Specialised cleaning brand urbanWipe made a confident appearance on Shark Tank India, with founders Samradhi Mathur, Dr. Renu Mathur, and Aapurva Mathur presenting a clear and focused mission, creating cleaning solutions that are effective on dirt without harming surfaces.
The bootstrapped brand focuses on furniture and bathroom cleaners designed to be tough on grime yet gentle on finishes such as wood, tiles, and other delicate surfaces.
During the pitch, the founders emphasised their approach to formulation, explaining that urbanWipe products are built using widely accepted cleaning agents like Aqua (water), Cocamidopropyl Betaine (CAPB), and Sodium Laureth Sulfate (SLES), while avoiding harsh chemicals known to strip or damage surfaces.
urbanWipe currently sells through its own website and leading online marketplaces, operating with a lean and disciplined cost structure. The founders revealed that the brand maintains COGS at 27%, while logistics and marketplace commissions account for 35%, reflecting a tightly managed model with an eye on efficiency and scalability.
Entering the Tank, the founders sought ₹90 lakh for 2% equity, valuing the company at ₹45 crore. While the Sharks appreciated the product performance, clarity of use case, and clean formulations, they felt the valuation was on the higher side given the brand’s current stage.
Following multiple rounds of discussion and a revised offer from Aman Gupta and Anupam Mittal, the founders made a bold counteroffer, one that ultimately paid off.
The final deal was closed at ₹2 crore for 10% equity, bringing urbanWipe’s valuation to ₹20 crore, with Aman Gupta and Anupam Mittal joining the brand as investors.
The pitch stood out for its emphasis on product safety, honest formulations, and practical unit economics, proving that even in a crowded home-care market, a strong problem-solution fit can still help a brand clean up a solid deal in the Tank.
