“Agree with the feedback but was irritating to hear repeatedly,” Emori founder on Aman Gupta calling her branding “pathetic” on national TV

During her appearance on Shark Tank India, Arushi Jain, the founder of Emori (a lab-grown diamond brand) explained what she felt when Aman Gupta called her branding and story-telling “pathetic” on national television.

When Jameel Akhtar (host and co-founder of Startup Pedia) brought that comment up, the founder smiled and acknowledged the feedback.

“As an early brand, we had very limited funds. So the choice was to build the right product, team, and design. We didn't have the money to invest in brand marketing. Not to say that it isn't important. After Aman called it out on national television, we will start working on it. We will bring a stronger brand and a strong story-telling,” she stated.

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“WENT ON A LITTLE LONGER”

Adding to this, Arushi Jain said since the episode was longer, the point of branding came up a lot of times.

“After a point, it was a little irritating to hear. We were like, “okay, fine, it's done. How many times are we going to talk about the same thing?” she laughed.

Even though this point went on a bit “longer,” the founder affirmed that she agrees with the feedback.

Jameel Akhtar, Startup Pedia podcast host, asked if the episode was cut down for national television and if the founder had faced even more grilling than what was shown.

“Correct. Correct,” Arushi responded.

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THE EFFECT ON BRAND PERCEPTION

When asked if such strong comments hamper the brand perception, Arushi responded in the affirmative.

However, the founder shared that she received a lot of love and appreciation for how she handled the incident on Shark Tank India.

“But definitely, even for people who do not realize what branding is, they would also question and think in the same direction - that this brand doesn't know branding. What sharks say, a lot of people….,” she mentioned.

Jameel joined in and agreed that the sharks sit at a position where whatever they say has gravity.

“The reality is we never spent time on it. Now we will definitely do a better job at it,”Arushi Jain, founder of Emori, said. 

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