The recent episode of Shark Tank India 3 presents a few intriguing startups. One of them was already very successful and well-known but had very little money, while others were driven by their brand and had lofty dreams but no direction. The first proposal Artisanal Feni brand had just been introduced before six months. Yash and Tulika Sawarderkar, a brother and sister duo are the founders. They shared a fascinating story about how they launched their Artisanal Feni brand using a genuine family recipe. At a valuation of Rs 20 cr, they are asking for Rs 1 cr for 5% of the equity.

What motivated them, Deepinder queries. Yash shares that one of his coworker was curious about which booze to be produced in India. He made the decision to brew Feni using his original, ancestral recipe. According to Yash, he intends to establish the brand as more of a legacy and take it global.

Anupam says, "How Tequila and other alcohols are country liquors, they have become famous for their great packaging and marketing. I always wondered that one day I would do the same for Feni and here you guys are. I have liked your packaging, it looks like you have placed it as a legacy."

Aman inquires that Feni is not there in the menus of Goa restaurants as well. Yash reveals Indian Made Foreign Liquor has taken over the Indian business due to which they sell country brands at a cheaper rate than the Indian brands.

Anupam and Deepinder are curious about the market's size and revenue generation mechanism. If the company can be funded or not. It turns out that their gross margin is significantly lower than that of other alcohol brands. Deepinder advises them to build their brand and raise the price of their alcohol in order to attract important customers and Bollywood celebrities. The pitcher receives offer only from Deepinder. Although Anupam truly wanted to make them an offer, yet he has hunch that the  company will not make profit. Even so, he says he would be happy to help them whenever they need it. Two proposals are made by Deepinder: Rs 1 crore for 10% stake or Rs 2 crore for 15% equity. Yash makes a counterproposal.

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