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These Serial Entrepreneurs Explore Multiple Business Areas


It is often said that entrepreneurship is not for the faint of heart. It takes courage, determination and courage to meet the multiple challenges that come with it.

For some, taking that risk once is an exhilarating feeling; for others, getting started multiple times also means making an impact in the areas they choose to be in.

Whether it’s e-commerce, nutraceuticals, or fashion, meet four women who are upping the game in the startup ecosystem as serial entrepreneurs.

Somdutta Singh

In 2018, Kolkata-born serial entrepreneur Somdutta Singh started Assiduus Global Inc, an AI-powered cross-border e-commerce accelerator that helps direct-to-consumer (D2C) brands launch, scale and grow in e-commerce markets and geographies by enabling their digital commerce through end-to-end distribution and supply chain management.

Prior to that, the first-generation entrepreneur, who now splits her time between India, the US and Dubai, ran a few private D2C brands like Amplicall, The Real Boss Lady Beauty, Biotevia and Irotica.

With these brands, she realized that selling online was not an easy task. Multiple nuances have been attached to the process – understanding rankings, deciphering user data, analyzing prices and consumer behavior, and automating listings. With Assidus, Somdutta’s goal is to focus on brand centrality and cross-border e-commerce.

Before Assiduus, the serial entrepreneur had launched several startups, including Unspun Group, an adtech company in 2013 – her first startup.

Anupama Dalmia

Although Anupama Dalmia’s extended family is extremely patriarchal in nature, her parents encouraged her to dream big and succeed on her own terms. After obtaining her engineering degree and her MBA, she joined Infosys in 2006.

However, bitten by the virus of entrepreneurship, she decides to quit her job to pursue her passion for creativity. Anupama is the founder of three seeded startups: Rhythms & Beats, Tingle Your Taste Buds, and Beyond the Box.

Rhythms & Beats regularly organizes classes, workshops and public events like dance relays and marathons.

Anupama took advantage of her mother’s passion for cooking and started a small cooking page, Tingle Your Taste Buds, for her. When it started gaining popularity, she decided to make a website out of it in 2014. She also built a revenue model around it – earning ads and collaborations. An original cookbook is also on the way.

Her third – and favorite – company Beyond The Box launched in 2019 and runs online and offline creative writing classes for kids and adults.

Pooja Goyal

During the dotcom boom, Pooja Goyal started a start-up company in the Bay Area, one that shut down during the 2001 recession.

While working with Adobe in 2007, Pooja decided to return to India. However, she soon quit her job to launch her second startup, Intellitots, which she created with a teammate from IIT Delhi. After 10 years of seeding and managing Intellitot, the startup was acquired by KLAY.

Pooja joined his third startup, Avishkaar, in 2020. The edtech startup developed a combination of hardware, software, programs, and communities to deliver curated experiences for schools and children.

Arjita Sethi

When she was just 16, Arjita Sethi joined her mother, an entrepreneur who ran The School of English, a Delhi-based institute that provides students with professional training in communication, language and technology.

She moved to the United States to pursue her Masters in Social Entrepreneurship at Hult International Business School in 2014. There she created Equally, an AR platform, with her husband Anshul Dhawan in San Francisco.

Equally already has more than 20,000 users on board and is present in 12 countries around the world.

In 2021, she launched the New Founder School, an invitation-only collective of aspiring, values-driven immigrant founders who support each other in building their ideas in a sustainable way.

The New Founder School membership platform gives founders access to weekly office hours, monthly training, accountability workshops, and a worldwide network of experts. It offers a 12-week acceleration program to get any idea-stage founder to their first launch, guiding founders through idea refinement, building user pipelines, creating of prototypes and finally the launch on the market.