How a fruit seller's Arabic greeting boosted sales: Shark Tank India’s Vineeta Singh shares unexpected business lesson

Vineeta Singh's Street-Smart Alliance

In a LinkedIn post detailing the turnaround, Singh shared how initial apprehensions about street vendors transformed into a lesson in collaboration. “Colaba is Colaba—every store has a stall in front, and it’s the stalls that have more legacy than the stores,” she wrote, alongside a photo with her team and the fruit vendors. “We decided to give it a try. Last 12 months, we saw sales explode, with bills crossing Rs 1 lakh frequently. I had to find out why.”

The answer lay in Suraj’s initiative. Over years of interacting with Arab customers buying local fruits, he learned basic Arabic and began pitching “Kahaal Al Hindi” (Indian kajal) to passing women. His efforts directed a steady stream of clients to SUGAR’s store, where they discovered makeup suited to warm undertones and humid climates. “They shop 15–20 pieces each, as they don’t expect to return,” Singh explained.

Suraj and his father’s fruit stall became an unlikely gateway for Arab tourists. “Lots of Arab women stop by to buy local fruits (they don’t prefer anything imported). He asks them in Arabic, which he has picked up well, if they want ‘Kahaal Al Hindi’,” Singh noted. The vendors’ recommendations drove customers to SUGAR, where they purchased kajals, lipsticks, and other products tailored to hot climates.
Building Mutual Growth

Recognizing Suraj’s impact, SUGAR’s team forged a symbiotic relationship. During quiet hours, staff invited the vendors for tea, exchanging Arabic phrases related to makeup. Store