Fresh Founders: Zarina Bahadur of 123 Baby Box On The Unique Challenges of Building a Business From Scratch

Starting a business from the ground up comes with its own set of challenges — limited resources, building a customer base from nothing, and navigating the uncertainty of uncharted territory. What does it take to succeed as a first-time founder? What lessons can new entrepreneurs learn from those who have been through the process? In this interview series, we are talking with startup founders who can share insights on the unique challenges of launching a business from scratch. As part of this series, I had the pleasure of interviewing Zarina Bahadur.

Zarina Bahadur is the CEO and founder of 123 Baby Box, a personalized subscription service for babies, leveraging AI to tailor products to each child’s developmental stage. She graduated from UCI’s Master of Innovation and Entrepreneurship program and successfully bootstrapped her business while in school, securing $1.2 million in funding from notable investors. With a focus on technology and innovation, Zarina has driven 123 Baby Box’s rapid growth, positioning the company at the forefront of the baby products market.

Thank you so much for joining us in this interview series! Can you tell us a story about what brought you to this specific career path?

Starting my own business was always something I wanted to do. My parents were entrepreneurs and growing up they encouraged my brother, sister, and I to always chase our dreams and never stop until we achieve them.

Right when I got to college I was focused on graduating a year early because that’s what I did in high school and wanted to achieve that goal again in college. So, I was taking a bunch of classes, and at one point I was at 11 classes in one quarter, but it was still manageable to me. I did end up graduating early but while I was in college the thought of getting a typical 9–5 job made me cringe. I wanted creative control over my life. There’s little room for creativity and out of the box thinking at the typical 9–5 job.

I was at a grocery store when I noticed a mother struggling to purchase a cart full of baby products while managing a toddler and a crying infant. I thought to myself, “Why can’t all these products come conveniently packaged in a box? Something that’s curated and convenient.” I was in business school at the time when I first came up with the idea for my company. As a college student, I saw an opportunity and decided to pursue it.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

In the early days, when I was fulfilling orders myself, I printed every single shipping label on my regular home printer. Each label took at least 30 seconds to print, the ink smudged constantly, and the paper jams were a nightmare. After an entire afternoon of frustration, I looked at my stack of orders and realized I had over 50 more labels to go. That was the moment I realized how much time I was wasting. A $200 thermal printer solved everything. Labels printed in seconds, no ink needed, no jams, no stress.

Small inefficiencies add up fast, and the lesson stuck with me. Any task that slows things down at scale needs a fix before it becomes a bottleneck. Investing in the right tools early on can save hours of work and keep operations running smoothly. I used to think small business meant doing everything manually, but automation — even in small ways — makes a massive difference. Growth happens fast, and the worst thing is realizing you’re the reason things are moving too slowly.

Can you tell us a story about the hard times that you faced when you first started your journey?

Starting this business while still in college was one of the hardest things I’ve ever done. Between handling up to 11 classes per quarter and trying to grow a company, exhaustion became my normal state. I’d be sitting in lectures, answering customer emails under the desk, then pulling all-nighters to prepare shipments.

That experience forced me to get serious about prioritization. If something didn’t absolutely need my attention, I delegated it or cut it out. I stopped obsessing over tiny details that didn’t drive growth and focused on what moved the needle. The biggest lesson I guess would be that burnout doesn’t help a business succeed. Pacing yourself, automating processes, and knowing when to ask for help are what actually keep a company running. Looking back, that period shaped how I approach everything: efficiency first, energy second, and perfection last.

Where did you get the drive to continue even though things were so hard?

Well, running a business and handling up to 11 classes per quarter left me exhausted. There were nights I slept for less than three hours, barely keeping up with assignments while trying to fulfill customer orders. Giving up crossed my mind more than once, but my parents’ unwavering belief in me made quitting impossible. They reminded me every day that success was about proving to myself that I could handle it. Their support turned every setback into a challenge worth overcoming.

That mindset kept me pushing forward, even when things got overwhelming. Instead of focusing on how hard things were, I started breaking problems into pieces, solving them one at a time. If something wasn’t working, I adjusted. If I needed help, I asked. Every challenge became another reason to keep going, not an excuse to stop. Once you commit to seeing things through, setbacks lose their power.

So, how are things going today? How did grit and resilience lead to your eventual success?

Things are going great! We have had two acquisition offers, expanded into our own product line, and built a thriving community of parents. None of this happened overnight. The early days were a constant battle of long nights, tight budgets, and figuring things out as I went. Every challenge forced me to adapt, refine strategies, and push forward. Grit and resilience were the only way through.

I simply focused on the bigger picture while tackling one problem at a time. When sales stalled, I leaned harder into influencer marketing. When operations felt chaotic, I streamlined fulfillment. No matter how tough things got, quitting wasn’t an option. Resilience meant showing up every day, making adjustments, and pushing through uncertainty. Over time, small wins stacked up, and before I knew it, the business had real momentum.

What do you think makes your company stand out? Can you share a story?

Every box is thoughtfully curated with premium, safe, and engaging products that genuinely enhance a child’s development. Our focus on sustainability and personalization sets us apart. Parents don’t have to guess which products are best because we handle that for them. The goal is to make parenting a little easier while creating magical moments for little ones.

One story that stuck with me was when a mom reached out to share how much our box meant to her son, who has a disability. She told me that unboxing each delivery became a highlight for him. The excitement on his face and the hours of engagement he got from the toys made a real impact. Hearing that reinforced why we do what we do. This filled me with so much gratitude and echoed our company message of “a box of joy for your bundle of joy.”

Can you share a tough decision you had to make as a founder that had a lasting impact on your business?

Honestly, probably one of the toughest decisions I had to make was letting go of toxic team members. At first, I hesitated, thinking I could fix the situation. The reality hit when their negativity started affecting morale and productivity. Cutting ties was hard, but once I did, the entire team’s energy shifted. The company culture improved, and operations ran smoother, proving that protecting the work environment is critical to long-term success.

No company thrives on talent alone — attitude and alignment with the vision make all the difference!

What marketing or sales strategies were most effective in getting your first customers?

When I started my business, I needed a way to reach parents without spending a fortune on ads. Influencer marketing turned out to be the perfect strategy. By partnering with parenting micro-influencers (20K-50K followers), we tapped into highly engaged communities. Their genuine, unscripted reviews built trust and drove immediate sales. That approach secured our first 60 customers and set the foundation for rapid growth.

Once we saw results, we scaled fast. Bigger influencers weren’t the answer — engagement mattered more than audience size. Parents trusted real recommendations, and that organic buzz kept growing. Instead of relying on expensive ad campaigns, we focused on authenticity. That decision helped us hit major revenue milestones while keeping acquisition costs low.

Which tips would you recommend to other Fresh Founders about how to develop the relentlessness and “stick-to-it-ness” needed to keep a new business going?

Entrepreneurship is a rollercoaster, and staying relentless is the only way to make it through. The biggest tip I would give is to focus on your “why.” When things get tough, revisit the reason you started. That clarity keeps you going when motivation fades. Surrounding yourself with supportive people also makes a difference. Entrepreneurship can be lonely, but having the right people around you keeps you grounded and focused.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

No one builds a business alone, and I’m incredibly grateful for my parents’ unwavering support. They believed in me when things got tough and never let me give up, even when I doubted myself. One moment that stands out is when I was packing my first batch of boxes in my parents’ garage. My mom and dad stayed up late helping me assemble, package, and label every order by hand. Those early days were chaotic, but their encouragement made all the difference.

Entrepreneurship can feel overwhelming, but having people who push you forward is everything. My parents were entrepreneurs too, and they always taught me to chase my dreams relentlessly. That mindset shaped me into the founder I am today.

Can you share a few ideas or stories from your experience about how to successfully ride the emotional highs & lows of being a founder”?

Managing the emotional ups and downs of entrepreneurship takes discipline, perspective, and a strong mindset. Celebrating small wins helps maintain momentum, especially when challenges arise. Taking a step back after setbacks allows space to process and refocus without getting discouraged. Revisiting the original vision serves as a reminder of why the journey began in the first place. Keeping energy levels steady prevents burnout, so short breaks and mental resets are non-negotiable.

Building a solid support system has been very important. Surrounding myself with mentors and fellow entrepreneurs provides clarity during uncertain moments. Tough days feel lighter with encouragement from people who understand the process. Success comes from persistence, adaptability, and a willingness to keep learning. No matter how unpredictable the journey gets, moving forward always remains the goal.

What are the 5 biggest lessons you’ve learned on this journey, and how did you learn them? Please share a specific experience or challenge that shaped each lesson

1 . Adaptability is everything. Our first product idea didn’t resonate, so we shifted based on customer feedback. That decision changed everything. Sticking to a rigid plan can hold a business back, but staying flexible keeps it moving forward. When something isn’t working, pivot fast and trust the data.

2 . Managing time effectively made survival possible. Running a business while handling an intense school schedule taught me how to prioritize. Burnout happens when everything feels urgent. Mapping out daily goals and eliminating distractions helped me stay productive without crashing.

3 . Building the right team matters. Keeping toxic people around drains energy, slows progress, and damages culture. Cutting ties with negativity wasn’t easy, but the impact was immediate. A team that believes in the mission and works well together drives real success.

4 . Quality always wins. Customers notice when a product is thoughtfully designed. Choosing high-quality, sustainable materials set us apart from competitors. Cheap, mass-produced items might increase margins short-term, but long-term growth comes from trust and consistency.

5 . Listening to customers keeps a business alive. Direct feedback shaped our offerings and helped refine our brand. Customers will always tell you what’s working and what’s not — if you’re willing to listen. Engaged, loyal customers are the best marketing any brand can have.

How did you approach funding your business in the early days? Did you bootstrap, seek investors, or take another approach? Please explain why you took that course of action.

Funding a startup is a challenge every founder faces, and my journey was no different. In the beginning, I bootstrapped the business while juggling college. Every dollar went straight into product development, marketing, and customer acquisition. Keeping costs low and reinvesting profits allowed us to grow without external pressure.

Scaling fast required additional capital. As demand increased, bootstrapping wasn’t enough to sustain growth. We raised $1.2 million from XRC Ventures, Sunstone Fund, and industry leaders who understood retail and e-commerce. Having investors with deep expertise helped accelerate growth while keeping the company’s vision intact.

What advice would you give to someone who is thinking about starting a business but is afraid to take the leap?

Start small, test your idea, and refine as you go. Fear is part of the process, but action is the only way to move forward. Mistakes will happen — embrace them, adapt, and keep pushing.

Also, action beats perfection. Too many people overthink instead of executing. Start small, stay consistent, and adjust as you go. The best way to learn is by doing.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

If I could start a movement, it would focus on ensuring that every baby has access to essential resources in their first year of life. Too many families struggle to afford basic necessities like diapers, formula, and developmental toys. My vision is to create a nationwide network that provides free baby essentials to families in need, funded through corporate partnerships and community support.

How can our readers further follow your work online?

They can follow us on Tiktok (https://www.tiktok.com/@123babybox?lang=en), Facebook (https://www.facebook.com/123BabyBox/), and Instagram (https://www.instagram.com/123babybox/?hl=en).

Also check out our website at https://123babybox.com/ and our store at Amazon (https://www.amazon.com/123-BABY-BOX-Montessori-Babies/dp/B0DCL5JZB4) and Cratejoy (https://www.cratejoy.com/collections/123-baby-box) for great deals!

We recently launched our new line of boxes, which you can find on our website. As a special offer, use code HELLO50 for 50% off your first box! Don’t miss out on this great deal!

This was very inspiring. Thank you so much for joining us!

About The Interviewer: Dr. Bharat Sangani is a cardiologist and entrepreneur with over 35 years of experience, practicing in Gulfport, Mississippi, and Dallas, Texas. Board-certified in Internal Medicine and Cardiology, he specializes in diagnosing, treating, and preventing cardiovascular diseases, including heart disease and hypertension. In 1999, Dr. Sangani founded Encore Enterprises, a national real estate investment firm. Under his leadership, the company has executed transactions exceeding $2 billion, with a portfolio spanning residential, retail, hotel, and office developments. Known for his emphasis on integrity and fairness, Dr. Sangani has built Encore into a major player in the commercial real estate sector. Blending his medical and business expertise, Dr. Sangani created the Life is a Business mentorship program. The initiative offers guidance on achieving balance in health, wealth, and relationships, helping participants align personal and professional goals. Now based in Dallas, Texas, Dr. Sangani continues to practice cardiology while leading Encore Enterprises and mentoring others. His career reflects a unique blend of medical expertise, entrepreneurial spirit, and dedication to helping others thrive.