Introduction to Nimbu and Our Founder Kriti
Meet Kriti Saj, the driven entrepreneur and visionary behind Nimbu, Singapore’s first circular kids’ fashion brand. Nimbu is more than just a children’s clothing label—it’s a heartfelt movement rooted in sustainability, artisan empowerment, and conscious parenting.
Every brand has a story, but the name "Nimbu" begins with a little boy’s adorable mispronunciation. Kriti’s son’s pet name is Nivu. When he was younger, he couldn’t pronounce it, so he started calling himself Nimbu. The word “nimbu” in Hindi means lemon – a fruit that is natural, fresh, and zesty. It’s the kind of image that instantly brings to mind energy, health, and joy, just like children themselves.
From the start, Kriti’s mission has been clear: to transform how families buy, use, and repurpose children’s goods while promoting environmental mindfulness. This is the story of how a mother’s personal experiences, her professional expertise in sustainability, and a name inspired by her child came together to create a brand with a purpose.
Founder's Background: Kriti’s Corporate and Sustainability Roots
Before launching Nimbu, Kriti spent over a decade contributing to sustainable mobility and strategy at Singapore’s Economic Development Board—a role deeply embedded in corporate sustainability. Yet ironically, the ethos she promoted at work contrasted sharply with her personal life, where she faced a mountain of unused baby clothes and toys.
That dissonance sparked a transformation. Swapping the stability of the corporate world for the chaos of entrepreneurship, Kriti sought to align her values with her business, weaving sustainability into every stitch of Nimbu's story. Her deep experience in sustainability strategy became the bedrock of Nimbu’s foundation, lending credibility and vision to the brand’s mission.
The Catalyst Moment: Motherhood Meets Overconsumption
Anyone who’s raised kids knows how fast wardrobes fill up with clothes that are barely worn. For Kriti, that realization came when packing away her baby’s barely-used items filled one of their guest rooms—an overwhelming visual of waste and clutter. That moment spurred an epiphany: “If no solution exists, I’ll create one.”
This epiphany inspired the founding of Nimbu, rooted in practicality and purpose. It’s not just a business—it was a necessity, born from a frustration that resonated with many parents. From that cluttered room emerged a brand that makes sustainable living not only possible but effortless for busy families.
Founding Nimbu: Vision, Mission, and Circular Fashion Philosophy
Kriti’s vision for Nimbu is bold yet beautifully simple: she wants it to be the go-to destination for all things kids. Whether you are a parent shopping for your own children or picking out a thoughtful gift, Nimbu aims to be the first name that comes to mind.
But there’s something that makes Nimbu different from your typical kids’ store – every single item you buy from Nimbu can be returned when it’s no longer needed. No time limit. No hassle. As long as the item is still in good condition for another family to enjoy, you can send it back.
Here’s how it works:
- You shop for beautiful, handcrafted clothes, toys, or books.
- Your child enjoys them for as long as they fit or feel relevant.
- You return them when it’s time to move on.
In exchange, you receive credits based on the condition of the returned items, and you can use those credits right away to buy something more age-appropriate.
Kriti’s inspiration came from her own home. Like so many parents, she watched her children outgrow clothes faster than she could keep up. The waste frustrated her. She found herself asking, “Why hasn’t anyone solved this problem?” Instead of waiting for someone else to do it, she built Nimbu to be the solution.
Core Principles: Artisan Craftsmanship, Sustainability, and Ethical Production
At Nimbu, every garment has a story. Here’s what makes the brand uniquely compelling:
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100% Premium Cotton: Soft on sensitive skin, breathable, and eco-conscious.
- Handcrafted Prints & Artisan Techniques: Many prints are hand-blocked or hand-printed by women artisans in Rajasthan—each piece is lovingly made, with quirks that make it one-of-a-kind.
- Empowering Women Artisans: By working with women who craft from home, Nimbu supports both tradition and economic independence. Ethical production isn’t a tagline—it’s central to the brand’s DNA.
Lessons for Aspiring Women Entrepreneurs in India & Beyond
Kriti’s entrepreneurial path offers invaluable lessons, especially for women balancing personal responsibilities with professional ambition.
Here are some of her key takeaways:
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Start with a Personal Pain Point: Kriti’s cluttered guest room wasn’t just a frustration—it became the seed of her business idea.
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Align Passion with Purpose: Combining her sustainability background with parenting challenges gave Nimbu both authenticity and market relevance.
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Educate Your Audience: Introducing circular fashion to a market unfamiliar with it required storytelling, patience, and engagement.
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Build Community, Not Just Customers: Through social media and events, Kriti nurtured relationships rather than focusing only on transactions.
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Stay Resilient Through Change: From pandemic supply chain disruptions to cultural resistance toward preloved clothing, she adapted without losing sight of her mission.
For Indian women entrepreneurs, Kriti’s journey shows that purpose-led businesses can thrive even in competitive and evolving markets. It’s a reminder that challenges are stepping stones when your work is rooted in meaning.
Media Recognition and Awards: Building Trust and Visibility
Media recognition has been a powerful ally in Nimbu’s growth. The brand has been featured in respected outlets such as:
- Vogue Singapore during Eco Fashion Week Singapore 2025, Nimbu runway debut
- Honeykids Asia as the Best Circular Fashion Brand
- Tatler Asia for Best Gift from a Women-Led Business in Singapore
- The Honeycombers, which regularly lists Nimbu as a top sustainable kidswear brand
Awards have also been pouring in. From 2023 to 2025, Nimbu has consistently earned silver in the “Sustainability Awards” by The Honeycombers:
- 2023: Silver for Best Stores for Eco-Chic Kiddos
- 2024: Silver for Best Clothing Brand for Eco-Chic Kiddos
- 2025: Silver again for Best Clothing Brand for Eco-Chic Kiddos
Kriti understands that trust is the cornerstone of any business, especially one built around sustainability. These awards and features have helped Nimbu stand out in a crowded market and strengthened its voice as a leader in ethical, circular fashion for kids.
Conclusion
Kriti Saj's journey from a corporate sustainability expert to the founder of Nimbu is more than an entrepreneurial success story—it’s a blueprint for how purpose, passion, and perseverance can create meaningful change. Through her innovative Buy – Use – Return model, she’s proving that sustainable kidswear can be both beautiful and practical, while empowering women artisans and preserving traditional crafts.
For Indian parents seeking to shop consciously, for women entrepreneurs looking for inspiration, and for anyone passionate about sustainability, Nimbu offers a powerful example of how small, intentional choices can have a lasting impact.