‘Consumer is not king…’: Aquapeya founders reveal their unique formula for success on Shark Tank India

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Tushar and Ravi Mundada, founders of Aquapeya, recently revealed their unique business strategy by pitching their business idea on Season 4 of Shark Tank.

The duo, which has been operating within the FMCG industry since 2007, has built its strategy based on an unusual but easy philosophy: “The consumer is not the king. The channel partner is king.”

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The two strengthened their relationships with dealers and retailers somewhat than following consumer preferences by ensuring that the individuals who passed on their product were motivated, engaged and profitable.

“Shark Tank India wasn’t just about funding. It was an entrepreneurship education that provided knowledge beyond financial support,” Tushar said, talking concerning the brand’s visibility on national television.

With the support of the platform, Aquapeya is now poised to extend its production capability by 50% at its existing facility by 2025. The aim is to scale up operations and achieve a revenue goal of Rs 20 crore.

“We are talking about market trends,” he said, defending his strategy in investor debates. With products consisting of 75% water, 13% Jeera carbonated drink, 7% mango juice and just 2% carbonated beverage, Tushar’s clear focus on consumer preferences has increased profitability from day one. The company closed FY24 at Rs 9 crore and with an EBITDA of 16%, the brand is targeting to achieve Rs 12 crore in FY25.

The founders told the judges that bottles sell for Rs 20 and the dealer price is Rs 6.50, leaving a 20% margin and an operating profit of Rs 1.25 per unit. However, the brand’s approach has sparked intense debate.

Piyush criticized the pitchers, saying, “You are a copy of the brand,” arguing that the business can’t be profitable.

“The company’s pan-India distribution expertise needs to be copied and pasted,” argued Namita Thapar, highlighting the strength of Aquapeya’s model. Thapar also emphasized that the packaging of their products is very just like the packaging of products previously available available in the market. “Aapka toh pura ka pura copy kiya hai, itna kyu copy kiya?”

One of the founders explained that they didn’t see themselves as such. “We follow customer trends,” he said, discussing color-coding strategies.

The company began with a modest Rs 30 lakh monthly revenue and a network of 25 dealers. Today, it generates monthly revenues of Rs 1 crore, supported by 90 dealers and around 10,000 stores. Despite setbacks comparable to the COVID-19 pandemic that cost the corporate significant sales during summer seasons, Aquapeya is reported to have maintained an annual growth rate of 20-25% by way of volume.

Tushar attributes his success to his focus on constructing long-term relationships with trading partners. “Our growth is a direct results of the trust now we have built with our partners. They stood by us in difficult times and we focused on ensuring sustainable development,” he said.

Rome
Romehttps://globalcmd.com/
Rome: Visionary Founder of the GlobalCommand Ecosystem (GlobalCmd.com | GLCND.com | GlobalCmd A.I.) Rome is the innovative mind behind the GlobalCommand Ecosystem, a dynamic suite of platforms designed to revolutionize productivity for entrepreneurs, freelancers, small business owners, and forward-thinking individuals. Through his visionary leadership, Rome has developed tools and content that eliminate complexity, empower decision-making, and accelerate success. The Powerhouse of Productivity: GlobalCmd.com At the heart of Rome’s vision is GlobalCmd.com, an intuitive AI-powered platform designed to simplify decision-making and streamline workflows. Whether you’re solving complex business challenges, scaling a new idea, or optimizing daily operations, GlobalCmd.com transforms inputs into actionable, results-driven solutions. Rome’s approach is straightforward yet transformative: provide users with tools that deliver clarity, save time, and empower them to focus on growth and achievement. With GlobalCmd.com, users no longer have to navigate overwhelming tools or inefficient processes—Rome has redefined productivity for real-world needs. An Ecosystem Built for Excellence Rome’s vision extends far beyond productivity tools. The GlobalCommand Ecosystem includes platforms that address every step of the user’s journey: • GLCND.com: A professional blog and content hub offering expert insights and actionable advice across business, science, health, and more. GLCND.com inspires users to explore new ideas, sharpen their skills, and stay ahead in their fields. • GlobalCmd A.I.: The innovative AI engine powering GlobalCmd.com, designed to turn user inputs into tailored recommendations, predictive insights, and actionable strategies. Built on the cutting-edge RAD² Framework, this AI simplifies even the most complex decisions with precision and ease. The Why Behind GlobalCmd.com Rome understands the pressure and challenges of running a business, launching projects, and making impactful decisions in real time. His mission was to create a platform that eliminates unnecessary complexity and provides clear, practical solutions for users. Whether users are tackling new ventures, refining operations, or handling day-to-day decisions, Rome has designed the GlobalCommand Ecosystem to meet real-world needs with innovative, results-oriented tools. Empowering Success Through Simplicity Rome’s ultimate goal is to empower individuals with the right tools, insights, and strategies to take control of their work and achieve success. By combining the strengths of GlobalCmd.com, GLCND.com, and GlobalCmd A.I., Rome has created an ecosystem that transforms how people work, think, and grow. Start your journey to smarter decisions and greater success today. Visit GlobalCmd.com and take control of your future.

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