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Stride Stories • Episode

Taking the Road Less Travelled

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Vineeta Singh and Kaushik Mukherjee are the founders of SUGAR – a leading colour cosmetics brand in India which defines itself as the brand of choice for the women of today. Before starting SUGAR, Vineeta and Kaushik met each other during their MBA at IIM Ahmedabad where they connected over their commonality of building their own venture. Post their MBA they got married to each other and dabbled with multiple ventures where they acquired the inputs needed to build a successful business before they set out to start SUGAR together. Vineeta is also famously known for being one of the Sharks on Shark Tank India and Kaushik is known for his enriching tweets on Twitter which he posts with a dash of his trademark humour.

Tune into this podcast to listen to Vineeta and Kaushik talk about:-

02:10 Starting up in a nascent startup ecosystem.
07:45 How they both complement each other as co-founders and life partners.
14:49 Evolution of subscription e-commerce in India and the journey of FabBag.
22:20 Product-content-commerce playbook of SUGAR.
29:05 Work-life balance.
37:08 From a founder to being an investor on Shark Tank for Vineeta.
40:20 Hiring and team management.
45:00 The big dream for SUGAR and way forward.
49:45 How did SUGAR as the brand name came into being and will they stick with it as expand into sub-categories?
52:35 Behind the scenes of the investment by Stride into SUGAR.
54:55 Rapid Fire.
1:06:50 Indebted to debt.


Vineeta Singh
Kaushik Mukherjee


Ishpreet Singh Gandhi
Founder & Managing Partner
Apoorva Sharma
Managing Partner


February 1, 2022