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Rajita Chaudhuri introduction

"A major part of my work is centred around marketing my services, and it requires great speaking skills to be able to convince the client and get the deal done."

"A good challenge always motivates me. I like setting new benchmarks for myself with every event I do."

Q. What ignited the spark in you to start the business?
A. I have always been a party animal. After completing my studies in Delhi when I returned to my hometown in Ludhiana I found that the party-culture that I was used to in Delhi was missing in Ludhiana. So most of my friends and I used to frequently travel to Delhi and Chandigarh just to party. That is when the idea struck me to get some party-culture in Ludhiana and Insomnia was born. What started as a part-time hobby soon became a big success and today Insomnia is one of the largest ‘Artist Management Company’ in Punjab, managing the artist roster for a major chunk of the market.

Q. What is the best advice you ever got? From whom ?
A. The best advice that I got was from my father. He taught me one thing - “Say NO !“ When I started the business it was not for money but as a passion. It was a part-time activity but soon found my clients taking me for granted and asking for irrational favors. Learning to say no was tough but one of the most important lessons that I learnt, which helped me a lot. Eventually I learnt to be shrewd when it came to work.

Q. "Great leaders are also great speakers" Do you agree ? How did your personality development classes help you in your business ?
A. Absolutely. A major part of my work is centered around marketing my services, and it requires great speaking skills to be able to convince the client and get the deal done. So yes, definitely good leaders are those who’re also good speakers.

Q. What are the key elements to starting and running a successful business ?
A. There are two things that I feel are most important. Passion and Commitment. Commitment to yourself and your work.

Q. Marketing is the most important aspect of a business. How do you market your business ?
A. Oh yes, marketing is most important especially in my business. We need to sell everything right from the artist to the concept on a daily basis. So at any given point in time I am marketing to three sectors - first to the restaurants and bars so that they take the artists from us, second, to the clients who visit these restaurants and bars so that the artist can be booked for their private events and finally to the artists themselves so that they want to get associated with us.

Q. If you had one piece of advice to someone just starting out what would it be ?
A. No new venture becomes successful on day one. You need patience and persistence. When I started my work I was the first one in the city to venture into this field. So naturally no one understood my ideas and my business and I faced a lot of resistance from friends and family. But I kept my focus and kept working hard till I got the results.

So when you start out new you might face a lot of criticism but if you believe in yourself and your venture give it two years. If you have worked hard you will start seeing the results and the very same people who criticized you will start appreciating you.

Q. What motivates you ?
A. As long as the work is challenging it keeps me motivated. So if the work is not monotonous but challenging then I like it. I enjoy crossing old standards and setting new benchmarks for myself daily, event after event.

Q. What makes you happy ?
A. Two things make me happy. First, a jam-packed event with the audience enjoying themselves. Second, my clients praising my work and referring me ahead.

Q. What sacrifices have you had to make to become a successful entrepreneur ?
A. In my line of work you don’t get a lot of time for yourself especially on occasions like Christmas Eve, New Year’s, Valentines Day etc as they are busy event nights and we are packed with n number of events. Also during heavy wedding season its a pretty rough routine so you don’t get to attend your friends/relatives weddings or other occasions due to work commitments.

Q. What is the secret to your daily productivity ?
A. The love and passion for my work has made me a keen learner. Every day I am trying out new things and concepts. When I started the business I had no training, no experience, no knowledge, and I learnt everything on the job. Learning new things constantly is what keeps me productive and ahead in the game.

Q. Which other company apart from yours do you admire the most ?
A. The next step for me in my business is to develop unique IPs- Intellectual Properties. I really admire companies that organize events like The Grub Fest, Sunburn and Supersonic.

Q. Your favourite quote ?
A. Good Food + Good Music + Good Wine = Great Life.

Q. Your favourite vacation spot ?
A. Any beach destination with good food and music.

Q. Your favourite designer? Dress ?
A. Just a black shirt/t-shirt with blue denims does it for me.

Q. Your favourite movie ?
A. Batman- The Dark Knight