Investment-related reality shows in India have come a long way from being just platforms for business pitches. Shows like Shark Tank India, Million Dollar Listing India, and India’s Future Investors now blend sharp financial insights with rich storytelling. They don’t just show entrepreneurs presenting ideas but also dive into their personal journeys, challenges, and dreams. This shift has transformed these programs into compelling narratives that grab the audience’s attention beyond the usual numbers and deals.
From expanded reach and enhanced visibility to newfound credibility, the advantages provided by these shows are unparalleled. It often achieves in just a few minutes what millions of rupees in advertising could never match. Whether or not a deal is made, the massive visibility gained from appearing on the show gives these brands significant exposure.
For brands and marketers, this is a significant opportunity. As these shows focus more on human stories, sponsorships and product placements can go beyond traditional ads. They become part of a story that viewers care about, making brand messages feel more authentic and engaging.
The emotional arcs of entrepreneurs battling odds or celebrating small wins create a natural space for brands to connect with audiences on a deeper level.
There also have been the introduction of new shows such as Pitch to Get Rich (JioHotstar), and Ideabaaz (Zee TV and ZEE5). Ideabaaz is a reality TV show and startup marketplace that gives entrepreneurs from across the country a platform to present their business ideas to a panel of investors, known as “Investing Titans”, who decide whether to invest in these startups.
On the other hand, Pitch to Get Rich features 14 fashion entrepreneurs who pitch their ideas to a star-studded panel of judges and investors. This panel includes Bollywood celebrities like Akshay Kumar, Karan Johar, Manish Malhotra, and Malaika Arora, alongside prominent business leaders from the fashion industry. The entrepreneurs compete for a share of a Rs 40 crore investment pool dedicated exclusively to fashion startups.
Talking about how the focus of investment-led shows evolved from pure business deals to character-driven narratives, Jeet Wagh, Founder and CEO, Ideabaaz, shares that Indian audiences love stories behind companies the “why” more than the “what.”
He further says that initially, investment shows were about numbers and negotiations; now, they’re about journeys and people. “We have also tried to capture that shift, that is, the founder’s struggle, resilience, and purpose. Viewers don’t just cheer for valuations anymore; they connect with the human emotion that drives the dream,” comments Wagh.
Million Dollar Listing India showcases the high-stakes world of luxury real estate in India. It follows six top real estate agents as they navigate multi-crore property deals in cities like Delhi, Gurgaon, and Mumbai.
Rishi Negi, COO, Banijay Asia and Endemol Shine India, believes that audiences don’t just want to watch numbers being discussed in a boardroom, but also want to connect with the people behind those numbers.
He explains that with Million Dollar Listing India, Banijay has consciously moved from focusing solely on transactions to highlighting the personalities, journeys, and ambitions driving those deals.
“Real estate is inherently emotional. It’s about dreams, aspirations, and life-changing decisions. By spotlighting these human stories, we’ve made the investment world more relatable and engaging for a wider audience, while still keeping the core business element strong and credible,” he states.
Experts agree that the exposure from such shows provides unmatched visibility, attracting millions of new customers. It boosts credibility, positioning the brand as a serious player in its industry, and opens doors to new partnerships. The show also helps build consumer trust, driving higher engagement and sales.
Moreover, it extends the brand’s reach into previously untapped regions, including Tier 2 and Tier 3 cities. The positive response from these regions further accelerates offline expansion and omnichannel growth, fuelling even greater scalability.
Chetan Asher, Founder and CEO, Tonic Worldwide, emphasises that Shark Tank India has become a cultural phenomenon, inspiring a new wave of entrepreneurial ambition while reshaping the perception of startups in India.
“Unlike traditional advertising, appearing on Shark Tank India offers a natural platform for engaging and immersive storytelling. The focus extends beyond the product to highlight the founders, their journeys, challenges, and aspirations, creating an emotional connection with viewers. This relatability and trustworthiness make the showcased brands stand out,” he explains.
Certain sectors, such as edtech, demand a higher level of credibility and trust. In this context, appearing on Shark Tank proves to be an ideal platform for emerging brands in this crucial space. Ashish Gupta and Gaurav Brar, the founders of the edtech platform Bimbinos.live, who featured in the fourth season of Shark Tank, concur that partnering with the sharks and the platform significantly enhances credibility—something that is especially vital in the education sector.
Delving further into it, they add, “With the edtech sector facing struggles, our success proves there's strong demand for quality products and validates our mission. Our ticket size ranges from Rs 50,000 to RS 1 lakh, and most sales come through our inside sales team. Visibility, like being featured on a live show, helps build trust with customers. This trust boosted our conversions by 5–7%, potentially increasing our demo-to-sale rate from 30% to 35–40%. We are also exploring franchising and B2B opportunities to further grow the business post the show.”
Dhruv Madhok, Co-founder, Arata, a hair beauty brand that appeared on Shark Tank Season 3, notes that Shark Tank has benefited them in numerous ways. He shares, “Most of our business used to come from tier one cities before the show. But after Shark Tank, around 60% of our business started coming from Tier 2 and beyond. Our revenue growth also boosted all our channels—website, Amazon, e-commerce, and quick commerce. This increased scale and profitability enabled a successful fundraise. We also expanded our team, moved to a new office, and set up a new warehouse and content creation studio. Then, the Sharks obviously helped by sourcing and making valuable introductions, which significantly boosted brand visibility. Now, even job candidates are familiar with the brand and founders, often having watched the episode before the interview.”
While these shows offer startups a powerful launchpad, it’s not the final destination. Securing investment is just the beginning and long-term success depends on refining supply chains, scaling operations, and evolving marketing strategies. Without sustained effort and adaptability, even the most promising brands can struggle to maintain momentum. Shark Tank opens doors, but what happens next truly defines a brand’s future.
Along similar lines, Kishore Subramanian, Chief Operating Officer & Chief Strategy Officer - Mullen Lintas, remarks that a seven-minute pitch on Shark Tank India can achieve overnight what once took years, suddenly everyone knows your name, but does that kind of exposure build a brand or just create a fleeting moment? He adds, “Look at Snitch; they walked into Shark Tank with a solid business model and walked out with Rs 1.5 crore and a national fanbase. But they didn’t sit back and celebrate. They used that momentum to go bigger-expanding their catalogue, tightening their social media game, and positioning themselves as a homegrown alternative to the Zaras and H&Ms of the world. At the end of the day, Shark Tank isn’t a marketing strategy-it’s a stage. What do you do after the cameras stop rolling? That’s where brands are truly built.”
Experts find that successful brands use this platform to craft authentic, consistent storytelling across channels. Beyond funding buzz, they engage audiences with customer success, product innovation, and behind-the-scenes growth. By staying true to their values and keeping consumers invested, startups turn short-term hype into lasting loyalty. The brands also have to bring a change to their marketing strategies to cater to a larger audience.
Siddharth R Dungarwal, Founder, Snitch, a men's fashion that appeared on Shark Tank Season 4, voices that before the show, their marketing strategy was primarily focused on performance marketing and creating buzz in niche digital spaces but post-Shark Tank, they have pivoted toward a more balanced, omnichannel approach.
“Furthermore, we have amplified storytelling through campaigns that resonate emotionally with our audience, emphasising our core identity as a trendy, fast-evolving men's wear brand. The spotlight encouraged us to explore influencer collaborations, experiential events, and innovative campaigns, blending data-driven marketing with a focus on building lasting relationships with our customers,” he states further.
Similarly, home decor brand Urban Space, which appeared on the third season of Shark Tank, also made several changes to its marketing mix. Speaking about the changes, Radhika Koolwal, Co-Founder and Head of Sales and Marketing, Urban Space, a home décor brand that appeared in season 3 of Shark Tank India, shares, “Earlier, our marketing was focused primarily on digital ads and performance marketing. While that gave us initial traction, Shark Tank helped us realise the power of authenticity and brand storytelling. Now, our marketing mix is a blend of digital ads, influencer collaborations, organic UGC, and content-driven campaigns that celebrate our customers and their unique spaces. We have also adopted the brand building approach which helps us build an intangible value proposition which helps us in the long run.”
Balancing brand integrations without diluting the entrepreneurial core of investment reality shows has become a delicate art. Producers are increasingly conscious that while partnerships fuel production and open creative avenues, they should never overshadow the real heroes, the entrepreneurs and their ideas. The goal is to make brand presence feel natural, adding value to the storyline instead of interrupting it.
“Brand integrations and advertiser collaborations are largely a platform-driven initiative,” says Negi. “We ensure that every association feels natural and relevant to the show’s world. Brand integrations work best when they feel organic and enhance the story instead of interrupting it.”
He adds that each brand is woven into “the ecosystem of luxury, lifestyle, and real estate in a way that adds value to the viewer experience.” The idea, he says, is to let the brand “become part of the narrative flow - subtle, relevant, and meaningful so that the focus always stays on the entrepreneurs and their stories.”
This storytelling-first mindset is also shaping newer shows like Ideabaaz, where the emotional journey of founders takes center stage. Wagh believes that brand partnerships can deepen rather than disrupt the narrative.
“We see brands as enablers, not interruptions,” he says. “Every integration in Ideabaaz is designed to add value to the founder, to the journey, and to the ecosystem.” He cites IDFC FIRST Bank, the show’s Startup Banking Partner, as an example of a “true enabler” that offers tangible value-added services to startups. “When a brand’s presence feels purposeful and organic, it strengthens the story instead of distracting from it,” Wagh explains.
As investment-led reality shows continue to evolve, these platforms remain a powerful catalyst for startup growth, providing invaluable exposure, credibility, and opportunities. While challenges persist, the potential for success is undeniable. Entrepreneurs now have access to a dynamic ecosystem that extends beyond just funding, promoting innovation, strategic partnerships, and personal growth.
