Introduction to ‘Shyle’
Shyle, a Jaipur-based silver jewellery brand, made a notable appearance on Episode 11 of Shark Tank India Season 4. Renowned for its unique fusion of traditional artistry and modern designs, Shyle captivated the sharks with an enticing investment proposition. The brand highlighted its potential to tap into India’s expanding jewellery market, combining heritage craftsmanship with contemporary aesthetics to cater to evolving consumer preferences. This pitch provided the sharks with an exciting opportunity to invest in a growing sector while showcasing Shyle’s potential for significant growth and success in the competitive jewelry industry.
Key Information About Shyle
| Company Name | Shyle |
| Founders | Astha Katta Sirohiya and Radhesh Sirohiya |
| Founded | 2017 |
| Location | Jaipur, Rajasthan |
| Industry | Retail (Silver Jewellery) |
| Asked Investment | ₹70 Lakhs for 1% equity |
| Asked Valuation | ₹70 Crores |
| Final Deal | ₹70 Lakhs for 1.5% equity + 0.5% Royalty |
| Final Valuation | ₹46.67 Crores |
| Investing Sharks | Namita Thapar and Ritesh Agarwal |
About Shyle
Shyle was founded in 2017 by the talented pair, Astha Katta Sirohiya and Radhesh Sirohiya, and has quickly become a premium silver jewellery brand with a distinct edge. The brand differentiates itself through several notable features:
- Its ability to design and manufacture jewelry in-house
- A strong focus on promoting traditional Jaipuri art and craftsmanship
- Offering high-silver content jewellery at affordable prices
- Combining age-old handcrafting methods with contemporary design elements
The Shark Tank India Pitch
The founders entered the tank seeking an investment of ₹70 Lakhs for 1% equity, valuing their company at ₹70 Crores. Their pitch attracted the attention of all five sharks present :
- Anupam Mittal
- Namita Thapar
- Vinita Singh
- Kunal Bahl
- Ritesh Agarwal
Terms of the Deal and Discussions
After careful deliberation and discussions, Shyle secured a deal with two prominent sharks:
- Investors: Namita Thapar and Ritesh Agarwal
- Investment Amount: ₹70 Lakhs
- Equity: 1.5%
- Additional Terms: 0.5% Royalty until ₹70 Lakhs is recouped
- Final Valuation: ₹46.67 Crores
Business Model
Shyle, a Jaipur-based silver jewelry brand, operates as a digital-first, e-commerce business, focusing on affordable, high-quality silver jewelry designs, leveraging Instagram and other online platforms for marketing and sales, and collaborating with local artisans. Following is the detailed analysis of the business model of Shyle.
- Digital-First Approach:
Shyle’s journey began with an exhibition in Jaipur in 2017, followed by the launch of an Instagram store in early 2018, and eventually a full-fledged e-commerce platform.
- Product Offering:
They specialize in silver jewelry, including earrings, rings, necklaces, bracelets, anklets, maangtikka, satkas, toe rings, and hair accessories like juda pins, nazarbattus, and nose rings.
- Focus on Artisanal Craftsmanship:
Shyle collaborates with skilled local karigars (artisans) to create their distinctive designs, emphasizing Jaipuri craftsmanship and culture.
- Affordability and Value:
They aim to provide the best silver jewelry designs at unmatchable pricing and delightful services.
- Marketing and Sales:
They leverage social media, particularly Instagram, to build a strong online presence and drive sales.
- E-commerce Platform:
Shyle has developed a full-fledged e-commerce platform to facilitate online purchases.
- Growth and Expansion:
Shyle has experienced significant growth, with their follower count surging from 10,000 to 4,07,000 as of February 2025.
Business Influence and Future Outlook
The investment from Shark Tank India marks a key milestone for Shyle. Backed by seasoned entrepreneurs like Namita Thapar and Ritesh Agarwal, Shyle is set to scale its operations.
- The company is poised to expand its market presence.
- Shyle plans to enhance its product portfolio.
- Strengthening its digital presence is a key focus for the brand.
- Shyle aims to capitalize on the growing demand for authentic silver jewellery.
Conclusion
Shyle’s successful pitch on Shark Tank India Season 4 highlights the power of merging traditional craftsmanship with modern business strategies. The deal offers not only financial backing but also mentorship from experienced entrepreneurs, positioning Shyle for ongoing growth in the Indian jewellery industry. The episode emphasized how blending traditional Indian artistry with contemporary business approaches can lead to the creation of successful ventures that maintain cultural heritage while addressing current market needs. This collaboration sets a strong foundation for Shyle to expand and thrive in the evolving jewellery market.
