How Arata Shampoo Won Over the Sharks: A Look at Their Shark Tank Story

Last updated on February 27, 2024

Arata journey began with a simple but powerful idea: to create personal care products that are effective and free of harmful chemicals and cruelty. This dedication to natural ingredients and ethical practices distinguished them in an industry filled with artificial formulas and doubtful practices. They use Best Digital Marketing Techniques to promote their products online to their target audience 

One of flagship products that caught the attention of the Sharks was their Arata shampoo. Unlike traditional shampoos, which contain sulphates and chemical fragrances,  Arata shampoo is made with plant-based ingredients that gently cleanse the hair without removing its natural oils. This touched the sharks, who were impressed by Arata’s commitment to developing secure and environmentally friendly products.  

Another product that caught the attention of the Sharks was Arata’s hair cream. This cream, made with nourishing ingredients such as coconut oil and cacao butter, is designed to moisturise and style hair without harmful chemicals or artificial fragrances.

During the Pitch Arata

Before appearing on Shark Tank, the brand had a value of more than Rs 70 crore and had actor Taapsee Pannu as an ambassador. Vineeta Singh immediately asked the two entrepreneurs, who were named Dhruv, if they were appearing on the Shark Tank  just for publicity purposes. 

Aman Gupta appreciated the two entrepreneurs but admitted to being too scared to invest in their company. “Mujhe dar lag raha hai,” he said, asking why they didn’t focus more on curly hair products, given that was their initial USP. The entrepreneurs responded, “Our main takeaway is that we may have overindexed our resources in the curl segment. We were not able to achieve the desired level of growth.. The entrepreneurs replied, “We had no idea of this as a curl brand before we started it.” But Anupam was not convinced. “This valuation doesn’t make logical sense to me at this point. I’m out.

The founders highlighted their dedication to long-term sustainability, ethical sourcing, and product quality. This resonated with the Sharks, who saw Arata as a brand with a great product and a strong brand ethos. This combination of product quality and brand values ultimately resulted in Arata obtaining a deal with Namita Thapar and Vineeta Singh

The founder of Arata asks for ₹ 1 crore for 1.25% equity, but later the negotiation happens at ₹ 1 crore for 1.33% equity + 0.67% advisory equity with the Sharks Namita Thapar and Vineeta Singh.

Marketing Strategies of Arata

Arata, a brand known for its natural and sustainable personal care products, has used a number of effective marketing strategies to sell their products, like arata shampoo, arata hair cream,  to attract customers. Let’s look at some of the key strategies that have contributed to Arata’s success:

1) Focus on natural ingredients: 

One of main marketing strategies is to focus on natural ingredients. The brand highlights the use of plant-based ingredients in its products, which appeals to customers seeking safer and more environmentally friendly alternatives to traditional personal care products.

2) Graphic Design 

 They also focus on the product images that they are uploading to their website. They use high quality graphic design  on there website to get customer attention You can also use this for your website or social media platform with the Best Graphic Design Services provider in Mumbai.

3) Transparency and authenticity:

Marketing strategy emphasises transparency and authenticity. The brand’s transparency about its ingredients, sourcing practices, and manufacturing processes encourages consumer trust. On there, Arata shampoo and Arata hair cream

4) Educational Content:

Marketing strategy includes educational content that informs consumers about the benefits of natural ingredients and the importance of an environmentally friendly life. This content contributes to Arata’s reputation as a trustworthy authority in the natural personal care space.

5) Social media marketing:

They use social media platforms like Instagram, Facebook, and Twitter to engage with customers and promote their products, such as arata shampoo, arata hair cream. The brand shares user-generated content, product information, and lifestyle tips to connect with its target audience.

6) Customer Reviews and Testimonials:  

They use customer reviews and testimonials on its website and social media platforms to establish trust in customers about the quality and efficacy of its products.

7) Sustainability Initiatives:

Arata’s commitment to environmental sustainability is also an important aspect of its marketing strategy. The brand highlights its efforts to reduce waste, use eco-friendly packaging, and promote ethical sourcing practices, which appeal to consumers who care about the environment.

Overall, Arata’s marketing strategies are based on its commitment to natural ingredients, transparency, and sustainability. By focusing on these core values and engaging with customers honestly, Arata has built a strong brand and a loyal customer base.

Conclusion

After appearing in the show, demand for their products increased, and Arata faced the challenge of expanding production while maintaining the same level of quality and sustainability. Brand invested in new manufacturing facilities to overcome this challenge and worked closely with their suppliers to ensure they could meet rising demand without sacrificing their values. Arata’s success is based on producing high-quality products and following its values and vision. By impressing the sharks on Shark Tank, founders showed that anything is possible when product quality, brand values, and entrepreneurial spirit come together.