‘Shark Tank’, which debuted in India in 2021, quickly established a stronghold in the market, receiving an overwhelming response from brands and advertisers.

The show will return for its second season on January 2, 2022.

In an era of impactful marketing and effective advertising, brands are increasingly seeking partnerships that are one-of-a-kind and provide direct engagement with the audience. One such success story is the partnership between Sony TV, Sony LIV, and Cashfree Payments.

The partnership aligns with the company’s vision of enabling India’s budding entrepreneurs to turn their ideas into successful and scalable businesses.

Having enabled more than 3,00,000 merchants with state-of-the-art payments and API banking solutions, this partnership is a further testament to Cashfree Payments’ commitment to the Make in India initiative.

Akash Sinha, Co-Founder, and CEO, of Cashfree Payments, said, “We are excited to further our partnership with Shark Tank India for the second year in a row. The first season proved to be quite impactful, providing impetus to entrepreneurship and innovation. At Cashfree Payments, we value the entrepreneurial spirit and understand the importance of an enabling startup ecosystem.”

Sandeep Mehrotra, Head – of Ad Sales, Network Channels, Sony Pictures Networks India, said, “The revolutionary change that Shark Tank India has ushered into the mindsets of the viewers about business and entrepreneurship is a testimony to the impact that the property has created. We are thrilled to be bringing back another exciting season of Shark Tank India and welcome onboard Cashfree Payments as our Payments Partner.

“Together with Cashfree Payments, we are positive to take a step ahead and to further expand the horizon of Indian entrepreneurship. We are looking forward to an extended partnership with them,” Mehrotra said.