On this bold and eye-opening episode of The HJ Show, podcast host Harsh Joshi sits down with two fearless entrepreneurs who’ve made headlines for all the right reasons — Ananya and Anushree Maloo, the co-founders of Nuutjob, India’s trailblazing male intimate hygiene brand.
From pitching their idea on Shark Tank India to building a brand that sparks national conversations, the Maloo sisters are on a mission to break stereotypes and normalize what has long been considered a hush-hush topic.
The Origin of Nuutjob – A Bold Idea with a Purpose
Nuutjob wasn’t born out of just market research — it was born out of bold observation and genuine concern. In a country where male hygiene is rarely discussed, Ananya and Anushree decided to tackle an area that most wouldn’t even whisper about.
What made them even more unique? They were two women from Ahmedabad talking openly about male intimate hygiene — a space traditionally avoided due to cultural discomfort. But they leaned into that discomfort. And in doing so, created something powerful.
Their pitch on Shark Tank India wasn’t just memorable for its catchy name and clever moustache costumes — it was rooted in real statistics, real issues, and a real market gap. Within just one week of their Shark Tank appearance, they sold out — proving that Indian men were ready for this conversation.
The Shark Tank Effect – More Than Just Funding
On The HJ Show, the sisters open up about the behind-the-scenes reality of their Shark Tank India journey. They discuss the multiple rounds of shortlisting, how they prepared, the mental pressure, and what actually happened in the Shark Tank room — details that don’t make it to the final cut of the episode.
They eventually landed an offer from Amit Jain (Founder, CarDekho) — who not only invested money but also validated their storytelling and brand strategy. He was especially impressed with Nuutjob’s Instagram engagement and organic storytelling, something most marketers only dream of. For the sisters, this deal wasn’t just about cash—it was about credibility, mentorship, and long-term vision.
Educating the Audience – One Awkward Conversation at a Time
Harsh dives deep into the biggest challenges Nuutjob faced: how do you talk about “itching down there” in a country where even deodorant ads are censored? The Maloo sisters share some of the most awkward yet hilarious moments from their early pitches and social experiments.
From explaining the term “male intimate hygiene” to facing online trolls who said, “ladkiyon ka rape ho jana chahiye jo aise ads banaye,” the sisters stayed firm in their mission. They didn’t back down. Instead, they used humor, information, and solid product quality to win trust.
Their takeaway? If your product solves a real problem, the world will eventually listen.
Social Media Strategy That Worked Like Magic
One of the most inspiring parts of the episode is how Nuutjob used Instagram as a storytelling tool — not just a marketing channel. With almost zero followers during the early lockdown phase, they started telling behind-the-scenes stories, showing how products were made, and engaging directly with a small but loyal audience.
People trusted them. Some customers even paid in advance for bags that would only be delivered after the lockdown — without knowing when they would actually receive them. That’s the power of authentic communication.
And when Harsh Joshi asks them about that turning point — when trust became traction — their answer is clear: “Content is king, but trust is the whole kingdom.”
Building a Business in an Uncomfortable Category
Nuutjob isn’t just about products — it’s about opening up a category that was barely talked about in Indian homes. From navigating logistical hurdles post-Shark Tank to creating educational content that doesn’t get flagged for “sensitive material,” every step has been a learning curve.
The founders emphasize that brand-building in a category like male hygiene demands more than just product innovation — it needs cultural innovation. You need the courage to stand your ground, and a vision to normalize what once felt “uncomfortable.”
Advice for Aspiring Entrepreneurs
For listeners and viewers who dream of launching something unconventional, this episode is a masterclass. Ananya and Anushree share advice that’s brutally honest:
-
Know your market – even if it’s uncomfortable
-
Own your narrative – the world follows confidence
-
Expect resistance – and prepare to educate
-
Go beyond the product – build a brand with purpose
They also speak about mental health, dealing with online hate, and the importance of having each other’s back as co-founders and sisters.
Final Thoughts – This Isn’t Just a Business. It’s a Movement.
Harsh Joshi ends the episode with what many viewers are thinking — this is not just a hygiene brand. It’s a cultural shift. Nuutjob is creating a new normal, where men are encouraged to take care of their bodies without shame and where women entrepreneurs are leading from the front in bold, unapologetic ways.
Whether you’re a budding entrepreneur, a marketer, or someone who simply believes in challenging norms — this episode is a must-watch.
