Shark Tank India: The Magnetic Pull of Relatable Stories, Aspirational Figures, and Unprecedented Viewership

🔍Insights

Nadeesh Kareemdathil, Apoorva Bajj

Feb 5, 2024 — 5 min read

Shark Tank India: The Magnetic Pull of Relatable Stories, Aspirational Figures, and Unprecedented Viewership

The widely acclaimed business reality show, Shark Tank, has made a significant impact on India through its locally adapted version, appropriately titled "Shark Tank India." Since its launch in 2021, the program has not only mesmerized viewers but has also had a profound influence on the entrepreneurial landscape in the country. If you were to inquire about the preferred investment choices in an average Indian household, the response would typically revolve around fixed deposits and mutual funds. Terms such as equity, bull run, and gross margin would rarely find their way into casual living room discussions. However, this narrative has transformed in the past couple of years, courtesy of a single television show – Shark Tank India.

The Power of Relatable Stories and Aspirational Figures
The “Sharks” Themselves: A Charismatic Blend of Expertise and Entertainment
A Recipe for Viral Moments and Social Media Buzz
Empowering the Entrepreneurial Ecosystem

The Power of Relatable Stories and Aspirational Figures

Shark Tank India resonates with viewers by weaving human stories into its narrative. The show features a diverse pool of individuals chasing their dreams from passionate young entrepreneurs to seasoned veterans. This diversity allows viewers to connect with different narratives, finding inspiration and relatable struggles in each pitch.

"Shark Tank India isn't just about the money; it's about the journey. We see dreams being pitched, fears being conquered, and lessons being learned. That's what connects with the audience," says Namita Thapar, a Shark on the show.

Season 1 witnessed over 150 million viewers, with the finale garnering a record-breaking 10.3 million impressions.

Mayank Kumar, co-founder and Managing Director of upGrad, emphasizes the crucial role of continuous learning in entrepreneurship. He acknowledges Shark Tank India as a highly immersive platform that can catalyze and popularize upskilling, turning it into a household phenomenon. Kumar highlights the synergy between upGrad and Shark Tank India, both dedicated to fostering innovative mindsets and contributing positively to society. This collaboration is seen as a high-value, outcome-driven proposition.

Recognizing India's pivotal position in the industrial revolution, Kumar states that upGrad is committed to the nation-building process. The platform aims to provide individuals aged 18 to 60 with the necessary learning capabilities to thrive in an evolving and transformational job market. Kumar views this opportunity as a driving force, positioning India as a significant talent provider and a global leader (Vishwa Guru) among developing and developed countries.

The “Sharks” Themselves: A Charismatic Blend of Expertise and Entertainment

The show's success hinges heavily on its Sharks, the panel of successful investors who evaluate and potentially invest in the featured businesses. Each Shark brings their unique expertise, personality, and negotiating skills to the table, creating a dynamic and engaging viewing experience.

"The Sharks aren't just judges; they're mentors and investors. They provide valuable feedback, share their experiences, and sometimes even become partners in the businesses," says Ashneer Grover, another prominent Shark.

The Sharks themselves boast impressive individual followings. For example, Peyush Bansal, the CEO of Lenskart, has over 1.2 million followers on Instagram.

A Recipe for Viral Moments and Social Media Buzz

Shark Tank India understands the power of social media engagement. The show actively encourages audience participation through polls, discussions, and memes, creating a vibrant online community. Viral moments during the show, like passionate pitches, heated negotiations, and heartwarming deals, further fuel the buzz and drive viewership.

"Social media has been a game-changer for Shark Tank India. It allows us to connect with viewers directly, answer their questions, and even discover exciting new businesses," says Sony Entertainment Television, the show's broadcaster.

#SharkTankIndia consistently trends on Twitter during episodes, with millions of tweets and discussions generated.

Empowering the Entrepreneurial Ecosystem

While entertainment is a key driver, Shark Tank India goes beyond mere showmanship. By providing a platform for entrepreneurs, mentoring guidance from the Sharks, and potential investment opportunities, the show actively contributes to the growth of the Indian entrepreneurial ecosystem.

"Shark Tank India has put entrepreneurship in the spotlight. It has inspired many to chase their dreams and has shown them that there's support available if they have the right idea and the dedication," says NITI Aayog, the government think tank that partnered with the show.

Several businesses featured on the show have witnessed significant growth post-episode, securing further funding, expanding their reach, and generating employment opportunities.

Shark Tank India exceeded expectations as a sleeper hit, employing a straightforward concept that has proven successful in numerous countries worldwide. The show features seven 'sharks,' distinguished entrepreneurs and industry titans, who evaluate pitches from budding entrepreneurs seeking investment.

While the show was anticipated to perform well, evident from its prime 9 pm slot on weekdays on Sony Entertainment Television, the unforeseen celebrity status of the sharks emerged as a surprise. Memes circulating on social media, collaborations with influencers, and the sharks making appearances on The Kapil Sharma Show were unexpected outcomes. Furthermore, the discourse around the show, with discussions analyzing products, pitches, and business models, was certainly not anticipated.

A video from The Kapil Sharma Show depicted comedian Kiku Sharda engaging with Anupam Mittal, one of the sharks and the founder/CEO of Shaadi.com. Kiku expressed how his family gathered to watch Shark Tank India, engaging in discussions about potential investments and aligning their thoughts with the sharks. This phenomenon resonated with many families across India, shifting dinner conversations from cricket to business models featured on the latest episode.

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The unique appeal of Shark Tank India can be attributed to its departure from the melodrama prevalent in other reality shows. The show maintained authenticity, featuring drama without unnecessary theatrics and displaying bluntness without crossing into rudeness, exemplified by figures like Ashneer Grover. The genuine and relatable nature of the show, along with the distinct personalities of the seven sharks, contributed to its success. Unlike other reality shows, Shark Tank India lacked a rigid template, allowing for a more organic and engaging viewing experience.

The show tapped into the universal fascination with wealth, akin to the success witnessed by Kaun Banega Crorepati two decades ago. In a similar vein, Shark Tank India extended this theme, conveying the idea that not only knowledge but also innovative ideas have the potential to lead to financial success.

As the show continues its journey, one can expect it to capture even more hearts, minds, and market share, further solidifying its position as a cultural phenomenon and a catalyst for entrepreneurial growth in India.