Indore-based House of EM5, a rising fragrance brand, made a powerful impression in Episode 20 of Shark Tank India Season 4.
Founded by Shashank Chourey in 2022, the brand has quickly gained recognition in the Indian personal care market with its wide range of scented products, including perfumes, body mists, solid perfumes, scented candles, roll-ons, reed diffusers, perfumed creams, and beard balms.
With a strong commitment to quality and innovation, House of EM5 has positioned itself as a premium player in the fragrance industry.
During his pitch, Shashank sought ₹70 lakh for 2% equity, valuing the company at ₹35 crore.
Chourey shared that as a child, he couldn’t afford perfumes, so he would collect incense and soaps instead. With a background in IT businesses, he leveraged his expertise to launch EM5, which has been thriving for the past two years.
The business has demonstrated impressive growth, generating ₹1.69 crore in revenue in FY 2022-23, ₹8.35 crore in FY 2023-24, and ₹9.5 crore in FY 2024-25 till October.
The company will project a total revenue of ₹21 crore by the end of the current financial year, as per the founder.
In addition to its strong financials, House of EM5 has secured approval to be listed on Swiggy Instamart and is preparing to expand internationally, with exports planned for the USA, UK, Europe, and the UAE.
Aman Gupta was impressed by Shashank’s business acumen and remarked, “I see a capability in you to go big.” Anupam Mittal, on the other hand, felt that Shashank didn’t need the money, a sentiment the founder agreed with, stating that his primary goal was to seek guidance. In response, Anupam quipped, “Toh gyaan toh pata hai, kiske paas hai. (You know who knows.),” drawing laughter from Aman Gupta and the other Sharks.
The sharks showed keen interest in the brand, leading to multiple offers. Varun Dua offered ₹70 lakh for 5% equity along with a 1% royalty until ₹1.05 crore was recouped.
Anupam Mittal presented two different offers: ₹70 lakh for 4% equity with a 1% royalty until ₹70 lakh was recouped, and another at ₹70 lakh for 6% equity without any royalty. Aman Gupta matched Anupam’s second offer, proposing ₹70 lakh for 6% equity.
In the end, Shashank accepted Aman Gupta’s second offer, securing ₹1 crore for 10% equity. Along with the funding, he also gained valuable strategic mentorship to help scale his business.
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Headquartered in Indore, EM5’s products are crafted with quality ingredients and designed to cater to the needs of both men and women. With a focus on creativity, customer satisfaction, and sustainability, the brand has built a loyal customer base.
With this investment and Aman Gupta’s mentorship, House Of EM5 aims to strengthen its distribution, enhance marketing efforts, and expand globally.
