Meet Niloni Shah, Founder of Pink Foundry

The Pink Foundry came about when Niloni Shah was going through an ‘oily and acne-prone
skin’ phase and was advised by the dermatologist to use sunscreen every day. This turned
into a significant event in Shah’s life as she wasn’t happy with the options available in the
market and quickly realised that there was a gap. In this moment, she decided to use the
potential that Encube Ethicals had, her family legacy. As a company dedicated to research,
development and manufacturing of topical dermatological products, Encube has 23+ years
of experience. It dawned upon Shah to put these resources to use and create a brand of
her own. In an exclusive interview, she says…

Where/How do you get your best ideas? 

As a passionate skinthusiast & pharmacist, I always draw inspiration from two verticals: 

One – constantly evolving consumer needs. 

Two – innovations happening around us in the world.

What’s something they don’t teach you in University that you should probably know? 

The art of tenacity. Things do not always work as per plan, but one should not give up midway. Be persistent in your purpose.

First thing you do as soon as you wake up? 

As soon as I wake up, I check all the latest reviews and ratings of our TPF products. Followed by a glass of my favourite herbal mix in warm water! (Hi, Cosmix!)

What do you hope to see happen in the near future for small businesses in the country? 

I hope small businesses get ample opportunities & support to truly explore their full potential. Innovative, creative thinking & speedy execution will be their pathway to scaling up. Economic growth & job creation will automatically follow!

What was your biggest stroke of luck since the launch of your company(s)? 

As a start-up brand, we have been really fortunate to have got the opportunity to work with some of the best talents out there – on the product development side as well as on the marketing side!

What do you typically read?/ Favourite book? 

I usually love reading up on beauty to expand my knowledge & fiction for some light & fun reading (whenever time permits!).

Best boss you had and what did you learn from them? 

The best thing I have learnt from my mentor – never accept everything at face value and always ask these two questions: WHY and WHY NOT. Solutions to most problems are hidden in this context!

What question do you ask at interviews? 

How will The Pink Foundry help them in their journey and what excites them to work at The Pink Foundry! It is also important to know about their knowledge and passion for beauty and personal care.

One thing you learned about yourself? 

I never knew how helpful it was to document every single thing. It has helped me & the team increase the speed of overall execution. We learn, we document that and we grow!

How do you keep your team motivated & engaged? 

Empowering them with creative liberty and decision-making in their roles.  

How do you maintain work/life balance? 

Sometimes in life there are situations where work will require more of your attention & sometimes family will need more of your time. It is all about making tough choices and prioritising smartly. 

A childhood memory that shaped something you do in your business today?

Whenever something worked well for me, I was always this excited person, telling everyone I knew about it because I was sure that if it worked so well for me, it will help everyone else too! Today, I have an opportunity to do that with The Pink Foundry. I have now realised how having a consistent skincare routine has helped my skin so much – I’m extremely eager to share the same with everyone out there through The Pink Foundry! 

If you had one piece of advice to someone just starting out, what would it be?

Be passionate about what you do, work hard and don’t be afraid to take risks. Magic lies right outside your comfort zone!