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Vineeta Singh | Co-founder of the popular cosmetics Brand- SUGAR



Born in 1991 in Delhi, Vineeta Singh is currently the Chief Executive officer (CEO), Managing Director (MD) and Co-founder of digital cosmetics brand SUGAR. She owns this company in partnership with her spouse. Her story behind this successful venture is worth knowing.

VINEETA SINGH’S adolescence

Vineeta Singh did her schooling at Delhi Public School in RK Puram. She completed her under graduation from IIT-Madras with a degree in applied science in 2005. She completed her post-graduation, i.e., MBA from IIM-Ahemdabad, in 2007.

Vineeta was an articling student with ITC Ltd., and she also has experience as a summer intern at Deutsche Bank.


Vineeta’s career includes not only her work as the CEO and founding father of SUGAR but also the Co-Founder of Fab Bag, a grooming subscription service. SUGAR competes with Nykaa cosmetics, Kay by Katrina, and Starlust within the same market as of today. She as a summer intern at Deutsche Bank in 2006. Thereafter she got promoted to Director for Quetzal Verify Private Limited. This is a background verification service for recruiters. t gives us an insight that she has experience both in the banking and financial sector.

Major Success

Vineeta Singh started generating just a touch under two crores in sales within the early years to today, generating ₹ two crores in sales per day; SUGAR has come an extended way. Vineeta Singh’s net worth is about $8 Million. It took almost five years for her and Kaushik Mukherjee, her husband and co-founder of SUGAR, to travel through seed to Series A funding. The journey was a tricky one though worthwhile; they broke their last ₹30 lakh fixed deposit to induce getting into the challenging market. Her husband, Kaushik, even started trying to find jobs while running the show. In 2017, there was a giant turn of events for both the corporate and founders, the India Quotient; a Singapore-based RB Investments invested in Sugar in an undisclosed Series A financing.

SUGAR is Vineeta Singh’s third startup. She graduated from IIT-Madras and IIM-Ahmedabad; she then ditched a “ one crore” job offer and got into entrepreneurship. Vineeta is the youngest graduate of India to refuse such a suggestion from a number one investment bank. She said, “I wanted to try and do something fast and fun, quickly proportion my business and IPO it”. It’s indeed true that life has both failures and success, Quetzal, founded by Vineeta Singh in 2007, maybe a perfect example. The business became commoditised and fought on price instead of value. Vineeta explains, “Such businesses just don’t add India because there’ll always be someone who can get it done cheaper than you.”


Veenita Singh has become the judge of the primary business-related reality show Shark Tank India; it’s where new business owners’ introduce their idea. She also invested INR 50 lakhs in CosIQ, a skincare firm. Singh’s SUGAR cosmetics salary is approximately INR 22 crores per annum, in step with sources. She earned Economic Times 40 Under Forty Award 2020 and recognised India’s young business leader. We can surely conclude that she is among the hundred Mindful women within the world.

Shark Tank Investments

Shark Tank is a Business reality television show produced by StudioNEXT. It emerged as a platform for the budding entrepreneurs. Here aspirants can directly showcase their ideas and strategies to potential investors. Recently, In 2022, Vineeta Singh became a part of Shark Tank India. Her investments so far are given below:

Business NameFinal OfferInvestors
Nocd Energy Drink
(energy drink brand)
20 lakhs at 15% equityVineeta Singh
Blue pine Foods
(Frozen food brand)
75 lakhs at 16% equityAshneer Grover, Vineeta Singh & Aman Gupta
(Urban utility brand)
40 lakhs at 50% equityAshneer Grover & Vineeta Singh
(Skincare brand)
50 lakhs at 25% equity Vineeta Singh & Anupam Mittal
Heart up my sleeves
(Fashion accessories brand)
25 lakh at 30% equityVineeta Singh & Anupam Mittal
Skippi ice pops
1 crore at 15% equityAll sharks

What is the portfolio of Sugar?

The company sells cosmetics in the—category of eyes, nails, lips and skin.

Who is Vineeta Singh married to?

Vineeta Singh is married to Kaushik Mukherjee and is blessed with two children.

Vineeta Singh with her Husband

Also Read : Ghazal Alagh | The Success Story of the Co-founder of Mamaearth

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