The D2C food and drink market in India is still attracting investors, and Cookie Cartel, a cookie company based in Panchgani, is a recent success from Shark Tank India Season 5. They got about $96,000 in funding for 12% of the company, which is a big step for their growth in India’s direct-to-consumer market.
Hisham Sunesra, who started Cookie Cartel, asked for about $90,000 for 5% of the company, presenting it as a high-end, self-funded bakery that specializes in stuffed cookies like you’d find in NYC. After discussing how much the company was worth, how they could grow, and what the brand could become, Sharks Anupam Mittal, Kanika Tekriwal, and Vineeta Singh offered about $106,000 for 12% of the company. Sunesra agreed, and the deal was made on the show.
Cookie Cartel is mainly online and uses cloud kitchens to send their thick, soft cookies all over India through delivery apps and their website. They’ve built a following by mixing tasty flavors with fun stories, like their cookie smuggling idea that makes buying their cookies more interesting. Popular flavors like Gambino Monster and Notorious Blackie help Cookie Cartel get noticed in the growing D2C food and drink market.
This funding is a big thumbs-up for Cookie Cartel’s approach to the D2C business in India, especially now that people want nicer things and unique experiences. As part of India’s growing D2C scene, the brand shows that people are willing to spend money on good quality, new ideas, and brands they like, instead of just buying the cheapest option.
From an investor’s view, this deal shows that they’re feeling good about investing in early-stage D2C companies, especially ones with a strong brand, repeat customers, and online sales. Cookie Cartel’s simple, cloud-kitchen setup fits well with current D2C trends. It lets them grow faster without spending a lot of money while keeping control of their cookie quality and customer service.
The money they’ve received should help Cookie Cartel grow, including expanding their delivery area, making their operations better, improving their supply chains, and maybe launching new flavors. With more people wanting fancy treats and buying them as gifts, Cookie Cartel is in a good spot to grow in India’s D2C market.
Cookie Cartel’s appearance on Shark Tank also shows how TV shows can help D2C brands by giving them money, advice, visibility, and trust. As more D2C companies that are backed by celebrities or started by passionate people gain popularity, food-focused D2C businesses are becoming attractive investments as they can bring in repeat customers.
As India’s D2C industry keeps being shaped by brands that have a good product, a story to tell, and a way to reach people online, Cookie Cartel’s deal shows how premium brands can grow if they focus and do things well. With funding and support, Cookie Cartel is ready to grow across India’s fast-growing direct-to-consumer market.
