Viraj Bahl Extends a Helping Hand to Sauce Startup “Repeat Gud” on Shark Tank India Season 4
New Delhi : Viraj Bahl, the Sauce King of India, proved yet again why he’s more than just a category leader—he’s an industry mentor. In the latest episode of Shark Tank India Season 4, the “Chief Everything Officer”, Isha Jhawar of Repeat Gud, a homegrown sauce brand, stepped into the tank with high hopes, seeking ₹50 lakhs for 5% equity, valuing their company at ₹10 crores.While their bold flavors impressed the Sharks, the grilling was intense. Aman Gupta and Namita Thapar couldn’t resist pulling Viraj’s leg, jokingly calling him the “Gunda of the industry”. But true to his style, Bahl responded with humility, saying, “I’m not the Gunda of the industry, but I am one of the large players. And that is why it is my duty to help this brand. Competition or not, I will help.”
Though Viraj did not invest, he made an offer that was arguably more valuable—his guidance. Recognizing the hurdles young food brands face, he personally shared his number with the founders, offering mentorship on crucial aspects like FSSAI regulations, labelling compliance, and navigating distribution channels—all key challenges that can make or break a new FMCG brand.
Ultimately, Anupam Mittal stepped in with a counteroffer of ₹50 lakhs for 10% equity but added a performance-based condition—if Isha could reach a ₹7 lakh monthly revenue run rate by March 25, he would inject an additional ₹50 lakhs for another 10% equity. Initially cautious about the conditional nature of the deal, Isha pushed for better terms, questioning the implications if she surpassed the target. Acknowledging her concerns, Anupam adjusted his proposal, offering a flexible equity range of 5-10% for the additional ₹50 lakh, contingent on her performance. Viraj’s gesture distinguished him—not just as an investor, but as a leader dedicated to uplifting the industry, proving that true success isn’t just about competition, but about fostering growth and giving back. Likewise, Isha’s resilience and vision as a founder set her apart in an increasingly competitive market, positioning her as a force to watch.