Shalini: When we stepped into publishing, it began very simply, with a deep love for reading and writing, and a belief that every powerful story deserves a fair chance. Two decades ago, we entered the world of traditional publishing in India and started from zero: understanding the business, building relationships with distributors and retailers, and learning how the system really worked from the inside.

Very quickly, we realised something was broken. While India was racing ahead into the 21st century, large parts of the book trade still functioned with 20th‑century habits, opaque processes, slow responses, and a mindset that did not always respect the author, especially if you were new, female, or from outside the “right” circles. Women were rarely taken seriously, and professionalism was more the exception than the rule.

At the same time, we were closely watching how self‑publishing was transforming author journeys in Europe and other markets—putting writers in the driver’s seat, giving them control over timelines, pricing and creative choices. It was clear that first‑time authors, professionals writing business books, and even regional language writers in India needed a similar, trustworthy path that combined creative freedom with professional standards.

Those first three years inside traditional publishing gave us invaluable insights and networks, but they also made one thing very clear: Indian authors were hungry for an MNC‑level experience—transparent, ethical, responsive—at Indian costs. They wanted partners, not gatekeepers. That is exactly the gap we set out to fill when we shifted our focus fully to self‑publishing and founded Zorba Books as a dedicated publishing services company in 2014.

Today, what inspires me every day is seeing a diverse range of writers—debut authors, CEOs and entrepreneurs, academics, regional language storytellers, and global Indians—trust us with their manuscripts. Our role is to surround their ideas with strong editorial support, thoughtful design, multilingual and regional capabilities, and serious marketing effort, so that they feel genuinely proud of the book they put into the world. That combination of author empowerment and end‑to‑end, world‑class support is why Zorba Books exists, and why we remain so committed to self‑publishing in India.

Frontlist: Self-publishing has opened new doors for writers. In your view, how has this model changed the traditional publishing landscape?

Shalini: I can talk about how self-publishing has helped authors. Traditional publishing will be a lot of conjecture.

Frontlist: Many first-time authors struggle to get their work published How does self-publishing empower writers who might otherwise remain unheard?

Shalini: For many first‑time authors, the hardest part is not writing the book—it is getting someone to listen. Traditional routes can take years, and by then the idea, the market, or even the author’s own energy has moved on. Self‑publishing changes that equation by putting the decision‑making power back into the writer’s hands.

For a young poet like Ananya, author of “The Eighth Colours of a Rainbow,” the experience felt deeply personalised—she was heard, guided and involved at every step, rather than waiting endlessly for an approval that might never come. For a busy C‑suite executive and academic like Mr K.N. Pandey, self‑publishing meant his multiple books could move from manuscript to market quickly, without compromising professionalism, and with the level of rigour he expected from any serious partner.

Self-publishing is especially powerful for authors whose voices are often underrepresented—regional-language writers, professionals writing niche business books, or Indians speaking to a global audience. One of our authors, Dr Anand Gokani, used his book “A Fistful of My Sky – Memories of Jawahar” not only to share a very personal story, but also to raise funds and build awareness; the book went on to perform strongly on Amazon in its category, proving that well‑produced, heartfelt work can find its readers when it is given the right platform.

Over the years, we have seen doors open for our authors in very tangible ways—media invitations, Women’s Day talks, panel discussions, workshops, and new consulting or speaking opportunities—because a published book signals credibility. For many, the biggest reward is the emotional one: the satisfaction of seeing their ideas in print, their story finally out in the world. For some, the book also becomes a meaningful side income, with royalties running into lakhs over time.

At Zorba Books, our job is to make this journey as smooth and trustworthy as possible. We surround each manuscript with strong editorial support, thoughtful design, and serious marketing effort—including for regional and multilingual projects—so that whether you are a debut writer, a business leader, a doctor, a teacher or a poet, your book is produced to a standard you can be proud of. Self‑publishing, done professionally, doesn’t just help authors get published; it helps them be seen, heard and remembered.

Frontlist: What are the most common challenges that new authors face when they decide to publish their first book?

Shalini: The dream is clear; the route map isn’t. For most first‑time authors, the confusion starts the moment they ask, “Where do I even begin?”

One big trap is chasing the biggest name instead of the best fit. Look for transparency, responsiveness and honest testimonials, real author stories tell you far more than a glossy brochure ever will.

Another struggle is language. Many assume English is the only “serious” option, but regional languages have deep, loyal readerships. Our simple rule: write in the language in which you can feel, not just translate.

Then comes editing. Good spoken English doesn’t automatically make a manuscript publish‑ready. A professional editor will sharpen structure, fix blind spots and protect your credibility on every page.

Marketing is another surprise. Even with a good publisher, the author’s own energy on social media, in their networks, at events often decides how far the book travels.

And finally, cost. The cheapest quote can be the most expensive mistake if it compromises editing, design or support. You may only publish your first book once; it deserves better than shortcuts.

Frontlist: With technology and digital platforms evolving rapidly, how has the self-publishing process become easier or more accessible for writers?

Shalini: Technology hasn’t just made self‑publishing faster; it has made it fairer, more transparent and far more doable for a first‑time author sitting anywhere in India.

Earlier, authors depended entirely on publishers for information how many copies sold, where the book was available, when royalties would be paid. Today, with online platforms, print‑on‑demand, and integrated dashboards, writers can see sales data, track royalties and understand their book’s performance in real time. This transparency is a huge psychological shift: instead of waiting and guessing, authors can make informed decisions about pricing, promotions and new editions.

At Zorba Books, we combine this technology with one‑to‑one guidance, so that authors don’t feel lost in a maze of platforms and jargon; they have a human team helping them choose the right formats, channels and pricing while technology takes care of the heavy lifting in the background.

Perhaps the most empowering change is reach. With e‑books, print‑on‑demand and global marketplaces, an Indian author whether writing in English or in a regional language can now reach readers across cities, small towns, and even overseas, without printing thousands of copies upfront. Social media and digital marketing amplify this further, allowing authors to build communities around their work and speak directly to readers.

Frontlist: Artificial Intelligence is beginning to influence writing and editing. How do you think AI will impact authors who choose the self-publishing route?

Shalini: AI is a great shortcut, but it’s also a great spotlight on your integrity.

Used well, it can help self‑publishing authors beat writer’s block, tidy up language and spark ideas for blurbs, titles and structure. Used blindly, it can make books sound flat, generic, or even raise doubts about who really wrote them something we’re already seeing in high‑profile AI controversies.

For self‑published writers, AI already makes many parts of the journey easier. Drafting, getting past writer’s block, checking grammar, improving readability, generating ideas for back‑cover copy or chapter titles these are all areas where AI tools can save time and give a “first layer” of polish.

Frontlist: From your experience, what qualities or preparation should aspiring authors have before they decide to publish their own book?

Shalini: They don’t need to be perfect but they do need to be prepared.

First, aspiring authors must accept that speaking well and writing well are not the same. Good writing

comes from drafting, rewriting and polishing until the words begin to speak clearly to the reader.

Second, write in the language and on the theme that is closest to your heart. Authenticity is easier to sustain over 40,000 words than performance.

Third, do your homework. Read widely in your genre, study what works (and what doesn’t), and research your subject so that your book adds something fresh not just more noise.

Frontlist: On World Book and Copyright Day, what advice would you give to writers who have a story to tell but are hesitant to take the first step toward publishing?

Shalini: Every author starts exactly where you are—scared, unsure, and full of “what ifs.”

My advice: don’t wait to feel ready, get informed instead. Read about writing, publishing options, and other authors’ journeys; the more you know, the less the process feels like a black box.

Then take one small step: finish a draft, join a writing group, or talk to a trusted publishing partner. Courage grows with motion, not with waiting.