Getting laid off can be one of life’s toughest wake-up calls. But while it is daunting, such experiences can also mark the start of something new. For 37-year-old Muralee Reddy, it became the starting point for his journey into entrepreneurship and community-building.
Muralee is the co-founder of Mamashop Inc., a craft spirits distribution company. His story is one that sees him make the bold pivot from tech sales to spirits. Now, he’s striving to bring a fresh spin to Singapore’s alcohol scene.
Turning a layoff into a launchpad
The day Muralee was laid off from his job in tech sales, he and his family had collected the keys to their new home. That was the turning point that motivated him to take control of his future. This led him to transform Mamashop Inc. — a side hustle he co-founded with his business partner, Craig Goh — into a full-time venture.
“I’ve never been one to limit myself to a single industry. I thought, ‘Why not?’ This mindset fuelled my decision to dive into something I was passionate about,” he explains. Additionally, his wife’s unwavering belief in him was also a key source of strength and confidence during his career transition.
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Building a community, one spirit at a time
What began as a side hustle eventually turned into Muralee’s full-time pursuit with Mamashop Inc. However, the road to being a full-time owner of Mamashop Inc. was not as smooth as one had hoped. It too came with its trials and tribulations. After all, the spirits distribution industry has been “traditionally dominated by legacy players with big portfolios,” Muralee says. He explains that these companies typically work with huge incentives and strong footholds in bars, clubs, and restaurants.
Muralee and his co-founder took a different approach. Rather than compete directly with the big players, they focused on reshaping how people experience premium spirits, especially in the comfort of their own homes.
It was with this desire in mind that inspired the creation of Kampung Spirits, a monthly social affair organised by the company. This event aims to bring people into their homes to enjoy food, share cocktail recipes, and sample the spirits that Mamashop Inc. carries.
This intimate, grassroots approach helped Mamashop Inc. build a loyal customer base and position itself as more than just a distributor. “It fosters a sense of community and strengthens the connection between us and our customers,” Muralee shares of the concept.
Another challenge that the business faced was in gaining the trust of award-winning distilleries, due to Muralee and his team’s lack of industry credentials.
Instead of focusing on what they lacked, they decided to tap into their strengths. This included Muralee’s career background in running go-to-market strategies for previous employers. Drawing from his expertise, the team learnt to build a solid business plan, enabling them to secure distribution rights from respected distilleries such as Old Pilot’s Spirits, Dunnet Bay Distillers, North Uist Distillery Co., and 8 Doors Distillery.
Applying his skills across industries
While the shift from tech to spirits seemed pretty drastic, Muralee instead chose to lean on his transferable skills — particularly in partnerships and problem-solving — to navigate the industry.
“When we started Mamashop Inc, we realised that simply telling people how great our spirits were wasn’t enough. We needed to show people they don’t have to go to a bar to enjoy a premium spirit,” he explains.
Furthermore, the business also found that partnerships can play a crucial role in building the brand. Mamashop Inc. collaborated with more established brands such as Mr. Bucket Chocolaterie and Curious Creatures, which contributed to their growth by helping to introduce their offerings to new audiences.
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Learning and growing as you go
Adopting a growth mindset is yet another key to a smoother career switch, as Muralee realised. He embraced this mindset of continuous learning by picking up skills from his peers, mentors and self-study.
“When it came to things I needed to learn for Mamashop, I sought information from anywhere and everywhere. Picking up new skills as needed was crucial in navigating the ever-evolving challenges,” he says from his experience.
These skills ranged from business fundamentals such as understanding balance sheets and financial reporting, to more creative and strategic areas such as developing content strategies for marketing.
A standout moment for Muralee’s business was when he reconnected with returning customers at Boutiques: The Spring Summer Edition 2025, a design-focused shopping fair in Singapore. Held in March 2025, the event brought together over 320 homegrown and international brands in fashion, home decor, kids, beauty, wellness, and more.
The mega-fair also featured exclusive launches, opportunities to meet designers and artists in person, and plenty of food and beverage options.
There, many of Muralee’s returning customers shared about their positive experiences working with him. It was also a wonderful opportunity to engage directly with potential customers and industry insiders.
“It was incredibly gratifying to know that their experience with us in 2024 left a lasting impression,” he shares.
The warm reception and repeated support at Boutiques 2025 reaffirmed that Mamashop Inc. was on the right track. It was a full-circle moment that validated months of hard work and risk-taking.
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Advice for career switchers
Muralee’s advice to aspiring career switchers is clear and compelling: Have the courage to take that first step.
“There are risks, challenges, and uncertainties involved in both corporate careers and entrepreneurship,” he says.
“But the satisfaction of bringing your vision to life is incomparable. Don’t settle for what you have if you’re not fully satisfied. Dream big, take the leap, and give it your all.”
