Biography of Sumit Rastogi: Founder & CEO of Artinci- Entrepreneur
Biography of Sumit Rastogi:
Introduction to Artinci and Its Mission
Artinci, co-founded by Sumit Rastogi, is a unique brand
based in Bengaluru that offers sugar-free desserts and ice creams. The founders
saw a growing need for delicious yet safe treats for people with diabetes,
particularly in India, where generational diabetes is a widespread concern. They
wanted to make sure that people with diabetes didn’t have to give up their love
for sweets. Artinci’s mission is simple: to bring joy by making desserts that
are not only low on carbohydrates but also taste great, all while being safe
for people to enjoy without compromising their health.
The Challenges of Diabetes and Sweet Cravings
Diabetes affects millions of people, and it often brings
with it the need for a restrictive diet, including cutting out sugar. However,
most diabetic-friendly sweets available in the market often cause blood sugar
spikes despite being sugar-free. This was a major problem for the co-founders
of Artinci, who were looking for a way to satisfy sweet cravings without
causing any harm to people’s health. This challenge led them to embark on a
mission to create genuinely diabetic-safe products that did not compromise on
taste.
The Birth of Artinci’s Proprietary Sweetener
After months of research and development, the founders of
Artinci discovered that existing sugar-free sweets in the market didn’t
effectively control sugar spikes. This led to a breakthrough after 8 months of
trials, when Aarti Laxman developed a proprietary blend of sweeteners made from
stevia. This sweetener had a low glycemic index and caused negligible spikes in
blood sugar levels. It was a game-changer, allowing them to create desserts
that were both safe for diabetics and enjoyable to eat.
Expanding the Product Line
Initially starting with sugar-free ice creams, Artinci
gradually expanded its product line. The company now offers a variety of
desserts, including cookies, cakes, and even traditional Indian sweets, all
made without any added sugar. Each product is crafted using the stevia-based
sweetener to ensure it is safe for people managing their blood sugar levels.
The company’s goal was not only to make these desserts accessible but to also
bring joy to the lives of people who thought they could never indulge in sweets
again.
Artinci’s Shark Tank India Appearance
Artinci was one of the first startups to pitch its
innovative business on Shark Tank India. In their pitch, co-founders Sumit
Rastogi and Aarti Laxman shared their story, highlighting the growing need for
sugar-free desserts and the company’s mission to make health goals easier to
pursue while indulging in guilt-free desserts. They presented their products to
the Sharks, explaining the science behind their proprietary sweetener blend and
the potential for growth in the diabetic-friendly food market.
Initial Pitch and the Sharks’ Response
Artinci came to Shark Tank India seeking an investment of
₹50 lakhs in exchange for 1.75% equity, valuing the company at ₹28.57 crore.
However, not all the Sharks were convinced by the pitch. Despite the positive
feedback about the taste and the innovation behind the products, some of the
investors backed out. This left the founders feeling the pressure, but they
remained hopeful that they could still secure a deal.
Vineeta Singh’s Offer
Vineeta Singh, the co-founder and CEO of Sugar Cosmetics,
was intrigued by the Artinci concept and saw potential in the company’s
innovative approach to diabetes-friendly desserts. After tasting their coconut
ice cream, she was impressed by how delicious it was and offered to invest ₹50
lakhs for 5% equity in the business, along with an additional 1% royalty until
₹75 lakhs were recouped. This offer was a turning point for Artinci, as they
now had the backing of a prominent investor.
Terms of the Deal
Vineeta’s offer also came with a few conditions, including
rebranding the company, shifting the flagship product from ice creams to
traditional Indian sweets, and improving the product packaging. These changes
were aimed at making Artinci more mainstream and appealing to a broader
audience. The co-founders, understanding the strategic value of these
adjustments, readily accepted the terms of the deal. This marked the beginning
of a new chapter for Artinci with Vineeta’s investment and guidance.
Biography of Sumit Rastogi: Founder & CEO of Artinci- Entrepreneur/sugar-free desserts for diabetics/age/net worth/investor/startup/Artinci story
Lessons from Shark Tank India
The experience on Shark Tank India was not just about
securing investment for Artinci; it was also about the valuable feedback and
lessons the co-founders received from the Sharks. The entire process, from
pitching the business to negotiating terms, helped them better understand the
nuances of growing a startup. The advice they received from the Sharks
resonated with the guidance they had previously received from mentors, further
reinforcing the direction they were taking with their brand.
Focus on Rebranding and Expanding Product Offerings
Following the successful deal with Vineeta, Artinci’s
founders focused on rebranding their company and expanding their product range.
The goal was to make their products more appealing and accessible to a larger
audience, especially those looking for diabetic-friendly alternatives to
traditional sweets. As part of the deal, they began to shift their focus to
traditional Indian sweets, which had a more universal appeal compared to just
ice cream.
Growing the Brand and Building Trust
Building trust with customers was essential for Artinci,
especially since they were operating in a niche market catering to people with
diabetes. The co-founders worked hard to build relationships with their
customers, ensuring that the quality of their products remained top-notch. With
the guidance and support of Vineeta Singh, they were able to refine their
marketing strategies, improving brand awareness and customer loyalty.
Artinci’s Commitment to Health and Taste
What sets Artinci apart from other brands is its unwavering
commitment to health without compromising on taste. The stevia-based sweetener
blend ensures that their products are safe for diabetics, while the wide
variety of offerings ensures that there is something for everyone. Whether it’s
the traditional Indian sweets, cakes, cookies, or ice creams, Artinci continues
to delight its customers with guilt-free desserts that make health goals much
easier to achieve.
Looking Ahead: The Future of Artinci
With the investment and mentorship from Vineeta Singh,
Artinci is now positioned for significant growth. The company aims to expand
its presence in the market, introduce new products, and refine its business
model to cater to an even larger audience. The founders are optimistic about
the future, knowing that they have created something truly special that
addresses a real problem faced by millions of people with diabetes.
Conclusion: Turning Challenges into Opportunities
Artinci’s journey from a simple idea to a Shark Tank-backed
business is a testament to the power of innovation and determination. The
co-founders turned the challenge of living with diabetes into an opportunity to
create a brand that makes a real difference in people’s lives. By focusing on
health, taste, and sustainability, Artinci has carved out a niche for itself in
the competitive dessert market, offering hope to those who once thought they
would have to give up their love for sweets.
Timeline of Artinci’s Journey:
Founding and Mission (Before 2020): Co-founded by Sumit
Rastogi and Aarti Laxman in Bengaluru, Artinci aims to provide delicious,
sugar-free desserts for diabetics.
2019–2020: The co-founders face the challenge of creating
diabetic-friendly treats that don’t spike blood sugar levels, leading to the
development of a proprietary stevia-based sweetener.
2020–2021: Artinci starts with sugar-free ice creams and
gradually expands its product line to include cookies, cakes, and traditional
Indian sweets.
2021 (Shark Tank India Appearance): Artinci pitches on Shark
Tank India, seeking ₹50 Lakhs for 1.75% equity but faces mixed responses from
the Sharks.
2021 (Vineeta Singh’s Offer): Vineeta Singh offers ₹50 Lakhs
for 5% equity and an additional royalty deal, marking a significant turning
point for Artinci.
Post-Shark Tank (2021–2023): Artinci focuses on rebranding,
shifting the flagship product to traditional Indian sweets, and expanding its
product range with guidance from Vineeta Singh.
Future Plans (2024): With investment and mentorship, Artinci
aims for market expansion, new product introductions, and increased customer
trust.
