In today’s competitive market, standing out requires a strategic balance between effective promotion and building consumer trust. Since its inception in 2021, Shark Tank India—the popular business reality show on Sony LIV and Sony Entertainment Television—has been addressing this challenge by providing a platform for entrepreneurs to pitch their business ideas to prominent investors, known as ‘Sharks.’ While securing investment is crucial, the real game-changer for brands is the show’s extensive viewership, which allows them to connect directly with their target audience.

However, for customers, discovering and purchasing brands featured on Shark Tank India was initially a cumbersome process. They had to navigate through social media pages or official websites to make a purchase. The rise of quick commerce has transformed consumer behavior, fostering an expectation of instant access to products with rapid doorstep delivery. Recognizing this shift, Swiggy, the official sponsor of Shark Tank India Season 4, has stepped in to bridge the gap between TV exposure and real-time product availability.

Swiggy Instamart’s Strategic Move

Swiggy Instamart’s quick delivery service now allows consumers to order products featured on Shark Tank India and receive them within minutes. In doing so, Swiggy is strengthening its position in the competitive quick-commerce sector, where rival companies like Zepto have gained attention through catchy advertising and strategic brand partnerships.

This month, Swiggy Instamart launched a dedicated Shark Tank section featuring emerging brands from Season 4, including Go Zero, Beast Life, Patch Up, MetaShot, and Fae Beauty. Additionally, over 100 brands from previous seasons are now accessible through the platform.

A notable change in the latest season’s panel of ‘Sharks’ includes the introduction of Kunal Bahl, co-founder of Snapdeal and Titan Capital, replacing Deepinder Goyal, CEO of Zomato. This shift coincides with Swiggy’s sponsorship, as Zomato remains one of Swiggy’s major competitors in the food and quick-commerce space.

Empowering Brands Through Quick Commerce

Emerging brands have quickly benefited from their association with Swiggy Instamart. Sahil Vohra, CEO and co-founder of The Naturik Co., an instant, ready-to-cook breakfast mix company, shared how seamless their onboarding experience was: “After Shark Tank India 4, Naturik’s partnership with Instamart went smooth as cake. The onboarding team was proactive, and we didn’t have to spend anything on onboarding.”

Similarly, Patch Up, a company specializing in transdermal skin patches for wellness and weight loss, highlighted how this partnership simplified their entry into quick commerce. Founder Radhika Rajpal explained: “Cracking quick commerce is generally a mammoth task for most new D2C brands, but Swiggy Instamart made it seamless.”

The visibility offered by Swiggy Instamart has driven remarkable growth for both new and established brands. Go Zero, a low-sugar ice cream brand, experienced a twofold increase in sales and a fivefold increase in searches on Swiggy after its episode aired. “The demand was so high that we sold out within minutes of the episode airing,” said Kiran Shah, founder of Go Zero.

Expanding Reach and Market Presence

Beyond boosting sales, appearing on Shark Tank India has streamlined brands’ expansion into other quick-commerce platforms. For instance, before its appearance on the show, The Naturik Co. was not available on any quick-commerce platforms. However, after the show, their onboarding process with Zepto and Blinkit became “faster and smoother”.

Swiggy Instamart’s extensive reach has also helped brands penetrate tier-1 and tier-2 cities. Patch Up products are now available in over 40 cities across India. “This broad availability ensures that consumers nationwide can access our offerings,” said Rajpal.

Free Publicity and Unmatched Brand Exposure

The impact of Shark Tank India on brand visibility is undeniable. Manas Madhu, co-founder of Beyond Snacks, a Kerala chips brand from Season 1, emphasized how the show propelled their business forward: “Without Shark Tank India, we wouldn’t have achieved even a quarter of the scale we are at today. The visibility we got would have cost us crores in advertising, but instead, we received free publicity.”

Sales momentum peaks when a brand’s episode airs. While brands don’t receive additional discount benefits, they do gain high visibility on the Swiggy app, increasing product impressions and conversions. Several brands, including Go Zero and Patch Up, leveraged this surge by offering exclusive deals—such as buy-one-get-one offers and the highest-ever discounts—to attract new customers.

A Digital-First Approach to Brand Growth

With Season 4 airing exclusively on Sony LIV, Shark Tank India has embraced a digital-first model. The show’s premium subscription model—ranging from Rs 299 per month to Rs 999 per year—ensures that engaged, paying viewers are more likely to explore and try the featured brands.

Additionally, Swiggy Instamart’s recent press release revealed that brands such as The Select Aisle, Bold Care, Beardo, and Anveshan have seen over 100% growth in orders since joining the platform in 2024. Key sales spikes were observed during high-traffic periods such as New Year’s Eve.

Innovating for Inclusivity: Gateway to Shark Tank

Beyond mainstream brand exposure, Shark Tank India has launched a special episode titled Gateway to Shark Tank – Divyang Special, aimed at fostering innovation and entrepreneurship among specially-abled individuals. Supported by Jeet Adani, director of Adani Airports, this initiative highlights innovative ideas that enhance accessibility and inclusivity in business.

The Future of Brand Discovery and Instant Commerce

Swiggy Instamart’s collaboration with Shark Tank India underscores a crucial industry insight: even if a brand doesn’t secure investment on the show, it can still land on customers’ doorsteps. By seamlessly connecting TV exposure with real-time purchasing, Swiggy Instamart is revolutionizing brand discovery and consumer engagement in the quick-commerce space. As Amitesh Jha, CEO of Swiggy Instamart, aptly puts it: “By bridging the gap between inspiration and accessibility, we empower both consumers and emerging businesses to thrive.”

As quick commerce continues to evolve, partnerships like this will play a pivotal role in shaping how brands capture audience attention and convert visibility into tangible growth.

Author: Sonali kamble