Ugees: A Revolutionary Undergarment Wash Secures Investment on Shark Tank India

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.

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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

• 375ml bottle price: ₹255

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

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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

• ₹3 lakh per month

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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!

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Final Deal

✅ Anupam Mittal – ₹50 lakh for 4% equity

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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