Jaipur | Rajshree Upadhyaya |Ritoban Chakrabarti made his mark by launching the modern spiritual lifestyle brand Japam in India in 2022. When he started the brand, he entered a category that had existed in India for decades but still lacked trust and organisation. Before launching the brand, Ritoban had spent several years working in digital marketing, affiliate businesses, and online entrepreneurship. His early experience in internet marketing helped him understand how modern consumers think, shop, and build trust online.
Over time, he noticed that people buying spiritual products often found it difficult to distinguish between genuine and fake items, especially in categories like Rudraksha malas and healing stones. This observation eventually became the foundation of Japam.
Based in Mohali, Punjab, Japam was created as a modern spiritual lifestyle brand that combines faith with modern branding and digital commerce. Instead of following the traditional format of local temple shops and offline spiritual stores, the company adopted a direct-to-consumer online model. Japam initially focused on Rudraksha bracelets, Rudraksha malas, and spiritual jewellery, but gradually expanded into energy stones, Karungali products, home décor items, pooja essentials, and spiritual idols. The company positioned its products not only as religious items but also as lifestyle accessories for consumers interested in spirituality, wellness, and positive energy.
Branding Built on Trust, Certification, and Quality Assurance
One of Japam’s biggest strengths was its emphasis on authenticity. Ritoban repeatedly highlighted that fake spiritual products were common in the market and customers often had no reliable way to verify what they were purchasing. To solve this problem, Japam claimed to use multiple testing methods such as spectroscopy, UV testing, and microscopic examination before products reached customers. The company built its branding around trust, certification, and quality assurance, which helped attract young consumers who preferred a better online shopping experience over traditional unorganised markets.
Japam gained nationwide recognition after Ritoban appeared on ‘Shark Tank India Season 5’. On the show, he asked for Rs. 1.5 crore in exchange for 1 percent equity, valuing the startup at Rs. 150 crore. During the pitch, Ritoban shared strong growth figures and explained how spirituality was becoming a rapidly growing consumer category among millennials and Gen Z audiences. The pitch soon became one of the most debated moments of the season because it sparked discussions around spirituality, commercialisation, and faith-based businesses. Some sharks questioned whether religious products should be turned into large-scale businesses, while others believed there was a massive market opportunity if trust could be established properly.
Praised for Modern Branding and Business Positioning
After extensive negotiations, Namita Thapar and Varun Alagh decided to invest Rs. 1.5 crore in the company along with a royalty clause. The deal brought significant visibility to Japam, and the startup quickly became part of mainstream startup discussions across social media platforms. While the brand received praise for its modern branding and business positioning, it also faced criticism online from people who questioned the commercialisation of spirituality. Discussions around the company continued long after the episode aired, making Japam one of the most talked-about brands of the season.
As of 2026, Japam appears to be operational and growing rapidly. Business records and company databases list Japam Spiritual Private Limited as an active company registered in Punjab. The brand also maintains an active digital presence and continues selling its spiritual lifestyle products online. From being a startup created to solve trust issues in spiritual commerce to becoming a nationally recognised brand after ‘Shark Tank India’, Japam’s journey reflects how traditional Indian categories are being transformed through modern branding, digital marketing, and consumer-focused storytelling.
