Biography of Sunita Suhas: Founder and CEO of The Good Doll -Entrepreneur
Biography of Sunita Suhas:
Leap of Faith to the Mountains
Sunita and Suhas were once leading a typical urban life,
surrounded by the hustle and bustle of city comforts. However, they felt a deep
urge to break free from this lifestyle and pursue something more meaningful. In
2018, they made a bold decision to leave behind their corporate careers,
families, and material possessions to settle in the Nilgiris, also known as the
Blue Mountains. Their new home was not just a change of scenery; it was the
start of an inspiring journey to uplift rural communities.
A Community in Need
As they adapted to their new surroundings, Sunita and Suhas
observed the hardships faced by local women in the region. These women had
limited opportunities for financial independence and struggled to earn a stable
income. Witnessing their struggles, the couple decided to take action. They saw
potential in the traditional crafts that these women could create and
envisioned a way to integrate them into a sustainable business model.
The Birth of Indian Yards Foundation
Determined to make a difference, Sunita and Suhas founded
the Indian Yards Foundation. Their goal was to equip rural and indigenous women
with artisanal skills, allowing them to produce high-quality handcrafted goods.
They provided training in various crafts such as quilting, macrame, crochet,
embroidery, and doll-making. This initiative not only empowered women with new
skills but also gave them the confidence to become financially independent.
Empowering Women Through Craft
Through Indian Yards, these women artisans were not just
trained; they were also given the means to work from their own homes. Sunita
and Suhas ensured that the artisans had the resources and market connections
needed to transform their craftsmanship into a reliable source of income. Over
time, the women became self-reliant, forming producer groups and taking the
first steps towards entrepreneurship.
The Birth of The Good Doll
While working closely with these communities, Sunita and
Suhas came up with an idea that would blend sustainability, inclusivity, and
craftsmanship. They introduced The Good Doll, a range of handmade fabric dolls
designed to be both child-friendly and environmentally conscious. These dolls
were crafted using natural materials, making them safe for children and kind to
the planet. Every doll carried the unique touch of the artisan who made it,
telling a story of skill, perseverance, and empowerment.
A Vision Beyond Business
The Good Doll was not just a product; it was a movement. It
aimed to create an ecosystem where artisans could earn fair wages while
producing high-quality goods. Sunita and Suhas wanted these dolls to become
symbols of ethical gifting—items that were good for the children, good for the
makers, and good for the environment. They packaged each doll in biodegradable
boxes and ensured that every purchase contributed directly to the livelihood of
the artisans.
A Step Into the Spotlight
As their initiative grew, The Good Doll gained recognition
and was eventually featured on Season 4 of Shark Tank India. Sunita and Suhas
saw this as an opportunity to secure investment and scale their impact. They
pitched their vision passionately, sharing their journey of leaving behind a
capitalist lifestyle to create something with lasting social value. However,
despite their compelling story, the response from the investors was not as they
had hoped.
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Challenges on Shark Tank
The couple sought Rs 50 lakh in exchange for 5% equity,
valuing their business at Rs 10 crore. They revealed that they had already
secured Rs 40 lakh in funding from Zerodha founder Nithin Kamath. Their
ambitious goal was to empower 20,000 women through the production of inclusive
and sustainable dolls. However, the sharks were skeptical, questioning the
scalability of the business.
Difficult Questions from the Sharks
During their pitch, Sunita and Suhas admitted that their
business had crossed Rs 1 crore in sales for the first time in four years. They
projected sales of Rs 1.5 crore for the current year. However, they also
acknowledged challenges such as low demand for dark-skinned and male dolls and
a lack of investment in marketing and online presence. These factors raised
concerns among the sharks about the business’s long-term viability.
Investor Rejections and Honest Feedback
Namita Thapar was the first to withdraw, explaining that the
business was not investable due to its small scale. She suggested that
storytelling could be an effective marketing tool but noted that it was
time-consuming. Aman Gupta also declined, stating that while the initiative was
commendable, it was not a profit-driven business. He believed they might
receive grants from foundations but saw no potential for financial returns as
an investor.
A Tough Reality Check
Vineeta Singh added that Sunita and Suhas were trying to
balance too many objectives at once—sustainability, inclusivity, and women’s
empowerment. She pointed out that their dream of empowering 20,000 women would
be difficult to achieve without expanding their online presence. Their noble
vision clashed with the harsh realities of scaling a business in a competitive
market.
The Bigger Purpose
Despite not securing investment on Shark Tank, Sunita and
Suhas remained committed to their mission. They understood that their business
was not just about revenue; it was about creating a lasting social impact. They
continued to focus on improving their reach, refining their business model, and
finding alternative ways to scale their operations.
A Sustainable Path Forward
They realized that in order to grow, they needed to invest
in digital marketing and establish a stronger online presence. They began
working on strategies to enhance their brand visibility and educate consumers
about the value of ethically made dolls. By strengthening their marketing
efforts, they hoped to reach a wider audience and increase demand for their
handcrafted products.
A Movement That Lives On
The Good Doll may not have secured a shark’s investment, but
it gained something even more valuable—awareness. Their appearance on Shark
Tank India introduced their mission to a broader audience, inspiring more
people to support conscious gifting and ethical craftsmanship. Sunita and Suhas
remained unwavering in their goal to uplift rural artisans and create a fair
and sustainable marketplace for their handmade creations.
An Ongoing Journey
For Sunita and Suhas, this was just the beginning. They
continued their work, refining their strategies and expanding their impact.
Their journey was not about immediate success but about perseverance,
resilience, and staying true to their purpose. With every doll crafted, they
inched closer to their vision of a world where handmade products were valued,
artisans were empowered, and sustainable living became the norm.
Timeline for story
2018 – Sunita and Suhas leave corporate jobs to settle in
the Nilgiris.
2019 – They observe local women's financial struggles and
decide to take action.
2020 – Indian Yards Foundation is established to train women
in artisanal crafts.
2021 – The Good Doll is launched as a sustainable,
handcrafted doll brand.
2022 – Secures Rs 40 lakh funding from Zerodha founder
Nithin Kamath.
2023 – Crosses Rs 1 crore in sales for the first time.
2024 – Pitches on Shark Tank India, seeking Rs 50 lakh for
5% equity but gets no investment.
2025 – Focuses on digital marketing and expanding online
presence for scalability.
