Sharks Mittal, Gupta Invest ₹2 Cr in Oats Startup Goat Life
Overview
Oats startup Goat Life secured ₹2 crore from Anupam Mittal and Aman Gupta on Shark Tank India Season 5. The deal values the company at ₹25 crore for 8% equity. Founded by Yash Kalra, the brand targets young consumers with high-protein, quick-prep oats and unique flavors, positioning itself on 'vibe' and Gen Z appeal.
Shark Tank India Deal
Goat Life, an oats startup focused on young consumers, has secured ₹2 crore in funding from investors Anupam Mittal and Aman Gupta on Shark Tank India Season 5. The investment establishes the company's valuation at ₹25 crore in exchange for an 8% equity stake.
Product and Pitch
Founded by 26-year-old Yash Kalra, Goat Life offers high-protein oats that can be prepared in 30 seconds. The brand boasts a range of flavors, including mocha, tiramisu, and kulfi, with each serving containing 10 to 20 grams of protein. Kalra initially sought ₹36 lakh for 1% equity, valuing the startup at ₹36 crore.
Investor Rationale
During the pitch, Anupam Mittal praised the product's taste, calling it "Yummy in my tummy." Aman Gupta highlighted Goat Life's strong appeal to the Gen Z demographic, noting that the brand sells more than just oats; it sells a "vibe." The final deal reflects a consensus on the brand's market positioning and growth potential.
Founder's Journey
Launched in July 2023 with an initial capital of ₹5 lakh, Goat Life is Kalra's second venture. His first startup, Wisegg, an egg-white beverage company, was discontinued due to shelf-life issues. This experience likely informed his approach to the Goat Life pitch.
