The Journey of Allter’s Founder and CEO, Surbhi Bafna Gupta

Business Remedies | Rajshree Upadhyaya | With a vision to revolutionize baby care products, Surbhi Bafna Gupta established Allter and achieved remarkable success. Founded in 2020, Allter emerged in response to the growing demand in India for eco-friendly and skin-safe baby essentials. The brand’s main product, Allter Diaper, is made from 100% certified organic bamboo, ensuring a hypoallergenic and chemical-free experience for babies. This commitment to quality and sustainability quickly caught the attention of parents seeking safer allternatives to conventional diapers. Surbhi gained widespread recognition after appearing on Shark Tank India Season 3. During her pitch, she sought an investment of Rs 1 crore for a 2.5% equity stake, valuing the company at Rs 40 crore.

The panel of investors, known as the “Sharks,” was highly impressed by the brand’s potential and the growing market for eco-conscious baby products. The Sharks made various offers-Aman Gupta offered Rs 1 crore for 5% equity along with a 2% royalty until the investment was recovered, valuing the company at Rs 20 crore. Ritesh Agarwal offered Rs 1 crore for 5% equity, while Anupam Mittal offered Rs 1 crore for 4% equity, valuing Allter at Rs 25 crore. After discussions, Surbhi finalized the deal with Aman Gupta, Anupam Mittal, and Ritesh Agarwal for Rs 1 crore in exchange for 4% equity-a major milestone for the brand.

Increased Brand Recognition and Customer Trust
After its appearance on Shark Tank India, Allter experienced a surge in brand recognition and customer trust. The company reported revenue of Rs 5.5 crore for the financial year 2023-24 and projected it to reach Rs 10 crore by the end of the year. Despite operating at a minor 6% loss, Allter was on track to achieve profitability in the next financial year. The brand’s success is credited to its strong online presence, direct-to-consumer model, and a focused product line that includes Allter pant-style diapers, which became especially popular among parents for their comfort and functionality. By October 2025, Allter continues to operate successfully, expanding its product range while maintaining its commitment to sustainability and quality. The brand’s journey from a startup to a well-known name in the baby care industry highlights the power of innovation and consumer-centric values in building a successful business.

Securing a Place in a Competitive Market
Allter is fully operational and continues to grow steadily, supported by its strong market presence and strategic backing from investors. The brand’s focus on delivering safe, eco-friendly, and high-performance baby care products has earned it a loyal customer base, firmly establishing its position in the competitive market.

Written & Edited By:

Rajshree Upadhyaya