CEO Vineeta Singh's success recipe: consistency, courage, and corporate governance. Watch

Vineeta Singh, CEO & Co-founder, SUGAR Cosmetics.

SUGAR Cosmetics CEO Vineeta Singh, in a candid conversation with Moneycontrol, shared her journey from a 23-year-old rejecting a lucrative job offer to becoming a successful entrepreneur and a household name. Singh emphasizes the importance of consistency, resilience, and corporate governance in navigating the challenging entrepreneurial landscape.

Additionally, she decodes the hottest startup trends of 2024 and sheds light on the evolving dynamics between public and private markets.

"In hindsight, if I knew it would be a 20-year journey filled with failures and challenges, maybe I wouldn't have had the courage to start. But at 23, there's bravado, self-belief, and a naive assumption that building a business is easier. It's about showing up every single day, even in the face of rejection and financial uncertainties," Singh reflected.

She attributed her success to the entrepreneur's bias for action, the ability to take risks without overthinking. The initial seven years were particularly challenging, marked by failures and financial strains. However, Singh’s said her dedication to showing up for consumers, even in dire financial situations, proved pivotal.

"I don't give myself credit for starting back then, but I give myself credit for hanging in there for 17 years through failures, showing up every day for consumers, even when there was no money left in the bank account," she adds.

Her positive outlook and focus on enjoying the journey allowed her to overcome tough years. Celebrating small wins became a crucial aspect of her entrepreneurial mindset, she added.

As she wears multiple hats – a mom of two, a marathon runner, and a CEO – Singh emphasized the importance of enjoying the journey and being excited about the process. Her philosophy of finding joy in the products, brand, and team kept her motivated during challenging times.

The conversation then shifted to the challenges of balancing personal and professional life. Singh shared insights into managing the guilt that often burdens working mothers. She highlighted the importance of help, avoiding the pursuit of perfection, and enjoying both the journey of motherhood and entrepreneurship.

For Singh, 41, being a mother makes her a better founder, and being a founder makes her a better mother. She encourages women to have tough conversations about sharing responsibilities at home, ensuring a more balanced approach.

She also expressed gratitude for the privilege of being part of Shark Tank, where more than 50% of her invested capital goes to women founders. She acknowledged the changing narrative around women entrepreneurs and the positive impact on young girls' ambitions.

#SUGARCosmetics, CEO Vineeta Singh's (@vineetasng) mantra reigns supreme: 'Showing up everyday, consistency is the key.'

She also decodes the hottest startup trends of 2024! #TheBreakfastClub | @Sonal_MK | #Startups | #Business | #SharkTankIndia pic.twitter.com/712RpI07pg

— News18 (@CNNnews18) February 6, 2024

Switching to a more business-focused discussion, Singh analyzes the startup landscape in 2024. She noted the shift in funding dynamics, with private markets being tougher to navigate. Public markets, on the other hand, have shown significant growth, creating an opportune environment for IPOs.

"Fundamentals have become essential, and corporate governance is a key focus. Startups need to demonstrate profitability, predictability, and sound fundamentals," she explains.

She warns against the prevalent optimism, urging startups to be cautious and prioritize cash flow. With the funding winter expected to persist, she emphasized the need for a 12 to 18 months runway, steering clear of risky situations that could jeopardize jobs and reputations.

The interview concludes with the CEO sharing her morning routine. For her, a black coffee followed by a workout sets the tone for the day, allowing her to centre herself before addressing the world.