The Journey of Girgit’s Founder, Pooja Bajaj Shah

Business Remedies | Rajshree Upadhyaya | July 02,2025 |  Driven by a desire to do something unique and inspired by her family’s legacy, Pooja Bajaj carved her niche by founding Girgit – India’s first color-changing apparel brand. During the COVID-19 lockdown, the idea struck Pooja, a former teacher and school coordinator in Mumbai. Her love for colors, her family’s background in textiles, and a pigment introduced by her husband Benoy Shah came together to inspire a brand that offered clothes and accessories capable of changing colors when exposed to sunlight, water, or temperature – just like a chameleon.

After three months of tireless experimentation in 2021, Pooja launched the Girgit Store from her home, starting with color-changing T-shirts and shoes, initially designed for children. These products quickly grabbed attention, especially among fashion enthusiasts intrigued by their interactive nature. Girgit’s innovative line ranges from clothing and sneakers to backpacks, watch straps, and even bottles – all of which respond to natural elements like sunlight, water, and air, turning ordinary objects into delightful experiences.

Shark Tank Exposure Became a Game-Changer
By early 2023, Girgit had sold over 3,000 products to around 1,800 customers, generating Rs. 58 lakh in revenue with a gross margin of 79%. The business operated on a lean but effective model, heavily relying on WhatsApp commerce, which contributed to 65% of its sales. Exhibitions and modest Instagram ads also brought in about Rs. 30,000 profit monthly. With product prices ranging from Rs. 750 for accessories to Rs. 3,000 for adult sneakers, Girgit proved that innovation, affordability, and high margins could coexist.

To accelerate growth, Pooja and Benoy pitched Girgit on Shark Tank India Season 2, asking Rs. 20 lakh for 10% equity – valuing the business at Rs. 2 crore. The demonstration of heat-sensitive shorts and UV-reactive shoes impressed the judges. However, concerns about scalability lingered. Sharks Peyush Bansal, Vineeta Singh, Aman Gupta, and Anupam Mittal passed on the opportunity, calling it a novelty with uncertain longevity.

But Namita Thapar saw potential beyond the initial doubts. Impressed by the low-cost raw materials, high margins, and the founders’ passion, she offered Rs. 20 lakh for 20% equity, valuing the business at Rs. 1 crore. After some negotiation, Pooja and Benoy accepted the offer, finalizing the deal on national television. Although the actual investment didn’t materialize post-show, the exposure from Shark Tank proved to be a turning point.

As Pooja later shared in a podcast, the 10-minute pitch delivered a marketing impact equivalent to five years of traditional brand-building. Within two weeks of the episode airing, they sold out three months’ worth of inventory, and their Instagram following crossed 14,000.

Girgit Reflects Broader Trends in India’s Consumer Market
Namita had suggested focusing on kids’ products and expanding into bags, slogan T-shirts, and caps. However, Pooja and Benoy stuck to their original vision and decided to offer products for all age groups. Their growing range of color-changing apparel, shoes, bottles, and accessories continued to appeal to both young audiences and nostalgic adults.

Girgit’s journey reflects broader trends in India’s consumer market, where innovation, storytelling, and playful design meet the rising demand for experiential, cruelty-free, and ethically made products. While questions about the novelty wearing off persist, Pooja and Benoy have maintained momentum by launching new SKUs and staying directly connected with customers via WhatsApp, Instagram, and exhibitions.

Their playful, interactive products have struck a chord across demographics, transforming what might have been dismissed as a passing fad into a growing lifestyle brand. At its core, Girgit is more than just color-changing fashion – it embodies joy, curiosity, and wonder in tangible forms that surprise and delight. What began as a modest pandemic project has now become India’s first brand of its kind, symbolizing how a bold idea, rooted in family legacy and driven by unwavering optimism, can redefine everyday fashion.

Written & Edited By:

Rajshree Upadhyaya