Jaipur | Rajshree Upadhyaya | Urbanwipe became one of the most talked about brands on Shark Tank India Season 5 because its journey was rooted not only in business ambition but also in personal emotion. Founded in 2023 by Samradhi Mathur, Dr. Renu Mathur, and Aapurva Mathur, the company was inspired by the work of the late Rajat Mathur, who had spent years experimenting with cleaning formulations and documenting them carefully. After his passing in 2017, the family decided to carry forward his vision by transforming those formulations into a commercial consumer brand. What began as a personal mission slowly evolved into a growing startup in India’s competitive homecare industry.
Urbanwipe entered the market with the idea of creating safer cleaning products that could reduce dependence on harsh acid-based cleaners commonly used in Indian households. The founders believed that effective cleaning should not come at the cost of damaged surfaces or strong chemical exposure. With this approach, the company launched a portfolio of acid free bathroom cleaners, kitchen cleaners, floor cleaners, furniture cleaning solutions, and shoe cleaning products designed to clean stains and grease while remaining comparatively gentle on surfaces like wood, marble, tiles, and laminates. The brand positioned itself as a safer and more practical alternative for urban households looking for modern cleaning solutions.
In its early stages, Urbanwipe operated as a bootstrapped business and focused heavily on direct-to-consumer sales through online platforms and marketplaces. The founders concentrated on maintaining disciplined margins and building repeat customer trust rather than rapidly expanding offline distribution. Their strategy gradually started delivering results as consumers responded positively to the company’s messaging around safer formulations and surface-friendly products. By the time the founders appeared on Shark Tank India, the startup had already generated significant traction and reportedly crossed more than Rs. 10 crore in lifetime sales, which demonstrated that the products had established demand even before national television exposure.
The Shark Tank India pitch became memorable largely because of the emotional story behind the company. The founders entered the tank asking for Rs. 90 lakh in exchange for 2% equity, valuing Urbanwipe at Rs. 45 crore. While some sharks questioned the valuation, they appreciated the clarity of the founders and the differentiation the company was trying to create in a crowded category. Aman Gupta and Anupam Mittal showed the strongest interest after understanding the market potential of safer home cleaning products and the family legacy connected to the brand. Following multiple negotiations, Urbanwipe secured a deal worth Rs. 2 crore for 10% equity from Aman Gupta and Anupam Mittal, bringing the company’s valuation to Rs. 20 crore.
One of the strongest aspects of Urbanwipe’s journey was the way the founders blended emotional storytelling with practical consumer demand. Instead of presenting themselves as just another cleaning company, they focused on building trust around modern and safer household cleaning habits. Their branding connected strongly with consumers who were increasingly becoming conscious about chemical-heavy products used inside homes. The company also benefited from the rising popularity of direct-to-consumer brands in India, where customers actively seek niche products with a clear value proposition.
As of 2026, Urbanwipe appears to be operational and continues to sell its products online. Recent business listings and post-show reports indicate that the company is still active and functioning from Noida under Renu Enterprises. Urbanwipe’s journey reflects how a family transformed years of research and personal legacy into a growing consumer brand that managed to carve its own identity in India’s rapidly evolving homecare market.
