From a 3-Month-Old Website to Shark Tank India: The HOOKd Journey

What happens when you take an idea that doesn't exist in India and pitch it on national television?

For HOOKd, it meant stepping onto the Shark Tank India stage with a product that was still in its infancy. At the time of the pitch, our website had been live for barely three months. We weren't just launching a brand, we were introducing an entirely new category to Indian consumers: real chicken chips.

Founded by siblings Dia Goel and Akul Goel, HOOKd was built on a simple belief: snacking shouldn't force people to choose between taste and nutrition. While store shelves were full of potato-based snacks, there were very few high-protein, non-vegetarian snacking options for modern consumers.

That's where HOOKd came in.

Made from real chicken breast and packed with 17g of protein per pack, HOOKd was designed to create a completely new way of snacking. When the founders pitched the concept on Shark Tank India, the idea sparked immediate curiosity. The result was a deal with Varun Alagh and national validation for a category that had never existed before.

And the timing couldn't have been better.

India's healthy snacks market is expected to reach a projected revenue of US$ 8,183.3 million by 2033. A compound annual growth rate of 8.1% is expected of India 's healthy snacks market from 2026 to 2033 driven by rising health consciousness and demand for better-for-you food options. (Report) India's protein-based products market is projected to reach ₹1.6 lakh crore by 2034, driven by a 14.70% CAGR. This explosive growth is largely fueled by quick-commerce platforms, which have recorded a 150% surge in protein-related orders as mainstream consumers seek convenient, on-demand nutrition. TOI

We saw that shift before most people did.

Since appearing on Shark Tank India, HOOKd has grown 10x, fuelled by growing consumer awareness, repeat purchases, and increasing demand for protein-first snacks. What started as a bold idea is now reaching consumers across platforms such as Blinkit, Zepto, and Swiggy Instamart.

But for us, this is just the beginning.

Our vision extends far beyond chicken chips. We are building a new category of non-vegetarian snacking products for modern Indian consumers products that are convenient, protein-rich, and genuinely enjoyable to eat.

The Shark Tank pitch was a milestone, but the larger mission remains the same: to redefine how India snacks.

HOOKd-  India's First Real Chicken Chips.

Watch the Shark Tank India pitch here: https://youtu.be/KjXJ8rsbZ9E?si=OdhF6_WLwn_Epr34

Try HOOKd at hookdsnacks.com -  also available on Blinkit, Zepto and Swiggy Instamart.