Introducing the first product to reverse biological age: Decode Age - Stay Ageless, now available on Shark Tank India Season 3. Offering their specialized protocols for each individual, they promote Longevity Science as a commercial solution.
Today's piece in Decode Age Business Pitch aims to investigate the effects of switching to a new business model after ten years on company investment.
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About Decode Age
Decode Age is a health and wellness company founded by Aditya Reddy and Bhagyashree Reddy that offers nutritional supplements aimed at reducing biological age. Their flagship product, NAD+ Recharge Capsules, contains two key ingredients: NMN (Nicotinamide Mononucleotide) and CA-AKG (Calcium Alpha-Ketoglutarate), which they claim support cellular health and longevity.
The Pitch on Shark Tank India
As of right now, Decode Age's annual revenue run rate for FY23–24 is 11 crores. Supplement sales account for 93% of total revenues. The creators disclosed that their gross margin is around 70%. As of October 2023, the firm is burning 10% of its EBITDA level or about 9 lakhs per month. For the upcoming year, they anticipate 35 Crores ARR.
In October 2022, Decode Age raised ₹1.13 crores with a valuation of ₹60 crores through fundraising. Additionally, the founders contributed ₹1 crore of their funds to this project. At the moment, each of the three co-founders owns 32.7% of the company's stock.
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Decode Edge's Negotiations with the Sharks and Funding
Because there was no barrier to entry in this field and the business could not be justified, Namita was the first shark to go. Vineeta leaves because it's unclear where technology is headed. Amit also left the discussions since he was unable to comprehend the course of action. Aman leaves as well since he simply didn't think the product was worth it.
Anupam Mittal made the first and only offer, offering ₹1 crore for 2.5% and a royalty of 1% till ₹1.5 crores are recovered since he thought this market would blow up. After giving it some thought, the founders decided to reject Anupam's offer of ₹1 crore for 1.75% and no royalties as they wanted to burn the money. The entrepreneurs accepted Anupam's counter offer of ₹1 crore for 2.25% plus 1% royalties till they received ₹1.5 crores, and they shook hands.
Key Discussion Points
Science & Evidence: The Sharks raised concerns about the scientific backing for the efficacy of the specific ingredients and the claims of reducing biological age. They sought data and clinical trials to substantiate the claims.
Market & Competition: The founders were questioned about the size and competitiveness of the Indian anti-aging market, particularly considering established players offering similar products.
Business Model & Financials: The Sharks dug into the financials, seeking information about revenue, profit margins, and marketing strategies.
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Despite a passionate pitch and positive customer testimonials, Decode Age failed to secure an investment from any of the Sharks. While some Sharks acknowledged the potential of the market and the founders' enthusiasm, they ultimately felt the scientific evidence and business plan needed further development.
Decode Age After Shark Tank India Episode
After the episode aired, Decode Age received significant media attention and online discussions. While the lack of investment might seem like a setback, it has undoubtedly brought wider recognition to the company and its mission. It remains to be seen how they will address the questions raised by the Sharks and adapt their strategy for future growth.