Turning a parental frustration into a business, Kriti Gupta tells us about her journey growing sustainable kids’ clothing brand Nimbu over the years.
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Tell us the story behind your business.
Nimbu was born from a frustration I faced as a parent – how quickly kids outgrow their clothes, and how hard it is to shop sustainably. I created Nimbu to be a new kind of fashion brand: one rooted in circularity, where every purchase helps reduce waste.
Our return-for-credit program lets parents send back outgrown Nimbu pieces, which we quality check and resell as pre-loved. It’s fashion that evolves with your child and supports families in need. We want to make it easier for parents to choose better – for their children, the planet, and the next family in line.
What are some milestones or achievements you’re proud of?
Launching our buy-use-return program and seeing over 1,000 pieces come full circle – either finding their home with a new family or being credited into new items.
Collaborating with local multi-brand retailers in Singapore who align with our sustainability values, allowing us to bring Nimbu into physical spaces where parents can touch, feel, and connect with our mission.
Being featured in conscious parenting publications and spotlighted at sustainability-focused markets in Singapore, including the prestigious Honeycombers Sustainability and Love Local Awards for three years in a row!
Most importantly, hearing from parents who say Nimbu helped them rethink how they consume clothing.
Share a setback that taught you a valuable lesson about running a business.
One key setback was underestimating the complexity of scaling operations manually. As returns grew, we struggled to manage pickups, quality checks, and resale listings without proper systems. This created operational bottlenecks and delayed customer credits, affecting the experience.
The lesson? Build for scale early. We’ve since learned to prioritise developing tech infrastructure, even if basic, to automate repetitive tasks and free up our small team to focus on growth. This experience taught me that in a circular business, backend operations are as important as front-end sales for delivering a seamless, sustainable customer journey.
Describe a typical day in your life and what you love most about it.
A typical day for me is a constant switch between roles. I start my mornings as a mum packing school lunches, handling toddler negotiations, and school drop-offs. Once the kids are settled, I shift into entrepreneur mode, managing team check-ins, reviewing designs, speaking with artisans, and handling marketing plans. Many days are spent planning logistics and building operations as we scale across two countries. Evenings often blur between board games and work calls, but that’s the rhythm I’ve come to embrace.
What I love most about my days is the freedom to create, whether it’s designing a new collection or finding sustainable solutions to operational challenges. Each day feels like building something meaningful from scratch, and that’s deeply fulfilling. I also love seeing how my children observe and understand my work; in many ways, Nimbu feels like something we’re building together as a family.
What’s your favourite book, movie, or TV show that has influenced your entrepreneurial mindset?
One book that has deeply influenced my entrepreneurial mindset is “The Alchemist” by Paulo Coelho. Its message about following your personal legend, your true purpose, resonated with me, especially when I left my corporate career in sustainability to start Nimbu. The journey of the shepherd boy, Santiago, mirrors the path of an entrepreneur: filled with uncertainty, challenges, unexpected teachers, and small signs from the universe that keep you moving forward.
What I’ve taken from the book is the idea that the journey is as important as the destination. Starting a business from scratch, building a team, and navigating setbacks can feel overwhelming, but remembering that each step is part of a larger purpose keeps me grounded. Like Santiago, I believe that when you pursue something with heart, the world conspires to help you achieve it. That’s what keeps me going through the highs and lows.
Any advice for aspiring entrepreneurs?
Start before you’re ready. There’s never a perfect moment. Waiting for certainty can hold you back from learning through action. Focus on building something small but meaningful, and let your customers help shape your journey.
Secondly, hire slow and trust your gut. The right team will carry your vision forward, but the wrong fit can drain energy and momentum. Finally, don’t be afraid to say no. Whether it’s unsolicited advice, distractions, or opportunities that don’t align with your purpose, learning to filter out noise is essential. As a founder, your energy is precious, so protect it.
Above all, remember: it’s a marathon, not a sprint. Celebrate small wins, seek community support, and remind yourself why you started. Passion will get you moving, but resilience will keep you going.
Top tip for maintaining a good work-life balance?
Accept that balance isn’t constant. Some days you’ll be in “mum mode,” other days fully focused on work. Instead of chasing perfection, stay present in whatever role you’re in. Set clear boundaries when possible and don’t hesitate to ask for help. Grace over guilt is my mantra.
Favourite thing to do on weekends?
Spending slow, unstructured time with my kids playing board games, exploring parks, or baking together. Weekends are my chance to switch off work mode and be fully present with them. These simple moments of laughter and connection are what recharge me for the week ahead.
Tell us one fun fact about yourself that not many people know.
I used to be a model once – from print ads to ramp walks, I’ve done a few! I was named as “one of Singapore’s most gorgeous people” by Female magazine in 2011.
Get in touch with Kriti Gupta online.
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