Vinod C, founder of Naturally Yours, has challenged the common practice among startup founders of living without personal income. According to reports from Mint and Hindustan Times, Vinod argues that building a startup shouldn't mean complete financial self-punishment, particularly when founders proudly claim years without any personal salary. He emphasizes that even a modest salary of around ₹25,000 matters significantly for founder sustainability and long-term business commitment, writing on LinkedIn: "Founders, please pay yourself a salary. Even if it is just ₹25,000 a month. Whether you are bootstrapped or funded, building a startup does not require you to financially punish yourself." His message has started a conversation around founder compensation and the pressure that can come with running a young company.
As reported by Mint and Hindustan Times, Vinod acknowledges that cash conservation and founder sacrifice remain important principles, but draws a clear distinction between reasonable financial management and extreme self-denial. He notes that founders still have basic expenses including rent, groceries, and family responsibilities, making zero salary for years fundamentally different from reasonable financial management. The startup founder argues that treating every personal expense as a company's loss breeds resentment and undermines the emotional stability needed for long-term business commitment. He warns against viewing zero compensation as a badge of honour, stating: "I see founders proudly saying: 'I haven't taken a salary for 3 years.' I don't think that's something we should glorify. Yes, conserve cash. Yes, founders should make sacrifices. Yes, your salary should probably be significantly lower than what you could earn outside."
According to Mint and Hindustan Times reports, Vinod emphasizes that a small salary isn't about achieving comfort but making the entrepreneurial journey sustainable. He suggests reasonable amounts like ₹25,000 or ₹50,000 depending on what the company can afford, writing: "A small salary isn't about becoming comfortable. It's about making the journey, sustainable. ₹25k. ₹50k. Whatever the company can reasonably afford. Take something." The startup founder warns that startups need founders who can stay committed for a decade, not someone who burns themselves out proving excessive personal sacrifice. He concludes that founder frugality is good, but founder self-deprivation isn't a business model, putting the focus on sustainability rather than the amount of financial hardship a founder can tolerate.
As reported by Mint and Hindustan Times, Vinod's LinkedIn post received widespread agreement from industry participants. An individual wrote: "Really well put. I'm early and I haven't taken a salary yet. But you're right that it can't stay that way forever. Once things are steadier, it's something I'd want to build in. Not for comfort, just so my own expenses don't start feeling like a cost to the company." Another user emphasized the need for early-stage investors to ensure founders have adequate financial stability, while another highlighted that sustainable founders often make better business assets than exhausted ones. An investor noted the irony of early-stage funding mindset, stating: "The irony is that we were told that paying ourselves ₹25k a month was 'too much.' I had to counter by showing that I was making 25 times that amount in my previous corporate role. The early-stage investor mindset also needs to change. You want your founder to have enough money in the bank so they're not worried about paying bills or about living a basic life."
According to Mint, Naturally Yours is a startup co-founded by Vinod C alongside Priya Prakash. The company produces healthy noodles and pasta using whole grains and superfoods instead of refined flour, claiming to avoid MSG, artificial flavours and preservatives entirely. The brand emphasizes its commitment to natural, wholesome ingredients in its product lineup.
