The brand Chokhat is redefining home decor with handcrafted designer products that create a sense of belonging and comfort. The Sharks admired the distinctive Chokhat name and their exceptional products. During Shark Tank India Season 4, Chokhat’s pitch secured a strategic investment, setting the stage for substantial growth.
Chokhat Home Decor Products
Chokhat is a nature-inspired home decor brand that serves as a one-stop platform for decor and home furnishing. The company collaborates with three contract manufacturers who have signed NDAs (Non-Disclosure Agreements), ensuring that designs remain exclusive and are not shared elsewhere. All products are proudly Made in India. By bridging the gap between budget-friendly options and luxury decor, Chokhat provides high-quality, stylish products at competitive prices. Currently, they sell exclusively through their own website.
- Intricate Craftsmanship: Each product is designed with precision and attention to detail.
- Affordable Luxury: Chokhat provides high-end aesthetics at reasonable prices.
- Cultural Essence: A blend of traditional and contemporary designs to suit diverse tastes.
Their goal is to make exquisite design accessible to everyone while celebrating artistry and tradition.
You can also check the Better Nutrition Shark Tank India Season 4 pitch.
USP of Chokhat
- Affordability
- Aesthetically Appeal
Chokhat Shark Tank India Season 4 Pitch
On Shark Tank India Season 4, the founders of Chokhat presented their vision of affordable yet stylish home decor that caters to customers seeking quality without excessive costs. Their dedication to handcrafted products and unique approach captivated the Sharks.
Chokhat primarily serves customers from South Indian states, including Maharashtra and Karnataka. During the initial phase, securing reliable vendors was a significant challenge. Additionally, the copying of product designs posed a serious issue. Vineeta highlighted that the brand had a gross margin problem that needed to be addressed for long-term sustainability.
Founder Journey and How Chokhat Started?
The founder pursued a degree in product design and began her career as an Assistant Designer. She later transitioned into a merchandising role, where she gained experience in sales, production, and overall business operations. After working for two years in an export house in Gurgaon, which specialized in similar products for US and UK markets, she realized her true passion lay in home decor.
Determined to build something of her own, she pursued internships and job opportunities in the decor field. In 2018, she made the bold decision to resign from her job, coincidentally on Ganesh Chaturthi. Unaware of the festival at the time, she later found inspiration in the significance of the occasion, leading to the choice of an elephant as Chokhat’s brand logo. With no prior business background in her family, she embarked on this journey alone, investing her savings of 1 lakh rupees to bring her vision to life.
Chokhat last 5 Years Sales
Chokhat has experienced remarkable sales growth over the past five years, reflecting increasing customer trust and brand recognition. In FY19-20, the company generated ₹4.5 Lakhs in revenue. By FY20-21, this number more than doubled to approximately ₹10 Lakhs. The momentum continued in FY21-22, reaching ₹11 Lakhs, followed by an impressive jump to ₹30 Lakhs in FY22-23. Most recently, FY23-24 saw a record ₹55 Lakhs in sales.
With an 83.3% growth rate, Chokhat has proven its ability to scale steadily. This consistent upward trajectory is a testament to the brand’s strong product-market fit and strategic business approach.
Chokhat Unit Economics
A well-structured cost breakdown ensures that Chokhat remains financially sustainable while expanding its market presence. The Cost of Goods Sold (COGS) accounts for 39% of total revenue, demonstrating a focus on premium materials and craftsmanship. Marketing expenses make up 17%, highlighting the company’s investment in brand awareness and customer acquisition.
Operational efficiency is another key factor in Chokhat’s success. Operational expenses constitute 13%, while logistics and returns account for 11%, ensuring a smooth supply chain. Website and payment gateway costs are minimal at 2%, and its because of direct-to-consumer sales model, this information is based on their Shark Tank India Pitch
Investment Details
| Company | Chokhat |
| Founders | Prachi Bhatia |
| Website | https://www.chokhat.in/ |
| Season | Shark Tank India Season 4 |
| Original Ask | ₹ 50 Lakhs for 7% Equity at a ₹7.14 Crore Valuation |
| Investment Secured | Yes |
| Deal | ₹ 30 Lakhs for 10% Equity + ₹20 Lakhs at Debt at valuation of ₹ 3 Crores |
| Investor | Anupam Mittal and Peyush Bansal |
Chokhat Winning Moment
Anupam Mittal and Peyush Bansal recognized Chokhat’s potential to bridge the gap between affordability and high-end design. Their ₹ 30 Lakh investment for 10% equity will help the company expand its product line, enhance brand awareness, and scale operations.
What’s Next for Chokhat?
With investment from Anupam Mittal and Peyush Bansal, Chokhat plans to:
- Expand its collection to include more handcrafted luxury home decor items.
- Scale its online presence for better customer reach and engagement.
- Strengthen collaborations with artisans to promote sustainable craftsmanship.
