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Funding · Commerce & Consumer Brands

Goat Life raises ₹2 crore from sharks on Shark Tank

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Date
Company
GOAT Life
What it does
Gen Z breakfast drink brand
Kind
Funding
Amount
₹2 crore
Stage
Shark Tank India Season 5
Founded
2023
Sector
Commerce & Consumer Brands

What they do

Goat Life sells ready-to-drink oats for Gen Z

What happened

It raised ₹2 crore for 8% equity at a ₹25 crore valuation

Why it matters

Revenue grew 4–5x after the pitch with strong digital engagement

The details

  • Goat Life secured a deal on Shark Tank India Season 5.
  • The company raised ₹2 crore in funding from investors.
  • Investors received 8% equity in exchange for their investment.
  • The deal valued the startup at ₹25 crore post-money.
  • Anupam Mittal and Aman Gupta invested as partners.
  • Both investors also serve as brand mentors for the company.
  • Founder Yash Kalra pitched the business to secure this capital.
  • The pitch was successful after five previous unsuccessful applications.

The bigger picture

  • The founders applied to Shark Tank India five times before selection.
  • This persistence highlights the competitive nature of the show.
  • The deal provides capital for offline events and digital scaling.
  • Mentorship from established entrepreneurs aids brand building efforts.

About the business

  • Goat Life positions itself as a Gen Z-first breakfast brand.
  • The product is a 30-second drinkable oats beverage format.
  • Each serving contains between 10–20g of protein for nutrition.
  • Flavors include unique options like Tiramisu Kulfi.
  • The brand focuses on convenience and taste for young consumers.
  • Launch strategy involved city-to-city offline tasting events.
  • Events were held in Kota, Delhi, Mumbai, and Bengaluru.
  • Over 2000 people tasted the product before the official launch.
  • The company plans to expand onto Instamart and Zepto platforms.

What happens next

  • The company plans limited-edition product drops for future releases.
  • New categories including Zero Sugar and Vegan options are coming.
  • Expansion onto quick commerce platforms like Instamart and Zepto is planned.

The deal

Type
equity investment

Investors

  • Anupam Mittal (lead) — Co-founder of Shaadi.com and investor on Shark Tank India.
  • Aman Gupta (co-lead) — Co-founder of boAt and investor on Shark Tank India.

Founders

  • Yash Kalra, Founder

About GOAT Life

Product
Ready-to-eat high-protein oats free of refined sugar and preservatives that prepare in 30 seconds
Customers
Young, health-conscious consumers looking for convenient breakfast options
How it makes money
Sale of packaged breakfast food products via quick commerce and direct channels
What sets it apart
Preservative-free, 30-second oats delivering 10 to 20 grams of protein per serving

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