There is a particular kind of confidence that does not announce itself —
it simply exists, and you notice it in the specificity of someone's answers.
Nupur Choudhary, 21, founder and CEO of Diztaly and Dharoha, has that quality.
She does not hedge. She does not qualify her ambitions with disclaimers. She
has built two companies, she has opinions about the world she operates in, and
she is willing to say them out loud.
We spoke with her about leadership, the particular experience of being a young woman in Indian business, and what she believes needs to change.
How would you describe
your leadership style?
Vision-driven, execution-focused, and adaptive. I don't believe in
waiting until everything is perfect before you move. One of the clearest
examples I can give is from the early phase of building my companies — there
was a lot of uncertainty, a lot of unknowns. The easier choice would have been
to pause, to wait for more clarity. But I chose to keep building and scaling.
Not recklessly, but with commitment. That decision shaped how I run both
businesses today.
What do you do
differently from other founders your age?
I try to look at every major decision from both sides — as the founder and as the client. Before committing to anything, I ask myself: if I were the customer, would I genuinely trust this? Would I choose this? A lot of young founders either stay stuck in the idea phase or chase short-term trends. I believe more in building strong systems, consistent quality, and a brand that people genuinely trust over time. Execution and reliability, in my view, matter far more than impressive terminology.
If one idea doesn't work, I'll work on another. I don't believe in giving up after one setback.
Have you ever been told
you are too bold, too young, or too confident?
Many times. Being young and a woman in business, I have often heard
things like — first do a job, gain experience, then think about
entrepreneurship. Or: what if your idea doesn't work? Some people suggest
something more secure instead. My response has always been simple: growth comes
from actually building and trying, not from waiting until you feel completely
ready. And confidence is often perceived differently when it comes from a young
woman. For me, it has never been about overconfidence — it is about being
committed to my vision and having the courage to pursue it seriously.
What has been the biggest
challenge you have faced as a woman building companies?
By God's grace, I have been very fortunate. My family — especially my
parents — is extremely supportive, and their belief in me has made an enormous
difference. Of course, there are people who doubt you more when you are a young
woman founder. But I have never focused too much on that. I see every challenge
as another step toward growth rather than something that should stop me.
What would you say to
young girls in smaller cities who want to build their own path?
I have noticed that girls in metro cities are often encouraged to have
opinions, explore careers, and become financially independent. But in many
smaller towns, girls may not always get the same exposure or guidance. They
often follow whatever path others suggest without getting the chance to
discover what they genuinely enjoy. I want them to know: explore, take your own
decisions, and aim to become financially independent. Your voice, your choices,
and your ambitions matter equally.
What genuinely frustrates
you about the startup ecosystem in India?
Entrepreneurship is still not encouraged at the ground level as much as
secure careers are. Colleges promote placements far more aggressively than
entrepreneurship — you will always see banners about the highest salary
packages, but rarely about how many successful startups students built. If
innovation and risk-taking are not encouraged early, it becomes much harder to
build a strong startup culture. We need to change this, and we need to change
it at the level of families, colleges, and communities.
What is your view on
hustle culture — 18-hour days, grind non-stop?
I don't think hustle can be defined by a fixed number of hours. If you genuinely want to build something meaningful, there will be phases where you work 18 hours a day, and other phases that require months of patience and consistency. Nothing is guaranteed. Whenever you get the opportunity to work on your dreams, give it your full effort — not because someone tells you to, but because you want to. My mindset is simple: if I genuinely want something, I will do whatever it takes to make it happen.
Sometimes a little encouragement and belief from people around you can completely change how far a young woman is willing to go.
What recharges you
outside of work?
I enjoy a little bit of everything — spending time in pooja, doing social
work, and recently I have started painting. But what recharges me the most is
time with my family. The moment I sit with them, my energy comes back and
everything feels lighter. They are incredibly supportive, and that time is
irreplaceable.
What is the best advice
you have ever received?
My father has guided me through every aspect of life. One piece of advice that has stayed with me is something he said in Hindi: 'Kabhi bhi kisi ke liye gud se zyada mithe aur neem se zyada kadwe mat bano' — never be excessively sweet or excessively harsh for anyone. It is a reminder to maintain balance, self-respect, and emotional wisdom. I carry that with me every day.
Nupur Choudhary is the founder and CEO of Diztaly
and Dharoha.
Follow her on LinkedIn.
