Nidhi’s Grandmaa Secret is a brand rooted in traditional hair care remedies. Founded in 2023 by Nidhi Tuteja Dua, Rajat Dua, and Rajni Dua, the Gurgaon-based company is inspired by a family recipe passed down by their grandmother.
The idea took shape during the pandemic when Nidhi experienced severe hair loss due to stress. She turned to her grandmother’s trusted hair oil formula and saw remarkable results. Encouraged by the positive response from friends and family, the homemade remedy soon evolved into a full range of natural hair care products.
On Shark Tank India 4, the founders presented their anti-hair fall oil, made from thirteen natural herbs and free from chemicals. Seeking an investment to expand their business, they pitched for 70 lakhs in exchange for 2% equity. To prove the purity of their hair oil, the duo drank the hair oil in front of the shark. Vineeta welcomed them and asked about their educational and business brand. Nidhi revealed that due to her son’s behavioural issues, she had to quit her job and stay with her son. She soon started losing hair and then her grandma’s hair oil recipe came to the rescue. After getting results, they started distributing around friends and family, and soon with quick word of mouth, they started selling the hair oil.
Rajat speaks about his journey and reveals how his previous brands didn’t work and then when Nidhi came up with the hair oil with the help of Instagram they started building their brand. Soon they shared the social media handle and how they have been making the hair oil. The pitchers then gave their products to the sharks.
Aman talks about season 2’s Avimee and asks the pitchers how they are different from the former brand. Looking at the herbal sindoor, Peyush and Anupam ask about how the inclusion of the chemical in the sindoor would affect their claims of being chemical-free. Vineeta then asks how is their product different from other brands and what makes them chemical-free. When Aman asked about the difference between them and Avimee, Rajat kept slamming the brand, Aman said, ‘You cannot say that unki kharab hai meri theek hai, galat hai yeh thoda sa.’ Kunal then explains that the question asked was to understand the point of differentiation and why should they believe in their brand.
Nidhi then explained, ‘We used pure and raw ingredients. We only use fresh ingredients for our products.’ Aman says, ‘See the way Nidhi mentioned it shows conviction. She is doing better marketing than you.’ Rajat then shared the results of the clinical tests. Sharks asked why wasn’t it mentioned on the packaging then. To which, Rajat said we were still clearing the previous stock. Anupam reacts, ‘You have come here to clear your inventory?’
Kunal then asks what would he do with the business, and why was he so nervous, Rajat reveals that if this business doesn’t work then he will try something else he has other ideas too. After understanding the unit economics, Vineeta says, ‘The biggest barrier for you is funding, but stick with the story and be patient. Making such brands takes 10-15 years, so keep working on it. I am out.’ Peyush also advices him on focusing on the product. Kunal also says that he was in a hurry. Asks Rajat to work on his business, only then it will flourish. Aman and Kunal also opt out. Rajat gets dejected because he wants Aman. Aman couldn’t trust Rajat. Anupam then cheers Rajat and says, ‘Tiger abhi baaki hai.’
Anupam says, ‘Yahan pe koi bhi aisa nahi baitha hai jo fail nahi hua hai. Failure builds character and success builds ego. I’ll make you an offer, Rs 70 Lakhs for 5% and 1% royalty till the amount is recouped. ” Peyush reveals that he was going to take 10%. Rajat had a counter but later they went in with the deal.