Shichisōru, an Indian character-based lifestyle brand, featured on Shark Tank India, where founder Maitreyee Koli pitched her vision of a fictional world brought to life through a unique range of collectibles and plushies.
During the pitch, the founder explained the inspiration behind the name Shichisōru, derived from the Japanese words Shichi (seven) and Sōru (souls). The brand focuses on storytelling through its three primary characters, aiming to capture the imagination of a target age group of 14+ years. With all product design handled in-house, the brand offers a diverse catalog including stickers, plushies, and blind packs.
The startup’s product line is priced to cater to different collector segments: Mimi Plushies are priced at ₹550, Toffee Plushies at ₹650, and their popular Blind Packs at ₹120. Currently, the products are available through the brand’s own website as well as various retail stores.
Entering the Tank, Maitreyee sought ₹75 lakhs for 5% equity, valuing the company at ₹15 crores.
Since starting sales in October 2024 and launching the first character, “Mimi,” the brand has shown consistent growth. Shichisōru recorded sales of ₹31.53 lakhs for the FY 24-25 period. For the current financial year, the Year-to-Date (YTD) sales stand at ₹25.53 lakhs, with a significant spike in November 2025 recording ₹11.72 lakhs in monthly sales. Prior to the Tank, the founder had demonstrated her commitment by investing ₹10 lakhs of her personal savings, supplemented by a small loan of ₹15,000 from her father.
After a detailed discussion regarding the brand’s scalability and the competitive landscape of the collectibles market, Shaily Mehrotra closed the deal. The investment consisted of ₹35 lakhs for 10% equity, combined with ₹40 lakhs in debt at 10% interest for a 3-year tenure, valuing Schichisōru at ₹3.5 crores.
