Charu Subramanian
Connection: Charu was recommended by Sam Shelton as someone who would be a perfect fit for this q&a - and she wasn’t wrong. Charu runs her own Substack that is centered around female founders, products, and brands, and clearly delivers an interesting an exciting array of recommendations. This q&a resonated with me for a few reasons. First, everything felt very relatable, like I was chatting with a longtime friend. Second, the amount of details that Charu provides for links or descriptions are *chef’s kiss* (I love love love getting specifics). Finally, this is the fourth time this week I’ve heard Atomic Habits be named. I have the book on my Kindle and I first heard about it in 2019, but I’ve never actually read it. I’ll take this fourth mention as a sign.
Name: Charu Subramanian
Location: Berkeley, CA
Self-Description: Equally left and right brained | Always blending the art and the science in everything I do.
Profession: Entrepreneur / Brand, Marketing, Insights & Strategy Leader
Words to live by: It does not do to dwell on dreams and forget to live. -Albus Dumbledore (Harry Potter Book 1)
On health & wellness
What’s your favorite thing to do with your friends? Before having a child, I loved when friends would come over, and we could eat, drink, watch TV, and chat about anything and everything. Now, with kid routines, it's much harder to do that, so I really enjoy going for Saturday morning workouts with friends, followed by a coffee. It helps me get some movement in and gives me a chance to get out of the house.
What advice, inspiration, or motivation can you share to encourage someone to take care of their body, mind, or soul? Atomic Habits is an excellent book because it teaches you how small changes can lead to significant results over time. You know your life and circumstances better than any random online personality. Take an honest moment to reflect and identify the small adjustments you can make to improve your life.
What is something you changed in your life, that changed your life for the better? The first thing I have soon after I wake up is have a drink made of protein powder, flax meal and psyllium husk. Due to my dietary restrictions (vegetarian with a dairy allergy), finding good protein sources has been really hard but with this routine, I start my day with a great dose of protein and fiber that keeps me really full until lunch time. It helps me feel grounded in the morning knowing I've started my day with nourishing ingredients. Because I have PCOS, it also prevents me from eating something too sugary and spiking my glucose level first thing in the morning.
On business
Tell us about your business / role: After being laid off last year during my mat-leave, I decided to use the time to really think about how I want to define my career and what success means to me. I have a few different endeavors I am currently pursuing.
1) Strategy Consultant - As a 360 Brand Strategist, I collaborate with founders and their teams to create a seamless connection between the company's vision, product development, brand strategy, growth marketing, and the consumer. My role and responsibilities shift based on the brand I’m working with, and that’s what clients value most about partnering with me—I adapt like a chameleon to meet and exceed their unique needs.
2) Brands and Bobs Newsletter - I started this Substack last summer to explore emerging and independent brands. It’s a platform for discovery, highlighting what sets these brands and their products apart, while sharing the inspiring stories of grit and determination from their founders. I’m passionate about championing new brands that are breaking the mold and putting in the hard work to create better alternatives to what's conventionally available.
3) Something new is in the works! I've been pouring every spare moment into building a unique and differentiated brand. I don’t mean to be secretive, but to be honest, there have been so many setbacks that it’s made me hesitant to share. Despite the delays and challenges pushing the launch back by a few months, I’m incredibly excited about what’s to come. Stay tuned by subscribing to the Brands and Bobs newsletter, where I’ll be sharing more details as we get closer to launch—fingers crossed!
Were you always interested in this line of work or did you fall into it? I earned my undergraduate degree in clinical psychology and began my first career as a researcher in autism. After a series of twists and turns, I launched a clothing company over a decade ago, went on to business school, and eventually found my way into brand and marketing strategy. While my career path hasn’t been linear, it has always centered around 'balancing art and science'. Each experience, no matter how unrelated it may seem, has shaped the career I have today—and I truly value that journey.
What is your favorite part of your work? The variety! On my consulting side, I get to work with so many different talented people and such interesting brands and I absolutely love that.
With my Substack, I get to discover new brands and learn the founder stories which is always so inspiring.
With my new business venture, any small thing that works out feels like a major victory just given how hard it is to build something worthwhile.
What advice would you give someone who is looking to get into the same industry? Connect with people who are already doing what you aspire to do. Don’t stress about having the "perfect" resume—today’s rapidly evolving landscape, driven by AI and other technologies, requires all of us to keep reinventing ourselves. Focus on cultivating a growth mindset, and have open, honest conversations to explore non-traditional pathways to achieving your goals.
On motherhood
What advice would you give to a new mom going through it for the first time? 'This too shall pass' - the good and the bad. So soak up what you love but know the hard moments will float away too eventually.
What is something you would tell a mom to start doing now to have as a keepsake later? I took a picture of my daughter on a cute play mat every month during her first year and turned those photos into an adorable photo book. It's amazing to see how much she grew and changed each month during that time. Creating this book was such a wonderful way to capture those fleeting moments—plus, it's the only stage when you can dress them up and they’ll actually stay still for a photo! I uploaded the pictures to an app, and now I have a beautiful photo book that I know I’ll cherish for years to come.
Did motherhood come naturally to you, or did it take time to find your rhythm? I hated every moment of being pregnant. I was sick the whole time and had an unusual amount of issues. It made me really scared of becoming a mom since no one else I knew could relate to my journey. But the moment my daughter was born, something clicked into place and I knew being a mom was something I would cherish.
Is there anything you'd want to say to women who are currently pregnant for the first time? Find your community asap. These are the moms you can share anything and everything with and they will carry you through well after your kids are born.
The full list of favorable mentions are linked below with a brief description.
What is the best type of gift to give, or a go-to one for you? I like gifting things my friends want but wouldn’t splurge on. A lovely candle (Like Diptique or ATMO Home), luxurious hand cream (Soft Services Theraplush), or fancy lip balm (Buly 1803 is my favorite). Artist/Album Recommendation: I have been listening to Raye nonstop all year. But I don’t listen to music much anymore, it’s been podcasts galore the last couple of years. Podcast Recommendation: I have fallen deeply in love with Aussie podcast the last couple of years. My favorite ones: Beyond the Bump, Ready or Not and Everybody has a Secret. I also love Fashion People with Lauren Sherman and ACQUIRED. Book Recommendation: Two books that I think about all the time and had a monumental impact on me: 1) Le Petit Prince by Antoine de Saint-Exupéry 2) The Alchemist - Paulo Coelho. What’s your favorite wellness tip? Form Nutrition Protein Powder. Clean ingredients, dissolves in water easily. The only protein powder I have consistently used for years. Skincare Product: I love Dieux Instant Angel for daytime and love Monastery Attar for nighttime. Beauty Recommendation: Depends on your skin type: Westman Atelier Vital Skincare Brightening Concealer Westman Atelier Vital Skin Foundation Stick - The color match is exceptional. The formulas are great and don't oxidize on your skin over time. You can use as much or as little a you want to really make it work for your needs. Recipe: I love soups year-round. This is a scrumptious one and pretty easy to make. I sometimes swap the squash for sweet potatoes and it so yummm! Pregnancy Recommendation: Get prenatal massages. It might feel indulgent but you deserve it. Postpartum Recommendation: Book yourself a spa date 10-12 weeks out after delivery - again might feel nearly impossible to get out of the house but you will be so glad to get away and feel pampered. Infant Recommendation: The SNOO saved my sanity when my daughter was an infant. I wish something like that existed for toddlers so I could sleep through the night and not have her run into our room every night. Toddler Recommendation: I got my daughter a small collection of Duplo Legos and she plays with them for hours. She will make me ‘food’ out of blocks and ask me to pay her ‘dollar bucks’ (thanks Bluey!). I got her a small collection and the pieces are pretty big so clean up is easy. Kids Clothing Brand Recommendation: I have so many - League of Friends and Spilled Milk are great for nicer clothes. You can read about both those brands and the founders on my substack as well. Primary really great basics to wear to school/daycare that you don't mind getting dirty but still wash out pretty well. Favorite store in another town, state or country: UK - Liberty London is one of the best shopping experience and so incredibly merchandized across categories. I usually dedicate an entire day to spend at the store when I visit. France - City Pharma has the best beauty products at the unbeatable prices. Definitely take an extra suitcase to check in India - Amethyst in Chennai has delicious cafe and a beautiful selection of traditional and contemporary Indian designers. Small Business Recommendation: Oh this is so hard to choose! I have so many featured in my newsletter across a plethora of categories - definitely take a look there!
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