a profit of about ₹20 Crores.
Key Stats & Financials
At the time of the pitch, Twisting Scoops presented a very healthy financial picture, which is rare for many early-stage startups in the food space. They had transitioned from a franchise-heavy model to a company-owned store model in 2021, which significantly improved their bottom line. Their manufacturing unit in Kirti Nagar, Delhi, allows them to control costs and maintain a 40% net margin on many of their products.
Revenue and Profitability
- Last Year Sales: ₹5 Crores (transition period).
- Current Monthly Sales: ₹2.5 Crores (Run rate of ₹30 Crores annually).
- Monthly Profit: ₹45 Lakhs to ₹50 Lakhs.
- Net Margin: 40% (reported on specific product lines).
- Valuation Requested: ₹40 Crores.
- Total Employees: 240+ across India.
Financial Breakdown
| Metric | Amount / Value |
|---|---|
| Annual Sales (Last FY) | ₹5 Crores |
| Current Monthly Revenue | ₹2.5 Crores |
| Monthly Store Rent (Avg) | ₹2 Lakhs | ₹50 Lakhs |
| Store Capex | ₹12 Lakhs – ₹14 Lakhs |
| Starting Price (SKU) | ₹79 + GST |
Business Potential and TAM
The Total Addressable Market (TAM) for the ice cream industry in India is massive and growing at a rapid pace. According to market research reports, the Indian ice cream market reached a value of approximately ₹194 Billion ($2.3 Billion) in 2022 and is expected to reach ₹508 Billion ($6.1 Billion) by 2028. Within this, the “premium and experiential” segment is the fastest-growing category, as urban consumers move away from mass-market frozen desserts toward authentic, high-quality ingredients like those used by Twisting Scoops.
Market Size Analysis
The opportunity for Twisting Scoops lies in the premiumization trend. While India has thousands of local ice cream parlors, very few brands offer a distinct international experience that combines product quality with performance. The target market includes the top 20% of urban earners who frequent malls and airports. By targeting 150 stores, the founders are looking to capture a significant share of the organized premium dessert retail market, which is currently underserved in Tier 2 and Tier 3 cities where disposable income is rising.
Growth Opportunities
- Cloud Kitchen Expansion: Delivering Baklava and specialized ice creams through platforms like Swiggy and Zomato.
- Middle East Market: Leveraging their Turkish branding to enter markets in Dubai and Qatar where there is high demand for such desserts.
- Airport Domination: Expanding the low-footprint cart model to 50+ airports across India to capture high-intent travelers.
- FMCG Product Line: Launching packaged Turkish Coffee and Baklava boxes for retail sale in premium supermarkets.
Twisting Scoops: Ideal Target Audience & Demographics
| Demographic | Details |
|---|---|
| Primary Age Group | 18-35 years (Gen Z and Millennials) |
| Secondary Age Group | 5-15 years (Children for the entertainment) |
| Interests | Travel, International Cuisine, Social Media Content |
| Platform Preference | Instagram and TikTok (International) |
| Geography | Tier 1 and Tier 2 Cities in India |
| Buying Behavior | Impulse purchase during leisure/shopping |
Marketing and Distribution Strategy
Twisting Scoops employs a “visual-first” marketing strategy. Their primary distribution is through physical outlets that act as their biggest marketing billboards. By securing prime real estate in malls like Elante in Chandigarh or the Surat commercial belts, they ensure thousands of impressions daily. The theatrical serving style creates an “Instagrammable Moment,” encouraging customers to post videos online, which serves as free user-generated content (UGC).
Customer Acquisition
The brand’s Customer Acquisition Cost (CAC) is remarkably low because they rely on foot traffic and viral marketing. Instead of spending heavily on Facebook or Google ads, they invest that capital into Capex for premium store locations. Their strategy mimics that of global brands like Auntie Anne’s, where the smell and sight of the product being made/served are the primary drivers of conversion. They have also started partnering with influencers in the food and lifestyle space to reach a broader digital audience.
Distribution Channels
- Shopping Malls: Large kiosks with full performance setups (300 sq. ft.).
- Airports: Compact cart models focused on high-speed service.
- High Street Stores: Standalone cafes in Delhi and Bombay with a wider menu including coffee and falafel.
- Company-Owned Stores: Currently 25 units focusing on maximum quality control.
Social Media and Content Strategy
Their social media strategy is built around short-form video content. Reels showcasing the Turkish vendors’ tricks often garner millions of views. By tagging the specific mall or city location, they drive local traffic to their physical stores. The brand also maintains a consistent aesthetic that blends traditional Turkish motifs with modern Indian retail design, making the brand feel both authentic and accessible.
Twisting Scoops Shark Tank Deal Outcome
The negotiation in the tank was intense. Despite the strong numbers, some sharks were concerned about the scalability and “moat” of the business. Anupam Mittal praised the founders for their execution but felt the product itself didn’t wow him enough to invest. Namita Thapar and Vineeta Singh also stepped out, citing concerns about the long-term sustainability of a novelty-based business.
However, Aman Gupta and Peyush Bansal saw the potential in the founders’ retail expertise. They made a joint offer of ₹1 Crore, but with a significant catch: it was split as ₹50 Lakhs for 10% equity and ₹50 Lakhs in debt. This would have valued the company at ₹5 Crores, a massive drop from the founders’ initial ₹40 Crore valuation. The founders, confident in their ₹30 Crore annual run rate, ultimately declined the offer, choosing to remain bootstrapped and preserve their equity.
| Shark | Offer Detail |
|---|---|
| Aman Gupta | Joint offer: ₹50L for 5% equity + ₹50L Debt (Total deal 10%) |
| Peyush Bansal | Joint offer: ₹50L for 5% equity + ₹50L Debt (Total deal 10%) |
| Anupam Mittal | Out: Did not enjoy the product taste enough for investment. |
| Namita Thapar | Out: Felt the business did not need the money at this stage. |
| Final Decision | No Deal – Founders rejected the low valuation and debt. |
Twisting Scoops Post-Show Update
Since the airing of their episode in Season 2, Twisting Scoops has continued its aggressive expansion path without external shark funding. The brand has successfully crossed the 50-store mark and has significantly increased its presence in major transit hubs like international airports. According to recent business profiles, the company has also started exploring the Middle Eastern market, with plans to open outlets in Sri Lanka and the UAE.
The exposure on Shark Tank India significantly boosted their franchise inquiries. They have maintained their high profitability, leveraging the 40% net margins discussed during the pitch. Verified post-show updates for Twisting Scoops are not yet available. We will update this section as reliable information is published.
Business Analysis & Lessons
The Twisting Scoops pitch is a classic case study on the importance of knowing your worth. The founders entered the tank with ₹30 Crore run-rate numbers, which immediately placed them in a different league compared to many other startups. Their decision to walk away from a deal was driven by the valuation gap. When a business is already generating ₹45 Lakhs to ₹50 Lakhs in monthly profit, giving away 10% equity for just ₹50 Lakhs in cash and ₹50 Lakhs in debt (which must be repaid) makes little financial sense. It would have significantly hampered their ability to raise a future Series A at a fair valuation.
From an operational standpoint, the business excels because it has vertical integration. By owning the manufacturing facility and sourcing directly from Turkey, they have managed to keep their COGS (Cost of Goods Sold) low while maintaining a high retail price. This is a critical lesson for F&B entrepreneurs: branding and performance get the customer in the door, but unit economics and supply chain control keep the business alive.
Key Takeaways
- Experience over Product: In competitive markets, selling an experience (the Turkish performance) can be more effective than selling just a product.
- Valuation Discipline: Founders should not feel pressured to accept a deal if the valuation offered is significantly lower than their actual financial performance justifies.
- Supply Chain Moat: Sourcing authentic ingredients and having an in-house manufacturing unit provides a competitive edge that is difficult for local players to replicate.
- Profitability is Power: Being a bootstrapped, profitable company gives founders the ultimate leverage in any negotiation.
Pitch Conclusion
Twisting Scoops stands as a testament to the power of retail execution and experiential marketing in the modern Indian economy. While they didn’t walk away with a shark on board, their pitch served as a massive advertisement that solidified their position as India’s leading Turkish ice cream brand. By prioritizing their equity and trusting their business model, Kunwarpreet and Manmeet showed that sometimes the best deal is the one you don’t take. If you enjoyed this breakdown, check out The Healthy Binge, Hungry Head, and Cakelicious for more F&B success stories.
[faq_accordian]