Jaipur | Rajshree Upadhyaya | When Ashish Lath stepped onto the stage of Shark Tank India Season 5, he introduced a business that many initially struggled to understand. SaveSage was not a lending platform, investment app, or payment company. Instead, it focused on a problem that quietly affects millions of Indians who use credit cards every day but rarely maximize the rewards attached to them. Lath explained that most users either ignore reward points or redeem them poorly, leaving significant value unused. His startup aimed to solve that gap through technology and data-driven recommendations.
Founded in 2024 by Gurugram-based entrepreneur Ashish Lath, SaveSage was built around the idea of helping consumers make smarter decisions with their credit cards and loyalty programs. The platform offers credit card optimization, reward point tracking, loyalty rewards management, travel reward planning, and credit card recommendation services designed to help users extract maximum value from everyday spending. The company positioned itself as an AI-powered financial assistant that could simplify a complex ecosystem of points, miles, redemptions, and card benefits.
The turning point in SaveSage’s journey came during its Shark Tank India appearance. At first, several sharks appeared unconvinced by the idea, questioning whether the information offered by the platform was already available online. The mood shifted dramatically when Lath revealed how he had personally used reward optimization strategies over the past decade. He claimed that he and his wife had taken more than 430 flights without paying for tickets, stayed nearly 100 nights in hotels, and redeemed rewards for jewellery worth around Rs. 15 lakh. Those numbers immediately caught the investors’ attention because they demonstrated the practical value of the concept rather than just theoretical savings.
Lath further highlighted the scale of the opportunity by pointing out that India has more than 11 crore active credit cards, while many users remain unaware of how to maximize their benefits. His pitch eventually resulted in one of the biggest deals of the season. After negotiations, Anupam Mittal, Kunal Bahl, Namita Thapar, and Mohit Yadav joined forces to invest Rs. 4 crore in exchange for 9 percent equity, valuing the company at approximately Rs. 44.4 crore. The episode also carried emotional significance because Kunal Bahl revealed that Lath had previously worked closely with him during his time at Snapdeal.
The national exposure generated enormous visibility for SaveSage, but it also brought challenges. Soon after the episode aired, the startup faced a flood of negative reviews on app stores. Many users criticized the platform’s paid subscription model and objected to encountering a paywall. Lath publicly responded to the criticism, maintaining that the company had been transparent about its pricing and that users needed to understand the value proposition before judging the product. The controversy sparked wider discussions about whether Indian consumers are willing to pay for specialized fintech services.
Despite the criticism, SaveSage continued expanding its user base and product ecosystem. Lath has repeatedly stated that the company’s mission is to help Indians unlock rewards that would otherwise go unused. Public interactions and founder discussions in 2026 indicate that the company remains active and is continuing to develop new optimization tools, spending insights, and reward-planning features. SaveSage is currently operational, with ongoing community engagement, active product updates, and continued growth efforts within India’s fintech sector. What began as one founder’s fascination with reward points has evolved into a recognized startup that turned an overlooked financial habit into a nationally discussed business opportunity.
