Startup Funding
Goat Life, an oats startup targeting young consumers, has secured Rs 2 crore on Shark Tank India Season 5 after founder Yash Kalra won over investors with a combination of product appeal and Gen Z brand positioning. Founded by 26-year-old Yash Kalra, Goat Life focuses on high-protein oats that can be prepared in 30 seconds. The brand currently offers flavours such as mocha, tiramisu, mango, choco-nut, kulfi, cookies and cream, hazelnut, and strawberry swirl, with each serving delivering 10 to 20 grams of protein. Launched in July 2023, Goat Life was started with an initial capital of Rs 5 lakh, comprising a grant and Kalra’s personal investment. Before this venture, Kalra had founded Wisegg, a ready-to-drink egg-white beverage startup that was shut down due to shelf-life limitations. As the Sharks sampled the product during the pitch, Anupam Mittal responded positively to the taste, remarking, “Yummy in my tummy,”. Aman Gupta, meanwhile, highlighted the brand’s youth-centric appeal ...