Vaishnavi Jaiswal addresses glaring gender gap in STEM globally, with her award-winning initiative
Written by: Amrita Priya
(September 20, 2022)“Who do you want to be when you grow up?”Whenever Vaishnavi Jaiswal was asked the question growing up, she would say, “An astronaut like Kalpana Chawla.” By the time she reached high school, her answer had changed. She discovered a passion for coding. She soon realised, however, that whether it was astronomy or coding, not many girls aspire to enter STEM fields. The glaring gender gap in STEM aspirants led the 16-year-old to found Salubrious, an initiative to promote gender equality. “Content and resources in the field are very gender biased,” she tells Global Indian. In 2022, she won the Diana Award for having impacted more than 55,000 students from 45 countries through workshops and events, supported by over 100 volunteers.
Vaishnavi Jaiswal, founder of The Salubrious Organisation
“Even though tech is so accessible, there is a lack of women who opt for the field, possibly because STEM subjects seem intimidating,” Vaishnavi says. This resonated with her – Vaishnavi had also lacked role models who could be approached for guidance. She too had been skeptical about making STEM her future field of study.
“It was like a very personal problem for me. I was determined to do something about it, even though I was very young and didn’t know how to go about starting or running a non-profit.”
Impactful associations
Vaishnavi soon found that there are plenty of women in tech making an impact, whose efforts are not always acknowledged. She began conducting interviews and writing about them on her blog.
“That’s how Salubrious initially started – as a blog, and it soon grew into a non-profit organisation with the launching of workshops on ‘STEM for change’,” she explains. “Now we have expanded our mission to not just promote STEM education for girls but also to teach them financial literacy, sponsor their education and provide skill development and entrepreneurship guidance. We also make them aware of government schemes that could benefit them.” Her organisation conducts a mix of online and offline activities.
Rising above the odds
‘Nothing came easy’ for the teen, the biggest barrier being her age. Born and raised in Gorakhpur, she had to function within a society that simply wasn’t as open-minded as a metropolitan city. However, after initial hiccups, Vaishnavi was able to establish confidence in her purpose and associate her cause with NGOs and schools that helped her movement grow.
“Social media has played a good role in expanding our reach,” she remarks. ‘The Salubrious Organisation’ has chapters abroad in places like Nigeria, Kenya, USA, Canada, Nepal, UAE, Bangladesh, Philippines, Malaysia and South Africa.
Equality is for everyone
Salubrious’ volunteers from different countries identify under-resourced schools in their own localities, organise ‘STEM for change’ workshops that follow a specially-crafted curriculum and monitor progress. Children are taught the importance of learning science in an application-based manner, to help them understand that STEM is useful to our lives in countless ways. The team has also organised a LeadHERship Summit which saw participation from youngsters from various countries. It conducts Tech Connect every three months, which is a work shop and panel discussion surrounding computer science and technology.
Vaishnavi after a ‘STEM for Change’ workshop
“Our major focus is girls but we are inclusive in nature. So, the workshops are for all genders and are conducted by male volunteers also. If we are standing for gender equality,everyone should be made part of the movement,” tells Vaishnavi.
Turning heads
Vaishnavi’s initiatives are inspirational in more ways than one. The youngest of four siblings, she is grateful to her parents who have ensured good education for all their kids even though they didn’t have it themselves. Her father dropped out in middle school, while her mother graduated class 10.
The youngster works relentlessly to make a difference in the lives of other girls from humble backgrounds, who lack the resources they need to chase their aspirations. After she won $1000 as Girl Up’s Project Award from United Nations Foundation, and crowd funding from local shopkeepers, she equipped a school with five computers and a science lab.
The 12th grade student of Gorakhpur Public School, intends to study computer science, environment ethics and economics in college. She received $1500 after winning 2022 Zonta International Young Women in Public Affairs Award for funding her education of 11th and 12th grade. Apart from addressing gender gap in STEM, Vaishnavi has been working to spread awareness about menstrual hygiene in underprivileged communities through her ‘period power’ project. She aspires to become a social-tech entrepreneur to introduce game changing solutions for society’s benefit.
Vaishnavi will soon be participating at the UN General Assembly 77 Science Summit, a hybrid event taking place in the US. The changemaker has been named a Global Teen Leader in 2022 and received the Young Achiever’s Award in 2021.
(December 12, 2024) Hurried lunches eaten alone in a corner of the cafeteria, endless hours at school spent mostly in silence, her heart racing at the thought of speaking to her peers, and worst of all, having to answer the dreaded question, 'Where are you from', made every day a struggle for nine-year-old Taanvi Arekapudi, who is now a passionate advocate for teen mental health. Born in Ireland to Indian parents, then moving to the US at the age of nine meant identity was a complex, confusing concept for the young girl. "A nine-year-old is expected to be happy and excited about life. I would see my peers in the US being that way, and then there was me, faking a smile to fit in, pretending to be happy because that's what society told me," Taanvi tells Global Indian. Now 16 years old, Taanvi greets me with a ready smile that no longer needs forcing. She speaks with courage and insight too, boldly talking about the worst moments of her life and how she learned to find happiness even when everything seemed gloomy. Learning to face herself not only helped her heal, it also gave her purpose. "My mission is
emed gloomy. Learning to face herself not only helped her heal, it also gave her purpose. "My mission is to help my peers with coping strategies to use in their daily lives," Taanvi says.
Taanvi Arekapudi is a youth mental health advocate and founder of Uplift Teens Today, a nonprofit providing mental health resources and support to teenagers. Through initiatives like her bestselling book, Uplift Teens Today: Coping Strategies for Mental Health, the Emotion Cards Deck, and the Nexus platform, she empowers peers with practical strategies and creates safe spaces for dialogue. Her work spans schools, communities, and national platforms, breaking stigma and championing youth-led mental health advocacy.
Transformed by challenges
For months, Taanvi hid behind a smile, because she didn't think anyone would understand. Finally, the dam broke, and when Taavi was at home with her family. "I was scared. What would my parents and my sister think of me. But the first thing my parents told me was, "You're not alone." That day, a great weight was lifted off Taanvi's shoulders. She realised it was okay to feel that way, and to have those emotions—but then what? Get stuck in a loop? That evening, Taanvi's mom taught her a five-minute mindfulness technique, a guided meditation in which she imagined clouds and rainbows. "It made me feel calm," she recalls. "I could feel present without worrying about who I would sit with for lunch the next day."
That was the start of her journey of self-healing. Taanvi had a strategy to help herself and wanted to share this with the world.
The mindfulness journey
Taanvi's mindfulness meditation brought her peace, and while it could work wonders, she needed more. She began looking for more strategies to help herself, and began her journey of self healing. She learned breathing techniques and regulation techniques, so when she felt a strong emotion, she could acknowledge it and also have a strategy to help herself.
Around that time, the pandmic hit and the world went into lockdown. It was a tough time for everyone, Taanvi Arekapudi included, but this time, she had the strategies she needed to cope with her emotions. She wondered what her friends were going through, and if they were hiding sadness behind their smiles too, as she once had. She asked them how they were feeling, and many admitted they weren't doing to well. And Taanvi thought, 'Why don't I start a club'? The idea was to have students come and share their experiences. It took off immediately, and students were sharing their own troubles, as well as their coping strategies. Her school supported her as well, and many of her peers told her how much it had helped them.
Writing a bestseller
[caption id="attachment_40920" align="aligncenter" width="605"] Taanvi's book, Uplift Teens Today, became a bestseller[/caption]
At the age of 13, when her peers were worrying about makeup, school dances, and homework, Taanvi Arekapudi published her first book on teen mental health, written by a teen for teens. She began writing at the age of 12, as a teen reaching out to other teens, hoping to remove the stigma around mental health conversations by sharing her own story. Writing the book wasn't easy, she admits. She had to be vulnerable all over again, and to relive the emotions and experiences that had troubled her so much. Still, the experience was catharctic.
"At the start, I was sharing strategies along with anecdotes. I had a writing advisor, though, and she told me that it was hard to achieve a flow that way. She suggested that the flow be built around my own stories, with the strategies and challenges interspersed." So after a year and a half of work, she started afresh. All the while, picturing her book in a reader's hand kept her motivated. It took another year to complete the work. "There was a lot to learn—I had started off saying something had made me sad or lonely. But then I learned to redo it, and to show what those emotions meant as well. So instead of saying I felt lonely on my first day at school, I wrote that I was sitting by myself in a corner, and how that felt."
Her efforts paid off and the book was very well received. It was also a genre-maker - most books for teenagers are written by doctors and psychologists. Hers was the first one to be written for teenagers, by a teenager. "I sold thousands of copies, and it was so lovely to see people picking up my book. And I have had countless young people come up to me and say it helped them. Adults did too."
This was followed by the emotion card set. Children are not taught about emotions—it's either happy or sad, Taanvi says, adding, "And if you're sad, you're told to shoo it away." It motivated her to create the emotion card set to be used by teens and counsellors to spark conversations about mental health and emotions. It also comes with easy-to-follow coping techniques that are rooted in mindfulness and breathing exercises.
Three years ago, she created her own curriculum. By this time, Taanvi was visiting schools and spreading the word among her peers. The Mental Health Minutes are a set of monthly strategies where she shares different techniques and how and why to do them.
For this, Taanvi connects with school districts—there are 50 schools in her district in Seattle alone, and teachers share the resources with the students. "Lots of adults create strategies for youth, but they didn't resonate with me. So I thought, why not share my own? She began making short videos to share with other teens. "Some students love it, others take it in subconsciously, and later, when they are stressed or low, they remember these strategies," she says. "I have a lot of people coming up and saying they didn't listen that day but went back to it later," she says.
With a solid body of work to her credit, Taanvi now works with the University of Washington, where she does research with psychologists there. The aim is to make it part of school curriculums, for which she organizes fairs and recruits student volunteers to spread the word. "And every time I launch in a new district or community, I also launch Nexus," Taanvi explains.
Creating a curriculum and a global mental health resource library
Nexus is Taanvi’s ambitious project, a free, 24/7 mental health hub for schools that connects students with peer stories, resources, and coping strategies. “It’s already reached 800,000 students nationwide, and I’m working to make it global,” she says. Nexus brings together everything she has created—her book, her emotion cards, and her curriculum—into one accessible platform. “It’s a way for teens to feel less alone and have real tools to help them navigate their emotions.” Nexus’s impact has been widely recognized, earning awards like the Washington Health Care Authority Youth Prevention Project of the Year and the Digital4Good Most Innovative Award. Now available as a website, Taanvi's plan is to turn it into an app as well.
Her passion for helping others also led her to collaborate on the Inside Out curriculum with the Crown Institute at the University of Colorado. Drawing on the beloved animated movies of the same name, the curriculum teaches emotional intelligence in a relatable, visual way. “I grew up with Riley’s story, so being part of a project like this is so meaningful to me. I want to make sure it connects with teens on a personal level, just as the movies did for me.”
[caption id="attachment_40921" align="aligncenter" width="447"] Taanvi's Emotion Card set is availabe on her website.[/caption]
Advocacy at the community and national levels
Taanvi’s work isn’t limited to schools and communities—she has also taken her advocacy to the legislative level. “I had the chance to testify for House Bill 2256 with the Washington Health Care Authority,” she says, her voice filled with pride. “The senators usually give you just 90 seconds, but I was so passionate about the need for more mental health funding that they turned off the timer and let me keep speaking. The bill passed, and it means more resources for youth mental health programs.”
Her advocacy extends into the Indian community, where Taanvi Arekapudi leads mental health-themed talks during festivals at temples. “In India, we’ve always had a focus on mental health, but somewhere along the way, the stigma grew,” she says. “Now we’re bringing that back, connecting the themes of festivals like Diwali with positivity and self-care. It’s incredible to see parents and youth open up after hearing my story and knowing it’s okay to feel this way.” Her temple visits, like all her work, aim to break down barriers and spark conversations.
Taanvi’s impact on teen mental health has also earned her several honors, including the Presidential Volunteer Service Award, the Civic Champions Award, and recognition as a National Young Leader by the National Alliance on Mental Illness. She recently started a raw Instagram series to make her work even more relatable. “It’s unscripted and real—because not everything is perfect. People need to know they’re not alone in what they’re feeling.”
When asked what motivates her, Taanvi smiles. “When I started, I didn’t know if my voice mattered. But now I know that it does—and that’s a message I want every young person to hear. If you have a passion, start advocating. Your voice can make a difference.”
Follow Taanvi Arekapudi on her website, Instagram and LinkedIn. Her book is available for purchase on Amazon. Access Nexus' resources here.
(May 9, 2023) The world of Broadway is experiencing an ingenious work of art at the Gerald Schoenfeld Theater in New York. The Broadway house is currently home to a mesmerizing adaptation of Yann Martel's Booker Prize-winning novel, Life of Pi. Directed by Max Webster and adapted by playwright Lolita Chakrabarti, the stage comes alive with various lighting, video, sound, and set elements that shift and transform throughout the performance, creating a magical world that captivates the audience. And in the middle of the ocean, with a diverse cast of 24 actors and puppeteers, is an Indian actress, Mahnaz Damania who has impressed audiences from the production's first show. The Indian stage actress has come a long way since her beginnings in the world of theater. "Sometimes I wonder to myself when we’re at the theatre, ‘Man! How did I get here?!’ And when I look back at a decade of my work I realise I’ve been so fortunate in India too to train under Faezeh Jalali working on her productions — 07/07/07 and Shikhandi – The Story of the In-Betweens — and with Rajit Kapur (Rage Productions). I feel ready as an actress because of these chances that I’m
How did I get here?!’ And when I look back at a decade of my work I realise I’ve been so fortunate in India too to train under Faezeh Jalali working on her productions — 07/07/07 and Shikhandi – The Story of the In-Betweens — and with Rajit Kapur (Rage Productions). I feel ready as an actress because of these chances that I’m very grateful for," the Global Indian said in an interview. With an unwavering passion for her craft, the actress continues to break boundaries and captivate audiences, solidifying her place as a rising star in the theater world.
The world's a stage
Currently based out of New York City, Mahnaz was born in Ahmedabad into a Parsi family. Always wanting to be an actress since a young age, she was an active part of her school and college drama societies. The actress completed her Master's in Psychology from St. Xavier’s College, Ahmedabad, and soon landed a job as a flight attendant with Jet Airways. However, her dream of being on stage and performing a part never left her bedside.
Eventually, the actress left her job and left for New York, to do an acting course at Stella Adler Studio of Acting. And it was here that a chance meeting with Indian actor, Irrfan Khan affirmed her belief in her dreams. "I bumped into Irrfan Khan outside my acting school in NY years ago in 2010 or 2011, and I was thrilled! I exclaimed, “Oh My God It’s You!” And he goes, “Yes it is!” I told him that this is the building I study in and he’s like ‘Oh, this is where the Stella Adler acting studio is.’ And then (I don’t know why) but I asked “can I hug you?” And he said, “of course!” We continued to talk about the pros and cons of studying outside of India for the craft and then we said bye. I’ve always loved his work and wanted to work with him. Being a part of this play is the closest I’ve come so far in my career to being associated with his splendor. This is a very cherished experience for me," the actress shared. After returning to India, the actress took part as a contestant in the TV reality show Kingfisher Supermodel 2, and was later seen playing a lead part in Dharma Production's Humpty Sharma Ki Dulhania.
[caption id="attachment_29881" align="aligncenter" width="632"] Mahnaz getting ready for the show Shikhandi – The Story of the In-Betweens[/caption]
However, a turning point in her journey came in 2022, when her manager approached her with an interesting role in New York. While she didn't get the part she was aiming for, she landed an opportunity of a lifetime. "My manager Sana Hanible submitted my tapes for the casting call for the part of Rani, Pi’s sister in the play but originally written as his brother in the book. On the day of the call back, the director Max Webster, playwright Lolita Chakrabarti, and casting director Duncan Stewart were in," the actress said, adding, "After my audition for Rani, I was about to leave, but they called me back into the room to read for the character of Mrs. BK who plays a family friend and teacher. There was a second call back after this one and about a month or so later I got the offer letter to be in the ensemble and understudy the two characters. I was over the moon. Of course, actors mostly want to book the principal part they test for but being an understudy comes with its levels of responsibilities and challenges."
An unforgettable journey on stage
Describing her time with The American Repertory Theatre as a "great learning experience", Mahnaz shared that she thoroughly enjoyed the opportunity to learn puppeteering from experts like Fred Davis and Scarlet Wilderink under the guidance of puppetry and movement director Finn Caldwell, which was essential for her role in the Broadway production.
[caption id="attachment_29883" align="aligncenter" width="657"] Mahnaz on the set Life of Pi[/caption]
"It’s been such a great learning experience for me since this is my first regional theatre stint with The American Repertory Theatre which is, oh my god, a great way to start my stage career in the US," the actress said, adding, "I also have the opportunity with this play to learn puppeteering from the likes of Fred Davis and Scarlet Wilderink under the expert puppetry and movement direction from Finn Caldwell."
But that is not all. The actress also voiced that being a part of this South Asian cast ensemble on the set, has put a huge responsibility on her shoulders. "This story tells such a fantastic tale of survival and resilience of the human spirit, how far we can come with what we tell ourselves to cope – to get through hardship in our lives. Having so many South Asians in the cast is a testament to this survival in a way. Being in the room with so many faces that I identify with, that know what language I’m speaking, that know the struggle of living as an immigrant and more so finding a stage and story that takes you into that world," the actress expressed.
[caption id="attachment_29884" align="aligncenter" width="634"] Mahnaz with the cast of Life of Pi[/caption]
"Sometimes, I’d look around the rehearsal space and I couldn’t believe I was actually there with so many talented people that were all experiencing the same strange but familiar feeling. I’m so proud to be a part of this unraveling of sorts of the narrative we’ve been fed all our lives (be it stage or TV) and changing it to look like the actual world we live in. The wardrobe department also extended a consulting role for me on the play which I am so happy to be assisting with," said the actress, who is skimming through scripts for her next project.
(January 17, 2024) Every year, India witnesses millions of girls dropping out of school due to a lack of transport facilities to educational institutions. The lack of security for these young girls has pushed several parents to keep them locked up in their houses. While several non-profit organisations and politicians have been working to rectify the situation by spreading awareness, a young 16-year-old activist decided to do something more concrete. [caption id="attachment_35282" align="aligncenter" width="558"] Jivya Lamba[/caption] Jivya Lamba, a class XII student from Haryana, was so disturbed after she visited a local village, that she spent several days thereafter searching for a solution to this grievous, yet unaddressed issue. "During the pandemic, I was a volunteer to distribute food, and sanitary products to people in the nearby village. During one such visit, I met with a few girls, who during the interaction told me that many of them had to leave the school after attaining puberty. When I asked for the reason, they said that their school was quite far away, and since the road to the institute wasn't safe their parents thought it better to keep them at home," the activist said. After a few sleepless nights of researching
d that their school was quite far away, and since the road to the institute wasn't safe their parents thought it better to keep them at home," the activist said.
After a few sleepless nights of researching the issue, Jivya stumbled upon the idea of installing GPS trackers on the bicycles of these girls, which can be used by their parents to know where they are at any time - a campaign she named WeCycle. It was quite a simple but effective idea, which helped reduce high school dropout rates among girls and increased their participation in studies - winning Jivya, the prestigious Diana Award, 2023.
Donning many hats
Academically brilliant, Jivya has been vocal about various causes since she was quite young. She has even represented her school internationally in various debate competitions. "Since the age of 11, debating has been a defining journey for me. Winning medals at the World Scholars Cup Global Round and Yale's Tournament of Champions showcased my dedication and passion for debating. Beyond competitions, debating expanded my perspective. During the pandemic, I invested time in enhancing my skills and earned more medals in the 2022 World Scholars Cup. This journey was more than just a competition; it represents my continuous growth and the profound impact of words," the activist expressed.
[caption id="attachment_35283" align="aligncenter" width="550"] Jivya handing out her book to girls at a rural school[/caption]
However, it was when the pandemic hit the nation, that the youngster started actively volunteering at the grassroots level. The Global Indian, along with a few friends, collected steam vaporisers, PPE kits, face masks, home testing kits, and sanitary products for free distribution in the village and other deprived areas. They also volunteered to distribute home-cooked meals to not just the needy, but also to COVID-19-positive patients and their family members. "The pandemic highlighted how desperately we needed to reach out to others and offer help. However, it became evident that even though many people recognised this need, the drive to take the initiative was lacking. So, I thought about taking a step and started working with underprivileged communities," shared the activist, who is also a trained singer.
A true changemaker
It was during one such distribution errand that the activist came across the issue of girl safety. However, that was just the tip of the iceberg. Many girls, who had attained puberty, were unaware of menstrual health and various related syndromes. "Through my interaction with these girls in rural areas, it became quite clear that they had very little understanding of the changes caused by the onset of puberty and lack guidance on how to tackle it." shared the activist, adding, "They are reserved and uncomfortable speaking about menstruation, adding to lack of confidence. Some had symptoms similar to PCOS but lacked awareness or community support."
[caption id="attachment_35285" align="aligncenter" width="552"] The young activist talking to parents at school[/caption]
The activist then invested her time in creating an educational handbook, forming support groups, and actively engaging with families and community leaders to promote awareness about menstrual health. "The idea is to not just spread awareness, but also open a dialogue about these issues. My handbook is developed in the regional language, to make sure that everyone who reads it understands the concepts," shared the activist, adding, "WeCycle is a step forward in the direction of free mobility for our young female students, athletes, and future-generation mothers. I am committed to making lives easy for these girls and my heart goes out to them.”
(December 20, 2023) She was all of 14 when Ohio-born Maanasa Mendu made it to the Forbes 30 Under 30 list, making her the youngest person ever to achieve the feat. But behind this recognition was an invention that could be a potential answer to the global energy crisis. The same innovation won her the grand prize in the Discovery Education 3M Young Scientist Challenge and $25,000. It all began when she first visited her grandparents in rural India for her summer break, and witnessed persistent blackouts. Seeing children huddled over a single kerosene lamp made her sit up and take notice of the grave issue at hand, and decided to make a difference. That's when she designed Harvest – an energy harvesting device that combines piezoelectric effect that harvests energy from sun, wind and precipitation. [caption id="attachment_34746" align="aligncenter" width="549"] Maanasa Mendu[/caption] The trip to India played an pivotal role in helping her search for answers. Upon her research, she spent hours at length digging deep into information and found that 88 percent of the energy supply comes from non-renewable sources, which are not only harmful to the environment but also depleting. A renewable source was the answer. However, its
ation and found that 88 percent of the energy supply comes from non-renewable sources, which are not only harmful to the environment but also depleting. A renewable source was the answer. However, its high cost played a spoiler. That's when Maanasa decided to design an "inexpensive and potentially globally application energy solution."
"Imagine a place where life ends after dark, where there are no electric lights for school work or refrigeration for perishables. This is not part of some dystopian society – it’s a part of our world today. Over 1.2 billion people lack access to electricity," Maanasa said in TedX talk.
When she was 11 years old, she learned about something called the piezoelectric effect, which is when certain materials create electricity when pressure is applied. She discovered this while reading about a railway station in Japan with floors that produce electricity from people walking on them. This got her excited about finding a renewable energy solution.
After a year of researching and reading, she got the idea for a device shaped like a leaf that could harness energy from the wind and rain. The inspiration came to her while watching tree branches sway during a storm. These branches looked like piezoelectric materials to her—tiny devices that generate power through vibration. This motivated her to start working on her first design.
Initially, she wanted to focus only on using the wind for power, but she ended up creating a prototype that can harness energy from both the sun and the wind, as well as the vibrations from raindrops. Her device has three solar "leaves" that act like solar panels but also move with the wind and rain. She built the prototype using recycled materials for only $5. Her design won her the Discovery Education 3M Young Scientist Challenge.
"The issue with the energy crisis lies not in the fact that we lack ideas or solutions to solve it, but rather in the fact that we are unable to get these solutions to the people who need it the most,” said Maanasa.
When she started designing the device, she was only thinking about using the wind for energy, especially in cities where traditional wind turbines don't work well. However, as she worked on it, she realized that there are other sources of untapped energy around us, like the sun and rain. She thought, "If my device only depends on one specific thing, the amount of power it produces might change throughout the day. But if it depends on multiple things, like how sunny it is, how fast the wind is blowing, and whether it's raining, all these factors together could make a more steady source of power with more energy."
https://www.youtube.com/watch?v=MEDvTJT5o7Q
Maanasa reveals that Harvest can power a 15watt LED bulb after three hours of charging. It took her three years to come up with Harvest, that has the potential to be the answer to the global energy crisis, and she says that it was curiosity that led her to the solution. Currently studying Neuroscience and Global Health and Health Policy at Harvard College, Maanasa is an aspiring physician and public health researcher. Apart from developing a renewable energy device to address energy poverty, she is also identifying video-based biomarkers for delirium, exploring heart-brain neural circuits in zebrafish, and studying cancer incidence among people with HIV in Botswana.
(March 5, 2024) Back in 2020, Anirudh Singla, like his classmates, went around with butterflies in his stomach during interview season. The only difference was that his classmates were giving interviews to get placed, while Anirudh Singla was preparing to conduct them. Anirudh Singla, Rahul Mathur and Kishan Panpalia were engineering students at BITS-Pilani, and, at the same time running a company that had generated Rs 1.25 crore in revenue by the time they graduated. They are the co-founders of Pepper Content and today, their clientele includes Google, Amazon, HUL, Facebook, and P&G, to name a few, as they on-board over 100 companies every month. Some three years after the Global Indians founded Pepper Content, the company was growing at 15 percent every month, and had received funding from Lightspeed Venture Partners, one of the world's top VC firms. Theirs is a fairytale story created through good old pragmatic hardwork, persistence, failure and determination. Young and driven to entrepreneurship It all started when Anirudh Singla decided he wanted to fund his own graduation. At BITS Pilani, he realised he was surrounded by 900 students who were as smart, if not smarter than he was and he wanted to stand out.
At BITS Pilani, he realised he was surrounded by 900 students who were as smart, if not smarter than he was and he wanted to stand out. "The one thing I was good at was writing," he said in an interview. He had also grown up in an entrepreneurial household, and seen his father build a $100 million business from the ground up. Singla knew about the importance of the hustle and the grind and got to work. He found a small digital marketing agency that needed 250 articles of 500 words each on car parts. "We quoted 75 paisa per word, which is around Rs 375 per article. However, the customer insisted on 10 paisa per word - you can't outsource it at that rate, no writer will agree. But we wanted a statistical advantage and we were just starting out so we negotiated it to 15 paisa per word," Anirudh recalls.
At the time, they were in the middle of exam season but Anirudh was determined to meet his goal of Rs 2.5 lakh in the next two months. He, along with Mathur and Panpalia, would write till 5 am, sleep for a couple of hours and then head out at 8 am to write their exam. After two weeks of this, they earned Rs 16,500. "It was a great feeling to have," Anirudh says.
Similarly, Panpalia had also arrived at BITS with big dreams and an entrepreneurial drive. Born in a tier-3 city named Akola in Maharashtra, Panpalia had made his first profit in the ninth grade, when he bought five kilos of produce, and sold it when the price was higher Rs 50 per kilo. "Those few hundreds I earned ignited the entrepreneur in me," he says. He would spend his time reading inspiring stories of young entrepreneurs who had made it big and like most ambitious Indian teens, wanted to make it to an IIT. He wrote the exam and was admitted to BITS Pilani, which he describes as the best thing that ever happened to him. "I entered college in 2019 and in the first year, like any tier-3 student, the first three months were bizarre. I was in a new world, full of new people and I was sure I didn't belong." He put himself out there anyway, joining entrepreneurial cells and clubs, where he happened to meet Anirudh Singla, who was just starting Pepper Content.
The cold-calling method
They built their company through cold calls and cold-emails, weeding through hundreds of rejections - not only were they very young, they were also engineering students with no experience in content. They cold called 50,000 people, and cold-emailed 10,000 others. "We didn't know the right way, so we cold called," said Panpalia. He put college on the backburner to join "a company that was not even a company," he says. His friends and family advised him not to do it, saying he should at least finish his engineering first, and that he was too young for entrepreneurship. "But I took the plunge. We needed our first 100 customers and we didn't know how to get them."
So, they pooled in their resources. "Initially it was all about customer obsession," Singla says. "LinkedIn was my Instagram. We had class till 1 pm in my second year and during that time I would send 40-50 customised LinkedIn messages to marketing heads and CFOs and everyone. That's 1,200 messages per month." Colleges have marketing teams and databases, which they also used. They were doing upto seven hours per day of just cold calling. "I learned that consistency is very important, it always compounds," he says.
Pepper Content started out as an aggregator of sorts, linking talented content creators, graphics designers and later video editors with businesses. The pandemic helped grow their business, as the gig economy expanded with it and many professionals turned to freelance works instead of structured nine to gives. They offer video production, blog writing, whitepaper content, thought leadership content, subtitling, voiceovers and infographics. "Every company is a content company," Singla states. The idea, they say, is to ensure that companies have access to the 'top three percent of freelance talent' in a single platform. Today, their company is valued at over Rs 500 crores as the global content economy is valued at more than $400 billion.
The company, which is based in Mumbai and boasts some 1,50,000 creators and 2,500 business clients, also has a library that includes blogs on content marketing and technology and how to stay ahead of the curve, case studies about their customers, e-books and whitepapers on the latest trends and marketing insights. On the SaaS side of things, they have now launched an AI co-pilot for enterprise marketers.
The AI platform
"The future isn't just AI or human intelligence, it's AI + human intelligence," Singla told Forbes. Rather than seeing AI language models like Chat GPT as a threat to businesses like his, he believes they will only help them. As companies are now scaling up content requirements in a big way, the handful of writers and creators on marketing teams will now need a certain amount of automation.
Their platform will work on keyword research, identify the right creators for the job and use data analytics tools to assess the final product. "Every piece you publish should be more intelligent than the last one," he says. The AI platform will help with the biggest struggle for marketers - organic traffic and providing returns on investment. "It will help build an SEO content strategy, content operations, content analytics and distribution," Singla explains. "Every piece you publish should be more intelligent than the last one."