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Rock Paper Rum: Redefining Rum in India

Rock Paper Rum, an innovative Indian Rum brand from Good Barrel Distillery, was featured on Shark Tank India’s season 3 episode 39 titled ‘Sustainability, Careers and Spirits’. Founded by Lalit Kalani in 2021, Rock Paper Rum stems from his eagerness to continue his family legacy and redefine rum craftsmanship in India. His goal is to bring Indian rums back to the top shelf.

EntrepreneurBusinessIndustryAsked forFinal dealInvestor
Lalit KalaniRock Paper RumAlcoholic beveragesRs. 50 lakhs for 2% EquityRs. 20 Lakhs for 1 % equity + 30 lakhs debt at 10% interest for 2 yearsVineetha Singh

What are Innovative Rums or Flavored Rums?

Rum, a liquor made from fermenting and distilling sugarcane molasses, get a twist with innovative or flavored rums. These rums incorporate infusions of flavors, spices, and various ingredients, creating distinct taste profiles that cater to evolving consumer preferences. Flavored rum provides a base for making unique and interesting cocktails, which goes hand in hand with the growing popularity of cocktail culture in India. This attracts a new generation who enjoys experimenting with mixed drinks.

About the Brand

Inspired by the classic game of Rock-Paper-Scissors, Rock Paper Rum signifies taking a chance. Lalit launched the brand with the flagship product ‘Indian Spiced Rum’, rum infused with Indian spices. He positions the brand as a premium rum brand, that can be sipped neat or used to make unique and exciting cocktails. Rock Paper Rum offers a variety of flavors to cater to different preferences, including:

  1. Indian spiced Rum
  2. Coastal white
  3. Zesty lemon
  4. Tropical coconut
  5. Roast coffee

Currently, Rock Paper Rum products are available across 1000+ liquor stores, restaurants, and bars in Mumbai and Pune. You can also find them online at their website: rockpaperrum.com

Shark Tank India ‘Ask’

Lalit asked for Rs. 50 lakhs for 2% equity with a valuation of 25 crores. After his initial offer, the Sharks requested details about the financials. The product had lifetime retail sales of about 4 crores as of September 2023, with net sales reaching up to 1 crore. The burn rate for September 22’- September 23’ was about 1.5 crores, with a monthly burn rate estimated at Rs. 8 lakhs.

While impressed by the branding, Peyush Bansal (CEO of Lenskart), Ritesh Agarwal (CEO of OYO rooms), and Aman Gupta (Co-Founder & CEO of boAt Lifestyle) declined to invest due to concerns about the time needed for significant growth and competitive rum market. Anupam Mittal, CEO of People’s Group, Shaadi.com, also passed citing the difficulty in marketing the brand and the need for strong distribution strategies.

However, Vineetha Singh, Co-Founder & CEO of Sugar Cosmetics, saw potential and offered Rs. 20 Lakhs for 1% equity along with Rs.30 lakhs debt at 10% interest for 2 years. After careful consideration, Lalit closed the deal with Vineetha’s offer, securing valuable investment and mentorship for Rock Paper Rum.

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