Made a powerful appearance on Shark Tank India Season 5, securing an investment of Rs 1 crore for 1.05 per cent equity from Anupam Mittal, Founder & CEO, People Group, valuing the company at Rs 96.3 crore

Founded by Hitesh Bhagia in 2023, a second-time entrepreneur from Delhi, KILRR is on a mission to simplify meat cooking for Indian households through all-in-one, clean-label masala mixes designed specifically for non-vegetarian dishes.

What started as an experiment in Hitesh’s own kitchen, hand-blending masalas at home, has today evolved into a scaled consumer brand with 11 SKUs for marination, 3 gravy blends, and upcoming launches across gravy, biryani, and egg-based preparations.

Cooking meat at home is often perceived as complicated, messy, and time-consuming. KILRR was built to remove this friction entirely. Each KILRR pack is a ready-to-use spice blend that requires no additional ingredients, delivering consistent flavour with minimal effort. These spice mixes are free of any preservatives, chemicals or artificial flavors.

Hitesh’s entrepreneurial journey is deeply personal. His first venture, Homeveda, was India’s largest health and wellness community in the mid-2010s, with over 7.5 lakh YouTube subscribers as early as 2015. During the COVID-19 pandemic, Hitesh went through a significant personal weight-loss journey, which led him to a simple but powerful insight: healthy home-cooked food only works if cooking itself becomes easier.

That insight became the foundation of KILRR. “Our aspiration to cook at home has stayed the same, but our lives have gotten busier and our masalas haven’t gotten quicker,” Hitesh shared during his pitch.

Spices remain one of India’s most entrenched consumer categories. However, innovation in blended spices, especially for meat, has remained largely unchanged for decades.

The opportunity is massive. India’s ready-to-mix spice market is growing rapidly and has already crossed Rs 8,000 crore annually, driven by changing lifestyles, social media discovery, and quick-commerce distribution. KILRR has chosen to play where few brands focus: non-vegetarian cooking. Nearly 25 per cent of KILRR’s consumers are fitness enthusiasts, drawn to its protein-led cooking solutions. Staying true to its clean-label philosophy, KILRR products have a six-month shelf life, with no artificial colours, preservatives, or ingredients not commonly found in Indian kitchens.

KILRR scaled quickly from Rs 10 lakh in monthly sales to Rs 55 lakh per month, prompting DSG Consumer Partners to lead a Rs 10 crore funding round in March 2025. The Shark Tank investment marks a pivotal milestone in the brand’s journey towards national scale.

Commenting on the investment, Anupam Mittal, Founder & CEO, People Group, said, “Hitesh is one of the most confident founders I’ve seen on the Tank – clear in thought, sharp in execution, and deeply aware of the opportunity ahead. What excites me is not just where KILRR is today, but the scope of diligence and discipline that can take this brand much further. With the right focus, I genuinely see the potential for KILRR to become a Rs 1,000 crore company within the next three years.”

Sharing his vision, Hitesh Bhagia, Founder & CEO, KILRR, said, “Our goal is simple: to build India’s leading meat masala brand that’s 100 per cent clean, and delivers killer taste with zero fuss. With Shark Tank India and Anupam’s backing, we will double down on product development, innovation and consumer awareness.”

With a clear product philosophy, irreverent marketing that challenges category clichés, and a sharp focus on speed and simplicity, KILRR is positioning itself as a new-age challenger brand in one of India’s most traditional categories.

As Indian kitchens evolve, KILRR is betting big on one belief: great meat deserves great masalas, without the stress.