Darshan Shetty and Mustakeen Sheikh Set a New Dessert Trend in India with London Bubble Co.

Business Remedies | Rajshree Upadhyaya | London Bubble Co. began as a whimsical experiment with desserts that promised both indulgence and visual appeal. What started as a curiosity around bubble waffles, a Hong Kong street food trend that had taken over global Instagram feeds, soon transformed into a full-fledged brand in India. The idea was simple yet effective-create an affordable yet premium experience around waffles and pancakes that could fit neatly into the urban snacking culture. The brand quickly gained traction for its quirky bubble-shaped waffles served with creative toppings, later expanding into packaged mixes to bring the experience into people’s homes.

The journey of London Bubble Co. has more than one thread of origin. Early accounts often highlighted entrepreneur Saurabh Rathore, who was instrumental in popularising bubble waffles across Indian cafes and kiosks. His early vision and scaling efforts proved that the market was ready for playful, Instagram-worthy desserts. However, as the company evolved, new leadership came to the fore. By the time London Bubble Co. appeared on Shark Tank India, it was Mustakeen Sheikh and Darshan Shetty who represented the brand on national television, pitching their dream of building not just a dessert outlet but a consumer brand with retail presence and packaged products.

The Shark Tank India pitch brought the brand into the spotlight. The founders sought to raise funds for scaling operations and expanding distribution of their premix line, which they positioned as a convenient way for consumers to replicate the café experience at home. The pitch reflected confidence and a clear understanding of consumer trends. They asked for investment that valued the brand ambitiously, eventually securing a deal of 75 lakh rupees for 5 percent equity. This moment was not just about raising money-it was about gaining a strategic partner who could help them navigate the complex landscape of franchising, marketing, and nationwide retail.

The impact of their appearance was immediate. Within days, the company reported spikes in online traffic and saw new interest from franchise partners and distributors. The Shark Tank effect was visible in both numbers and perception, as London Bubble Co. went from being a niche dessert brand to a name recognised by families across India. The deal also brought credibility and mentorship, which the founders publicly acknowledged as crucial in shaping their next phase of growth. For a brand that was born out of a global food trend, this transition marked a shift from novelty to structured business strategy.

London Bubble Co.’s story is also a reflection of how consumer brands in India evolve today. The novelty of bubble waffles attracted young, urban audiences, but novelty alone cannot sustain growth. The founders’ decision to diversify into packaged mixes demonstrated foresight, as it allowed the company to reach households beyond the café crowd and tap into India’s rapidly expanding do-it-yourself food culture. At the same time, the café experience continues to drive brand visibility, creating a feedback loop between retail and home consumption.
The challenge that lies ahead is one many food startups face-maintaining consistent quality across outlets, expanding distribution without losing control over the brand’s essence, and ensuring that the business is more than a passing trend. The Shark Tank moment gave London Bubble Co. the visibility and resources to attempt this leap, but the long-term success will depend on how well they balance creativity with operational discipline. Their journey so far shows the importance of timing, adaptability, and the willingness to evolve leadership roles as the brand grows.

From Saurabh Rathore’s early push to bring bubble waffles into Indian markets, to Mustakeen Sheikh and Darshan Shetty’s confident pitch on Shark Tank India, the story of London Bubble Co. is less about one individual and more about a brand that captured a cultural moment and turned it into a business opportunity. It illustrates how global food trends, when adapted with local flair, can spark entrepreneurial ventures that resonate with young Indian consumers. More importantly, it shows that in the world of desserts, where attention is fleeting and competition intense, the sweet spot lies in combining novelty with a scalable vision.