In a world dominated by fast fashion, Kriti’s story stands out as a beacon of sustainability and innovation. After 12 years in the corporate sector, she took a bold leap to establish Nimbu, a circular fashion brand dedicated to eco-friendly kids' clothing. Today we dive into her inspiring journey, the challenges she faced, and how Nimbu is shaping the future of sustainable fashion.
Kriti’s Journey: From Singapore’s EDB to Circular Fashion
Kriti’s transition from a high-paying corporate job to founding Nimbu Kids wasn’t easy. But Success isn’t always a straight path, it often takes bold detours. We have a chat with Kriti and here’s how she did it.
Q: What inspired you to leave your corporate job at the Singapore Economic Development Board to start Nimbu?
I spent over a decade working in sustainability, leading strategy and partnerships in sustainable mobility at the EDB. It was a dream job, but the irony hit me when I came home to a mountain of clutter—unused baby clothes, barely-worn outfits, and so much waste. That contrast between advocating for sustainability at work and the unsustainable habits at home sparked something in me. I wanted to build a platform that made it easy for families to embrace circular fashion while celebrating beauty and culture. That’s how Nimbu was born.
Q: Were there any defining moments that pushed you to take the leap into entrepreneurship?
Yes! I vividly remember standing in a guest room filled with baby things my child had outgrown, feeling completely overwhelmed. It wasn’t just about the clutter—it was about the way we consume and discard so easily. I started looking for solutions but found none that truly resonated. That’s when I realized if the solution didn’t exist, I had to create it myself.
Q: Were there moments of doubt, and how did you overcome them?
All the time! Walking away from a stable, well-respected career was terrifying. In the early days, I questioned if I had what it took, if people would care about sustainable fashion, if I could make it work. But every time doubt crept in, I reminded myself why I started. Seeing customers embrace Nimbu, hearing their stories, and watching our impact grow gave me the confidence to push through. I also leaned on my community—friends, mentors, and my team—who kept me going.
Q: How has motherhood shaped your approach to entrepreneurship?
Motherhood made me more intentional. It taught me patience, resilience, and the importance of building something meaningful. As a mom, I didn’t want to just create another clothing brand—I wanted to create a brand with purpose, one that makes life easier for parents and better for the planet. It also shaped how I lead; I prioritize flexibility, empathy, and work-life balance, both for myself and my team.
Q: If you could give one piece of advice to someone looking to transition from corporate to entrepreneurship, what would it be?
Take the leap—but do it with purpose. Corporate life gives you structure and stability, but entrepreneurship requires conviction. It will be messy, unpredictable, and full of challenges, but if you believe deeply in what you're building, it will be worth it. Surround yourself with a strong support system, stay adaptable, and most importantly, trust yourself.
Recently Kriti’s inspiring journey was featured by Honeycombers. Here's an excerpt. For the full article click here..
“After over a decade of championing sustainability at Singapore’s Economic Development Board, I took a bold leap of faith. Leaving behind a dream job in strategy and partnerships, I ventured into the unknown, thanks to my 1-year-old, and created Nimbu, Singapore’s first circular fashion brand for kids.
Becoming a mom changed everything. Standing in a guest room filled with barely-used baby items, I felt the weight of excess and knew I had to act. It was risky – starting a business while navigating motherhood – but I was deeply passionate about building a platform that blends beauty, culture, and sustainability. Looking back, the leap was worth every challenge.”
- Kriti Gupta, Founder and CEO of Nimbu
About Circular Fashion
Circular fashion is a sustainable approach to clothing production that focuses on reducing waste, reusing materials, and recycling garments. Unlike the traditional linear model of "take, make, dispose," circular fashion aims to create a closed-loop system where resources are continuously repurposed.
Why Circular Fashion Matters
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Reduces textile waste and environmental pollution.
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Promotes ethical labor practices and fair wages.
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Encourages consumers to make mindful purchasing decisions.
What is Nimbu?
Nimbu is a Singapore-based circular fashion brand specializing in vibrant, handcrafted cotton clothing for children. Their designs are conceptualized locally, reflecting the rich culture of Singapore, and brought to life by skilled artisans in India. Each piece is crafted with care and dedication, ensuring both quality and sustainability.
Nimbu offers a range of products, including traditional attire like baju kurung, kurta and lehenga. They also offer various of casual clothes. Their collections cater to children aged 1 to 14 years, with some family matching options available. The brand provides worldwide shipping, with free fast shipping in Singapore and Malaysia for orders above $100 in Singapore.
Nazara Halter Lehenga Choli with Dupatta
by Nimbu
By choosing Nimbu, customers support ethical craftsmanship and sustainable fashion, contributing to a greener future while dressing their children in stylish, comfortable clothing.
What Makes Nimbu Special?
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Circular Business Model
Kids grow fast, and wardrobes fill even faster. That’s why we started our Buy-Use-Return program. Buy-Use-Return is part of our circular promise which allows you to buy our products, use to its fullest potential and return once done in exchange for credits you can use to shop for something new.
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Eco-Friendly Materials
Nimbu clothing is crafted from breathable, ultra-soft organic cotton, ensuring all-day comfort. Perfect for staying cool and fresh, even on the hottest days.
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Community Impact
We try our best to empowering our local artisans. We encourage local women to work with us and contribute financially to their families. By supporting Nimbu, you’re helping uplift these communities, ensuring their talent and dedication are celebrated.
Join the circular fashion movement with Nimbu! Explore our latest collection of sustainable kids' clothing, designed for both style and sustainability. Shop now and showcase your best look this Raya!