Interview with Nandini, Founder of Sorta Famous Brand Strategy, PR & Digital Marketing Agency | Launched December 2025
Founder & Origin Story
What inspired you to start Sorta Famous?
Sorta Famous started with a simple but uncomfortable realisation. Brands were spending heavily on marketing and PR, yet very few could clearly explain what they stood for or why their communication looked the way it did. Visibility had started to matter more than meaning. I wanted to build a brand strategy and PR agency that focused on clarity first, helping founders understand their narrative before pushing them into noise.
What problem were you trying to solve when you first began?
The biggest problem was misalignment. Founders wanted growth, agencies were selling tactics, and teams were executing without context. At Sorta Famous, we bring brand strategy, PR, and digital communication together so communication actually serves the business.
Can you describe the moment you knew this idea was worth pursuing?
There wasn’t a dramatic turning point. It was a pattern. Conversations shifted from what to post to what brands should stand for, which made it clear there was room for deeper thinking.
What was your background before starting the business?
My background is in business, marketing, and brand-led roles where I worked closely with founders and leadership teams, shaping communication and positioning.
Why did you choose this industry?
Because brand perception directly impacts growth. The brands that survive are not the loudest ones, but the clearest.
Early Challenges & Growth
What were the biggest challenges in the early days?
We are still in the early stage, having launched in December 2025. The biggest challenge has been building intentionally without rushing, while resisting pressure to scale too fast.
How did you fund the startup initially?
Sorta Famous is bootstrapped. Control and clarity mattered more than speed at this stage.
What was your first major breakthrough?
We haven’t had a major breakthrough yet. The focus has been on building a strong foundation, early trust, and meaningful client relationships.
What mistakes did you make early on, and what did they teach you?
Trying to do too much myself initially. It reinforced the importance of structure, delegation, and systems.
How did you acquire your first customers?
Through conversations, referrals, and credibility rather than noise or paid marketing.
Business Model & Strategy
How does Sorta Famous make money?
We operate on a retainer-based model across brand strategy, PR, and digital marketing to enable long-term partnerships.
What makes your services different from competitors?
We don’t treat branding, PR, and digital marketing as separate verticals. Everything starts with intent and long-term clarity.
How do you decide which opportunities to pursue?
We choose opportunities based on long-term brand credibility rather than short-term visibility.
What role does customer feedback play in your decisions?
Customer feedback helps us refine priorities and improve how we work, especially at an early stage.
How do you measure success beyond revenue?
Client retention, clarity of output, team alignment, and trust.
Team & Leadership
How did you build your initial team?
Very intentionally. Every early hire shapes culture, so I prioritised ownership and independent thinking.
What qualities do you look for when hiring?
Ownership, curiosity, and honesty. Skills can be developed, mindset cannot.
How would you describe your leadership style?
Direct, transparent, and people-centric.
How do you maintain company culture as you grow?
Through communication, early correction, and consistency.
What’s the most important lesson you’ve learned as a leader?
Being clear is kinder than being nice.
Personal Touch
What does a typical day look like for you?
Most days start with thinking before doing. I spend a large part of my time aligning people rather than tasks, pressure-testing ideas, and revisiting decisions that need sharper thinking.
What’s one misconception people have about startup life?
That motivation carries you through. In reality, structure, discipline, and consistency do.
