SUGAR Cosmetics CEO Vineeta Singh Shares Tips For Aspiring Entrepreneur

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What do you think were the 3 best business decisions you made and would share as advice for next-gen entrepreneurs?   1. Professionally, some of my biggest takeaways over the years have been to always understand your consumer.  2. Another key decision was to not stop the expansion of our retail footprint even in 2020, as soon as we saw the markets slightly opening up.  3. And lastly, I learnt both personally through my journey as a runner and an entrepreneur that no matter what challenge is thrown at us, agility matters.

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As someone who has raised funding, what would you say are the 3 key deciding factors investors look at before investing in a company?   1. I always evaluate the entrepreneur running the business. I like to invest in entrepreneurs who are resilient in the face of adversity, the ones who think long-term and are not fazed by short-term setbacks.  2. Additionally, I also look at the market size for the product and the problem statement that they are solving through their business. While I don’t necessarily have a favourite category, I always tend to lean towards companies that are in the consumer business space with women as their primary customers.

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As a judge on Shark Tank India, what are your thoughts on some changes that could help encourage more female entrepreneurs in India?   The entrepreneurial spirit has always been strong in India. The Shark Tank India show only accelerated the process. And it brings me great joy knowing that 50% of the companies that were funded during the show were women-backed or led. And what women need to see is women succeeding and their success stories being celebrated.

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