In this exclusive interview, we discussed with Raina Singhwi Jain, an innovative entrepreneur making waves in the niche markets of home fragrance, decor, and children’s products. With a background that spans from Google to her family’s business, Raina’s journey is a testament to her resilience and vision. Having recently launched two exciting brands, Jibble & Cuzzi, and Samskara Home, she shares insights into the challenges and triumphs of balancing diverse ventures. Raina’s approach to entrepreneurship, driven by a commitment to quality and sustainability, offers valuable lessons on navigating niche markets with patience and passion.
R. Chandra: Today, we have with us Raina Singhwi Jain, an entrepreneur who has made her mark in the niche markets of home fragrance, home decor, and children’s products. Raina, thank you for joining us. Could you start by telling us a bit about your journey so far?
Raina Singhwi Jain: Thank you, Raamesh. My journey has been quite diverse. I started my career at Google after completing my master’s in International Business from Manchester Business School. Following that, I joined my family’s business, which was centred around manufacturing home fragrances and decor items like candles and diffusers. The business was predominantly export-oriented, and I spent around 13 years managing various aspects, including supply chain, compliance, and procurement. During this time, I also founded a brand called Maeva – Artisanal living, which focused on direct-to-consumer (DTC) sales. When our shareholders decided to exit the family business, I knew it was time for a new challenge.
R. Chandra: That sounds like an impressive start. Could you tell us more about the brands you have founded recently?
Raina Singhwi Jain: Certainly. After leaving the family business, I co-founded two brands—Jibble & Cuzzi, a children’s brand, and Samskara Home, which focuses on home fragrances, decor, and puja essentials. Both brands were launched in 2022, and I’ve been passionately working on them ever since.
R. Chandra: It’s fascinating how you manage two brands simultaneously. What was the inspiration behind Jibble & Cuzzi?
Raina Singhwi Jain: The idea for Jibble & Cuzzi stemmed from my personal experience as a mother. I have a five-year-old, and when he was about two, I realized there was a gap in the Indian market for certain eco-friendly, sustainable products for children. For instance, we introduced eco-friendly swimwear for kids using a special fabric sourced from an Australian brand called Olga Valentine. This fabric isn’t available anywhere else in India. We focused heavily on creating a strong brand language and DIY products that are entirely eco-friendly and sustainable.
R. Chandra: That’s quite innovative. What challenges have you faced in these niche markets, especially with Jibble & Cuzzi?
Raina Singhwi Jain: One of the main challenges is the niche nature of the industry. Unlike mass-market products, our offerings cater to a specific audience, which means growth is slower. The exhibition format for children’s products in India is limited—there are only about 8 to 10 such events in the entire year. However, we do see good traction during these exhibitions and online sales. It’s challenging, but we are slowly building a loyal customer base.
R. Chandra: How do you balance the different approaches needed for your two brands?
Raina Singhwi Jain: Balancing the two brands requires a lot of strategic planning. For Samskara Home, I’m more aggressive because the products fall into the FMCG segment and have a mass appeal. I’m actively looking for investors and moving quickly with this brand. On the other hand, Jibble & Cuzzi is a premium brand with a focus on quality and sustainable practices. I’m in no rush with it. We are taking our time to penetrate the market and build a strong brand identity. The growth might be slow, but I believe in the long-term potential of the brand.
R. Chandra: It’s impressive how you’ve tailored your strategies according to the needs of each brand. What motivates you to keep pushing forward, despite the challenges?
Raina Singhwi Jain: The results we’ve seen so far, even if modest, motivate me. Both brands are moving in a positive direction, and that’s what keeps me going. We’ve received offers from retail stores who see value in our products, which is encouraging. Also, the fact that I’m not in a mad rush allows me to focus on quality and long-term growth. I often think of the journey of Forest Essentials, which took 15 years to become the success it is today. I’m okay with going slow if it means staying true to our values and building something lasting.
R. Chandra: That’s a great mindset. Finally, what advice would you give to other entrepreneurs looking to enter niche markets?
Raina Singhwi Jain: My advice would be to stay patient and committed to your vision. Niche markets are challenging, but if you believe in the value of your product, the market will eventually catch up. Focus on building a strong brand identity and don’t compromise on quality, even if it means slower growth. Success in niche markets is often a marathon, not a sprint.
R. Chandra: Thank you, Raina, for sharing your journey and insights. It’s inspiring to see how you’re navigating the challenges and creating something unique in the market.
Raina Singhwi Jain: Thank you, R. Chandra. It was a pleasure speaking with you.
