Biography of Ishan Arora: Founder and CEO of Catwalk Botanics -Entrepreneur
Biography of Ishan Arora:
Bold Vision for a New Market
In the heart of New Delhi, Ishan Arora, a visionary
entrepreneur, embarked on a journey to change the way India drinks. As the
Founder and CEO of Catwalk Botanics, he sought to create a sophisticated
alternative to alcohol—premium non-alcoholic spirits. His brand, co-founded
with Aamir Khan, aimed to provide the experience of enjoying a finely crafted
cocktail without the effects of alcohol.
A Unique Concept in a Growing Space
While non-alcoholic spirits have gained popularity in
Western markets, India is still catching up. Most social gatherings revolve
around alcoholic beverages, and alternatives are often limited to sugary
mocktails or caffeinated energy drinks. Catwalk Botanics sought to change this
by offering botanically infused, alcohol-free spirits that deliver the same
taste and elegance as traditional cocktails.
The Market Challenge
Despite the potential, launching a new product category is
never easy. Many Indian consumers are unfamiliar with non-alcoholic spirits,
and changing habits takes time. While some health-conscious and social drinkers
welcomed the concept, others were hesitant. The brand needed to not only sell a
product but also educate the market about a completely new way of drinking.
A Promising Start
Since its launch in April 2022, Catwalk Botanics gained
traction in India’s evolving beverage market. Their unique offering appealed to
designated drivers, wellness enthusiasts, and those who simply wanted a
hangover-free social experience. The founders were confident that, with the
right strategy, their brand could lead the alcohol-free revolution in India.
Financial Ups and Downs
Like any young business, Catwalk Botanics experienced
fluctuations in sales. Their monthly revenue varied, peaking at ₹6 lakh in July
and September but dipping to ₹3 lakh in October. This inconsistency highlighted
the challenges of demand generation and market penetration. While the product
had potential, sustaining steady sales remained a challenge.
A Big Opportunity on Shark Tank India
Hoping to secure funding and mentorship, the founders
pitched their business on Shark Tank India Season 4. They asked for ₹1 crore in
exchange for 4.16% equity, valuing the company at ₹24.04 crore. Their pitch
focused on three key points: the product’s ability to mimic classic cocktails,
its zero-hangover appeal, and its alignment with the growing mindful drinking
trend.
Shark Aman’s Perspective
Shark Aman was impressed by the passion of the founders but
knew from experience that creating a new category is an uphill battle. He
compared it to the early days of boAt, explaining that breaking into a new
market requires significant capital and patience. Believing the business would
need deep funding before scaling, he opted out.
Shark Vineeta’s Take
Vineeta admired the brand’s premium positioning and
packaging but questioned the founders’ long-term commitment. She felt that
building an entirely new category required patience and persistence, which she
wasn’t convinced they had. Given the slow market growth, she decided not to
invest.
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Shark Ritesh’s Advice
Ritesh acknowledged the product’s uniqueness but believed
the market was still in its infancy. He advised the founders to refine their
product-market fit and gather more data before seeking external investment.
Without clear evidence of consistent demand, he chose to pass.
Shark Azhar’s Concern Over Sales
For Azhar, the biggest red flag was the company’s
inconsistent sales. A startup needs to prove steady demand before becoming an
attractive investment. Without a clear pattern of growth, he considered it too
risky and stepped away from the deal.
Shark Kunal’s Market Insight
Kunal recognized the potential of non-alcoholic spirits but
felt the Indian market was still in an exploratory phase. He believed the
product needed further refinement and better distribution strategies before
scaling. Seeing these gaps, he decided not to invest.
A Learning Experience, Not a Loss
Although the founders didn’t secure funding, their
experience on Shark Tank India provided them with valuable feedback. The sharks
helped them understand the importance of market education, consistent sales,
and product evolution. These insights would be crucial as they moved forward.
Steps Toward a Stronger Future
With the sharks’ advice in mind, Catwalk Botanics needed to
focus on three key areas. First, they had to stabilize their sales by improving
distribution and marketing efforts. Second, they needed to create awareness
about non-alcoholic spirits in India. Third, they had to refine their product
to better suit Indian tastes and preferences.
A Brand Poised for Growth
Despite the challenges, Catwalk Botanics remained committed
to its mission. They continued to push boundaries in India’s beverage industry,
determined to carve out a space for alcohol-free spirits. With perseverance and
strategic adjustments, they aimed to make non-alcoholic cocktails a mainstream
choice for Indian consumers.
The Road Ahead
The journey of Catwalk Botanics is far from over. While
their Shark Tank India appearance didn’t result in funding, it put them in the
spotlight. With continuous innovation, market education, and a clear focus on
growth, they are well on their way to transforming India’s drinking culture—one
alcohol-free spirit at a time.
Timeline for story
April 2022 – Catwalk Botanics launched.
July 2022 – Monthly revenue peaked at ₹6 lakh.
September 2022 – Revenue again reached ₹6 lakh.
October 2022 – Revenue dipped to ₹3 lakh.
2024 – Founders pitched on Shark Tank India Season 4.
