In 2009, Annu Grover established Nurturing Green. He started the project to promote “Green Gifting,” presenting live plants rather than more conventional gifts like flowers. The creative project Nurturing Green promotes healthy interactions between humans and the natural world. With an emphasis on environmental sustainability and integrating nature into people’s lives, Annu Grover, who quit as a management consultant in Austria to pursue this idea, has since developed Nurturing Green into a well-known brand in India.
Nurturing Green recently received publicity for its appearance on Shark Tank India Season 4, Episode 9, where it demonstrated its innovative approach to sustainable practices and green gifting.
Nurturing Green in Shark Tank
Grover, in his pitch to the Sharks, discussed Nurturing Green’s product offering categories, such as Gifting, décor, landscaping, and home gardening. Nurturing Green products range from ₹99 to ₹4,999/-. Green plants are grown in Nurturing using state-of-the-art tissue culture technology in temperature-controlled polyhouses.
The plants undergo eight stringent quality checks. Nurturing Green claims its supply chain is one of the best. The plants are transported to 4 warehouses, from where fresh and healthy plants are delivered to customers. Also, personalised plant parenting guidelines are provided through WhatsApp. Nurturing Green’s plants come with a lifetime warranty, and plants can be replaced at 50% of the purchased price as part of the warranty.
Nurturing Green’s Sales
Over the past four years, Nurturing Green’s net sales have increased dramatically. Sales had been ₹6 crores in FY20-21, ₹9 crores in FY21-22,₹11.8 crores in FY22-23, ₹13.8 Crores in FY 23-24 and ₹17 crores FY 24-25 (Till Oct). Nurturing Green’s quick commerce sales through Blinkit, Zepto, and Swiggy Instamart contributes to ~30% of FY24-25 sales. The projected FY 24-25 sales is ₹28- ₹35 crores. Nurturing Green plans to expand through the Reliance Partnership; their growth plan is to achieve ₹100 crores in FY 26-27 sales.
The equity share of Nurturing Green is divided between Annu Grover (~68%), Family (~8%), Friends and Investors (~22%), and Vijay Shekhar Sharma & Nangias (~12%).
Nurturing Green’s Pitch to the Sharks
In his pitch to Sharks in Shark Tank, India, Annu Grover proposed offering ₹1 crore for 1% equity, valued at ₹100 crore and proposing his use of funds CapEx for warehouse expansion and marketing. Shark Vineeta Singh offered ₹50 lakhs for 1.25% equity + ₹50 lakhs debt at 10% interest for 3 years. Annu Grover accepted this deal for Nurturing Green. By 2026, the company wants to make ₹100 crore in revenue. The company’s creative contributions to environmentally friendly gifting and the expanding demand for sustainable goods in India were highlighted by Nurturing Green’s appearance on Shark Tank India.
