$64 Soil Meter That Saves Plants Lands $300K Deal On Shark Tank – 'I Think You're Smart As Hell,' Lori Greiner Says

Aabesh De, a self-proclaimed "serial plant killer," walked into the Shark Tank spotlight with a big idea, a bigger story and an even bigger ask –$300,000 for his houseplant health company, Flora. 

By the end of his pitch, he walked out with a deal, some wisecracks from the sharks and a fresh shot at turning his plant-care dream into a thriving business.

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De's idea sprouted during the pandemic when he killed his mom's prized rose bush in record time – eight days, to be exact. "My dear mother gave me her prized rose bush plant that she had for years," De, 29, shared with the panel. "And I ended up killing it in eight short days." 

That green thumb failure inspired Flora, a company dedicated to eliminating the mystery – and misery – of plant care. Flora's star product is a $64 soil meter connected to an app that tracks vital plant stats like moisture, light and temperature. 

Think Fitbit but for your fern. The app also offers a premium subscription for $9.99 per month or $59.99 annually, unlocking perks like 24/7 plant doctor support and diagnostics. According to De, it's all about ensuring plant parents don't feel like they're winging it.

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Despite generating $192,000 in lifetime sales, Flora hasn't yet turned a profit. "We're not profitable just yet," De admitted, revealing the company lost $500,000 last year after incurring $180,000 in expenses. But his timing couldn't be better. 

Data Bridge Market Research shows that the U.S. houseplant market is expected to hit $28.84 billion by 2031, driven by millennials and Gen Z embracing their inner plant nerds. Flora seems perfectly positioned, with over 60% of U.S. households owning houseplants.

Not all the sharks were feeling the vibe. Mark Cuban, Robert Herjavec and Kevin O'Leary passed, with O'Leary admitting he was impressed by the pitch but not the niche. "I'm blown away by your presentation, but I'm just not into plants," he said. 

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A proud plant lover, Barbara Corcoran, loved the product but balked at the subscription model. "I would never go for a subscription model after buying [the soil meter]," she said before bowing out.

That left Lori Greiner, who initially offered $300,000 for 30% equity. De didn't flinch. Instead, he countered with $300,000 for 15% equity, 5% advisory shares and a $2 royalty per unit sold until Lori recouped her investment. 

The room lit up with admiration for his sharp negotiation skills. "I think you're smart as hell and I like to invest in people who are smart as hell," Greiner said, sealing the deal.

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