Get to Know the Founders: Nidhi & Kapil from Guni SMS

What happens when a sales and marketing expert teams up with a telecommunications engineer?

In the case of Nidhi and Kapil, you get a business that's helping Australian businesses cut through the noise and connect with customers in a more meaningful way.

The husband-and-wife duo behind Guni SMS didn't set out to build just another tech company. In fact, their story started with two very different career paths.

Nidhi built her career in customer service, sales and marketing, working with brands like IKEA and MediaMarkt across Europe before moving to Australia. Kapil's background was firmly on the technical side, spending nearly two decades working in telecommunications with companies including Nokia, Vodafone and Australian telcos.

Together, they realised there was a gap in how businesses communicated with their customers.

"I was always passionate about helping people," Nidhi says.

For Kapil, the idea came after friends running businesses asked for help with marketing and customer communication. What started as a solution for a handful of business owners soon evolved into Guni SMS — a platform designed to make customer conversations simpler, faster and more effective.

One thing that stands out when talking to the pair is their belief that technology should never replace relationships.

"It's all about value," Kapil explains. "If you're sending messages that help people, they'll engage. If you're just adding noise, they'll tune out."

That philosophy guides how they work with clients every day, helping businesses use SMS strategically as part of a broader customer journey rather than simply blasting promotions.

As for working together as a married couple?

"People say working with your partner can be difficult," Nidhi laughs. "But we complement each other. Kapil is the tech, I'm the branding. We don't clash—we grow the business together."

Outside of business, they're passionate networkers, relationship builders and firm believers in the power of consistency.

Their advice for fellow business owners?

Build trust before you sell.

"Your database is one of the greatest assets in your business," Kapil says. "Keep adding value, keep the conversation going and never lose sight of the people behind the numbers."

Because at the end of the day, great business isn't just about technology—it's about connection.

🎧 Want to hear more from Nidhi and Kapil?

In their episode of the Crafting a Business Podcast, the founders of Guni SMS share their journey from corporate careers to entrepreneurship, along with practical insights on customer communication, SMS marketing, AIand building trust in a digital world.

Listen to the full conversation and discover why meaningful conversations are still one of the most powerful tools in business: https://open.spotify.com/episode/4TANxvsAqYrOa3W3Viw2lf?si=zPvsJfd8SQCNZZhEwDsRKA