This marked the second instance of a belly button-related product being pitched on Shark Tank India, following the memorable contestant from season one who introduced a device claiming to achieve a ‘deep and round’ belly button.
In a recent episode of Shark Tank India, founders Vaibhav Shah and Swati Vakharia from Gujarat pitched their health and wellness brand ‘Nabhi Sutra’ to the sharks. The brand focuses on various types of Ayurvedic oils for skincare, healthcare, and digestion. However, the mention of belly buttons during the pitch sparked laughter among the sharks, as it brought back memories of a notorious pitch from season one featuring a device claiming to shape belly buttons.
Anupam Mittal, intrigued by the product, raised a peculiar question about whether the oil is applied through the belly button and reminisced about his grandmother applying heeng (Asafoetida) to his belly button for stomach worms. Vineeta Singh jokingly suggested that heeng is used for gas, implying that might have been the real reason behind Anupam’s grandmother’s remedy. Aman Gupta teased Anupam about his potential gas problem, leading to laughter among the sharks.
Anupam candidly shared his childhood experience of suffering from itching in the buttocks (“Bum mein khujli hoti thi!”), prompting laughter from everyone. Despite enjoying the pitch and the founders’ personalities, the sharks declined their request for Rs 60 lakhs against three percent equity. They advised the founders to focus on their strengths, avoid diversification, and keep their product prices affordable. Aman Gupta expressed admiration for their effort but decided to pass on the investment opportunity.