Dr. Shabana Parvez, MD, FACEP, US Bureau Chief of The Desi Buzz and founder of ArlingtonIntegrative.com, sat down for an exclusive interview with Ekta Bajaj—Founder of AIM Publishing, Curator of the AIM Literary Festival in the UK, acclaimed author, and inspirational speaker. In this engaging conversation on The Desi Buzz Talk Show, Ekta shared her journey of empowering voices through literature, her vision for the AIM Literary Festival, and how storytelling can transform lives. Stay tuned as she unveils her experiences, challenges, and insights into the ever-evolving world of publishing and creative expression.
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Personal & Creative Journey
Dr Shabana Parvez: Can you tell us a little about your background and how your journey led you to become a storyteller, visual artist, and publisher?
Ekta Bajaj: My journey into storytelling, visual arts, and publishing has been shaped by a deep love for creativity and a desire to amplify unheard voices. Growing up, I was always drawn to stories—whether in books, paintings, or conversations with people from different walks of life. I started my career in Graphic Designing, but my passion for storytelling led me to explore different creative avenues. As a visual artist, I found that every brushstroke carried a narrative, much like words on a page. This understanding of storytelling through different mediums naturally evolved into writing and publishing. I am not trained to be an artist, but I guess, my curiosity to observe life evolved and expressed itself through art.
When I was looking for an agent to publish my fiction, I realised that opportunities for new authors, especially from a culturally diverse background, were extremely limited. The standard answer from agents was that you have written beautifully but it may not be commercially viable for us to sell it to publishers because of the market trend. I realised that the trend was a complete mismatch from the cultural dynamics of the UK. That was the moment when I promised to challenge this obsolete trend and make it more reflective of the current reality.
Thet say when your intentions are pure, universe listens. Co-founding Author In Me publishing was a certainly a turning point. I realised the power of storytelling in transforming lives and shaping perspectives, especially when we create space for diverse voices. Through publishing, I strive to nurture raw, authentic stories that resonate deeply with readers and inspire change. Whether through books, visual art, or literary events like the AIM Literary Festival, my mission remains the same—to tell stories that matter.
Dr Shabana Parvez: You wear many hats—visual artist, columnist, podcaster, and publisher. What was the defining moment that led you to embrace storytelling as your life’s mission?
Ekta Bajaj: Storytelling has always been at the heart of everything I do—whether through art, writing, or publishing. But the defining moment that truly cemented my path came during one of the most challenging phases of my life. Like many, I found myself questioning my purpose, navigating uncertainty, and searching for deeper meaning. I indulged in reading stories of those who had manoeuvred challenges through their determination and fulfilled the impossible. It was in that moment of reflection that I realised the stories we tell, both to ourselves and the world, have the power to heal, transform, and inspire.
Growing up, I have innately always expressed emotions through poetry or journalling. Writing has been a form of catharsis, a way to make sense of the world, and eventually, a way to help others do the same. This passion led me to co-found Author In Me, a platform dedicated to amplifying diverse voices and publishing stories that matter.
Through publishing, podcasting, and the AIM Literary Festival, I strive to create spaces where real, unfiltered stories can be shared- stories that empower, connect, and challenge perspectives. I truly believe that storytelling isn’t just about words on a page; it’s a movement, a force that shapes how we see ourselves and the world around us. And that, for me, is a life’s mission worth dedicating everything to.
Dr Shabana Parvez: Your books beautifully integrate ancient Vedic wisdom with modern emotional and mental well-being concepts. What inspired this fusion, and how has it shaped your approach to writing?
Ekta Bajaj: My inspiration for integrating ancient Vedic wisdom with modern emotional and mental well-being concepts comes from my own journey of self-discovery. Growing up, I was always fascinated by the depth of knowledge embedded in Vedic scriptures, yet I often wondered how these teachings could be applied in today’s fast-paced world. It was only during a deeply personal period of transformation that I began to truly understand their relevance—not as abstract philosophies, but as practical tools for resilience, self-awareness, and healing.
Vedic wisdom offers profound insights into the mind, energy, and emotions, and when aligned with modern psychological frameworks, it creates a powerful synergy. Concepts such as dharma (purpose), karma (action and consequence), and prana (life energy) are not just spiritual ideals; they directly influence our mental and emotional well-being. Understanding this fusion changed the way I approached storytelling. My writing is not just about conveying ideas but about offering readers a path to introspection, healing, and empowerment.
Through my books, I aim to make these timeless teachings accessible, weaving them into narratives that feel deeply personal yet universally relatable. In a world where people are increasingly searching for meaning and balance, I believe this fusion provides a bridge between the wisdom of the past and the realities of today—guiding us towards a more mindful and fulfilled life.
Dr Shabana Parvez: The Voice of Kali is a powerful title. What message did you hope to convey through this book, and how do you think it resonates with today’s readers, especially women?
Ekta Bajaj: The Voice of Kali is more than just a book—it’s a call to reclaim inner strength, authenticity, and the courage to break free from societal conditioning. Kali, in her fiercest form, represents transformation, destruction of illusion, and the unapologetic power of truth. Through this book, I wanted to ignite that same fire within every woman who has ever felt silenced, diminished, or forced to conform. The book is made with a lot of love and has a blend of powerful words and my paintings.
In today’s world, where women are still battling deeply ingrained biases and expectations, The Voice of Kali serves as a reminder that power isn’t something external—it has always existed within us. It’s about embracing our raw, unfiltered selves without fear or hesitation. I wanted this book to inspire women to step into their power, own their voices, and redefine strength on their own terms.
The response has been incredible—so many readers have shared how it has helped them find clarity, confidence, and a renewed sense of self. Whether it’s breaking free from self-doubt, standing up against injustice, or simply embracing one’s authentic path, The Voice of Kali resonates with all cultures because it speaks to something timeless: the unstoppable force that exists within every woman.
Books & Writing Process
Dr Shabana Parvez: Your upcoming book, Let The Fish Fly, is based on your real-life mystic experiences. Can you share a glimpse of what readers can expect from this literary fiction?
Ekta Bajaj: Let the Fish Fly is a deeply personal yet universally resonant story that blends reality with mysticism, weaving a tale of self-discovery, destiny, and the unseen forces that shape our lives. Rooted in my own mystical experiences, the book explores the idea that life is never just what we see on the surface—there’s a hidden current guiding us, nudging us towards awakening.
At its heart, this novel is about a woman’s journey of breaking free from her conditioned reality, peeling away layers of fear, doubt, and societal expectations to embrace the boundless possibilities of existence. Through powerful symbolism, surreal encounters, and a narrative that shifts between the known and the unknown, Let the Fish Fly challenges the idea of limitations—both external and self-imposed.
Readers can expect a story that is immersive, thought-provoking, and deeply transformative. It’s a book that doesn’t just tell a story; it invites you to question your own reality, to listen to the whispers of the universe, and to believe that sometimes, the impossible is just waiting to be embraced.
Dr Shabana Parvez: Shine Like a Star is a book of affirmations for children. What role do you think storytelling plays in shaping young minds and their self-belief?
Ekta Bajaj: Storytelling is one of the most powerful tools we have to shape young minds, nurture self-belief, and inspire confidence. Children absorb the world through stories—whether it’s the books they read, the tales they hear, or the narratives they build about themselves. Shine Like a Star was created with the intention of planting seeds of positivity, resilience, and self-worth in children from an early age. I have co-written it with my business partner and friend, Monica Sood. This book is very close to my heart because I am true believer in the power of positive thinking. The earlier this is instilled in children , its better.
Affirmations, when woven into storytelling, become more than just words—they become a child’s inner voice, shaping how they see themselves and their potential. Through this book, I wanted to create a space where children could see their own limitless potential reflected in powerful, uplifting words. Each affirmation is a small but mighty step towards helping them believe in their uniqueness, strength, and ability to shine in their own way.
In a world that constantly challenges self-esteem, especially in young minds, storytelling serves as a guiding light. It empowers children to dream fearlessly, embrace who they are, and carry a sense of self-worth that stays with them as they grow.
Dr Shabana Parvez: Many writers struggle with self-doubt. What advice would you give to aspiring authors who want to share their stories but are hesitant to take the leap?
Ekta Bajaj: Self-doubt is a companion on every writer’s journey, but it should never be the force that silences your story. If you have a story within you, it’s there for a reason—it’s meant to be told. The world needs diverse voices, real experiences, and raw, unfiltered narratives.
My advice to aspiring authors is simple: start. Don’t wait for perfection, because perfection is a myth that keeps stories locked away. Write with honesty, not with fear. Your truth, your perspective, and your unique way of seeing the world are what make your story worth telling.
Also, remember that storytelling is not a solitary act. Find a community that uplifts you—whether it’s fellow writers, mentors, or a supportive publisher who understands your vision. Writing is a deeply personal journey, but publishing is a collaborative one.
Lastly, trust that your words have the power to impact, heal, and inspire. Someone, somewhere, is waiting for a story just like yours. So, take the leap—not for external validation, but because your voice matters.
Entrepreneurial & Publishing Insights
Dr Shabana Parvez: As the co-founder of Author In Me Publishing, what gaps in the publishing industry did you aim to bridge, and how has your journey as an entrepreneur been so far?
Ekta Bajaj: When Monica and I founded Author In Me Publishing, our mission was clear—to bridge the gap between authentic storytelling and traditional publishing constraints. We saw that so many powerful voices, especially from diverse backgrounds, remained unheard simply because they didn’t fit the conventional publishing mould. There was a lack of representation, both in terms of stories being told and the authors given a platform.
We wanted to change that. Author In Me was built to amplify unheard voices, champion raw and transformational narratives, and create a space where real stories—stories that challenge, inspire, and heal—could find their way to readers. We wanted to ensure that authors didn’t just publish a book, but that they felt truly seen, supported, and empowered throughout the process.
The journey as an entrepreneur in the publishing industry has been both exhilarating and deeply personal. We’ve had our challenges—breaking norms, redefining success beyond commercial numbers, and proving that independent publishing can be just as powerful, if not more so, than traditional routes. But every book we publish, every life we touch, and every story we bring to light makes it all worth it. Seeing our authors thrive, witnessing their words impact lives, and building a literary movement that values authenticity over trends—that has been the most rewarding part of this journey.
Dr Shabana Parvez: With self-publishing and digital platforms on the rise, what do you think is the future of traditional publishing?
Ekta Bajaj: The rise of self-publishing and digital platforms has undoubtedly disrupted the traditional publishing landscape, and I believe this shift is only going to accelerate. Readers today crave authenticity, diverse perspectives, and stories that truly resonate with them—something traditional publishing has often struggled to keep up with due to its rigid structures and commercial constraints.
That said, I don’t think traditional publishing will disappear; rather, it will have to evolve. We are already seeing a greater emphasis on hybrid publishing models, where authors retain more creative control while benefiting from professional editorial and marketing expertise. Independent and small presses like Author In Me are thriving because they offer a middle ground—curated storytelling without the exclusivity of traditional publishing.
The future will belong to those who can adapt—publishers who embrace digital storytelling, interactive content, and community-driven engagement. Authors now have the power to connect directly with their readers, bypassing traditional gatekeepers. While mainstream publishing houses will always have their place, the industry as a whole will need to become more inclusive, agile, and open to unconventional narratives. Ultimately, storytelling will always remain at the heart of it all—the medium may change, but the power of a well-told story never will.
Dr Shabana Parvez: What are the biggest challenges authors face in today’s literary landscape, and how can they overcome them?
Ekta Bajaj: Authors today face a rapidly evolving literary landscape filled with both exciting opportunities and significant challenges. One of the biggest struggles is visibility—with millions of books being published each year, cutting through the noise and reaching the right audience is more difficult than ever. Traditional publishing avenues can be highly selective, while self-publishing requires extensive marketing efforts to gain traction.
Another major challenge is imposter syndrome and self-doubt. Many writers hesitate to share their stories, fearing judgment or questioning their own worth as authors. This is especially true for those writing deeply personal narratives or unconventional stories that don’t fit mainstream trends.
Additionally, the industry is shifting, with shortened attention spans, digital distractions, and changing reader preferences making it harder to hold an audience’s engagement. Authors now need to be more than just writers—they must be marketers, brand builders, and community connectors.
To overcome these challenges, authors should:
- Own their unique voice – The world doesn’t need another version of an existing bestseller; it needs fresh, authentic perspectives.
- Leverage multiple platforms – Engaging with readers through social media, podcasts, book clubs, and digital storytelling can increase visibility.
- Build a strong author brand – Readers connect with personalities as much as they do with books. Being authentic, sharing the writing journey, and engaging with audiences can create lasting impact.
- Embrace resilience and patience – Success in publishing is rarely overnight. Staying committed, refining the craft, and adapting to the changing landscape is key.
- Find the right publishing path – Whether traditional, hybrid, or self-publishing, choosing a route that aligns with their goals and values is crucial.
At Author In Me, we work closely with authors to navigate these challenges, ensuring their stories don’t just get published but also reach the hearts they are meant to touch. The literary world is evolving, but one thing remains unchanged—powerful storytelling will always find its audience.
AIM Literary Festival & The Happy Tree Project
Dr Shabana Parvez: You curate the AIM Literary Festival in London. What sets it apart from other literary events, and how do you see it evolving in the future?
Ekta Bajaj: The AIM Literary Festival is unlike any other literary event because it isn’t just about books; it’s about celebrating the power of diverse voices and the transformative nature of storytelling. From its very inception, the festival was designed to amplify authentic narratives, especially those that are often overlooked or unheard in mainstream spaces. We focus on creating an inclusive environment where writers from all walks of life—be it emerging authors, established voices, or young storytellers—can come together to share their work, inspire each other, and connect with an audience that values depth and authenticity.
What sets the AIM Literary Festival apart is the community it fosters. It’s not just a celebration of books; it’s a celebration of people—our speakers, authors, readers, and participants who come with open hearts, ready to engage in meaningful conversations. We aim to offer more than just panels and discussions; we want to provide an immersive, educational experience that leaves attendees with not only new ideas but a renewed sense of purpose. Our focus on literary diversity, storytelling that challenges the status quo, and creating space for young voices is what truly distinguishes us.
Looking ahead, I envision the festival evolving into a global platform for cultural exchange, where we can bring together voices from different parts of the world to explore how storytelling transcends borders. We will continue to grow, but we’ll always stay grounded in our mission to amplify stories that matter. As the literary landscape shifts, the festival will evolve with it—by embracing new forms of storytelling, digital platforms, and creative collaborations. Our aim is to ensure that the AIM Literary Festival remains a space of empowerment, where stories shape our future, fuel our passions, and bring us closer to the human experience in all its richness.
Dr Shabana Parvez: The Happy Tree Project is a fascinating initiative. Could you tell us more about its mission and the impact it has had globally?
Ekta Bajaj: The Happy Tree is my most cherished initiative till date. It’s something that I started during the pandemic year on my own with just a strong desire to spread joy and hope within the community. In an effort to amplify the joy and healing the tree provided to passers-by, I painted small circular wooden plaques in vibrant colours and inscribed them with uplifting messages. On the first day of the new year in 2021, I hung twenty-one wooden plaques on the willow tree branches, each carrying simple messages of hope on both sides. My intention was simply to instil hope in the hearts of those who walked by and to foster a community-wide spread of positive vibes.
The tree served as a shared source of solace for everyone. Personally, every time I embraced the tree, a profound calmness enveloped me, and I wanted to share it with the world. In an effort to amplify the joy and healing the tree provided to passers-by, I painted small circular wooden plaques in vibrant colours and inscribed them with uplifting messages. On the first day of the new year in 2021, I hung twenty-one wooden plaques on the willow tree branches, each carrying simple messages of hope on both sides. My intention was simply to instil hope in the hearts of those who walked by and to foster a community-wide spread of positive vibes.
The Happy Tree garnered tremendous support from a worldwide community throughout the year 2021. On the 2022 New Year’s Day, while the world was facing the second lockdown, individuals from India, South Africa, the UK, Canada, the USA, Australia, Belgium, and France joined hands to create their own Happy Trees, adorning their communities with messages of hope.
In April 2021, Christine Delmar, a happiness coach, and ardent supporter of the Happy Tree concept, reached out to propose the creation of the first Happy Tree in France. Invited by the mayor of Forcalquier, a small commune in the Alpes-de- Haute-Provence department in south-eastern France, I had the honour of initiating and leading the community project for this endeavour. The selected tree, located in the village community garden just in front of the mayor’s office, became the focal point of a heart-warming initiative.
Dr Shabana Parvez: What role do community-driven storytelling and creative spaces play in fostering personal growth and healing?
Ekta Bajaj: Community-driven storytelling and creative spaces play an incredibly powerful role in personal growth and healing. Stories have the ability to connect us to our shared humanity, offering a sense of belonging and understanding that transcends individual experiences. When people come together in a supportive environment to share their stories, it allows for a collective healing that empowers both the storyteller and the listener.
AIM Literary Festival is a platform through which we are trying to build a creative space to share stories, a space where vulnerability is welcomed, and authenticity is celebrated. With our informal networking events, StoryGarden, we bring people of all cultures together to share their stories. It’s a space where people can begin to unravel their emotions, process trauma, and gain a deeper understanding of themselves and their journey. The act of sharing and listening fosters a sense of compassion and empathy, which can be transformative, especially for individuals who may feel isolated or unheard in other aspects of their lives.
In creative spaces, where storytelling, art, and expression are encouraged, individuals often find that they can access parts of themselves that were previously hidden or repressed. Creativity becomes a tool for release, healing, and self-discovery. The very act of engaging in the creative process—whether it’s writing, painting, or music—becomes a pathway to self-reflection, enabling individuals to transform pain into power and to use their creativity as a medium for personal growth.
Recognition & Legacy
Dr Shabana Parvez: You’ve been recognized with multiple awards for your work. How has this acknowledgment influenced your journey, and what has been your proudest moment so far?
Ekta Bajaj: Awards and recognition serve as meaningful reminders that your work is making an impact, but they should never be the ultimate goal. I deeply believe in Karma Yoga—the philosophy of working with sincerity, love, and respect for what you believe in, regardless of the outcome. Whether you receive praise or criticism, embrace both with humility, take a moment to reflect, and move forward with renewed purpose and wisdom.
That being said, awards do play a crucial role in highlighting one’s work in an increasingly competitive world. For us, being named Regional Finalists for the British Book Awards for two consecutive years was an incredibly proud moment. When we founded Author In Me, we had no prior experience in the publishing industry and no established connections. To have reached a stage where our work is recognised and celebrated by industry experts is a deeply rewarding experience—one that reaffirms our mission and the power of storytelling.
It’s so heartwarming to see aspiring writers from a culturally diverse diaspora come forward with story ideas, especially from the highly underrepresented South Asian diaspora. Sometimes beautiful and authentic stories are left unshared because of the language barrier, hesitation or ambiguity about the publishing process. That’s the barrier we wanted to break. Today, when a South Asian aspiring writer wants guidance, they connect with us with the query, and we instantly get on a call to advice. This is exactly how the author of our book, a cancer survivor, Priyanka Pandya connected with me and shared her idea. Today, she is the author of the picture book, When Mummy Had Cancer, published by Author In Me. That book given numerous families support and inspired many others to come forward to share their story. That has been my biggest achievement.
Dr Shabana Parvez: As someone who believes that stories shape the world, what is one story—fictional or real—that has profoundly impacted your life?
Ekta Bajaj: There was a time when I immersed myself in fiction, but now I find myself drawn to stories rooted in real experiences—biographies and narratives that carry the weight of lived wisdom. One of the most profound influences in my life has been Swami Vivekananda—his teachings, his philosophy, and his unwavering attitude toward life.
His book, The Complete works of Swami Vivekananda has deeply influenced my attitude towards work and brought a lot of discipline in life. His life and his journey from being a seeker to being one of the best orators on Vedanta is very inspiring.
Dr Shabana Parvez: What’s next for Ekta Bajaj? Any exciting projects or collaborations on the horizon that you can share with us?
Ekta Bajaj: Well, I am very excited for the launch of my next book, Let The Fish Fly. It’s not the usual fiction that one would expect but rather dwells into a category of true story blended as fiction. I have always been a risk taker and believe in authentic storytelling. It will be interesting to see the response the book gets.
On the business side, it’s a very exciting time for Author In Me. Our years of resilience and work has started to create ripples. We have partnered with organizations like Inclusive Books for Children, Empathy Lab, iGlobal, Roald Dahl Museum, and Libraries to expand our reach and make our books available to a wider audience. We have also launched a nationwide story writing competition for children this year. The finest 50 stories will be turned into an anthology which will be released at the AIM Literary Festival.
We are also looking forward to the AIM Literary Festival 2025. The Arts Council have supported us through the years and hopefully, we will get their support this year too to make the event even more impactful.
Apart from this, we have an impressive catalogue this year and some amazing books ranging from memoir, fiction, picture books, graphic novels and poetry.
