Jaipur | Rajshree Upadhyaya | With a creative café concept, brothers Neel Kanwarjani and Rishiraj Kanwarjani launched the startup Every Morning Cartel in 2023 and established a strong national presence. The brand was created with the vision of transforming regular café visits into a complete cultural experience. Based in Kandivali, Mumbai, the brand entered India’s premium café market with a strong focus on creativity, community, and immersive dining experiences.
Rather than positioning it as just another coffee shop, the founders wanted to create a space where food, music, art, and conversations could naturally come together. The concept behind Every Morning Cartel was inspired by the Japanese “Omakase” style of dining, where customers trust the chef to curate their experience. The café soon became known for its specialty coffee, matcha beverages, desserts, cold coffees, and chef-led tasting experiences that offered customers something beyond traditional café menus. Its visually appealing interiors and youth-focused branding quickly attracted Gen Z audiences looking for aesthetic cafés that also offered a sense of exclusivity and community.
Before launching the company, Neel Kanwarjani had a strong interest in food and café culture, while Rishiraj Kanwarjani focused more on the creative and branding aspects of the business. Together, the brothers built Every Morning Cartel into a modern hospitality brand with a distinct identity. Their approach to storytelling, design, and customer engagement helped the café stand out in Mumbai’s highly competitive hospitality market. Social media also played a major role in the brand’s growth, with customers frequently sharing the café’s interiors, beverages, and curated experiences online.
Impressed the Panel With Clarity, Confidence and Financial Performance
The startup gained nationwide recognition after appearing on Shark Tank India. Unlike a traditional business pitch, the founders created an elaborate fine-dining-style setup directly on stage, where curated food and drinks were served to the sharks. Their presentation immediately captured attention because it felt more like an immersive experience than a standard café demonstration.
The founders asked for Rs. 2 crore in exchange for 5 percent equity, valuing the company at Rs. 40 crore. While some sharks questioned the valuation because the business operated only a single outlet at the time, the founders impressed the panel with their clarity, confidence, and financial performance. During the pitch, the founders revealed that Every Morning Cartel had generated nearly Rs. 1.14 crore in revenue so far that year. They also shared that sales were almost equally divided between food and beverages, indicating balanced demand across the menu. One of the biggest highlights of the pitch was the company’s EBITDA margin, which was reportedly above 30 percent. Despite operating from a single outlet spread across approximately 850 square feet, the café had already built a strong customer base due to its experience-driven approach and premium positioning.
Emerging as a Recognised Name in India’s Modern Premium Café Industry
After discussions, Aman Gupta and Ritesh Agarwal jointly invested Rs. 2 crore for 12 percent equity in the company. The deal became one of the memorable hospitality investments of the season and significantly increased the startup’s visibility across India. The sharks believed the founders had the potential to transform Every Morning Cartel into a larger lifestyle and hospitality brand targeting urban young audiences who value experiences as much as products.
As of 2026, Every Morning Cartel appears to remain operational and continues to maintain its presence through café experiences, social media engagement, and community-driven branding initiatives. Although the business is still in its early growth phase, its appearance on Shark Tank India transformed it from a local Mumbai café into one of the emerging names in India’s modern premium café industry.
