When you think “healthy bakery,” you might imagine a small home kitchen, a few jars of almond butter, or someone trying out sweets with oats instead of sugar. But The Cinnamon Kitchen (TCK) is more than that. It’s a brand born from personal struggle, rapid growth, and sharp business sense, all of which require more than ovens and recipes. Let’s unpack their journey, their IP (trademarks, etc.), what kinds of contracts they likely use, and how due diligence by investors and their own legal team would matter.
Who Is The Cinnamon Kitchen
- Founder & origin story: Priyasha Saluja started TCK around 2018-19 in motivated by her own health issues (PCOS). Healthy, plant-based, organic, gluten-free treats are her niche.
- What they offer: Products include spreads, snacks, cookies, cakes, vegan cheese chips, etc. All without traditional sugars, gluten, or dairy (or using healthier alternatives).
- The Shark Tank deal: On Shark Tank India Season 3, Priyasha asked for ₹ 60 lakh for 2% equity, but eventually closed the deal with Aman Gupta for ₹ 60 lakh for 5% equity.
- Financial growth: Started with a small personal investment (₹ 50,000) and annual revenues evolving roughly like – FY1: ~₹ 1.4 lakh; FY2: ~₹ 12.5 lakh; then ₹ 25 lakh; then ~₹ 82 lakh; and projecting ~₹ 6 crore for ~2023-24.
What IP Registrations They Have (As Verified)
One trademark registration is public and verified; there may be more, but this is what the records show.
Trademark for “THE CINNAMON KITCHEN”
- Application No: 5432402
- Filed on: 2 May 2022 by Priyasha Saluja
- Status: Registered, valid until 2 May 2032.
- Goods & Services: Class 29 (food products) includes processed fruits & vegetables, frozen & canned foods, mixed dried fruits & nuts, etc. Basically, broad food-product categories.
Trademark for “THE CINNAMON KITCHEN”
- Application No: 7108058
- Filed on: 9 July 2025 under Tcki Plant Foods Private Limited by Priyasha Saluja
- Status: Registered, valid until 9 July 2035.
- Goods & Services: Class 30 (food products) includes Sandwich wraps [bread], Brownies, Brownie mixes, Chocolate brownies, Frozen brownie dough, cakes, etc. Basically, broad bakery food-product categories.
So as of now, they have at least one solid, registered trademark covering many food product categories, which gives them legal protection from others using “The Cinnamon Kitchen” for similar food goods.
Business Contracts They Would Likely Use + Must Use
Given the scale they’re at, and the kinds of operations they have, here are the contracts TCK almost certainly uses (or needs to use) in day-to-day functioning:
| Contract Type | Purpose / Why It’s Important in Their Setting |
| Supplier Agreements | Their facility in Noida (factory/production unit) is leased or owned; shopfronts/retail stores may be leased. Also, storage, cold storage, or warehouse leases if needed. |
| Lease/Rental Agreements | For staff in production, kitchen, quality control, packaging, sales, marketing, logistics, etc. These should cover roles, confidentiality (especially recipes or unique formulations), non-competition / non-solicitation (within legal limits), IP (who owns recipes/formulations created), termination, wages, and benefits. |
| Manufacturing / Processing Agreements (if using third-party facilities) | Agreements with Blinkit, Amazon, and retail stores to stock & sell their products. Also with airports (as per news) for the retail of packaged goods. These contracts cover packaging, labeling, delivery, returns, margins, payment terms. |
| Distribution & Retail Agreements | For staff in production, kitchen, quality control, packaging, sales, marketing, logistics, etc. These should cover roles, confidentiality (especially recipes or unique formulations), non-competition / non-solicitation (within legal limits), IP (who owns recipes/formulations created), termination, wages, and benefits. |
| Employment Contracts | For marketing, digital ads, delivery apps, packaging design, branding, lab reports / nutritional labeling. Possibly for audit/accounting/food safety consultants. |
| Service Agreements | Once Aman Gupta invests, there must be an agreement among founder(s) and investor(s) defining rights: equity, governance (board or voting rights), reporting, exit rights, dilution protection etc. |
| Investor / Shareholder Agreements | Once Aman Gupta invests, there must be an agreement among founder(s) and investor(s) defining rights: equity, governance (board or voting rights), reporting, exit rights, dilution protection, etc. |
| Contract for Product Testing / Food Safety / Certifications | If some items are co-manufactured or outsourced, contracts for manufacturing (with hygiene, safety, food standard, certificate, recall liabilities, etc). |
Contracts must be well-written, enforceable, and properly registered or witnessed as needed.
Due Diligence: What Both Lawyers and Sharks would (Have) Checked
When Aman Gupta (or any Shark) invested, several legal and commercial checks would have been (or should have been) conducted. Similarly, Priyasha herself or her legal counsel should ensure internal due diligence to protect her company. Here are key areas:
| Due Diligence Area | What to Look for, Risks |
| Corporate Structure & Ownership | Is the business properly registered (private limited, proprietorship, etc.)? Any income tax / GST registrations in place? Any pending disputes or liabilities? Who owns what shares? |
| Trademark / IP Ownership | Agreements with suppliers, distributors must be reviewed: Are the terms favourable? Any obligations/exclusivity that may burden the company? Payment terms, liability for defaults. |
| Compliance with Food Laws | FSSAI licensing, labelling laws, nutritional claims, cleanliness/hygiene standards. If claiming “gluten-free” or “refined sugar-free,” verification by labs is needed. Any liability risk (consumer complaints, lawsuits). |
| Contractual Commitments | The Sharks in TCK’s pitch flagged packaging and labelling concerns. Legal requirements for labels (ingredient list, allergen warnings, shelf life, manufacturing/expiry dates). Any trademark use on packaging, structure, or layout to avoid misleading consumers. |
| Debt & Financial Liabilities | Checking existing loans, interest obligations (e.g, debt component introduced by Aman’s initial offer had interest), outstanding supplier bills, payroll liabilities, etc. |
| Packaging &Labelling Legalities | Clarity on valuation (how was ₹ 12 crore valuation calculated?), what proportion of stake, investor rights (board seat, voting rights), dilution, exit, profit distribution, etc. Also, terms of any debt component (interest, repayment schedule). |
| Contracts with Retail / Distribution Partners | Retailers often have strict compliance, return policies, and damages for spoilage. Legal clarity is needed to handle product returns or unsold stock, shelf life, and damage in transit. |
| Equity Deal Terms | Clarity on valuation (how was the ₹ 12 crore valuation calculated?), what proportion of stake, investor rights (board seat, voting rights), dilution, exit, profit distribution, etc. Also, terms of any debt component (interest, repayment schedule). |
Good due diligence reduces surprises, ensures risk mitigation, and gives both founder and investor confidence.
Lessons & Legal Observations
From what is public, TCK has done many things right, but some observations/lessons stand out:
- Securing a good trademark early is crucial. TCK’s registration means others can’t use similar names in the food goods space.
- Transparent packaging & labelling is not just marketing, it’s legal compliance. The Sharks raising issues on TCK’s packaging shows how packaging can become a legal risk (customer complaints, regulatory issues).
- The equity deal structure (choosing equity vs debt or mix) needs careful negotiation. TCK had a term offered as debt + equity. Understanding such structures is critical.
- Growth projections (sales, scale, SKUs, shelf life) must align with contract readiness: supplier capacity, distribution contracts, legal compliance, food safety, etc. Scaling brings new legal exposure.
- Maintaining product consistency and food claims (gluten-free, plant-based, etc.) must be supported by certificates or testing; otherwise, risk of misrepresentation or regulatory punishment.
Conclusion
The Cinnamon Kitchen is a great example of how a strong idea, personal conviction, and smart business moves can combine with legal protection to build a brand. From securing a trademark, negotiating with investors, scaling via retail and online channels, to handling food-safety and labelling issues, there are many moving parts behind the scenes.
For founders and start-ups, the key takeaways are:
- Protect your brand name via IP early.
- Use clear contracts with suppliers, distributors, and employees.
- Ensure all regulatory compliances are in place (food laws, labeling, safety).
- Understand what investors want: clean legal records, IP ownership, and transparent financials.
Author Details-Apoorva Lamba (3rd Year Student, Madhav Mahavidyalya, Jiwaji University, Gwalior)