UrbanWipe, a startup from Noida that sells home and personal care stuff, just got a ₹2 crore investment on Shark Tank India Season 5. They’re one of the up-and-coming direct-to-consumer brands in India. Aman Gupta and Anupam Mittal made the deal with the company, which is cool ’cause they make cleaning stuff that’s not toxic or acidic.
Samradhi Mathur, Renu Mathur, and Apurva Mathur started UrbanWipe. They went on the show asking for ₹19 lakh for 2% of their company, which they said was worth ₹45 crore. After talking about how big they could get, what they could sell, and building their brand, they took Aman Gupta and Anupam Mittal’s offer: ₹2 crore for 20% of the company. This gives the brand some solid support as they grow.
UrbanWipe is a direct-to-consumer Indian brand that sells a bunch of cleaning stuff online, like kitchen, bathroom, shoe, furniture, and floor cleaners. They’re different because they use non-toxic and acid-free stuff, which is getting more popular with people who care about their health and the environment.
This investment is happening when more people in India are buying everyday stuff like home cleaning and wellness products from direct-to-consumer brands. People want safer options, so UrbanWipe is in a good spot because they sell clean and eco-friendly products.
With the money from Shark Tank, UrbanWipe wants to grow their direct-to-consumer business, make better products, and sell more online. They’ll also use the money to build their brand, get new customers, and reach more direct-to-consumer shoppers in India who buy stuff online.
This deal also shows that investors are starting to like direct-to-consumer startups on TV. Aman Gupta and Anupam Mittal are experienced investors in tech and consumer products, so they can give UrbanWipe advice on how to run their business and grow in a competitive market.
The direct-to-consumer scene in India is getting bigger, especially for home and personal care brands. More people are shopping online, quick commerce D2C is becoming popular and influencers are changing how people buy things. UrbanWipe is in a good position within the Indian direct-to-consumer landscape because they focus on safety, how well their products work, and that they can be used every day. Brands that are trustworthy and eco-friendly are becoming successful.
As the direct-to-consumer market grows in India, UrbanWipe getting this investment means that investors are interested in business models that can grow and have repeat customers, not just fashion and beauty. With the money and support they now have, UrbanWipe is ready to get bigger in India’s direct-to-consumer market and become a long-lasting cleaning brand that puts customers first.
