EXCLUSIVE: She Built a Startup From Her Living Room—Now She’s Changing the Game for Women-Led Brands!

In a sunlit corner of a cozy workspace in Ghaziabad (Delhi-NCR), Nikita Singh, the founder of Aam Pannaa Creations, leans back with a warm smile and a cup of coffee in hand. “We’re still growing,” she says. “We’ve just gone from zero to one. There’s still a long road ahead.”

This isn’t the story of a billion-dollar startup. It’s the story of a remote-first marketing consultation firm rooted in authenticity, built on trust, and fueled by curiosity, conviction, and a lot of heart.

Entrepreneurship: A Legacy and a Calling

Nikita’s journey into the entrepreneurial world wasn’t an accident. It was inheritance, passion, and perhaps destiny. “My father is a first-generation entrepreneur,” she says. “I grew up around entrepreneurs. Dinner table conversations were more about building teams and raising funds. I didn’t even realize I was absorbing all of it.”

That early exposure planted a seed. Nikita always knew she wanted to work with startups. But what she didn’t expect was to land on the other side of the table, that is, venture capital. “It gave me a 360-degree view. I saw how businesses were built, scaled, and yes, even how they failed.”

It wasn’t about chasing success for the sake of it; it was about building something that mattered.

The Birth of Aam Pannaa Creations

By 2024, it was clear: her calling wasn’t just marketing. It was storytelling, strategy, and helping founders find their voice. That’s how Aam Pannaa Creations was born, not as a conventional agency, but as a strategic partner for startups, especially women-led and social impact-focused businesses. “We’re not deliverable-driven; we’re relationship-driven,” she quotes.

Building a Remote-First, Human-First Culture

From day one, Nikita was sure of two things: Aam Pannaa would be remote first and human first. But she also knew the hard part. Remote work magnifies challenges like communication gaps and accountability. Still, she believed, “Culture beats strategy.”
She sowed the seeds of culture from the beginning, and over time, it began to reflect in her team. She firmly recalls that while she might bring ten ideas to the table, it’s the eleventh, often the transformative one, that comes from her team’s collaborative brainstorming.

They introduced Fun Fridays, monthly mental health leaves, and wellness sessions. WhatsApp is their first line of communication, and transparency, both within the team and with clients, is non-negotiable. This ethos has cultivated an environment where every member feels valued, leading to a team that is greater than the sum of its parts.

Learning Through the Lows

Like any good story, theirs has seen ups and downs. “We’ve had our share of challenges like clients not paying, quality dipping, budget constraints, clients disappearing after taking deliverables,” she admits.

She recalls a tough patch just a few months into Aam Pannaa. For 2.5 to 3 months, expenses were rising, sales felt unfamiliar, and it seemed like growth was slipping away. That phase taught her that you can’t build in isolation. You need someone to hold space for you. For her, that someone was her brother, who made sure to uplift her when she needed it the most.

With the right guidance, she started showing up at co-working spaces to feed off the energy around her, opened up to her brother during tough phases, and learned to approach sales and follow-ups with intention, even when it didn’t come naturally. Most importantly, she learned to trust the process, even when the results weren’t immediate. That phase, though difficult, laid the foundation.

The Power of Small Wins

Often, she would ask herself, “If not this, then what?” And she would answer, “Maybe I’d be a teacher. Or a storyteller. But I would definitely build something that matters.”

Amid all the uncertainty, one thing kept her going—the small wins. She remembers the feedback she received during her lows, like when a client randomly messaged her at 11:30 PM:
“You are different. You are a very hardworking girl. Life is more important. No problem, we can figure things out tomorrow or a day after that. I have my faith in you.”

“Those messages hit different. They stay with us. They make us want to grow, not just for ourselves, but for everyone who believes in us,” she says.
To this, she adds, “Everything we have today came from referrals. We’re not a flashy firm. We’re very honest. And sometimes, that’s all it takes.”

Evolving Beyond Consulting

Nikita, along with Aam Pannaa, has evolved tremendously through this journey.
Aam Pannaa has diversified from strategic consulting to mentorship, design, and development.

Advice for Remote Startups

One piece of advice she’d love to give to all early-stage startups operating remotely is: remote doesn’t mean being isolated. Try to meet your team once or twice a year. Work from co-working spaces or cafés sometimes. Make room for conversations beyond work.

“This isn’t a founder’s success story. Not yet,” she mentions.

Redefining Success

Her definition of success is simple. “It’s not revenue. It’s not fame. It’s when a client refers you without you asking. When your team owns the vision. When people hold you accountable because they believe in you. And when you still wake up excited to do the work,” she says.

She smiles again and repeats what she said at the start:
“We’re still growing. We’ve just gone from zero to one. There’s still a long road ahead.”

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