Biography of Rajat Dua: Founder & CEO of Nidhi’s Grandmaa Secret -Entrepreneur
Journey of Nidhi’s Grandmaa Secret: From Tradition to Triumph on Shark Tank India
A Family Legacy Turned Business Idea
Nidhi’s Grandmaa Secret was born out of a cherished family
tradition. Rajat Dua, along with his mother Rajni and wife Nidhi, decided to
bring an age-old recipe for hair care into the commercial market. Passed down
through generations, their Ayurvedic hair oil was known for its ability to
combat hair fall, promote growth, and nourish the scalp. What began as a home
remedy soon turned into a personal care brand with a mission to offer
chemical-free, effective hair solutions.
The Vision Behind the Brand
The founders had a clear goal—to introduce a natural,
toxin-free hair care solution rooted in Ayurvedic wisdom. They formulated their
flagship product using 13 powerful herbs like Amla, Reetha, and Shikakai,
ensuring that the oil was not only effective but also completely free from
harmful chemicals. The brand gained traction among consumers looking for
natural remedies for hair loss, postpartum hair fall, and dandruff.
Stepping Into Entrepreneurship
Before launching Nidhi’s Grandmaa Secret, Rajat had already
ventured into the personal care industry. He founded Kayos in 2017 and later
established Nutri Sharks in 2019, gaining experience in the health and wellness
space. These ventures provided valuable insights that helped shape his approach
to his new brand. In March 2023, Rajat, Nidhi, and Rajni officially started
Nidhi’s Grandmaa Secret, determined to make it a household name.
Making Waves on Shark Tank India
In Season 4 of Shark Tank India, the family pitched their
hair oil business, seeking ₹70 lakhs for a 2% equity stake, valuing the company
at ₹35 crores. To demonstrate the purity of their product, they did something
unexpected—they mixed their hair oil with water and drank it on national
television. This bold move left the sharks both amused and intrigued, sparking
discussions about the brand’s authenticity.
The Sharks’ Scrutiny and Challenges
Despite their confidence, the founders faced tough questions
from the investors. Aman Gupta and Vineeta Singh raised concerns about the
differentiation between their product and competitors like Avimee Herbal, which
had been featured in a previous season. Additionally, their claim that all
products were chemical-free was challenged when the sharks pointed out that
their herbal sindoor contained certain chemicals.
Defending Their Uniqueness
When pressed for a competitive advantage, Rajat initially
struggled to articulate what set them apart. However, Nidhi stepped in with
confidence, emphasizing that their products were made from fresh, raw
ingredients rather than processed ones. Her conviction impressed the sharks,
with Aman even commenting that she was a stronger salesperson than Rajat.
Biography of Rajat Dua: Founder & CEO of Nidhi’s Grandmaa Secret -Entrepreneur# startup#age#net worth#investor#shark tank#Nidhi’s Grandmaa Secret story
A Question of Long-Term Commitment
The sharks also questioned Rajat’s dedication to the
business. Kunal Bahl observed his nervousness and asked about his long-term
vision. When Rajat admitted he had backup plans in case the business didn’t
succeed, it raised doubts about his commitment. This hesitation led several
sharks, including Kunal and Aman, to opt out of the deal.
Anupam Mittal’s Encouragement
Despite the setbacks, Anupam Mittal saw potential in the
brand and the family’s determination. He reassured Rajat that failure is an
important part of entrepreneurship, saying, “Success builds ego, failure builds
character.” He then made an offer of ₹70 lakhs for 5% equity, with a 1% royalty
until the investment was recovered.
The Final Decision
Rajat hesitated at first, considering the equity dilution.
However, realizing the value of having Anupam on board as a mentor and
investor, he accepted the deal. The moment marked a turning point for Nidhi’s
Grandmaa Secret, as they secured not just funding but also strategic guidance
to scale their business.
Financial Performance and Growth
The company showed promising numbers even before securing
the Shark Tank deal. In FY 2023-24, they achieved gross sales of ₹4.3 crores,
with net sales reaching ₹3.5 crores. Their EBITDA margin stood at 9%, while net
margins were at 6%. This strong financial footing demonstrated that the
business had real potential to grow.
Recent Sales Trends and Challenges
By October of FY 2024-25, the company had already recorded
₹4 crores in gross sales, with ₹3.2 crores in net sales. However, their EBITDA
had slightly declined to around 4.5-5%, indicating the need for better cost
management and operational efficiencies. This highlighted the importance of the
funding they secured from Shark Tank.
The Road Ahead
With Anupam Mittal’s backing, the team now focuses on brand
building, distribution expansion, and refining their marketing strategy. They
aim to scale their operations while maintaining the authenticity of their
products. Their journey on Shark Tank India provided national visibility,
giving them a significant boost in consumer trust and credibility.
Lessons Learned from the Pitch
One of the key takeaways from their Shark Tank India
experience was the importance of a clear brand differentiation strategy. While
their product was strong, the founders realized the need to communicate their
unique value proposition more effectively. The episode also emphasized the
significance of founder confidence, as seen in how Nidhi’s conviction won over
the sharks.
A Testament to Perseverance
Despite facing criticism and tough questions, Rajat and his
family persevered. The experience reinforced the idea that building a
successful brand requires patience, resilience, and adaptability. By embracing
the feedback from the sharks, they are now better positioned to scale their
business.
A New Chapter Begins
Nidhi’s Grandmaa Secret’s journey is just beginning. With
its strong foundation in Ayurveda and a growing consumer base, the brand is
poised for long-term success. The Shark Tank India deal has opened new doors,
and with the right strategy, they are set to become a major player in the
personal care industry.
Timeline for story
2017 – Rajat Dua founded Kayos (personal care brand).
2019 – Rajat launched Nutri Sharks (health & wellness
brand).
March 2023 – Nidhi’s Grandmaa Secret was officially founded.
2023-24 – Achieved ₹4.3 Cr gross sales with 9% EBITDA
margin.
2024 (Shark Tank India S4) – Pitched for ₹70L at ₹35 Cr
valuation.
2024 (Shark Tank India S4) – Secured ₹70L for 5% equity from
Anupam Mittal.
Oct 2024 – Gross sales reached ₹4 Cr but EBITDA declined to
~5%.
2025 & Beyond – Focus on scaling, branding, and
distribution expansion.
