eMinutes Client Profile: Aarti Sequeira
Please tell our readers about your business.
I’m just starting to think of myself as a business! I host “Aarti Party” on Food Network, “Taste in Translation” and “Drop 5 Lbs” on Cooking Channel, and I’m in the process of writing my very own cookbook. One day soon, I envision a product line (spices and accessories), and I’d really love to one day support a line of clothes for “normal” women, so we can stop feeling like our very normal body-shapes and sizes are abnormal!
Tell us about the project you’re currently working on.
At the moment, it’s the cookbook, which I affectionately call a “mookbook” – part memoir, part cookbook. It will introduce people to some basic Indian cooking principles, how to make some Indian favourites and show people how to play with spices in their everyday cooking… all interwoven with the story of how food gave me a sense of purpose and worth, when I thought that I was worthy of neither.
Why did you become an entrepreneur? Is starting a business something you always wanted to do?
Heck no! I have always thought of myself as a very good worker, but necessarily a leader. So frankly, I’m a bit uncomfortable with it. But I’m growing everyday! My sister has always said that I have a bossy streak. So I’m trying to channel the bossy older sister in my business work!!
What is the number one thing you wish you could learn more about, and how will you learn about it?
How to proceed with so much faith that you don’t even consider that you might fail; I’m a perfectionist, so if the path ahead of me contains even a chance that I might fail, then I’m paralyzed and don’t want to walk down it. It’s crazy I know. But I’m working on it!
How has technology impacted your business?
This whole thing started because I started blogging, and then started making cooking videos with my husband, Brendan McNamara, that I posted on YouTube. Without technology, the democratization of content-production, I doubt I could ever have gotten this far.
How do you use social media in your business?
I use it to remain as accessible as possible. I write all my updates on Facebook, Twitter and Instagram, and answer every question I get on my blog. In this world, the more that people feel they can relate to you, the more likely they are to watch your shows, buy your books etc. I always imagine that I’m talking to my besties when I look into that camera; I want people to feel like it’s just the two of us chatting on the couch with a cup of tea (or something stiffer!).
Did you have a business plan when you started your business, and, if so, how much did you vary from it?
I don’t even know what one of those looks like. So, um, no!
What was your biggest mistake and what did you learn from it?
Taking things personally. This country, more than any, is full of opinions! And that’s a great thing. But because I lead first with my heart, and then my head, any negative comments, even if they’re few and far between, floor me. I’m learning to develop a thicker skin, while also take in constructive criticism.
What advice would you offer to a first-time entrepreneur?
Do you what you love, even if you aren’t getting paid to it at first. Unless you’re passionate about it, you’re not going to be motivated to keep at it through the hard times. And there are always hard times.
How do you spend your workday?
It changes constantly. Some weeks, I’m shooting so I’m working from the wee hours through the late ones. At the moment, since I’m recipe testing, my days are spent trundling over to the supermarket and then spending hours on my feet in the kitchen cooking. I like that every day is different, but I do try to build some rituals into it, like prayer times in the morning, regular workout sessions and date night with my husband every Wednesday (we call it “you and me time”).
Who do you rely upon in your business most, and what does he or she do for you that is so invaluable?
My husband. He knows me better than anyone, so he can tell me when I’m making decisions out of fear or insecurity. He pushes me when I don’t think I can do things, supports me when things are harder than I anticipated. He’s also an incredible idea-generator, so he helps me dream; I gave up dreaming a long time ago because my original dream of being a TV news reporter never came true. It felt safer to just stop. But he’s teaching me to dream again, to hope; it’s scary, but it’s the only way to live!
Do you believe that “luck” played any role in the success of your company?
I don’t believe in luck. I believe in God’s blessing. All of this is because of Him, not me!
If you had an extra $25,000 to spend on your business, what would you spend it on?
Building a spice box business that originates in India, that gives women who have no other means of supporting their families, a way to emancipate themselves. That is my dream.
How neat or messy is your desk?
I just cleaned it so it’s looking alright at the moment, but Lordy, it’s so messy! I try to clean it up because I do believe that your surroundings are a reflection of your mind, or at least make an impact on your mind. But I suppose that my mind is a bit chaotic by nature!