Interview with Chaitsi Ahuja, Founder & CEO, Brown Living

Chaitsi, can you tell us a little bit about yourself and your journey in the world of startups?

Hi everyone! I’m Chaitsi Ahuja, the CEO and founder of Brown Living.

I started Brown Living with a vision to offer eco-friendly products that help people live more sustainably. Our journey has been full of learning and growth. We began with a small team and big dreams, and over time, we’ve grown into a brand known for quality and sustainability.

Our products range from eco-friendly home essentials to sustainable personal care items. We’re committed to reducing waste and making a positive impact on the environment.

Every day brings new challenges and opportunities, and I’m looking forward to what’s next.

What key events or experiences in your career path led you to become an expert in the startup space?

My journey to becoming an expert in the startup world began with my experience in brand management and marketing. I learned how to build strong brands and communicate their values effectively. This background gave me a clear understanding of what makes a brand connect with customers and stand out in a competitive market.

One key moment in my journey was realizing that while people wanted to make eco-friendly choices, finding sustainable products was a challenge. This inspired me to start a company that offers accessible, environmentally friendly products.

Starting a business has its own challenges. For example, when we faced delays with our main supplier of biodegradable packaging, I had to quickly find a new source to keep things running smoothly. This experience showed me the importance of flexibility in the startup world.

Getting advice from mentors also helped me navigate the complex world of entrepreneurship.

Their insights helped me overcome challenges and grow the business.

Through these experiences, I learned that success in startups is about combining passion with practical knowledge, staying adaptable, and keeping a long-term vision in mind.

Many aspiring entrepreneurs have amazing ideas but struggle with taking the first step. What advice would you give to someone who is hesitant to launch their startup?

For anyone hesitant to take the first step in launching their startup, my advice is to start small and focus on action over perfection. Many aspiring entrepreneurs get stuck in the planning stage, waiting for everything to be perfect. The reality is, things will never be perfect, and you’ll learn much more by doing.

One piece of advice is to test your idea in a simple way. For example, if you have a product idea, create a basic version or prototype and share it with a small group of potential customers to get feedback. This allows you to validate your concept without a huge investment and helps build confidence as you see real results.

It’s also important to seek advice from people who have been in your shoes. Surround yourself with mentors or a support network that can provide guidance and encouragement when things get tough.

Remember, every business starts with a single step. Take that step, and you’ll learn and grow as you move forward.

Building a strong team is crucial for any startup’s success. How did you approach building your initial team, and what qualities did you prioritize when selecting your co-founders or early employees?

When it came to building my initial team, I focused on finding people who shared my passion for sustainability and believed in the vision of the company. In the early stages of a startup, skills are important, but what’s even more crucial is having team members who are genuinely committed to the mission and are willing to push through the inevitable challenges.

For example, when I hired my first employee, I didn’t just look at their qualifications. I also looked for someone who was adaptable and eager to learn, since startups require wearing many hats and being flexible as the business evolves. I wanted people who could think creatively to solve problems and who wouldn’t give up when things got tough.

When selecting co-founders or early employees, I prioritized qualities like passion, resilience, and a strong work ethic. Skills can be learned, but having the right attitude and a shared commitment to the startup’s goals is something that’s hard to teach. Building a team that believed in the mission made all the difference in the early stages of the company.

Funding is a common hurdle for startups.  Can you share your experience with securing funding for your ventures, and what advice would you give to founders seeking investment?

Securing funding was definitely one of the biggest challenges I faced in the early stages of my startup. Initially, I bootstrapped the business by using personal savings and focusing on building a minimal viable product (MVP) to prove the concept. This helped me show potential investors that there was real demand for sustainable products.

When it came to seeking external investment, I focused on building relationships with investors who were aligned with my company’s mission. I didn’t just approach anyone with money—I looked for people who understood the value of sustainability and who believed in the long-term vision. This made the conversations much smoother, as they were already passionate about what we were trying to achieve.

My advice to founders seeking investment is to have a clear story about why your product or service matters and how it will make an impact. For example, when I pitched to investors, I highlighted not only the growing demand for eco-friendly products but also the gap in the market for accessible, sustainable options. It’s important to show both the business potential and the broader purpose behind your startup.

Also, be prepared to hear ‘no’ a lot. Persistence is key. Each rejection taught me how to improve my pitch and refine my strategy. The right investors will come if you stay committed to your vision and keep pushing forward.

Startups often need to be adaptable and pivot their strategies along the way. Can you share an example of a time when you had to make a significant change to your business plan and how that experience shaped your company?

In the early days of the business, we faced a significant challenge that required a major shift in our strategy. Initially, we planned to sell our products through traditional retail channels, believing that physical stores were the best way to reach eco-conscious consumers. However, after several months of struggling with high costs and low foot traffic, it became clear that this approach wasn’t working as expected.

We quickly realized that we needed to pivot and focus on e-commerce instead. This shift to an online-only model was a big change for us, but it turned out to be the right move. Not only did it allow us to reach a wider audience, but it also significantly reduced overhead costs associated with running physical stores. For instance, we were able to redirect those resources into improving our website, boosting our digital marketing, and offering a better customer experience.

This experience taught me that sometimes you have to let go of your initial plans and embrace new opportunities when the market shows you a better path. The pivot also helped us become more agile and customer-focused. We could respond quickly to customer feedback, experiment with new product offerings, and scale the business more effectively than we could have with brick-and-mortar stores.

Overall, this shift helped shape the company’s long-term strategy. It showed me how important it is to be adaptable, listen to the market, and not be afraid to make bold changes when things aren’t working.

Failure is an inevitable part of the startup journey. Can you discuss a time when you faced a significant setback and how you overcame it?

Early on, we hit a major setback when our first marketing campaign didn’t work as planned. We spent a lot of money on ads, thinking they would quickly bring in customers and build our brand. Unfortunately, the ads didn’t attract the attention we needed, and sales didn’t pick up as we had hoped. This was a big disappointment.

To fix this, I took a closer look at what went wrong. I realized that our marketing wasn’t reaching the right people or connecting with them effectively. So, we decided to try a new approach.

Instead of broad ads, we focused on digital marketing, like social media, and content that spoke directly to our target audience.

One successful change was creating helpful content, such as educational blog posts and webinars about sustainability. This content helped us engage with our customers and showed them that we really knew our stuff. Slowly, we started to see better results, with more people connecting with our brand and showing interest in our products.

This setback taught me the value of being flexible and listening to feedback. It was a tough lesson, but by adjusting our strategy, we turned a difficult situation into an opportunity to improve and grow.

What are some key lessons you’ve learned about building and maintaining a strong company culture in a startup environment?

Building and maintaining a strong company culture in a startup is essential, and I’ve learned several key lessons through my experience. One of the most important lessons is to define and communicate core values from the beginning. At Brown Living, we focused on values like sustainability, honesty, and teamwork, which have guided our decisions and attracted like-minded individuals. Leading by example is also crucial; showing dedication and respect sets a positive tone for the team.

For instance, when I regularly participate in sustainability initiatives alongside my team, it demonstrates my commitment and motivates others to follow suit.

Encouraging open communication has been another vital lesson. I ensure that our team feels comfortable sharing ideas and concerns through regular meetings and one-on-one check-ins. This openness helps us address issues quickly and keeps everyone engaged. Recognizing and appreciating efforts is equally important. For example, we celebrate milestones and individual achievements, which boosts morale and keeps the team motivated. Supporting work-life balance is crucial too. I encourage my team to take breaks and respect their personal time to avoid burnout and maintain high energy levels.

Finally, being ready to adapt is key. As our team grew, we adjusted our practices to maintain a strong culture while integrating new members. This adaptability has helped us keep a positive and effective work environment. By focusing on these areas, we’ve been able to build a thriving company culture at Brown Living, centered on clear values, integrity, open communication, appreciation, balance, and flexibility.

Looking ahead, what trends or innovations in the startup ecosystem are you most excited about, and what advice would you give to entrepreneurs looking to capitalize on these opportunities?

Looking ahead, I’m really excited about several trends and innovations in the startup ecosystem. One major area of interest is the growth of sustainable technologies. As more consumers and businesses focus on reducing their environmental impact, there are many opportunities for startups that offer eco-friendly solutions. For example, advancements in biodegradable materials and renewable energy technologies are opening up new possibilities for creating products and services that are better for the planet.

Another trend I find exciting is the rise of artificial intelligence (AI) and machine learning. These technologies are transforming various industries by making processes more efficient and enabling new kinds of innovations. Startups that can leverage AI to improve their products or services will likely have a competitive edge. For instance, AI can help in areas like personalized customer experiences or optimizing supply chains for sustainability.

For entrepreneurs looking to capitalize on these opportunities, my advice is to stay informed and be proactive. Keep up with the latest developments in your industry and be ready to adapt quickly. It’s also important to focus on solving real problems. Startups that address genuine needs with innovative solutions are more likely to succeed. For example, if you’re working on a new tech product, consider how it can be designed with sustainability in mind, as this can set you apart from competitors.

By embracing these trends and staying agile, entrepreneurs can tap into emerging opportunities and build successful ventures that make a positive impact.

Thanks for sharing your knowledge and expertise. Is there anything else you’d like to add?

Thank you for the opportunity to share my thoughts. I’d like to add that one of the most important aspects of building a successful startup is staying passionate and resilient. The journey can be challenging, and there will be ups and downs. Maintaining a clear vision and commitment to your goals will help you navigate these challenges.

It’s also crucial to build strong relationships with your team, mentors, and customers. Surround yourself with people who support your vision and can offer valuable insights. Networking and forming partnerships can open doors to new opportunities and resources.

Finally, always be open to learning and evolving. The startup landscape is constantly changing, and staying adaptable will help you stay ahead. Embrace feedback, learn from your experiences, and be willing to pivot when necessary.

By keeping these points in mind, you can build a strong foundation for your startup and increase your chances of long-term success.