Entreprenure at 21- Arman Sood and Ashwajeet Singh- Startup Journey of EShack

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Its a story of 2 law college students who decided to  introduce the concept of  First Indian Online Bar- EShack. They are 21 years and they are entrepreneurs. Presenting the session with Arman Sood one of the co founder of EShack.

IMG_0032Arman Sood and Ashwajeet Singh- founder of EShack

1) Hi Arman before going straight into the start up journey, my readers will be keen to know both you and you co partner in Business Ashwajeet. So please share about your educational background and both of yours family background.

Hello Samata, firstly I would like to thank you for taking this interview. Both Ashwajeet Singh and I are partners in EShack and also 4th Year Law Students at Jindal Global Law School. I did my +2 from St. James’ School Kolkata in Science with Biology whereas Ashwajeet pursued Commerce and Business Studies at Sanawar. We met in Law School in 2010 and hit it off immediately. Both the families are into business.

2) Share about the profile of your business EShack? When was EShack born?


EShack was born in November 2012 while Ashwajeet and I were in our 2nd Year of Law School. We had a 2-month summer break before which we had conceptualized the idea while partying in Bangkok. We spent the summer laying down the business. From legal compliance’s to importing the products, from warehousing and logistics to website creation and marketing we spent the next few months setting up shop. Once it was set up we launched with a bang in November and had launch parties and promotional parties in Delhi and Kolkata.

3) Tell us about the story when you and your partner decided to step in, in this business which is quite odd?

EShack was in short a consequence of a drunken night in Bangkok. Before going there for my fathers 50th birthday Ashwajeet and I would spend a lot of time brainstorming ideas and researching on start-ups. That in it self was a lot of inspiration to start thinking with an entrepreneurial bent of mind, when in Bangkok one thing led to another and while partying with beer bongs and beer towers it struck us how the drinking culture in America and India was so different. While a lot of Indians who study abroad experience the culture there they miss it when they are in India and Indian’s love to drink. Putting two and two together we decided to have a start-up retailing only funky alcohol and bar related accessories that could make drinking interactive and even more fun.

4) The life of an entrepreneur is not at all easy, so how was the journey for both of you?

photo (4)

True. It tends to get very hectic especially since we still run it out of our hostel rooms on campus and law is a degree, which requires you to put in the hours to do well. We have faced lots of difficulties because of being in University and not having access to events in Delhi and other cities as easily as we wished to but on the flip side starting up in college has its own perks, which are delightful.

5) Every business needs start up funding, where from you guys managed to arrange funds for your business?

We were 2nd Year Law Students at the time and felt the most sensible plan then would be to pitch to our parents who have always been very supportive and helpful. We prepared B-Plans as if it were a competition and pitched our idea to them. Both are parents agreed to help out and gave us our start up capital.

6) What made your online store different from the rest of the online stores in India in related field?

Our online store targeted a very niche market. There were the big players in the online market who sold anything and everything but we wanted a space where we would cater to party goers and alcohol lovers where they could come and find a range of quirky and funky bar accessories that were new to the Indian market.

We were pioneers of beer pong table and beer bongs with valves and products like single and three in one dispensers.
I think being 21 ourselves we understood what people our age group would be interested in.

7) What acted as an inspiration for both of you to take up the challenge and become an entrepreneur at such a young age? What was the reaction of your parents?

We were very inspired by the likes of Gurbaksh Chahal, Sonny Kharwal and Varun Agarwal. The Indian Start up scene was exploding and we were keen to jump in knowing age was no bar if you had a good idea and the will to execute it.

Our parents were excited and supportive. They were glad we were trying out something we were interested and investing out time wisely into something we were passionate about.

8)  What sort of hurdles you faced while setting up this online store and how you guys managed to cope up with it?

We faced many hurdles because it was very new to both of us. We did not know the nuances of the online e-commerce business. We outsourced setting up of the website to a small company in Noida and had help from a relative with the import export procedures and logistics but most of the research and groundwork was done by us. We had to bunk a lot of classes and college days to handle the compliance’s, which was a major hurdle because we had to maintain a 75% attendance in college as well.

9) Please share the WOW moments in your journey as an entrepreneur?

It has been a joy ride since day 1. Once we launched we received immense traction on the website and even though we had a small marketing capital the word spread quickly since we were young entrepreneurs and being in University with lots of students had its own advantage.

We received orders for alcohol and bar accessories from all over India and even people in small towns had taken a fancy to our diverse and niche product range.

We received bulk orders from various companies and got published in many magazines and start up blogs, which gave us more mileage. Another highlight was getting the Best Entrepreneur Award in University for our effort with the start up.           

10)  What are you plans for EShack 5 years down the line? Any expansion plan in any other category of products?

We are a little over one year old right now and have added beer and alcohol related T-Shirts and tied up with Creative Disorder for party games.

We plan to expand on our range of products by mid 2014 and have plans to add a wholly unrelated but new category of products that will be lots of fun but it is a surprise so I can’t say too much about it now.

11) What is the team size of EShack and what process you followed for selecting team members?

EShack still has both of us as partners handling all the operations. We have a team of two members who handle warehousing and logistics and free-lance agents who work on web development and marketing.

12) Besides being an entrepreneur what are the other passions in your life?

Both of us are extremely passionate sportsmen and are very keen on the legal field as well as a career. We love watching movies and TV Shows in our free time.

13) What next after EShack?

Finish Law School and then work on EShack full-time. The aim is to expand on EShack slowly and steadily to build a team who can look after it while we pursue our further studies.

14) Any suggestion for young people who dreams to be entrepreneur one day?

Dream big and start early. If you have an idea and believe in it do invest time, money and energy in bringing it to life. Failure and Success are immaterial it is the journey and the experiences that make it worth living.


Shadows of Past- A Poem by Meetu N

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Set in the sands of time

I find the shadows of past

The shadows which follow me

And help me when I am lost


The shadows encourage me

To move ahead in life

They tell me not to stop

They tell me to always strive


I feel that they guide me

I feel their total support

I feel that they want me to achieve

My life’s most important goal


Had it not been for these shadows

I would have been lost

In the jungle of urbanity

I also would have a cost


But I thank the shadows for saving me

And opening my eyes to a world

Where there is the beauty of wisdom

And every word is a pearl


I am here because I listened

I listened and learned from past

I did not bury the shadows

That lingered on from my past!!!

A session with author and Entrepreneur – Simson Biswal

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A young and energetic mind with a passion to lead and change is the author and the founder of Dream House Publications, India. Simson started his career as a government employee, but he always has a dream to become a writer. To carry his dream forward he started Dream House Publications, India. He believes every person has a writer instinct inside him just needs a correct opportunity.


1) Welcome to Samatawelcomes you. So Simson, will request you share with us your educational and family background and also about you as an individual.

Namaste Samata, I hope you are doing well. First of all I would like to thank you for giving me such an opportunity. I will never shy to admit that it’s first time I am getting such a chance to share my feelings and facts about me in something like an interview. My educational qualification is 10+2 science and I belong to a middle class Indian family. My father is a Government High school teacher. And I don’t think there is anything like extra ordinary qualities which I will share. I am a so simple guy and believe in common way of living.


2) You already penned down 2 novels and as per records 4 more are in pipeline. So when you first stepped in this world of writing?

I am acquainted with writing and literature since my childhood. My mother is a play and scripts writer. So from a very young age I have been finding myself with the world of literature. And ‘Krunowanto Bishwom Aryam,’ a Sanskrit chant signifies make the whole world Aryan was the first taught I learned from my family. Perhaps that’s the key factor which leaded me to raise voice against the day to day society and circumstances for the existence of our pure and unblemished soul. When I started understanding the world by my own consciousness and ability, I understood if there is a requirement of change to save our ever-green Aryan culture and ethnicity and to check the ultra-modern young stars’ changing attitude and way of living under the delusion of Western culture, there must be a revolution needed and it should be from every Indian heart and soul.

So if there is a need of revolution then let’s begin it from our home first and through my pen as words touches hearts deeply before any sword could.

I wrote my first novel in Odiya in the age of twenty-one to fulfill my mother’s dream as she always wants to see me as an Author. And in 2013 I published my second novel, ‘1Mistake2Lives’ through self-publishing.

3) Who acted as an inspiration in your life and provoked you to be a part of this world?

All the credit goes to my mother Shrimati Monorama Biswal and mata Sharaswati (Goddess Sharaswati). I learned the first letter of writing from her.

4) So far which among all your books, is the one which is close to your heart and why?

It’s my first book which I had written in Odiya and that’s because there are lots of things in this book which is related to my life.

5)  When you decided to go with Dream House publications, India (DHPI)?


Samata, do you remember that song, ‘Jindegi hur kadam ek nai jung he….’ If every day we have to face with a new problem then why not we should face it in our own way? And the problem can be anything. Take an example as finding of a good publisher for my books that can available my books all over the country. So the thinking of Dream House Publication, India came in my mind to help myself and the other people too who also have a dream like me.  Here I am the builder of my own Dream.

6) How you managed to arrange the initial funding for your dream project DHPI?

I always believe when there is a will there is a way. As I belong to a middle class family I am not that much of financially strong but it never became an obstacle on my course.  There are lots of good people in this planet who helped me to dig the pillar of Dream House.

8) Give us a brief about the work process of DHPI and its various services?

Book publishing and Marketing is totally a business. But In DHPI we want to do this business with love not by bargaining with the authors who wants to get published. Our basic aim is to help and inspire young writers.  And I have vowed I will never let anyone to face such a situation which I had faced with the publisher of my second book. It hurts too when someone breaks your trust. I remember well that time how much it was difficult to arrange 38k rupees to avail a package to publish my book. However I did it. I trusted on them. But they simply broke my trust.  Even I would like to thank them too. Due to them only today we are talking about Dream House. And Samata when it comes about our work process and various services we are promising to do everything for an Author whatever he / she deserves and needs to become an renowned Author.  But one thing I want to make clear that I personally don’t believe in show business as other self-publishers do. Our first work and duty is to bring books near to the readers and make it available all over in a very low cost.

9) What are you other interests in life?


I love to help people. I want to do something for the people of my place so that even after my death they will remember my name.

10) Share the Wow moments you experienced being the owner of DHPI?

Every day there is a Wow moment wait for me being the owner of Dream House.  Every day I am learning and getting chance to see new things.

11) How you make selection of Novel to be published?


Selection procedure depends upon our editorial team. They will decide which will be published or not through Traditional way.

12) What are your future plans with DHPI?

We are planning to extend our hand for distribution of other publisher’s books in southern sector.

13) Which one is your next upcoming novel to hit the mark?

‘you’ll live again…. Let me Die’ is my upcoming book. It is going to release in coming January. And obviously it’s the first book for DHPI also.



A synopsis of the Novel by Simson

 ‘You’ll live again ….Let me Die…’’ is a heart rending true story about Robin, his dream and destination of love through poverty, trust, overwhelming desires, friendship, religions, misunderstanding, mistake and a sacrifice.

Yes…. My dear readers… it’s a story about ‘Robin Das,’ a twenty years old common Indian.  I said him Common because it has a reason.  He is neither one among the great Icons of this land nor those personalities whom our world should remember for eras. He is just an unknown character, an anonymous, but the thing which gives him an importance that now we are reading his name because once upon a time he had a spark in him. The same spark which doesn’t help million Indian minds to stay in rest in their adolescent. It runs in their brains at every moment and ignites to do something in life. Even in sleep as dream. And you know this is the only thing which keeps people awake and inspire them to make their names immortal. Can you say what this is?

It’s the spark of Desire.  The desire for achieve something, to do different and make people to remember you.

And we will remember him for his Desire for Love, for his Mistake and his Sacrifice.

                                                    Time to make our Love Immortal….

                     ….and it will come through only sacrifice.

14) Any suggestion for budding authors and entrepreneurs?

Have you heard this song, ‘‘Jadee tore dak sune keu naa ase. . .

                       Tabe akla cholo re. . .

 Tabe mukh pute tore monar kotha . . . . akla bolo re . . .

                      Akla chalo akla chalo. … akla chalo re. . . ..’

I think Samata you are Bengali, right? Then it needn’t to say whose song is this. So what does it mean? If no one is there to give a company, to listen you and help you then keep moving alone. Never let go anything. Just concentrate your mind in your destination and keep moving.

The Lady with multi talents in the world of Prediction- Nirjarra C Doshhi

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This time I  am introducing to my reader Nirjarra C Dosshi- An expert in the world of prediction. Describing Nirjarra and her skills in one sentence is just next to impossible. So I decided to present this talented lady via my recent session with her.


1) Welcome to platform of Samatawelcomesyou. Nirjara, before we go ahead I will request you to introduce yourself to my  readers.

Many thanks Samata for your warm welcome. Professionally I am a tarot card reader, Numerologist , Signature analyst, Angel Therapist, Rune Caster, Chakra Therapy, Color Therapy, Aura Reading, Spiritual Scientist, Aroma therapist, Mudra Healer,Pendulum Dowser, DNA recoding, Symbologist, Dream Analyzer, Mystical Charms Designer , Western Astrologer crystal therapy, candle therapist too.

2) When you started your journey in the world of Prediction?


Ever since I was young, I believed in higher forces working with me and would take decisions by heads and tails. So was a believer of Divination. from very early childhood I was in world of prediction but was mostly on receiving side, I started making predictions about 12 – 13 yrs ago confidently and with using various tools. Can u believe when my husband proposed me I actually called for the decision by doing head/Tail? Heads as always been yes for me and when I got Heads I said yes to his proposal.

3) While going through your website Karmic Tarot Specialist, I found that you are master of many prediction techniques. So the question is curious to ask when any clients visit you for consultation and ask for prediction without stating any methodology, which technique you generally adopt and why? Do you make mix and match of 2-3 techniques?


See we each have our call towards one art of divination basically and I always feel my call has been Tarot, so by virtue I always use Tarot for the same. It’s like my first love, irresistible types. Also you will be surprised that I have mastered my art so well that I can actually give answers to anything through Tarot. I read tarot in a different way, I read tarot on karmic level of the querents. It has very razor-sharp effect on people and probably they can see satirical viewpoint of their life which helps them to resolve the situation. But during session when we feel that maybe querents needs further assistance after realizing the cause of the situation than as solution may suggest natural therapies like color or chakra if any heath issue or for success and financial gains may suggest name change or feng-shui , so depends basically at that point of time how my intuitions are running. Each session is very unique and distinct from other so it’s better to walk with open mind is what I feel. Also Idea is to help my querents in any way he can be so anything which is advantageous to the client is primary importance. But always mention the same to the client which all techniques I am using for his improvement. Also it depends again on querents what s/he wants. Sometimes they only make the request for other art of divination.

4) What exactly is Angel therapy and what way it can help an individual in life?

Aah, Actually I sometimes wonder why it is called a therapy but yes basically it does heal and help so adding therapy is also mandatory. Angels is my favorite topic of discussion as I feel they are there to help you irrespective of your belief towards them or not. They are messengers of God. They carry out Gods work and all religion or belief systems have mentioned their existence in their sacred books. We all are assigned Guardian Angels by birth, sometimes more than one also, so when we are in trouble, they help us communicate to our higher forces and bring relief in our situations. So at the end of each session, I always ask my querents to draw and Angel card and direct him to take its photograph on their mobile and when any situations occurs ask them to pray to that Guiding Angel to bail them out of the situation. So Angels help us anywhere and anytime without even we aware of it. I love Angels as they help in any situation. I have seen magic’s happening by Angels even in weirdest situations also. Tarot is like a Father or Patriarch and I feel Angels are like doting and ever-loving Mom types. So none of my sessions are complete without the two.

5) How effective is Color therapy? And how this is applied on a native’s life?


Color therapy is non invasive and safe technique. It basically works on seven chakras of human body. Each color has its vibration and as a human we also have our aura which vibrates with these colors at a particular frequency. So same color may have different effects on two different people depending on his vibration. Colors work on our psycho and emotional level and then on physical level at last. People who have knee problems should use yellow color on their knees along with dash of red to help them ease their pain. People who are suffering from depression try giving them orange juice and see how quickly they rebound from it. Colors can be given in various forms like food, patches, solarised bottles, paintings, mandalas etc.

6) Moving to numerology Is it a medium to analyze the character of a person – or it can also say about past and future too?

Yes very much, it immediately tells u about your traits and certain aspects of your character. IT gives great insights about you as an individual. Also explain why you are drawn to certain people and Situations and life and why you make certain choices. It gives you good prospects on how you look at each relationship and can help you correct some of your short coming for effective and harmonious relationships. A lot of you pattern can be predicted through art of numerology. Yes deep charts also can tell you about your past and future too. From dates we can say what significant event altered your life at that particular age. Why certain pattern is repeated in your life and how you can change the same. E.g. No 5 people maybe highly intelligent and brainy but they lack focus. So accordingly you can alter your personality traits and short comings to help you move ahead in life.

7) Which group of clients ask for Aroma Therapy and how effective is this therapy?


Aromatherapy is a deep rooted safe yet dependable science. It basically uses your senses and memory to help us heal and cure. Aromas vibrate at the same frequency as colors; oils can be mixed to give a blend that is suited to your need for a variety of color energies. Aromatherapy is the practice of using naturally distilled essences of plants to promote the health and well-being of your body, mind, and emotion spirit. These essences, called essential oils, can restore balance and harmony to your body and to your life. Aromatherapy can be experienced through several mediums, essential oils are the purest form and most medicinal in their action. Nothing is fixed about who uses aroma therapy. Mostly people who are part of chakra therapy will go for aroma oil or for people who have deep-rooted emotional problem and are not very vocal about it, we use aroma therapy with them where in they are healed and cured by their own experiences and energies. People who are beauty Conscious  also use lots of Aroma oil for various problems.

8) Nirjara, you are a specialist in this field so I would like to know what steps should be taken in this field to increase the level of trust among people?

Trust is something that can’t be just bought or sold. Most of my clients are referrals so I guess when you are true and honest to your clients; they can see through you just as clearly consequently recommend your name to others. So if at all I have to say that steps should be taken, it should be from our side rather than the clients side. Promotions and Advertisements may work one time, but after that it’s what you deliver is important to your client. If I have not been able to help them the first time, I don’t think they would want to ever come again despite big name or laurels or awards. So honestly steps to be taken are from practitioner side and it is recommended to highly clear and honest and transparent with your clients.

9) Why a huge population of people doesn’t trust the life predictors and where actually the problem is arising in developing the trust?


If you deliver a high expensive film with best of star cast and awesome locations but average music and pathetic story, the audience will reject the film. One bad fish is enough to spoil the entire pond and in today world when people who are so stressed that they look for anything and anyone for divine intervention, lots of people have conspired thereby giving bad name to the entire faculty and that happens with all profession, so as said to each his own. There are many People who are in this profession just to earn money and then there is other whose objective is to help others and in exchange charge money. These are basically two different aspects. Querents get confused between the two and always land up with wrong ones. So that is something we can’t control. Also I feel it’s your fate to be with the right one or wrong one. If you are with wrong one and got swindled. You nullified some of your karmas and if with right one, you are guided well.

10) No doubt in the fact that misuses of these mediums of prediction are done by many life analysts or you can say astrologers, so how the same can be stopped?

Honestly Samata, if I tell my client please don’t visit this tantric or fellow astrologer, the client is never going to believe me. So it is best for me to focus on my session with him and if I deliver 100 %, automatically he won’t visit the others. Besides Our Indian government is doing a great job by legalizing many laws against all God men and Tantric and Practitioners who are in profession of making predictions.

11) How it feels when your suggestion and advice brings improvement in the life of a person?


Sense of accomplishment of course. You played your role perfectly and that is a good feeling. When I hear people say that tarot solved their problem, I feel blessed to be follower and practitioner of Tarot.

12) You have advised many people in the world of media – so how it feels interacting with them and helping them out?


It’s the same. Any person who comes to me is querents despite S/he being in media or a courier guy or a builder or any laymen. Both are stuck in some situation and are looking for divine intervention so they are not any different. On a personal level, I get awed by my favourite stars and celebrities like any other crazy fan.

13) Please share your achievements in this field?

Shows on TV regarding Angel readings on Sahara Samay, News 24, NDTV, and MyTV. Shows with celebrities reading tarot, aura being telecasted and webcasted on channels like UTV. UTV Stars, Zoom, B4u, and many regional channels Webcasted on Yahoo, Google, Planet Bollywood, Rediff etc. Rated on 2nd position out of many in an event carried out by Mumbai Mirror and said youngest to come on 2nd position amongst stalwarts from all occult fields. Official reader for Wine Festivals of Mumbai ,Writes for Magazines like Glad rags, New Woman, Perfect, Woman, Zoom etc In-flight columnist for Indigo airlines magazine. Write for many portals on internet.

14) What are your other passions in life?


My passion is basically Music Dance and Writing. I love all the three very much and next three things I like are partying with friend’s family, eating and travelling. I am writing a fiction book related to my field and hopefully I see that it finishes very soon. Wish me luck on that.

15) If anyone needs your consultation where they can catch you up?

I have my site and also available on social networking sites , details of which I am divulging here for others who can come to meet me personally or can book online appt with me thru Skype or thru mobile .



Skype id: Nirjara.doshi

Blog: Nirjarra.blogspot.in

16) Do you offer lessons and courses to people who want to make their career in this field?

Yes I do for all my therapies mentioned in my site

17) Biggest compliment so far received from any client?

All compliments are always heart touching so that way many can compete but lemme tell you about the one which startled me was when I predicted to a lady that she had triplets who at the time of session didn’t know was pregnant and further predicted two of the three won’t survive, so focus on one as he will and against all odds the 3rd one did survive. So yes I was very happy to see that he did survive due to Tarot Predictions. Had the survival of 3rd not predicted the mother was advised by Doctor to terminate the pregnancy.

18) In one line- Who is Nirjarra?


Nirjara means eradication of karmas as per Jainism so I am trying to live up to my name. In love light and peace.