49 SMU students. 7 teams. One baby brand. This semester, Nishin Baby was the partner company for an SMU-X project at Singapore Management University. On 10 November 2026, all seven student teams presented their final recommendations to us at the Lee Kong Chian School of Business, and it was one of the most energising days we have had as a young brand.
What is SMU-X?
SMU-X courses pair university students with real organisations to work on real business challenges. For Nishin Baby, that meant a full class of Gen Z thinkers looking hard at a Singapore baby-care brand and asking: how do we reach more parents, and how do we earn their trust?
7 teams, 7 game plans
Every team brought a different angle, from social media and content strategy to the way we tell our story to new parents. We came away with fresh ideas, honest feedback and a long list of things we want to try.
What happens next
We are not just filing these presentations away. We are reviewing every recommendation and putting the best ideas into action across our website, social channels and the way we serve Singapore parents. Keep an eye on our TikTok and Instagram: some of what you see there over the coming months started in that classroom.
Thank you, SMU-X
A big thank you to every student, and to the SMU-X faculty and team who made this project possible. You gave a small brand a big dose of fresh thinking, and we are grateful.
