The first pitchers of the day are Artinci, a sugar-free candy brand co-founded by her husband Sumit Rastogi and Aarti Laxman. Their demand is: Rs 50 lakh for 1.75% equity.
They made their products with their proprietary sweetening blend. Aarti mentions her hearing impairment to the Sharks in the beginning and says, “Please excuse me if I ask Sumit to explain to me the context of what you all are saying because of my hearing impairment.”
The Sharks try their products and find them delicious. Anupam asks, “What is your hearing impairment, if I may ask and feel free to share?”
Arti replies: “Two weeks before my first job in 2001, I woke up one day with a ringing in my ear. In audiology I learned that I had a hearing impairment. I feel comfortable listening from further away. I have a close-knit team and everyone is very supportive.”
Anupam asks if she still hears the ringing and Sumit explains this to Aarti. Aarti says yes. Anupam said, “It is commendable. Because I know it's frustrating. To experience that right at the start of your career and then build that brand is great. Hats off to you and yours, sir.”
Sumit then reveals that they are also married.
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The Sharks raise concerns about the name of the brand and Aarti explains: “Food is art and it is named after my name and the painter Leonardo da Vinci. I came up with this name while running.” The pitchers reveal that they are also marathon runners and have completed a hike in the Himalayas and Kilimanjaro.
Aarti explained: “I went through an identity crisis in 2012 and then decided I still have the rest of me that still works. “I got into fitness and it's great.”
Vineeta agreed with her statement, “It helped, right? I remember when my first business failed and I felt like it was all over and running cleared my head.”
The pitchers then discuss the numbers. Anupam finds their business acumen weak and advises them to narrow the surface. Vineeta finds their packaging cheap and gives them some conditions to work on: 1. To create a “guilt-free” FMCG Indian sweets brand with a focus on retail. 2. Change brand name and work on packaging.
With negatives and conditions, the pitchers finalize the deal with Vineeta: Rs 50 lakh for 5% equity + 1% royalty until Rs 75 lakh is recovered.
The pitchers are happy with the deal.
