Passion, Purpose & Business: Can You Have All Three? ft. Nandeeta Maharaj
The Inspiring Story of Social-Enterprise Startup - Goods 4 Good Founder Nandeeta Maharaj
Can passion, purpose, and business truly intersect? Or do entrepreneurs always have to choose between doing what they love, making an impact, and building something financially sustainable? For Nandeeta Maharaj, founder of Goods 4 Good, the answer is clear: it’s possible to have all three—but it takes courage, patience, and a willingness to challenge assumptions.
Unlike many entrepreneurs chasing rapid growth and profitability, Nandeeta is building something different: a social enterprise-focused e-commerce platform that allows people to shop for everyday products while directly supporting causes that matter. But her journey hasn’t been about traditional success metrics—it has always been about something deeper.
Where It All Began:
A Search for More
Nandeeta’s story starts much like many others—following the well-worn path of education and corporate success. But something always felt missing.
“I did the normal stuff, you know, went to high school, graduated, started climbing the corporate ladder. And during this whole process, it was always like, you know what? There’s more I can do,” she shares.
That feeling of wanting more led her to discover social enterprises—businesses that use their profits to solve pressing social issues. It was an instant connection.
“I learned about the social enterprise concept, and I thought, right, you get to earn a living, and you get to use the profits to solve the problem that you’re the most passionate about. And so, I started looking for social enterprises and I found one and I worked for them for four years. And I learned in detail how a determined social enterprise could literally be the one that moves the needle on that problem,” she explains.
Through that experience, she saw firsthand the power of purpose-driven business—but also noticed a problem. There was no centralised platform for people to easily buy from social enterprises.
“It was almost for myself. I wanted all these products, and I wanted to be able to have them in my everyday life. And I created Goods 4 Good where everyone can have that in their life now. You know, you can buy a soap, and it’ll help lift people from poverty,” she says.
Building a Business with Purpose:
The Challenges and Realities
Starting Goods 4 Good wasn’t easy. As a solo founder bootstrapping the business, Nandeeta quickly learned that passion alone wasn’t enough—she had to navigate the complexities of running a company.
“It was a really tough journey only because I’ve never run a business before, and running a business is complicated, especially when you’re the only person in the business and everything is bootstrapped,” she reflects.
She found much-needed guidance through Launch Pad’s Ignition program, which helped her refine her business model and rethink her market approach.
“Things like Launch Pad’s Ignition program were beneficial because it provided me with a structured approach to the whole process,” she shares.
One of her biggest realisations? Most people don’t fully understand what a social enterprise is—a hurdle she hadn’t expected.
“I had assumed that most people understand what a social enterprise is, what the concept means. But most people don’t actually understand,” she admits. “And then I realised I actually can’t, I can’t blame people for that because you’ve got the B Corp model, you have fair trade, you have charity, you have not-for-profits.”
This insight helped her rethink her messaging, ensuring that her business wasn’t just about selling products—it was about educating consumers on how their purchases could create real impact.
Impact Over Profit:
The Heart of Goods 4 Good
For Nandeeta, success isn’t measured in dollars—it’s measured in impact.
“How I measure my impact will be how much money I’ve diverted—consumer dollars I’ve diverted to social enterprises,” she explains.
Her commitment to this mission is deeply personal. Among the 60+ social enterprises on her platform, one stands out in particular:
“The one thing that keeps me going—and I’m not supposed to have favorites—but with the 60 social enterprises, there is one that I feel very passionately about,” she reveals.
That business is a handmade jewelry company that helps rescue victims of human trafficking—a cause that resonates deeply with her.
“When I think of that one product and that I’m using my platform to promote that product, talk about that product, and there’s real work being done behind the scenes—that thousands of girls and women are being rescued by this company—that keeps me going,” she shares.
The Future:
Growth, Collaboration & Possibilities
Looking ahead, Nandeeta envisions Goods 4 Good expanding beyond e-commerce. She dreams of physical stores and more corporate collaborations to scale her impact.
“I’ve got so many options now, and you can align the values of your company with the values of these gifts,” she says with optimism.
She has also seen the power of collaboration firsthand. Through Launch Pad’s Winter Internships Program, she worked with a student intern who helped her break into the TikTok market.
Words of Wisdom:
Advice to Her Past & Future Self
When asked to reflect on her journey, Nandeeta had words of encouragement for both her past self and future self:
To her past self:
“It will be hard, but it will be rewarding. The joy you will get from it far surpasses any challenges you face. Find your tribe, which is the social enterprise sector. There are so many women entrepreneur groups, they will really fill your cup, and your family and friends will always be your champion.”
To her future self:
“It is a slow journey, but all the small things you do that seem like a waste of time are actually not. Be brave, and when you are brave, you will achieve great things.”
Takeaways from Nandeeta’s Journey
Nandeeta’s story is proof that passion, purpose, and business can intersect—but only if you’re willing to challenge norms, embrace the learning curve, and measure success differently.
Here are a few key lessons from her inspiring journey:
1
Impact matters more than profit
True success comes from making a difference.
2
Find your tribe
Surround yourself with like-minded people who fuel your mission.
3
Keep learning
The toughest challenges often lead to the biggest growth.
4
Be brave
Every small, courageous step builds towards something greater.
At Ignition, Launch Pad accelerates YOU as well as your business. We provide support at each step of your growth journey, empowering you to become a resilient founder.