Shark Tank India Spotlight: How Masters’ Union Alumna Dia Goel Built HOOKd Chicken Chips

India didn’t have a high-protein chicken chip category until Dia and Akul Goel stepped in. Spotting a gap in the market, the siblings set out to create a snack that was not only tasty but also aligned with evolving health-conscious habits. Their vision was simple yet bold: bake a product that challenged entrenched eating patterns and gave consumers a high-protein alternative to conventional chips. What began as an idea in the Masters’ Union classrooms soon transformed into HOOKd Chicken Chips, a category-defining snack that combined nutrition, flavour, and innovation.

The idea took shape through the Venture Initiation Programme (VIP) at Masters’ Union, where each round pushed the business closer to market readiness. An initial capital of ₹2.5 lakh helped build the prototype and refine key elements like packaging and product quality. By the time HOOKd reached Demo Day, the final stage of the programme, the product had been rigorously tested and sharpened through multiple feedback cycles. Pitching in front of 50 –70 venture capitalists, Dia secured second place along with ₹1.1 lakh in seed funding, marking a decisive step towards scaling the business.

Their journey hit the national spotlight on Shark Tank India (Season 5, Episode 45), where the judges: Namita Thapar (Emcure), Anupam Mittal (Shaadi.com), Vineeta Singh (Sugar Cosmetics), Kunal Bahl (Titan Capital), and Varun Alagh (Mamaearth), scrutinised every detail of their pitch. But did the Sharks say yes? After a tense round of questions and deliberation, Varun Alagh agreed to their ask of ₹50 Lakh for 20% equity, recognising Dia and Akul for launching a high-protein, alternative snack designed for a more conscious generation of snackers. 

Creating Differentiation Through Product Innovation

HOOKd is India’s first high-protein chicken chip, baked from real chicken for a crunchy, low-fat, gluten-free alternative. The brand offers:

1. Hookd Classic: The original crunchy chip

2. Hookd Tandoori: Bold desi spices with a smoky kick

3. Combos: Mixed packs like “Tandoori & Classic” (30g x 2 or 30g x 4) and 3-packs of individual flavours

Each 30 g serving of HOOKd Chicken Chips contains approximately 17 g of protein and just 100 kcal, with no preservatives or artificial colours. Made from one of the leanest protein sources in the world, that is, chicken, these chips are designed for fitness enthusiasts and health-conscious snackers. They deliver high protein without feeling like a supplement, combining indulgence with nutrition. With its unique taste and functional benefits, HOOKd has quickly built a loyal and growing customer base.

Why product innovation mattered:

1. Untapped market opportunity: 77% of India’s population is non-vegetarian, yet there were virtually no ready-to-eat non-vegetarian snacks available

2. Solve a real consumer need: high-protein, low-fat, palm oil-free and gluten-free snack

3. Iterative testing: feedback loops refine taste and packaging

4. Category-first positioning: being the first in India differentiates the brand beyond flavour

Leveraging Masters’ Union for Early Validation

More important than getting on Shark Tank was managing the surge of growth that followed. Today, HOOKd is achieving remarkable scale. But behind the scenes, the Masters’ Union community acted like a backbone, with a network of founders who would jump in to unlock distribution, fix supply chains, and make high-level introductions, often before she even had to ask.

Key learnings from early validation:

1. Community testing: Immediate feedback accelerates product-market fit

2. Iterative improvement: Early tweaks refine both product and brand positioning

3. Seed funding credibility: Initial success attracted ₹1.1 Lakh in seed grant support

4. Startup-focused curriculum: Masters’ Union’s CXO-led, hands-on approach provides exposure, networking, and practical skills beyond a traditional MBA

Preparing for Shark Tank: Pitching a Category

HOOKd was only 90 days old when Dia and Akul pitched it on Shark Tank, making it one of the earliest brands on the platform. Initially, there was apprehension; so early in the journey, could this even result in a deal? In retrospect, being early proved to be a superpower. Launching on a national platform at that stage ensured people discovered a product that uniquely combined innovation, health, and taste, something that might never have reached them otherwise.

Varun Alagh recognised the potential to build an entirely new segment in snacking, which became the basis for his ₹50 Lakh offer.

How they impressed the Sharks:

1. Clear articulation of category-first strategy

2. Evidence of repeat customers, retention and early sales

3. Prepared responses to tough questions on packaging, marketing, and operations

The Growth Post Shark Tank

HOOKd’s appearance on Shark Tank drove an 8× increase in monthly recurring revenue and a 400% jump in website traffic. Quick commerce platforms ensured instant availability, while plans for offline retail and B2B expansion aim to scale the brand further. Consumer engagement has remained strong, with a 33% return rate on the website and 41% retention, highlighting both the product’s appeal and the loyalty it has built among early adopters.

Why Shark Tank visibility worked

1. Category validation: Positioned HOOKd as pioneering in India

2. Demand acceleration: Awareness translated into immediate sales

3. Retention and repeat purchase: Strong engagement metrics; a 33% return rate and 41% retention reflect product appeal and early-adopter loyalty

Dia and Akul’s journey shows that building a consumer brand is more than a great product. By combining nutrition-led innovation, careful feedback loops, and strategic marketing, Dia and Akul Goel not only created India’s first real chicken chips but also scaled successfully through Shark Tank validation.

The story underscores that building a new snack category isn’t just about product innovation; it’s about educating the market, handling scrutiny, and ensuring availability across channels. With the right mix of product quality, operational rigour, and consumer understanding, even a completely new concept can achieve rapid, repeatable growth in India. HOOKd isn’t just entering the market; it is challenging India to think differently about protein and indulgence.

FAQs

1. Who founded HOOKd Chicken Chips?

HOOKd was co-founded by Dia Goel, a Masters’ Union PGP Cohort 3 alumna, and her brother Akul Goel.

2. What makes HOOKd Chicken Chips unique?

HOOKd offers India’s first high-protein, baked chicken chips, with flavours like Tandoori Tikka, approximately 17g of protein per 30g serving, low-fat, gluten-free, and palm oil-free.

3. How did HOOKd validate its idea at Masters’ Union?

HOOKd progressed through the Venture Initiation Programme (VIP), using a capital of ₹2.5 lakh to build the prototype and refine packaging and product quality. At Demo Day, pitching to 50–70 investors, Dia secured second place and ₹1.1 lakh in seed funding, setting the stage for national scaling.

4. How did HOOKd build a category-first position in India?

HOOKd created India’s first high-protein chicken snack, filling a gap in the non-vegetarian ready-to-eat segment. The product combined health, taste, and innovation in a market that previously had no options for protein-led non-vegetarian snacks.

5. Which Shark Tank India episode featured HOOKd?

HOOKd appeared on Shark Tank India, Season 5, Episode 45, where the judges included Namita Thapar, Anupam Mittal, Vineeta Singh, Kunal Bahl, and Varun Alagh.