As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Shelley Gupta.
Shelley Gupta is the Founder of BāKIT Box: an award-winning, culturally inspired baking brand that helps families explore global cultures through food, STEM, and social-emotional learning activities for kids ages 5–12. Each kit includes a globally inspired recipe, pre-measured dry ingredients, an educational booklet, and allergy-friendly digital options. BaKIT Box provides families with curriculum-aligned content that’s culturally relevant, building a more inclusive world—one recipe at a time.
In this candid conversation, Shelley shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired you to become an entrepreneur in the consumer packaged goods industry, and what led to the creation of your brand or product line?
As a first-generation immigrant, I’ve always been aware of the lack of cultural representation across many industries, but it’s especially noticeable in the baking aisle. While we’ve seen growing diversity in snacks and meal solutions, baking remains dominated by legacy brands and classic American sweets. I wanted to change that by blending global recipes with STEM and educational content, creating a fun and meaningful way to introduce cultural awareness to the next generation.
As a woman navigating the CPG business world, what unique challenges have you faced, and how did you overcome them?
Unfortunately, the challenges women face in business aren’t unique, we’re consistently underestimated. I’ve often had to prove my value time and time again. I work to overcome this by leading with confidence and building undeniable credibility. My work, my brand, and the traction I’ve achieved should speak for themselves.
The industry can be both competitive and demanding—how do you maintain personal well-being while growing your brand?
It’s always a work in progress. I prioritize my well-being with morning workouts and walks, and I try to be intentional about unplugging during time with friends and family, but I’m still guilty of checking emails a little too often.
Which networking strategies, communities, or collaborations have helped you build meaningful connections in the CPG space?
Building meaningful connections in the CPG/consumer space has come from a mix of strategic networking and relationship-building. I’ve learned through accelerator programs, pitch competitions, and founder communities where I’ve been able to hear other founder stories and talk about all our challenges. I also try to be proactive with continuing those relationships and friendships beyond work.
How do you approach mentorship—both as a mentee and mentor—and how has it influenced your growth as an entrepreneur?
As a mentee, I try to stay open and receptive. I allow myself to be challenged and give constructive feedback the space to really sink in. As a mentor, I offer as much encouragement and guidance as I can. Both roles have shaped my journey because every founder brings a unique energy and perspective, and there’s always something to learn.
What strategies have worked best for gaining loyal customers and building trust in your brand?
The most important aspects for BaKIT Box have been authenticity, education, and responsiveness. We are not just selling a DIY kit, but we are telling a story and making memories. We try to show families that we understand them, care about their values, and we are here to make learning together joyful. Great customer service is baked into everything we do.
Which marketing techniques (such as social media, influencer partnerships, content marketing, or events) have been most effective for your business, and how do you measure their success?
Social media, influencer partnerships, and email marketing are our most effective strategies. With social media, it is more brand awareness and showing the educational value in our brand. Influencers and email is really where we want to see conversion. We measure success through as much data tracking as possible.
Can you share a major setback or turning point in your entrepreneurship journey, and how you navigated through it?
One major turning point came when we were still selling perishable products (milk, butter, etc.) and then the hottest summer in over a decade hit. Additionally, UPS and other delivery partners were understaffed that exact week. Everything melted. It was a logistical nightmare and a clear signal that our model wasn’t sustainable. That moment forced us to reevaluate where we were truly providing value. We realized the heart of our product was the experience and education, not the perishables, so we pivoted to fully shelf-stable kits. That shift not only improved operations but also made our product more accessible, scalable, and family-friendly.
What’s one piece of advice you’d offer to women who are just starting their entrepreneurial journey in the CPG industry?
It is not as glamorous as it may look, so ensure that you truly believe in your mission and are comfortable with the ambiguous. Lead with curiosity, ask a lot of questions, and keep showing up for yourself and for your team.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as an entrepreneur?
Not necessarily, but I lead with my gut and let my values guide every decision. If something doesn’t feel right internally, it’s usually not the right move. Staying true to that instinct has helped me build a brand that’s aligned with myself inside and out.
Signature Question: “What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?”
1. Remind yourself why you are doing this. What is the mission and why is it important to YOU.
2. Celebrate the small wins. Don’t ignore those little moments that are pushing your business forward.
3. Build a strong community around you of founders and believers.
4. Allow yourself to fail sometimes. Not every strategy is going to work immediately. Sometimes you need to experiment and try again.
5. If you are feeling a lot of self-doubt in a particular moment, take a break. Step away. Re-center yourself and leverage all the above.
If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be?
I’d want to create some sort of mobile learning hub that could travel to underserved and underdeveloped regions around the world, giving kids access to basic educational tools. Education shouldn’t be a privilege based on geography or resources; it’s a fundamental human right.
How can our readers further follow your work online?
You can visit our website and explore more.
