Jaipur | Rajshree Upadhyaya | Founded in 2024, Pure Flow is a wellness startup that set out to change the way people think about breathing. Established by Parikshit Batra along with co-founders Jashanjot Singh Bindra and Dev Sharma, the company was born from the belief that something as basic as breathing plays a far greater role in overall health than most people realize. While preventive healthcare has witnessed rapid growth in recent years, the founders noticed that breathing wellness remained a relatively unexplored category in India. They decided to bridge this gap by creating simple, non-medicated products that could help people breathe better while sleeping, exercising, or going about their daily routines.
The journey began after the founders met in Hyderabad and explored the growing global awareness surrounding sleep quality, recovery, and nasal breathing. Inspired by international trends and backed by their own research, they launched Pure Flow with a mission to make breathing wellness accessible to Indian consumers. Instead of positioning the company as a medical device brand, they built it as a modern wellness business focused on improving everyday lifestyles. Its product portfolio includes nasal breathing strips, which gently open the nasal passages to improve airflow, and mouth tape, designed to encourage nasal breathing during sleep. Over time, the brand has also expanded into other breathing wellness products aimed at supporting better sleep, enhanced recovery, and improved physical performance.
Pure Flow gained nationwide attention after appearing on Shark Tank India Season 5. Entering the tank with confidence, the founders sought an investment of Rs. 1 crore in exchange for 3.3 percent equity, valuing the startup at Rs. 30 crore. Their pitch introduced many viewers to the concept of breathing wellness, a category that was still unfamiliar to a large section of the Indian market. The Sharks appreciated the founders’ conviction but also questioned whether Indian consumers were ready to adopt such products on a large scale. They discussed customer education, long-term demand, product differentiation, and the challenges of building a sustainable brand in a niche segment. Throughout the conversation, the founders remained focused on explaining how growing awareness around sleep health and preventive wellness could drive future demand.
The discussions eventually led to Aman Gupta making an offer of Rs. 2 crore for 20 percent equity. Although the valuation was significantly lower than what the founders had initially sought, they accepted the deal, choosing to partner with an experienced consumer brand entrepreneur who could help scale the business. Their appearance on the show not only secured an investment but also introduced millions of viewers to a category that had previously received very little mainstream attention. The episode became a reminder that even simple everyday habits can create opportunities for innovation when viewed through a different lens.
As of 2026, Pure Flow continues to operate and remains active in India’s growing wellness market. The company continues to offer its nasal breathing strips, mouth tape, and other breathing wellness products, while focusing on increasing awareness about the importance of healthy breathing habits. Although the brand is still relatively young, its Shark Tank India appearance helped establish credibility and significantly expand its reach among consumers. With increasing interest in preventive healthcare and non-medicated wellness solutions, Pure Flow is steadily working towards building a stronger presence in a category that is gradually becoming part of mainstream conversations around health and well-being.
