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Vedaxari Joshi, an Entrepreneur Who Turned Threats into an Opportunity

In 2014, she finally formed All ‘bout Communication(ABC), an agency that is bootstrapped and profitable from Day 1.

Ms. Vedaxari Joshi,Founder, All 'Bout Communication

Vedaxari Joshi, Founder, All Bout Communication (ABC) brings with her more than 14 years of experience in various fields of communication and marketing. Her first job was at a young age of 15, when she wouldn’t have imagined how her life will shape in the next decade of her life. By the time Vedaxari graduated, she had worked with Bollywood Channel Zoom, did some projects in production houses as assistant director and was ready to face the real world with little experience and a lot of passion. On the 5th day after her final year exams, she landed a job in Balaji Telefilms where she got the opportunity to work closely with Television Queen Ms. Ekta Kapoor. The time spent with her truly shaped her outlook towards the world. She was the first strong female character of Vedaxari’s life. From her she learnt ‘people management’ as that woman handled spot boys to celebrities to corporate honchos effortlessly.

Fortified with an experience so significant in her early 20s, Vedaxari began to chalk out her career plan and took the leap of faith with her first venture, Konnexure Media Hub, a media agency. The endeavour she drove on was with her best friend and lasted for a brief period. However, this step doubled up as great learning platform for future things to come. She learnt one most important lesson of her life during this stint i.e. never mix personal relationships with professional life, one of the two gets damaged and mostly, it is the relationship. After 1 year of Konnexure, she swore off entrepreneurship and decided to never start another business on her own. But, as woody Allen once said, if you want to make God laugh, tell him your plans and in this case too, God had some different plans for her. She switched back to working with a leading PR firm where she got further exposed to the world of PR and communication but the hectic lifestyle led to a back injury and she had to quit her job, take a sabbatical and figure out the next step in life. Over the time, the only skill she honed was building networks and brands and her health didn’t allow her to do that anymore.

She thus started working as an independent PR consultant and soon bagged Bikram Hot Yoga’s India Launch as her first retainer account. In 2013, she started working on an IP called ‘Mehfil With Pankaj Udhas’. Struggles and failures hadn’t given up on her yet. Just before 2 months of the event date and right after the artists & venue were blocked, she learnt that the client’s agency has failed to complete most of the crucial tasks which included various aspects like getting media partners, advertising plan, sponsors, catering, invites and the list was unending. She took charge of the event, all by herself and pulled of a successful Ghazal evening on 13th November 2013 at Celebration Club which witnessed a footfall of more than 600 people.

In 2014, she finally formed All ‘Bout Communication (ABC), an agency that is bootstrapped and profitable from Day 1. Today, it is one of the emerging start ups growing at a consistent pace of 30% per annum. One of the unique achievements of ABC is that it handles 6 competitors (jewellery brands) in a sensitive space like PR, without any conflict of interest. Having worked in various media and PR houses, Vedaxari learnt that most of the firms have a hectic and toxic work environment. Her vision was to therefore build All Bout Communication that is free from these elements. For her, success of an organization comes from its culture and how happy people are during their tenure with the organization. So far, the agency handles several credible brands and is backed by a team of happy professionals who nurture the agency on an everyday basis making a sustainable growth possible. Vedaxari has recently formed an HR consultancy called “All Bout HR’ which caters to HR requirements of leading corporates PAN India.


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