Stroom, a fast-growing D2C protein snacking brand, has secured ₹1 crore on Shark Tank India, marking another strong signal in D2C news India and D2C startup news around functional food and wellness. The funding round was closed with Vineeta Singh and Kunal Bahl, valuing the company at ₹40 crore, including advisory equity.
Founded in May 2022 by Darshan Gattani, Shiven Chaturvedi, and Rohan Shah, Stroom was built with a clear mission: to close India’s protein gap by making protein easy, tasty, and truly on-the-go. In a market where protein consumption remains structurally low and skewed toward supplements, Stroom has positioned itself at the intersection of D2C food and beverage brands, D2C wellness startups, and everyday snacking—an area seeing strong momentum across Direct-to-consumer India.
Stroom’s core product lineup includes protein bars, energy bars, and protein wafers, formulated with a distinctive 85% milk protein and 15% soy protein blend. According to the founders, this formulation improves both taste and texture, addressing a common consumer complaint in the crowded protein category. This product-first focus has helped the brand gain early traction in a highly competitive D2C ecosystem India, where differentiation increasingly depends on flavour, format, and repeat consumption rather than just nutritional claims.
The traction impressed the Sharks. Stroom reported ₹2.42 crore in net sales in FY24–25, driven largely by quick commerce D2C platforms such as Blinkit and Zepto, while simultaneously building an offline footprint across 22+ cities. This omnichannel presence reflects a broader D2C business model India trend, where brands combine fast delivery, impulse-friendly SKUs, and selective offline retail to accelerate trials and repeat purchases.
The pitch, however, wasn’t without scrutiny. The Sharks raised concerns around packaging and labelling, particularly the “no refined sugar” claim—an increasingly sensitive area in D2C industry news as regulators and consumers demand higher transparency. The founders acknowledged the feedback, committed to swift corrective action, and demonstrated a strong willingness to evolve—an approach that resonated with the investors.
Stroom entered the Tank seeking ₹1 crore for 2% equity at a ₹50 crore valuation. After negotiations and a competitive bidding round, the deal closed at ₹1 crore for 2.5% equity, along with 2% advisory equity, bringing the effective valuation to ₹40 crore. The outcome places Stroom firmly on the radar of D2C funding rounds, angel investment D2C, and early-stage VC-backed D2C brands watching India’s protein and wellness boom.
With fresh capital in hand, Stroom plans to scale faster across quick-commerce platforms, strengthen supply chains, and invest in brand-building—key pillars for fastest-growing D2C brands. The startup is also experimenting with new product formats, including an upcoming protein soda, signaling its intent to move beyond bars and wafers into broader, high-frequency consumption occasions.
Stroom’s journey reflects larger D2C market trends 2025, where protein, functional nutrition, and convenience-led formats are emerging as mainstream categories rather than niche fitness products. As consumers increasingly seek everyday health solutions, brands that combine taste, accessibility, and distribution speed are winning share.
In the context of Indian D2C updates, Stroom’s Shark Tank deal underscores how creator-led and founder-led D2C brands are using national platforms to accelerate trust, visibility, and growth. With strong early revenue, a sharpened product roadmap, and backing from seasoned consumer investors, Stroom is positioning itself as a credible challenger in India’s rapidly expanding protein snacking space—one that aims to make protein not just functional, but habitual.
