Jul 5, 2026 · 45 min · 13 segments
In this episode, we sit down with Rubaina Singla, the founder behind Singla Intimates and Try Kin, to unpack what it really looks like to build a brand with staying power. From selling almond butter…
Rubaina SinglaGuest
Abhishek PinnintiHostComing to the product, what is the USP or like why are you trying to solve this problem? What is the problem actually there? in the product side and what are you trying to, you know, let's say a USP with the big brands out there, which I've mentioned, how are you trying to compete with them?
So I think it comes down to, I think that the interesting thing, I think any physical product or fashion product, even though it's unique at the end of the day, it's a commodity.
Like you're going to create something unique, but then like a hundred brands will also follow.
So I can't say like the product is like proprietary, but I think the brand and like where we're positioned is this middle ground between hyper fashionable.
like
And then there's all the value prop of brands like Pact or all those really sustainable, better for you, 100% cotton brands.
or like NYX all all of these brands I love by the way I just I feel like there's this middle ground where like the consumer is looking for something more elevated in the better for you segment so like Pact is amazing but if you're someone who cares about fashion and your identity is tied to brands like Rode or Ilia or like Clean Beauty or Westman Atelier like these elevated brands for women there is no And intimates is kind of a forgotten category.
I think underwear is this forgotten category where the repurchase rate should be higher.
Consumers should be purchasing it more because you have to replace your underwear.
So I think it's driving education of why you need underwear, why you need better-for-you underwear.
and then fitting into the lifestyle of a very specific type of consumer, like not trying to be for everybody.
Coming to the product, what is the USP or like why are you trying to solve this problem? What is the problem actually there? in the product side and what are you trying to, you know, let's say a USP with the big brands out there, which I've mentioned, how are you trying to compete with them?
So I think it comes down to, I think that the interesting thing, I think any physical product or fashion product, even though it's unique at the end of the day, it's a commodity.
Like you're going to create something unique, but then like a hundred brands will also follow.
So I can't say like the product is like proprietary, but I think the brand and like where we're positioned is this middle ground between hyper fashionable.
like
And then there's all the value prop of brands like Pact or all those really sustainable, better for you, 100% cotton brands.
or like NYX all all of these brands I love by the way I just I feel like there's this middle ground where like the consumer is looking for something more elevated in the better for you segment so like Pact is amazing but if you're someone who cares about fashion and your identity is tied to brands like Rode or Ilia or like Clean Beauty or Westman Atelier like these elevated brands for women there is no And intimates is kind of a forgotten category.
I think underwear is this forgotten category where the repurchase rate should be higher.
Consumers should be purchasing it more because you have to replace your underwear.
So I think it's driving education of why you need underwear, why you need better-for-you underwear.
and then fitting into the lifestyle of a very specific type of consumer, like not trying to be for everybody.
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