The moment Piyush Suri and Neetica Pande, the founders of NOOE (Never Odd Or Even), appeared on the Shark Tank India stage, they did not come with just any products; they came with an aesthetic. NOOE is a luxury lifestyle accessories brand that is famously known for its “Japandi” style, a fusion of Japanese minimalism and Scandinavian functionality.
While Pande and Suri garnered attention for the brand aesthetic they came with, it was their negotiation tactics and their conviction in the brand’s worth that made the entire pitch memorable. This isn’t just about a deal; it’s a playbook for founders who dare to dream bigger than their current numbers.
The Founders: A Perfect Blend of Creativity and Commerce
Every powerful brand is a reflection of its creators, and NOOE is no exception.
- Piyush Suri has over 15 years of experience in product development and running a successful corporate merchandise business. He’s a “productivity freak” with a deep understanding of what makes a product work.
- While earning her accolades—known as the “Oscars of design,” the Red Dot Award— Neetica Pande spent her formative years as an industrial designer in Copenhagen. The city is considered a global design and architecture hub.
It is hard to imagine a more perfect collaboration than the one Piyush and Neetica spearheaded. Piyush had a grasp of the intricate business side of building high-quality products and Neetica came in with world-class design savoir-faire. The duo not only filled the gap but went ahead to create an Indian brand that can compete with global standards.
The Challenge: A Prestige Deal That Exposed a Flaw
Their pitch was a rollercoaster. The founders entered the tank asking for ₹50 Lakhs for 1% equity, a bold valuation of ₹50 Crore. The sharks were impressed by the product quality and the fact that NOOE was already being sold in prestigious international retail spaces like Harrods in London.
The appreciation transformed into scrutiny almost immediately. The sharks highlighted a significant issue regarding the Harrods deal. Although it was a branding win, it did not make any profits.
The expensive shipping cost was more of an advertising cost compared to a revenue stream. Anupam Mittal bluntly stated that “India is not ready” for a luxury brand of that type. And Aman Gupta also bashed them for saying that creative vision was being bottled up by business operational shortcomings.
It was a classic founder’s dilemma: a product that was world-class, but a business model that needed a serious overhaul.
Traction & Numbers That Turn Heads
- Global Design Validation: NOOE’s CONFIG01 Desk Setup earned the Red Dot Design Award — a testament to exceptional design.
- International Reach: Available in over 40 countries, including Harrods, and shipped from hubs in the U.S., Europe, and India.
- Revenue Mix:
- FY22–23 → ₹1.3 Cr
- FY23–24 → ₹2.7 Cr
- FY24–25 projection → ₹6 Cr (₹1.5 Cr already in hand as of September)
- Source of Sales:
- India: 70%
- Exports: 30%
- B2B: 60% | Marketplaces: 15% | Direct: 25%
- Margins & Challenges: Gross margins were around 40% — respectable, but tight for a brand unlike mass-market players.
Also Read: The Gud World Story: How a 40-Year Family Legacy Became a ₹10 Crore Startup on Shark Tank
The Unprecedented Deal: A Leap of Faith for a Controlling Stake
The conversation turned from a critique to a negotiation about control. Aman Gupta and Peyush Bansal both made offers that involved giving up a majority stake, with Peyush offering ₹3 Crore for 51% equity.
This is the moment that changed everything. Giving up a controlling stake is a nightmare for most founders. It means giving up the final say in the company you built from the ground up. Most would have walked away. But Neetica and Piyush did something extraordinary. They countered with a groundbreaking offer: ₹5 Crore for a controlling 51% stake.
They had the courage to bet on themselves. They knew that with the right partner and a significant investment, they could fix their operational flaws and turn their global potential into a profitable reality. Peyush Bansal, seeing their resolve and the immense potential of the brand, accepted. This was a record-breaking deal and one of the most unique investments in the history of the show.
A Founder’s Blueprint for Success
The NOOE pitch is a powerful lesson for every founder:
- Your Brand’s Story is Your Superpower: NOOE wasn’t just selling products; they were selling a story of global design and premium quality from India. This aspirational narrative made their brand sticky, even when the numbers were shaky.
- Know the Difference Between Prestige and Profit: The Harrods deal was incredible for their brand, but it wasn’t making them money. Acknowledge these truths and be ready to explain how you’ll bridge the gap.
- Be Coachable, Not Defensive: Instead of shutting down, Piyush and Neetica listened to the sharks’ tough feedback. They understood that the criticism wasn’t about their product’s quality, but about their business strategy. This open-mindedness led to a deal.
- Dare to Negotiate for Your Vision: The bold move to counter with a higher investment for a controlling stake showed the sharks that they weren’t just looking for money; they were looking for a true partner who believed in their long-term vision. This move shifted the power dynamic and ultimately secured them a massive deal.
The NOOE pitch proves that sometimes, the biggest deal isn’t about protecting your equity—it’s about finding the right partner and the resources to turn your extraordinary vision into an unstoppable reality.
Final Thoughts
NOOE’s pitch wasn’t just an elevator pitch — it was the crescendo of perseverance, design excellence, and bold belief. While they traded majority control, the brand gained strategic backing and global attention — raising the bar for what design-first startups can achieve.
For founders reading this: build your brand thoughtfully, cash your dreams smartly, and don’t lose sight of sustainability — in both design and business.