Shark Tank India Season 4: Peyush Bansal Snags Majority Stake in Luxury Brand as Aman Gupta Frustrated by Rejection Declares, ‘My Offer Was Superior!’

The newest episode of Shark Tank India 4 presents deals extending beyond the regional market and traditional commerce. The initial transaction of the day set a precedent as Peyush Bansal issued the largest cheque in the history of the show. He secured a controlling interest in NOOE, a luxury lifestyle and accessory brand. Founded by Piyush Suri and Niteeka Pandey, the brand has attracted global recognition for its Japanese-Scandinavian-inspired desk ensembles, minimalist aesthetics, and dedication to environmental responsibility. The brand has been honored with several awards, including the illustrious Red Dot Design Award, and is now accessible in nine nations.
To comprehend the brand name, Vineeta inquired about the significance of NOOE. Piyush explained that the name was inspired by the palindrome ‘never odd or even,’ symbolizing the brand’s extensive and universal charm along with its balanced designs. They market their premium offerings in Harrods, London. As the sharks probed into the pricing strategy, Piyush disclosed that they retail the same items for approximately 8-10 times the price in the Indian market.
Anupam, Peyush, and Kunal grasp the unit economics as Piyush shares the hurdles associated with capital investment. They faced significant losses despite having a fast-paced inventory turnover. They reached a cash loss threshold with a liability of Rs 1.2 crores. Aman expresses interest in funding and challenges the pitchers to elucidate how they plan to persist despite having exhausted their funds. Anupam and Kunal debate why he requested a round at a diminished valuation of Rs 50 Lakhs. Niteeka subsequently elaborates on the issues plaguing the brand and the reasons behind its disorder.
Kunal commends the brand while advising them to enhance their pricing strategy and concentrate on solidifying it as a luxury identity, as well as starting to build a profit margin. They were currently caught in a relentless cycle and needed to narrow down their SKUs and focus solely on the most promising products. Kunal decides to pull out of the agreement. Additionally, Vineeta also makes the choice to withdraw. Anupam discloses that the Indian market is not yet prepared for the price points they are offering.
Peyush states that the pitchers have yet to establish it as a brand, emphasizing that there is considerable work to be done in transforming product design into a recognizable brand. Peyush proposes, ‘accept Rs 3 crores from me, and we can proceed with the deal; allow me to alleviate the debt and the involvement of other investors.’ He then requests some time to contemplate what arrangement he can structure by disbursing such a significant sum.
Aman complimented the designs but noted that they appeared to be contesting over the designs. He then inquires who possesses the moulds. Aman presents an offer of Rs 3 crores for 50% of the venture, with the remaining 50% divided between the two founders—20% each and 10% allocated for ESOPs.
Peyush counters with an offer of Rs 3 crores for 51% equity in the controlling stake. Piyush hesitates to offer this controlling interest, as the shark reinforces that Rs 3 crores is not the only amount involved due to additional funding being necessary to rehabilitate the entire business. Aman subsequently amends his proposal to Rs 2 crores for 30% equity. Pitcher Piyush places a counterproposal of Rs 5 crores for 20%. Aman declines to accept the large amount and exits the negotiation.

Peyush then clarifies to the pitchers how his acquisition of the controlling interest could lead to beneficial results for the brand as the founders would profit more. Piyush and Niteeka then present a counteroffer of Rs 5 crore for 51%. Aman becomes agitated and exclaims, ‘First, you didn’t want to concede the controlling stake; I presented you a superior offer at 30%; I was prepared to increase the valuation.’ The pitchers ultimately accept Peyush’s offer. Peyush refers to it as his largest cheque to date.