Shark Tank India 4: Peyush Bansal secures 51% stake in premium stationery brand; Aman Gupta fumes over rejection

The latest episode of Shark Tank India 4 featured high-stakes negotiations and groundbreaking deals. Peyush Bansal made headlines by acquiring a 51% controlling stake in NOOE, a premium lifestyle and accessory brand, marking the show’s largest cheque to date.

Created by Piyush Suri and Niteeka Pandey, NOOE is celebrated for its minimalist, Japanese-Scandinavian-inspired designs and commitment to sustainability, gaining international acclaim and prestigious awards like the Red Dot Design Award.

During the pitch, Vineeta Singh inquired about the unique brand name, and Piyush explained its origin from the palindrome “never odd or even,” reflecting the brand’s universal appeal. NOOE’s products, sold in high-end stores like Harrods, London, command prices 8-10 times higher than in the Indian market.

As the discussion delved into the brand’s financial struggles, Piyush revealed a debt of Rs 1.2 crores despite fast-moving inventory. Aman Gupta showed interest, questioning how the brand could sustain itself without funds. While Kunal Shah suggested pulling up prices to maintain NOOE’s premium status, both he and Vineeta opted out, citing market readiness concerns.

Peyush offered Rs 3 crores for a 51% stake, aiming to clear the debt and invest further to rebuild the brand. Aman proposed a counteroffer of Rs 3 crores for 50% equity, later adjusting to Rs 2 crores for 30% equity. However, the pitchers hesitated over giving up control.

In a dramatic turn, Piyush and Niteeka countered with Rs 5 crores for 51%. Aman, feeling slighted by the rejection of his offer, lost his cool, exclaiming, “I gave you a better offer at 30%, and you rejected it.” Ultimately, they accepted Peyush’s deal, with Peyush declaring it his biggest investment on the show.