The Sweet Success of Miss Cheesecake in Shark Tank season 4
In the heart of Jodhpur, a small but ambitious venture is redefining the Indian dessert market. Miss Cheesecake, an innovative dessert startup came into the limelight after its appearance in Shark Tank India S4.
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Who are the founders of Miss Cheesecake?
Miss Cheesecake was founded in May 2024 by Nirpat Singh Rathore and Pooja Balani. Its light, affordable, and irresistibly delicious cheesecakes have quickly risen to fame. But behind this burgeoning success lies a story of resilience, determination, and bold entrepreneurial spirit that inspires dessert lovers and aspiring entrepreneurs alike.
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Early Life and Education
Pooja Balani was born and raised in Jodhpur, Rajasthan. She began as a humble endeavour. She completed her Computer Applications and Science studies from MBM Engineering College, Jodhpur, in 2021. She was always passionate about starting her own venture in the food industry, she developed a love for cheesecakes and began making them at home for friends and family. While her initial attempts were not successful.
After countless trials and errors, Pooja perfected her cheesecake recipe and started selling her creations at a local store in Jodhpur. She left her job in Mar 2024, and wanted to do something in it. But Pooja faced immense familial pressure to marry after quitting her job. Determined to chart her own path, she turned to baking, an area she had no prior experience in. “Mujhe shaadi karni nahi thi, life mein kuch karna tha,” she overcame societal expectations to pursue her dreams.
The Rise of Miss Cheesecake
From modest beginnings, Miss Cheesecake quickly gained traction. What sets the brand apart is its use of homemade cream cheese, a cost-effective solution that maintains premium quality. With flavours like Lotus Biscoff topping the charts, the startup sold over 25,000 cheesecakes within just four months of its launch. The price is affordable at ₹120–₹140, these premium desserts have become accessible to a wide audience, making Miss Cheesecake a household name in Jodhpur.
The duo’s strategic approach to scaling their business has been equally remarkable. Their vision involves a hub-and-spoke model, where central kitchens prepare cheesecakes for distribution to small kiosks, each measuring about 100 square feet. This chef-less operation, run by employees trained in just 10–15 days, ensures cost-effective expansion without compromising quality. The next milestone? Establishing a central kitchen in Jaipur to serve key urban markets like Gurgaon and Delhi.
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Miss Cheesecake in Shark Tank India
Miss Cheesecake’s journey took centre stage when Pooja and Nirpat pitched their business on Shark Tank India Season 3. Seeking ₹30 lakhs for 5% equity, they valued their company at ₹6 crores. The pitch highlighted their rapid growth, profitability, and ambitious expansion plans, but the sharks offered mixed reactions.
While Anupam Mittal and Namita Thapar opted out, citing personal preferences and the startup’s early stage, Ritesh Agarwal made an offer of ₹30 lakhs for 7.5% equity, valuing the brand at ₹4 crores. Despite the enticing proposal, the founders stood firm, refusing to dilute equity beyond their initial ask. “Knowing your worth is crucial,” Pooja remarked, reflecting the duo’s confidence in their vision and business model.
Miss Cheesecake Social Media
Miss Cheesecake’s rise isn’t just about great desserts; it’s also a testament to the power of effective marketing. Leveraging platforms like Instagram, the brand amassed over 154,000 followers in just a few months. A viral reel, garnering 60 million views, catapulted their cheesecakes to nationwide fame. The visually appealing desserts and consistent engagement with followers have solidified Miss Cheesecake as a favorite among dessert enthusiasts.
With ₹10 lakhs in the bank, Miss Cheesecake is poised for its next chapter. The upcoming central kitchen in Jaipur will facilitate expansion into Gurgaon and Delhi, markets with immense potential for premium desserts. The kiosk model ensures low capital investment while maintaining high-quality standards, making the brand’s growth both sustainable and impactful.
From selling cheesecakes at a friend’s shop to becoming a sensation on Shark Tank India, Pooja and Nirpat have shown that success is often a mix of bold ideas, hard work, and unwavering belief in one’s vision. Their story reminds us that the sweetest victories come to those who dare to dream and persevere against all odds.
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