Nurturing Green’s Journey on Shark Tank India Season 4

In the 9th episode of Shark Tank India Season 4, two similar startups, Nurturing Green and Kyari, pitched their ideas one after the other, with the order decided by a coin toss. Annu Grover from Nurturing Green, based in Lucknow, went first.

How Nurturing Green Started

Annu’s entrepreneurial journey began in 2010 when his mother threw away a bouquet he had sent from abroad. This led him to think of gifting plants instead of flowers. Since then, his business has grown to include plant gifting, home decor, and gardening.

Key Facts About Nurturing Green

• Plants are grown in tissue culture labs and controlled polyhouses on 70 acres of land.
• There is an 8-step process to ensure premium quality plants, which come with a lifetime warranty. If plants die, customers can replace them at 50% cost.
• Products are priced between ₹99 and ₹4,999.
• Nurturing Green’s sales from April to October 2024 reached ₹17 crore, and the company expects to hit ₹28 crore in sales this year. Last year’s sales were ₹13.8 crore.

Annu aims for ₹100 crore in revenue by 2026.

Investment History

In 2019, Vijay Shekhar Sharma from Paytm invested ₹50 lakh at a company valuation of ₹37.5 crore. Annu owns 68% of the company.

The Pitch on Shark Tank

Annu pitched for ₹1 crore in exchange for 1% equity in Nurturing Green. Vinita Singh, one of the judges, offered to invest ₹50 lakh for 1.25% equity and also gave a ₹50 lakh loan at 10% interest for three years. This deal valued the company at ₹40 crore.

Despite facing challenges, including his father’s initial disapproval of his career switch, Annu’s business continues to grow and succeed in the plant gifting market.