Jaipur | Rajshree Upadhyaya | Anirban Bhattacharya and Pallab Ghosh built their identity by launching the growing Made-in-India music brand Gappu in 2021. They entered the Indian musical instrument market with the vision of creating premium-quality percussion instruments that were affordable and proudly made in India. Started in Kolkata, Gappu began as a niche music startup focused on solving a common problem faced by Indian musicians. Most high-quality percussion instruments available in the market were either imported and expensive or lacked durability and proper sound quality. The founders saw an opportunity to bridge this gap by creating handcrafted instruments that combined design, portability, and performance for musicians across different age groups.
The company gradually established its identity through a range of products including cajons, bongos, tambourines, wooden shakers, travel cajons, practice pads, guitars, ukuleles, and rhythm instruments aimed at beginners, hobbyists, schools, and live performers. Gappu placed strong emphasis on craftsmanship and product aesthetics, making its instruments visually appealing while maintaining professional sound quality. The founders believed that musical instruments should not only sound good but also look modern and relatable to young audiences who are increasingly becoming part of India’s growing independent music culture.
Before scaling the business, Anirban Bhattacharya and Pallab Ghosh spent considerable time understanding customer behavior in the music industry. They observed that modern musicians preferred lightweight and portable instruments that could easily be carried for jam sessions, travel performances, and casual gatherings. This insight helped shape the company’s product strategy and allowed Gappu to stand out in India’s largely unorganized percussion market. One of the company’s most popular products became the Jam Box, which reportedly contributed a significant share of the business’s total revenue.
Company Focused Strongly on Branding and Presentation
As demand increased, Gappu expanded beyond direct online sales and strengthened its presence through distributors and offline retail stores. The company also focused heavily on branding and presentation, positioning itself not merely as another instrument manufacturer but as a lifestyle-oriented music brand. This approach helped the startup attract attention from music enthusiasts as well as early-stage investors. Reports later suggested that the company achieved nearly 100 percent year-on-year growth, reflecting the increasing demand for locally made musical instruments in India.
A major milestone in Gappu’s journey came with its appearance on Shark Tank India Season 5. During the pitch, the founders asked for Rs. 30 lakh in exchange for 1 percent equity, valuing the company at Rs. 30 crore. They explained how India’s creator economy and independent music scene were creating new opportunities for Indian instrument brands.
The sharks showed interest in the company’s Made-in-India positioning and its focus on percussion products. According to data shared during the pitch, the company generated revenue of Rs. 31 lakh in FY 2022-23, Rs. 39 lakh in FY 2023-24, and Rs. 52 lakh in FY 2024-25, reflecting consistent year-on-year growth.
Funding and Exposure Strengthened Brand Identity
After negotiations, Amit Jain offered Rs. 10 lakh for 3 percent equity along with a Rs. 20 lakh loan at 12 percent interest for three years. The founders accepted the deal, and the appearance on Shark Tank India gave Gappu nationwide recognition. The funding and exposure strengthened the company’s brand identity while also supporting plans related to inventory expansion, marketing, and business growth.
Gappu continues to operate today, selling its musical instruments through both online and offline channels. By blending traditional craftsmanship with modern branding, the startup has gradually carved out its place in India’s growing music ecosystem, proving that Indian-made percussion instruments can successfully compete in a market long dominated by imported products.
