Shark Tank India 5 witnessed one of its most emotional pitches when Jaipur-based Dr Renu Mathur stepped onto the stage with her two daughters. They were not just pitching their home-cleaning brand, Urban Wipe, but also sharing a deeply personal story rooted in loss, legacy and resilience.
What caught everyone’s attention was a small red diary. It once belonged to Dr Renu’s late husband. Inside it were handwritten formulas that later became the foundation of a business now worth over Rs 10 crore.
Dr Renu’s husband passed away in 2017. Instead of letting his dream fade, she and her daughters decided to bring it back to life. That diary became their guiding light.
As the pitch began, daughter Apoorva shared an emotional note on stage, “Papa ne humein bahut kuch diya hai, lekin unki sabse keemti virasat yeh diary hai. Isi ki madad se humne 10 crore se zyada ka business khada kiya hai. Urban Wipe banata hai asardaar, acid-free home cleaning solutions, jo aapke ghar ko ghanton nahi, balki minutes mein chamka dete hain.”
For the family, Urban Wipe is more than a brand. It is a tribute to their father’s unfinished dream.
Shark Tank India 5: Daughters Build Acid-Free Cleaning Solution Built On Father’s Legacy
Urban Wipe was officially relaunched on November 1, 2023 by Dr Renu Mathur and her daughters Apoorva and Samriddhi. The brand focuses on effective, acid-free home-cleaning products.
However, the idea began much earlier. Dr Renu explained the journey and said, “2011 mein maine apne husband ko challenge diya tha ki aap mere liye koi aisa effective liquid cleaner banao jo fatafat kaam kare. Lekin unhone itne zabardast chemicals bana diye ki poora Jaipur hi chamak gaya. 2017 mein unke jaane ke baad bhi mujhe yaad raha ki papa ne iske liye kitni mehnat kari thi. Unka sapna tha har ghar Urban Wipe. Us sapne ko adhoora kaise chhod sakte the? Isi liye 1st November 2023 ko humne is business ko phir se start kiya. Aaj dheere-dheere poora India Urban Wipe par bharosa kar raha hai. Hum jis platform par list hote hain, wahan ke best sellers ban jaate hain.”
The family had earlier experimented with a washing powder business around 2000, which eventually shut down after her husband’s death.
Today, Urban Wipe sells kitchen, bathroom, floor, furniture, and shoe cleaners. The brand has gained strong traction online. On Meesho, its kitchen cleaner has received nearly 35,000 reviews with a 4-star rating. On Amazon, the product carries a bestseller tag.
In 2024, Amazon recognised Urban Wipe as a bestseller at a Delhi event. Soon after, a viral reel led to nearly 10,000 orders overnight, pushing the brand temporarily out of stock
Sharks’ Reaction, Packaging Concerns And Final Deal
The Sharks were moved by the story and impressed by the numbers. However, Aman Gupta criticised the packaging, calling it “fuddu” and saying it lacked appeal for Gen Z and millennial consumers.
Despite this, he saw potential and first offered Rs 90 lakh for 5 per cent equity. He later revised the offer to Rs 1 crore for the same stake, which Mohit Yadav matched.
After tough negotiations, Anupam Mittal and Aman Gupta teamed up and made a joint offer of Rs 2 crore for 20 per cent equity. With limited room to negotiate further, the founders accepted the deal.
Urban Wipe walked away from Shark Tank India 5 not just with funding, but with a powerful story of family, faith, and a father’s dream carried forward.
