Introduction
Ugees, a brand introducing a specialized undergarment wash, made a compelling pitch on Shark Tank India. Founded by Rahul Tyagi and Samiksha Yadav, this Bhopal-based startup is addressing women’s hygiene concerns with a fast and effective cleansing solution. The brand has successfully built a niche in the FMCG sector, offering an innovative product that cleans and disinfects undergarments in just 30-40 seconds.
The Business and Product
- Founded: 2022
- Location: Bhopal
- Product: Ugees – a liquid undergarment wash
- USP:
- Specially designed to maintain private hygiene
- Prevents infections and diseases
- pH level of 5.5 - 6, safe for skin
- Cleans undergarments within 30-40 seconds
- Market Impact:
- 1 lakh+ customers so far
- Founder claimed that based on surveys:
- ~40% men and ~80% women in India wash their underwear by hand
Pricing
Availability
- Sales channels:
- Own website: 51%
- Amazon: 43%
- Other platforms: 6%
- Customer reviews:
- Amazon rating: 4.5★ (with 1000+ reviews)
- Similar ratings on other marketplaces
Financials
Sales Growth
| Financial Year |
Sales Revenue |
| FY22-23 |
₹63 lakhs |
| FY23-24 |
₹1.75 crore |
| FY24-25 (till August) |
₹1.32 crore |
| Projected FY24-25 |
₹4.5-5 crore |
Unit Economics
- COGS: -25%
- Commission: -6%
- Returns & Damages: -4%
- Salaries & Wages: -7%
- Shipping: -26%
- Marketing: -36%
- Overheads: -3%
- EBITDA: -7%
Monthly Burn
Shark Tank Pitch
- Ask: ₹50 lakh for 2.5% equity
- Founders’ Vision: Achieve ₹56 crore in monthly sales within 3 years
Sharks' Reactions
- Anupam Mittal praised the product and offered ₹50 lakh for 5% equity
- Namita Thapar & Aman Gupta jointly offered ₹50 lakh for 6% equity
- Ritesh Agarwal opted out, stating distribution will take time
- Peyush Bansal also opted out
- Anupam revised his offer to ₹50 lakh for 4%, which the founders accepted!
Final Deal
✅ Anupam Mittal – ₹50 lakh for 4% equity
Conclusion
Ugees has carved out a unique space in personal hygiene and FMCG, providing an essential solution to a widespread problem. With a strong growth trajectory and a solid investment from Anupam Mittal, the startup is well on its way to scaling its distribution and expanding its market presence.
🔗 Website: Ugees Official Website