Rajshree Upadhyaya | Business Remedies | The story of Stroom began in 2022, when founders Darshan Gattani, Shiven Chaturvedi, and Rohan Shah set out to solve a problem they had personally experienced — the lack of convenient and tasty protein options in India’s daily diet. Established in May 2022, the brand was built on the belief that protein consumption in India was significantly low, not because of lack of awareness but because most available options were either unappealing or positioned only for fitness enthusiasts. The founders wanted to change this perception by making protein a part of everyday snacking rather than a specialized supplement.
From the very beginning, Stroom focused on creating protein-rich snacks that could seamlessly replace regular junk food. Their initial product lineup included protein bars, energy bars, and protein wafers, all designed to deliver higher protein content while maintaining a taste profile similar to indulgent snacks. Instead of relying purely on traditional whey-heavy formulations, the brand used a mix of milk protein and soy protein, aiming to balance nutrition, affordability, and flavor. This approach helped Stroom appeal to a wider audience beyond gym-goers, particularly urban consumers looking for healthier alternatives.
As the brand started gaining early traction, it adopted a modern distribution strategy, leveraging quick-commerce platforms, e-commerce marketplaces, and offline retail presence. This multi-channel approach allowed Stroom to expand rapidly across key urban markets. Within a short span, the company reported revenues of around ₹2.4 crore, reflecting strong demand in a category that was still evolving in India. The founders positioned the brand not as a fitness product but as a lifestyle snack, which became a key differentiator in a crowded health food segment.
Stroom gained national attention after appearing on Shark Tank India Season 3, where the founders pitched their vision of making India more protein-aware through accessible snacks. During the pitch, the Sharks acknowledged the growing market opportunity but raised concerns around product claims and labeling, especially regarding sugar content and positioning. The discussion highlighted the importance of transparency in the nutrition space, pushing the founders to further refine their communication and packaging strategy.
Despite the critical feedback, the business fundamentals and growth potential impressed the panel, leading to a deal. Stroom secured an investment of ₹1 crore from Vineeta Singh and Aman Gupta for a small equity stake, valuing the company at around ₹40 crore. Beyond capital, the deal brought in strategic mentorship, particularly in branding, distribution, and consumer trust-building — areas crucial for scaling a food startup in India.
Following its television appearance, Stroom focused on strengthening its brand identity and expanding its product portfolio. The company explored new categories such as protein-based beverages and additional snack formats, aiming to build a broader ecosystem of convenient nutrition products. This phase also involved improving product formulations and ensuring clearer labeling to address earlier concerns raised during the pitch.
As of now, Stroom is operational and continues to scale in India’s rapidly growing health snack market. The brand remains focused on its core mission of making protein consumption easy, affordable, and enjoyable for everyday consumers. Its journey reflects a broader shift in Indian food habits, where health and taste are no longer seen as trade-offs but as complementary expectations.
