Shark Tank India Season 4 showcased an exciting pitch by Nurturing Green, whose founder, Annu Grover, stood out with a sustainability-focused approach to green gifting and home decor.
Pitted against competitor Kyari in a rare back-to-back pitching scenario determined by a coin toss, Annu’s innovative presentation secured him a deal with Vineeta Singh.
Annu proposed ₹1 crore for 1% equity, valuing Nurturing Green at ₹100 crore. Following negotiations, Vineeta Singh offered ₹50 lakh for 1.25% equity, with an additional ₹50 lakh structured as debt at a 10% interest rate over three years, bringing the company’s valuation to ₹40 crore. Annu accepted, confident that Vineeta’s expertise and support would accelerate the company’s growth trajectory.
About Nurturing Green
Founded in 2009 and based in Noida, Nurturing Green is a pioneer in green gifting, landscaping services, and living plant bouquets.
The company’s tissue culture lab and 70 acres of polyhouses across 4 cities enable it to deliver premium plants backed by an eight-step quality assurance process.
The brand offers a lifetime warranty, with customers allowed to replace plants at half the original price if needed.
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The company’s product range is accessible to diverse consumers, with prices spanning ₹99 to ₹4,999.
Over the years, the brand has scaled significantly: sales rose from ₹9 crore in 2023 to ₹17 crore in FY 2024-25, with projections to hit ₹28 crore by year-end and a ₹100 crore revenue goal by 2026.
Funding Journey
Nurturing Green’s impressive milestones include a ₹50 lakh investment in 2019 by Paytm founder Vijay Shekhar Sharma, valuing the startup at ₹37.5 crore at the time.
Currently, 68% ownership is held by Annu Grover, 8% by his family, 22% by other investors, and 2% by Vijay Shekhar Sharma.
