Founded by Gurugram-based entrepreneur Ashish Lath, SaveSage entered the Tank with a simple yet powerful promise: to help Indians extract real, tangible value from their credit card spending and identify the most suitable cards for their usage patterns.
Ashish highlighted that India has nearly 11 crore credit cards, with an average individual holding around 1.5 cards, yet most users fail to fully utilise the reward points they earn.
The Pitch and the Numbers
Ashish presented his idea to Kunal Bahl, Anupam Mittal, Namita Thapar, Mohit Yadav, and Aman Gupta, seeking ₹1 crore for 1% equity, which valued the company at ₹100 crore. He also shared his professional journey, including a prior association with Kunal, and explained how disciplined credit card usage had enabled him to generate returns of over 23% on his personal spending.
The pitch initially met with visible scepticism. Anupam Mittal even dismissed the concept as a “naya totka” suggesting it was just another gimmick in an already crowded rewards space. However, the conversation took a decisive turn when Ashish revealed his own outcomes - over a decade of free travel, including 350 domestic flights, 80 international trips, and 100 hotel stays, along with jewellery worth ₹15 lakh, all earned purely through credit card rewards.
This disclosure was reinforced by a live challenge in which Ashish outperformed Aman Gupta by identifying the most cost-effective flight to Dubai, demonstrating the product’s logic in real time and shifted the sharks’ perspective.
Product, Model, and the Deal
As the discussion moved deeper into the product, SaveSage’s AI-driven approach took centre stage. The app analyses user spending behaviour, aligns it with the most rewarding credit cards, and clearly highlights areas where potential value is being missed. This approach impressed the panel, with both Anupam and Namita openly appreciating the model and its innovation.
While Aman chose to opt out, citing the availability of similar advice on social media, the remaining sharks made a joint offer of ₹4 crore for 12% equity, valuing SaveSage at ₹33.33 crore. Following negotiations, the deal was closed at ₹4 crore for 9% equity, shared among four sharks - making it the second highest deal in the history of Shark Tank India.
What Happened After the Episode
Soon after the episode aired, SaveSage experienced a sharp surge in app downloads, followed by a wave of 1-star reviews. The feedback was largely linked to users encountering a paywall, not because of any issues with the app itself. It was later clarified that SaveSage had always been positioned as a paid product, highlighting the challenges of sudden mass exposure.
This phase has also been covered in “AI startup SaveSage wins Rs 4 crore deal on Shark Tank, faces 1-star review backlash after episode airs” , which captures both the on air pitch and the post show response.
Beyond the headlines, this episode marks an important moment for consumer fintech in India. It reflects a shift from cashback-led excitement to deeper conversations around optimisation, long-term value, and financial awareness. It also underscores how quickly public opinion can shape a brand’s digital reputation, sometimes independent of product merit.