Are You An Aspiring Entrepreneur? You Must Follow These 6 Tips Given By Sugar Cosmetics' Co-founder

Success Tips For Entrepreneurs

Survival Is Success

Singh shared that she believes the most important job of an entrepreneur is survival, mentioning that she also faced the stark reality of what today many entrepreneurs face.She emphasises that simply staying in the game, despite the constant hustle and challenges, is a significant achievement in itself. For Singh, and many like her, it’s not about immediate success but enduring through the tough times. She noted that, despite numerous setbacks and rejections, her journey is marked by the resilience to "live to see another day."

Embracing Loneliness

Singh has described the journey of entrepreneurship as a "damn lonely journey," She has acknowledged the efforts of entrepreneurs and those of their peers. The camaraderie among entrepreneurs, especially in challenging times, is crucial. She reflected on her own experience with her co-founder and husband, Kaushik and her journey of 17 years, with rejections from venture capitalists, pointing out that their shared struggles and rejections were a testament to their perseverance.

Adapting to the Market and Consumer Shifts

All these years have been crucial for Vineeta Singh, as she has learnt lessons about adaptation from her journey. Starting with a women’s lingerie brand in 2007, which could not work because they couldn't raise capital, followed by an EduTech venture which survived for four to five years, and then a subscription box business for beauty which within three years wasn't scaling up. During this phase, Singh and her husband had their backs against the wall due to repeated failures and pivots. Yet, it was their adaptability, perseverance, and resilience, that eventually led to the success of Sugar Cosmetics, the most dramatic stage of her startup journey.

"The credit for this whole explosion never really belonged to me," Singh admitted at Borzo Connect, attributing the company’s breakthrough to external factors like the rise of Jio, Instagram, and YouTube, which revolutionised consumer behaviour in India, as every Indian had a smartphone and they could like shop a lipstick online and millions of Indian women were on Instagram, looking at products on social media.

Authenticity the Key to Success

One thing Vineeta Singh truly believes in her entrepreneurial journey is authenticity. She shared a pivotal realisation at Borzo Connect: "The only thing that this generation now cares about and that the only thing that brands need to remember while trying to build a business in India is to be authentic to why they started and who they started for." This authenticity, Singh believes, is crucial for connecting with today’s consumers, who are increasingly discerning in the age of social media, and a fake world which seems to be promoting, consumers have a way of differentiating between the authentic and the inauthentic, and they know it.

Hence, she wanted to find the courage to be authentic, and Singh’s personal connection to her brand Sugar’s mission was creating products for diverse Indian skin tones.

Success is a very long road

Drawing from her father’s example, Singh highlights the slow but steady nature is the true success of entrepreneurship. Her father, a scientist working on protein structures, dedicated decades of his life to his work due to his passion and patience.

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Speaking at Borzo Connect, she said “As a kid, I always thought I’d become an entrepreneur because I wanted to get rich fast. But once I started my entrepreneurial journey, I realised that entrepreneurship is actually the slowest way to get rich. Still, I’ve learned that you never quit because the journey itself is incredible. If you find something you’re passionate about and truly enjoy doing, you might not even notice when you start building momentum. Then, suddenly, the tailwinds come, and with them, the wealth follows.”

“I also tried not to be like my dad, but as it turns out, I’m more like him than I expected. We both share the same irrational passion for keeping on, even when the money isn’t coming in. Because the truth is, real wealth takes decades to build.”

She acknowledged that success often takes longer than anticipated but emphasised that the journey, marked by passion and persistence, is what makes it worthwhile.

Small Things Matter

Singh understood that building a brand goes beyond just flashy and grand marketing campaigns. “It’s not just about TV ads. Brand building is about the little things,” she said. She thinks paying attention to details—like choosing the right product names and engaging thoughtfully with customers—plays a crucial role in shaping a brand’s identity and success. Singh’s focus on hyperlocal delivery and creative product naming illustrates this approach perfectly.

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In a world increasingly driven by measures of success, Singh’s journey reaffirms the power of authenticity and the value of staying grounded in one's core values. Her story is a reminder that behind every successful venture lies a human story of enduring commitment and heartfelt dedication.

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