In Shark Tank India Season 4, one startup found itself in the spotlight for all the wrong reasons. The founders of Woman Like U, a vacation wear brand,
In Shark Tank India Season 4, one startup found itself in the spotlight for all the wrong reasons. The founders of Woman Like U, a vacation wear brand, were ready to make a splash with their innovative approach to swimwear designed for diverse body types. However, what seemed like a promising pitch quickly turned into a tough grilling session from the ‘sharks’.
Woman Like U, a Bangalore-based startup, made its debut on the popular reality show with the aim to solve a major problem—swimwear that fits all body types. Founded by Abu Zoheib Jilani and Shrijal Dave, the brand was designed to cater to Indian women looking for swimwear that not only fits their bodies but makes them feel confident too.
The duo introduced a unique concept—using a body type coding system to help women choose the best-fitting swimwear. By answering a few simple questions, customers could determine their body type and select a product that fits perfectly. The brand also focused on creating a product line that made women feel proud of their bodies, no matter their size.
With a request of Rs 1 crore for 2% equity (valuing the company at Rs 50 crore), the founders were ready to face the sharks and secure funding. But things quickly turned sour when the sharks weighed in.
Despite the strong pitch and impressive products, the sharks were divided on Woman Like U’s concept. While they appreciated the product and the mission, some concerns raised red flags.
Anupam Mittal, co-founder of People Group (which owns Shaadi.com), was the first to voice strong concerns. He pointed out that the brand’s marketing could risk objectifying women by focusing too much on their body types. Anupam questioned whether the brand’s messaging could unintentionally send the wrong message about women’s bodies, even though its intention was to make women feel empowered.
His comments pointed to the fine line brands must walk when discussing body image, especially in today’s world where inclusivity is celebrated, but objectification can easily slip in if messaging isn’t handled carefully.
Next up was Vineeta Singh, the co-founder and CEO of Sugar Cosmetics. Vineeta, known for her sharp, no-nonsense feedback, took issue with the name “Woman Like U”. She called it “cheap sounding”, suggesting that it lacked the elegance or premium feel that a swimwear brand should have. Vineeta’s comments hit hard, as she emphasized the importance of a brand name that communicates sophistication and quality, especially in the fashion and lifestyle industry.
While Peyush Bansal (co-founder of Lenskart) and Varun Dua (co-founder of Acko General Insurance) were more neutral, it was clear that the brand’s founders were up against some tough competition. The sharks were impressed with the concept, but questions about the brand’s potential and future growth kept popping up. The founders’ valuation of Rs 50 crore was also a point of contention, as some sharks felt it was overly ambitious for a relatively new player in the market.
At first glance, Woman Like U seemed like a promising startup. With a unique approach to sizing and body positivity, the brand addressed a niche market that many Indian women would likely appreciate. So, why did the pitch take such a sharp turn into criticism?
In the current landscape, brands need to be extremely careful with their messaging, especially when it comes to body image. While Woman Like U aimed to empower women by helping them find the perfect fit, Anupam Mittal’s concern about objectification was not unfounded. In an era where inclusivity is not just a buzzword but a societal movement, any hint of body shaming or overemphasis on body types could turn potential customers away.
The key takeaway here is that while the idea of creating swimwear for diverse body types is great, the message behind it is just as important. As Anupam pointed out, the fine balance between body positivity and objectification is a tricky one.
Vineeta Singh’s critique of the brand name wasn’t just about semantics; it was a reminder of how important branding is for any fashion company. A name isn’t just a label—it represents the entire image and reputation of the brand. As Vineeta rightly pointed out, a brand name should feel premium, sophisticated, and aspirational, especially in the clothing industry, where customers often buy into the brand’s story just as much as the product itself.
The founders of Woman Like U might need to rethink their branding strategy to align with the expectations of a more fashion-conscious market. A simple name change could go a long way in shaping the perception of their products.
Despite the tough criticism, Woman Like U hasn’t been deterred. The brand’s unique approach to swimwear and body types means it’s tapping into an important market. As swimwear continues to be a key segment in the vacation wear industry, the demand for more inclusive and diverse options is growing.
The Shark Tank stage might not have been kind to the founders this time, but the exposure has certainly brought attention to their brand. Whether or not they secure funding, Woman Like U can use this feedback to refine their product and messaging. With the right tweaks, they could still build a loyal customer base and take on bigger competitors in the space.
For budding entrepreneurs, there are valuable lessons to be learned from Woman Like U’s experience on Shark Tank India:
Woman Like U might have faced some tough feedback from the sharks, but their innovative concept of swimwear designed for all body types is a step in the right direction. The vacation wear market is booming, and with some fine-tuning in branding and messaging, they could still make waves. As they continue to refine their approach, the lessons learned from Shark Tank India will undoubtedly shape the future of the brand.
Will they manage to find investors outside the Shark Tank panel? Only time will tell, but the potential for Woman Like U to succeed is far from over.
