Jagroop Sahi

Founder & CEO

Jagroop Sahi is the founder of KIDDYKIND, a UK-based marketplace championing sustainable and ethical baby and kids brands. She is a sustainability entrepreneur and contributing journalist writing on conscious capitalism, corporate accountability, and why the future of business will be shaped by those willing to challenge the status quo.

Her perspective is grounded in more than a decade inside the tech industry, where she spent 11 years helping corporates and startups turn complex ideas into live digital platforms. Working within a small software company, she operated across business analysis, project and product management, testing, and delivery; often sitting in rooms where strategy, urgency, and commercial pressure collided. From pharmaceuticals and finance to healthcare, construction, charities, and environmental organisations, she saw firsthand how corporate systems are built, scaled, and too often protected from meaningful change.

That experience now informs her work at KIDDYKIND, a platform supporting over 50 independent brands that are quietly doing business differently; more ethically, more transparently, and with far greater agility than many large organisations. Through her writing, she challenges embedded corporate processes and argues that small businesses are not fringe players in sustainability, but the innovators setting the pace.

At the heart of her work is a belief that the modern business world has confused urgency with importance. She advocates for a shift toward kindness, compassion, and long-term thinking; calling for businesses that exist to make the world better, rather than asking the world to bend around them.