Nidhi’s Journey: From Art to Entrepreneurship and Beyond
In our first interview for celebrating women in India who are making a difference, we interviewed Nidhi Agarwal, founder of Kitsters, a DIY brand for adults and kids.
In this inspiring interview, Nidhi shared how encouraged she feels knowing that her journey could inspire other women to take the leap toward their dreams. Nidhi has a lively and resilient entrepreneurial spirit, and her journey has been filled with both successes and setbacks, all of which have shaped her into the prosperous businesswoman she is today.
“My entrepreneurial journey has been full of ups and downs, much like many others. But every challenge taught me something valuable,” Nidhi explained. The theme of Meet Our Sheroes really resonates with her journey, because it, too, has been one of resilience and inspiration.
Nidhi credits her parents for being a major influence on her drive to succeed. “Growing up, I watched both my parents work tirelessly. Their determination shaped my own passion and motivation to succeed.” She always knew she wanted to run her own business and wasn’t afraid to take risks to make it happen.
Her first venture came soon after junior college, when she co-founded “Fitoor”—an art promotion platform. “I’ve always had a passion for art and business,” Nidhi recalled. “The idea for Fitoor was born out of that love. I even traveled to New York to study the art world and explore business avenues.” However, she quickly realized that India wasn’t ready for such a niche market at the time.
Despite the setback, Nidhi didn’t give up on her entrepreneurial dreams. “Each business I started came with unique challenges and lessons, all of which prepared me for where I am today,” she shared.
With each new venture, she embraced the learning experiences that shaped her development as a leader in the business realm.
A creative spark from the beginning
Nidhi has been fascinated by the world of art since she was a child. She recalls, “I was always the kid sitting in a corner with a drawing book, crayons, pencils, and sculpting supplies. I like producing everything and anything. Even now, I can spend hours in a museum admiring a single work of art. On some level, it appeals to me and restores wonder to life, something we frequently lose in our everyday routines.”This profound attachment to art was more than simply a hobby; it became a driving force behind her entrepreneurial goals.
Turning Passion into Business
Nidhi set out on a path to create an app that would revolutionise the art world, driven by a desire to share her love of art with the rest of humanity. “The concept was to build an art marketplace—a platform where artists could join up to promote their work and where art enthusiasts could find and engage with them. “It was like matchmaking, but for art,” she says.
She threw her heart and energy into the project, spending nearly nine months developing the app, fine-tuning the platform, and laying the foundation. However, she quickly realised that the moment was not appropriate.
“India wasn’t ready for this concept yet,” she admits. “Even though I had the platform, enrolling artists and customers proved difficult. I understood that even before the app was launched, the concept would not take off. So I made the difficult decision to step back and discontinue the project.”
Lessons Learned Along the Way
Despite the setback, Nidhi views the experience as a pivotal learning opportunity. “I learned a lot during this process—about humility, about staying grounded. At one point, I thought, ‘I’ve always excelled—aced my exams, achieved great results in school—so this should be easy.’ But life has a way of teaching you that brilliance alone isn’t enough. You need to have the right timing, the right market, and the right people who recognize your brilliance.”
Dr. Alka, a successful entrepreneur herself interjected during the conversation, “life reminds us that even brilliance needs an audience—buyers who can see and value what you bring to the table”. Agreeing wholeheartedly, Nidhi put forward inspiring words worth quoting and worth noting for budding enterpreneurs: “One of the major differences between an entrepreneur and a businessman is this: entrepreneurs solve problems. But if the problem doesn’t exist, what are you solving for?”
The experience humbled her and prepared her for future endeavors. “Every failure sharpens your perspective. It teaches you that success isn’t just about being smart—it’s about understanding the world you’re operating in.” For Nidhi, art is more than just a business opportunity—it’s a way to bring joy and emotion back into people’s lives. “Art makes you feel—it breaks through the numbness of daily life. That’s why I wanted to create a platform for it. Even though this venture didn’t succeed, the idea still holds a special place in my heart.”
The Lessons of a Failed Venture
When Nidhi thought back on her initial project, a ground-breaking software that matched artists with fans, she came to a crucial realisation:: “At the time, art promotion wasn’t a widespread problem in India. The art circles were small and insular, and it was challenging to create awareness and interest. Although I poured months of effort into building the app, I ultimately decided to shut it down before launching.”
The experience left her disheartened. “For three or four months, I was shattered,” Nidhi recalls. “I didn’t know what to do. But one thing was clear—I had a knack for promotions. So, I pivoted.”
Establishing a Marketing Agency
Nidhi started a marketing agency by utilising her experience in promotions. She was able to merge her passion for business and art with this change. “We started working with cafes, hotels, and even incorporated art and music into brand promotions,” she says.
Her first client was a small café she frequented. “I didn’t pitch my services right away,” Nidhi explains. “Instead, I shared a few ideas: why not try this or that? They got excited and asked, ‘Do you know someone who can do this?’ And I said, ‘This girl right here!’”
Building a Client Base Through Authenticity
Authenticity became Nidhi’s key to building a loyal client base. “I never pitched my services outright,” she notes. “I focused on solving their problems and providing genuine, actionable ideas.”
Her big break came when she landed a major account with Nav Jeevan, a renowned masala company in India. The connection started with a friendship. “The owner’s son and I met in a yoga class,” she says. “Over time, I shared marketing roadmaps and ideas just as a friend. He loved them and trusted me to handle their marketing. It wasn’t about selling—it was about showing how much I cared about solving their challenges.”
This approach worked wonders. By the time Nidhi was in her early 20s, her agency had grown to 30+ clients, producing ad films, organizing events, and managing campaigns.
Tailored Strategies and Team Growth: Nidhi’s Journey to Building a Competitive Marketing Agency
Starting from a humble college project, Nidhi’s marketing agency blossomed into a thriving business with a dedicated team. Despite the challenges of a competitive industry, her approach to tailored solutions and a deep understanding of client needs set her apart. Here’s how Nidhi navigated her journey to success.
Growing the Team
With a steadily growing clientele—30+ clients at one point—Nidhi realized the need to build a solid team. “We were a tight-knit group of 10 people. Everyone wore multiple hats because we were small but growing,” she says.
While still a student, managing 30 clients was no small feat. “Juggling college and work was tough, but the team’s dedication made it possible. We handled everything from ad films to brand promotions, often working around the clock,” she recalls.
However, with growth came new challenges. “As we scaled, I found myself pitching to more clients, and I noticed a pattern. Many potential clients were fixated on price rather than value. This was a turning point for me—I realized the industry was extremely competitive, and standing out required more than just great ideas.”
The Unique Pitch: No Pitch at All
In an industry flooded with marketing agencies, Nidhi’s approach was refreshingly different. “I never went in with a prepared pitch. Instead, I asked clients tons of questions,” she explains. “Based on their answers, I tailored my solutions to their specific needs. It wasn’t about selling; it was about solving their problems.”
This personalized approach won her clients’ trust and attention. “When you walk into a meeting with a generic pitch, people know they’re being sold to. It’s psychological—they tune out. But when you start by asking about their pain points, you’re grabbing their attention. They feel heard and valued.”
Adapting to a Competitive Market
Nidhi admits that the marketing landscape was cutthroat. “Competition was fierce, and many agencies competed on price. But I learned early on that competing on price alone was a race to the bottom.” Instead, she focused on value. “I made sure to deliver tailor-made solutions that addressed the unique challenges of each client. This approach differentiated us and allowed us to build long-term relationships.”
From Ten to Many: Team Expansion
From a team of 10, Nidhi’s agency has grown significantly. “We’ve scaled our operations and brought on more people as we’ve taken on larger projects. The team’s expansion reflects the trust our clients place in us and the value we bring to their businesses.”
At the height of her agency’s success, Nidhi realized something profound. Despite a thriving business, something was missing. “I could have grown the team to 200 people and secured global clients,” she reflects. “But I kept asking myself—what impact am I creating? The answer was none, and that was a greater loss for me than any financial setback.”
This realization led her to make a life-changing decision. “I drafted an email to my team and clients, explaining that I could no longer continue. I gave my clients a month to transition and even referred them to other trusted agencies,” she says.
While it may seem drastic to shut down a successful business, Nidhi’s decision stemmed from her commitment to living a life driven by purpose. “I knew I didn’t want to wake up feeling half-hearted about my work. That fear of living a life without excitement pushed me to take the leap.”
Discovering the Unknown
Interestingly, Nidhi didn’t have a clear idea of what she wanted to do next. “I just knew what I didn’t want to do. For me, figuring out what I don’t want has been more important than knowing what I do want,” she shares. This approach—embracing the unknown and trusting her instincts—has been a recurring theme in her journey. “Even if it meant starting from scratch, I was ready to slog as long as the work would bring me happiness and create meaningful impact.”
The Role of Privilege
Nidhi acknowledges the privilege that allowed her to take such bold steps. “I was lucky to have financial security and supportive parents. I wasn’t the breadwinner of my family, which gave me the freedom to take risks. I know not everyone has this privilege, but for those who do, it’s important to honor it. I felt it was my responsibility to use this advantage to pursue something truly meaningful.”
Her humility and gratitude shine through as she talks about her journey. “If you’re in a position to make bold choices, you owe it to yourself to stay true to who you are and not settle for less.”
Nidhi’s Big Idea: Rekindling Creativity Through Kitsters
After a decade of exploration, soul-searching, and business ventures, Nidhi finally arrived at an idea that resonates deeply with her purpose: Kidsters. This lifestyle brand is not just about products—it’s about reigniting the human spirit to create, explore, and feel the joy of discovery.
The Birth of Kitsters
“Adulting is our biggest monster,” Nidhi shares passionately. “It strips us of creativity, free will, and time. As kids, we had no inhibitions or restrictions—we could be whoever we wanted to be. But as adults, we get stuck in monotony, and all our creativity goes out the window.”
Kitsters is her solution to this problem. A brand that brings back the magic of childhood creativity, Kitsters provides DIY kits for adults and kids, offering an avenue to try new things, learn, and experiment. From sushi-making to perfume crafting, each kit is designed to spark excitement and creativity.
Why Kitsters?
Nidhi believes that creativity is not limited to art or craft—it’s about generating ideas, exploring thoughts, and fostering excitement. “Humans are made to create. It’s a fundamental need, but adult life often suppresses it. Through Kitsters, I want to give people the tools to rediscover that joy and freedom.”
She envisions Kitsters as a “borderless initiative”. “This need to create and feel inspired is universal. It’s not tied to any one culture or region. Kidsters taps into a human emotion that transcends borders.” Kitsters offers over 100+ DIY kits, including:
– Sushi-making kits
– Perfume-making kits
– Resin crafting kits
“These kits are designed to be completed in 20-30 minutes, making them perfect for people with busy schedules who want to explore something new without investing a lot of time,” Nidhi explains.
The Vision Behind Kitsters
Nidhi’s goal is to change how we approach our daily lives. “Imagine if your input remains the same every day—your output will also remain unchanged. We need avenues to challenge our minds and spark creativity, and Kitsters is my way of contributing to that change.”
To learn more about Kidsters and their innovative DIY kits, visit [www.kitsters.in](http://www.kitsters.in).
Kidsters isn’t just a brand—it’s a movement to rediscover the joy of creativity and the freedom to explore. As Nidhi says, “This is not just a business; it’s a way to bring magic back into people’s lives.”
Kitsters’ mission to inspire creativity is not confined to India. With its universal appeal, the brand has successfully launched in international markets, including Kenya, by addressing real-world challenges with innovative solutions.
How Kitsters Enters a New Country
Nidhi has developed a replicable, scalable model for global expansion:
- Local Partnerships: Collaborate with a local partner and offer them a franchise model.
- Comprehensive Training: Equip partners with the know-how, including marketing strategies, sales techniques, and customer engagement.
- Adaptation and Follow-Up: Regularly monitor and refine operations to align with local needs while maintaining the core values of the brand.
Unique Channels for Growth
Kitsters has carved out innovative channels to reach customers by solving everyday challenges.
For instance, Kitsters provides DIY kits to hotels, transforming passive leisure time into meaningful experiences. For instance:
– Guests can engage in activities like resin crafting or sushi-making during their stay.
– Couples on date nights or families can bond by creating something together.
– These kits are popular in resorts, where they offer an alternative to scrolling through phones or watching TV.
This approach has gained traction internationally, with hotels in Kenya adopting the model to enhance guest experiences.
Nidhi’s insight into human behavior fuels Kitsters’ global vision. “We solve micro-behavioral problems,” she explains. “Our kits are not just products; they address a fundamental human need to create and connect.” As Kidsters scales, its ability to resonate with diverse audiences ensures it remains relevant across borders.
Embracing the Power of Choice: Nidhi’s Life Philosophy
Nidhi inspires everyone to embrace the power of choice and move from passivity to purpose. Her passion for living fully and fearlessly is a reminder that life’s greatest satisfaction comes from designing your journey, one deliberate decision at a time.
In her inspiring journey, Nidhi emphasizes the transformative power of conscious decision-making and its role in living a fulfilling life. She believes that every experience—good or bad—has been a stepping stone, shaping her present.
Here are some key takeaways we would like to share with you all from Nidhi’s life philosophy and experiences.
A Message for Those Feeling Powerless
Nidhi’s advice for listeners who don’t feel privileged resonates deeply:
- Pause and Reflect:
– Take a moment to think about what truly excites or fulfills you.
– Identify one thing you’d like to explore or try.
- Make Conscious Choices:
– Life is not about going with the flow passively. Every aspect, from your morning routine to your career, can be a deliberate decision.
- Combat Powerlessness:
– Avoid getting trapped in routines that make you feel like years have passed without meaningful achievements.
– Break free from a “go with the flow” mindset by actively designing your day and life.
Her Approach to Life and Work
Nidhi’s excitement for life stems from creating a conscious environment, whether at home or work:
– Joy in Everyday Choices: From the time she wakes up to her interactions with her team, Nidhi curates her life with intention.
– Hiring with Heart: In her business, she prioritizes the vibe and personality of team members over just qualifications, ensuring alignment with her vision.
Advice for Aspiring Entrepreneurs
When asked about advice for others, Nidhi emphasized the importance of adaptability and humility:
– Stay Curious: “The world is constantly changing. Be willing to learn and adapt.”
– Be Resilient: “Every failure is a stepping stone to success. Don’t let setbacks deter you.”
– Remain Grounded: “Stay humble, no matter your achievements. Always be open to feedback and growth.”
-Define Success Beyond Money: “Financial growth is important, but it’s not everything. Ask yourself—what impact are you creating?”
-Don’t Be Afraid to Start Over: “It’s better to take a hard step now than to live a half-hearted life.”
-Honor Your Privilege: “If you’re in a fortunate position, use it to pursue work that truly fulfills you.”
-Focus on What You Don’t Want: “Sometimes, eliminating what doesn’t serve you is the first step to finding what does.”
Advice for those starting their entrepreneurship journey:
– Focus on the Problem: “Always ask yourself—what problem am I solving?”
– Be Genuine: “People connect with authenticity. Share ideas that genuinely help.”
– Learn from Setbacks: “Failures are just stepping stones. Use them to refine your approach.”
Advice to Enterpreneurs for Marketing their products
Understand Before You Sell: “Listen to your clients’ pain points before offering solutions. Tailored strategies always win.”
Compete on Value, Not Price: “Focus on delivering exceptional results rather than undercutting competitors.”
Build a Solid Team: “Your team is your backbone. A dedicated and versatile team makes all the difference.”
Nidhi left us with a powerful message, emphasizing the importance of living with purpose and positivity.“I want people to wake up every day with excitement, not dread. If you start making conscious choices, you’ll experience a joy and freedom like never before,” she said. Reflecting on her journey, Dr. Alka beautifully encapsulated an essential truth: privilege alone doesn’t guarantee success. It is the attitude—one’s drive, resilience, and conscious effort to shape their own story—that ultimately determines the course of life.
With Nidhi, our first Shero in India, we aim to spread a powerful message about the incredible strength and resilience women possess. Through stories like Nidhi’s, we aim to inspire women across India and beyond to rise above challenges and unlock their limitless potential.
This engaging session stands as a testament to the power of shared values and the ripple effect of empowering conversations. With such partnerships, Global Women Power continues to inspire, support, and transform lives globally.
