Biography of Shashank Chourey: Founder & CEO of House of EM5 -Entrepreneur
Scent of Success: Shashank Chourey’s Journey with EM5
Shashank Chourey’s story is one of passion, determination,
and the courage to take an unconventional path. Born in a middle-class Brahmin
family in Indore, he was drawn to technology from a young age. By the time he
was 13, he had already mastered ethical hacking, which eventually led him to
work with multinational companies and government agencies on cybersecurity
projects. However, the traditional education system failed to ignite his
curiosity, and he decided to drop out of engineering in his second year.
From Cybersecurity to Entrepreneurship
With his technical expertise, Shashank ventured into
freelancing, offering digital marketing and cybersecurity services. In 2009,
with just ₹5000 in hand, he founded India Infotech, a company specializing in
search engine optimization (SEO), web development, and digital marketing.
Within a few years, India Infotech grew into a successful business, crossing an
annual revenue of ₹5 crore by 2014.
A Pandemic-Powered Pivot to Farming
While running his digital ventures, Shashank explored
opportunities beyond technology. The COVID-19 lockdown in 2020 inspired him to
enter sustainable fish farming. He established Pavitri Farms, a Recirculatory
Aquaculture System (RAS) capable of producing 80 tonnes of fish annually using
minimal resources. This venture reflected his ability to adapt and innovate in
unexpected industries.
The Birth of House of
EM5
Shashank’s love for fragrances had been with him since
childhood. Fascinated by the power of scents, he saw an opportunity to bring
high-quality perfumes to the Indian market at affordable prices. In mid-2022,
he launched House of EM5, a direct-to-consumer (D2C) brand specializing in
premium perfumes. Despite starting with limited capital, EM5 quickly gained
traction, proving that India was ready for luxury fragrances without the hefty
price tags.
Creating a Unique Fragrance Line
Unlike traditional perfume brands, EM5 diversified its
offerings beyond liquid perfumes. The company introduced solid perfumes, body
mists, scented candles, and even beard balms infused with subtle fragrances.
These products combined luxury with affordability, making premium scents
accessible to a broader audience.
Rapid Growth and Financial Success
EM5’s financial journey has been remarkable. In 2022-23, the
brand earned ₹69 crore in revenue but faced a small loss of ₹3.25 lakh.
However, by 2023-24, revenue soared to ₹8.35 crore, and the company turned
profitable. By October 2024, EM5 had already generated ₹9.5 crore in revenue
with a ₹44 lakh profit. With projected earnings exceeding ₹21 crore for the
year, the brand was on a rapid upward trajectory.
Biography of Shashank Chourey: Founder & CEO of House of EM5 -Entrepreneur #startup#age#net worth#investor#shark tank india#House of EM5 story
Mastering the Online Marketplace
The majority of EM5’s sales come from online channels, with
70% generated through its official website and the rest through e-commerce
platforms like Amazon. The brand has built a strong online presence, leveraging
digital marketing and influencer collaborations to reach customers across
India.
Shark Tank India: A Game-Changing Opportunity
In 2024, Shashank saw an opportunity to take EM5 to the next
level by appearing on Shark Tank India Season 4. He entered the pitch room
seeking ₹70 lakh in exchange for 2% equity, confident that his brand had the
potential to revolutionize the Indian fragrance market.
The Sharks’ Initial Reactions
The sharks were intrigued but also skeptical. While they
recognized the growing demand for affordable luxury perfumes, they also knew
the industry was highly competitive. Peyush Bansal and Vineeta Singh opted out,
expressing concerns about market saturation.
The Bidding War Begins
Despite some sharks stepping back, others saw great
potential. Varun Dua offered ₹70 lakh for 5% equity with a 1% royalty. Anupam
Mittal made three different offers: ₹70 lakh for 5% equity, ₹70 lakh for 6%
equity, or ₹1 crore for 10% equity. Aman Gupta also stepped in with similar
offers, including ₹1 crore for 10% equity.
The Final Deal with Aman Gupta
After evaluating his options, Shashank accepted Aman Gupta’s
offer of ₹1 crore for 10% equity. Aman’s experience in building consumer brands
made him the ideal partner to help EM5 scale further.
Post-Shark Tank Expansion Plans
With Aman Gupta’s investment and mentorship, EM5 is now
preparing for massive expansion. The company is focusing on aggressive digital
marketing, collaborating with influencers, and increasing its presence in
offline retail stores.
Going Global: The Next Big Step
Beyond India, EM5 has ambitious plans to expand into
international markets, including the UK, US, Canada, and UAE. With a growing
demand for high-quality yet affordable fragrances, the brand aims to make a
mark on the global stage.
The Essence of Entrepreneurship
Reflecting on his Shark Tank journey, Shashank described it
as a transformative experience. He emphasized how the platform challenged him
to communicate his vision, showcase his passion, and connect with some of the
brightest minds in the business world.
A Legacy of Innovation
From being a teenage hacker to a successful entrepreneur
running multiple ventures, Shashank Chourey’s journey is a testament to the
power of curiosity and resilience. With EM5, he has not only built a profitable
business but also changed the way Indians experience luxury fragrances. As the
brand continues to grow, it serves as a reminder that passion, innovation, and
persistence can create a lasting impact.
Timeline for story
1990s – Born in Indore, India.
2002 (Age 13) – Mastered ethical hacking, worked with MNCs
and government agencies.
2008 – Dropped out of engineering in the second year.
2009 – Founded India Infotech with ₹5000, focusing on SEO
and digital marketing.
2014 – India Infotech crossed ₹5 crore in annual revenue.
2020 – Started Pavitri Farms, a sustainable fish farming
venture.
2022 (Mid-Year) – Launched House of EM5, a premium fragrance
brand.
2023 (FY 22-23) – EM5 earned ₹69 crore in revenue with a
small loss of ₹3.25 lakh.
2024 (FY 23-24) – EM5 revenue grew to ₹8.35 crore, turning
profitable.
2024 (October) – EM5 hit ₹9.5 crore in revenue with ₹44 lakh
profit.
2024 (Shark Tank India S4) – Secured ₹1 crore investment
from Aman Gupta for 10% equity.
2025 & Beyond – Plans global expansion to the UK, US,
Canada, and UAE.
