Asha Seth
There was a little girl who loved getting lost in stories and, somewhere along the way, she began dreaming about a life around books. At 14, Asha Seth found Tolstoy, and that literary encounter left an indelible mark on her. Later came Daphne du Maurier, Tolkien, Poe, etc., who encouraged her to pick up the pen. They expanded her idea of what words could do.
For Seth, writing was always there. She spent 14 years building a successful career in advertising leading up to a Creative Director, before making the difficult decision to walk away to a world that felt like home: literature. Around the same time that she began her career in advertising, Seth started MissBookThief (Formerly known as The Musing Quill), which began as a literary blog and years later grew into a book marketing and author branding enterprise, alongside kickstarting her own writing journey.
Today, she occupies a prominent space in the Indian literary landscape. She is the reader who discovers rare books, the blogger who talks about them, the strategist who helps authors find their right readers, and the writer who has published her poetry works through Deodar Ke Phool and The Color of Us.
But perhaps the most interesting part of Asha Seth's story is not what she has built. It is what has remained unchanged through all these versions of her: the love for books and the belief that the right book can change you.
We sat down with Asha to talk about the books that shaped her, the decision to leave a secure career, the story behind MissBookThief, and what she is writing next.
You discovered Tolstoy when you were 14. How did that happen and how did it change you?
"I found Tolstoy when I was 14, through his short story That Whereby Men Live, and I think that was a life-changing moment. The magic, the curiosity, the way his writing left me feeling, are fresh on my mind even after two decades.
I was always a booklover, that day sitting on that school bench, I became a lifelong reader. I think that was the beginning of a much deeper love for books. I wasn't just reading stories anymore, but beginning to understand what words could do."
Tell us a little bit about your literary influencers. How did they change you as a reader and as a writer?
"Where do I begin? There's so many of them! Top tier ones being Tolstoy, Daphne du Maurier, Poe, Tolkein, Bukowski, Lahiri, Premchand, and Emily Bronte. Each of them taught me something very different, but also did something very similar and that's ignite a never-ending love for literature.
Tolstoy, I've already told you about. Tolkein introduced me to epic worlds. Daphne, Lahiri, Bronte showed me the power of good writing. Bukowski ignited the love for poetry that's raw and unapologetic. As a reader, they exposed me to the best literature out there.
As a writer, I wanted to create something like them; something memorable. By that I don't mean I wanted to write like them. It was that each of them showed me how distinctive a writer's voice could be. I think that is what great writers do - they inspire you to challenge yourself and do your best."
You've read 700 books. How many books do you read on an average in a year? And if you could name one book and one author, who would you instinctively recommend?
"Well, it's 969, to be precise! I can't go without reading a few pages every day. I have a self-goal of 50 pages, at the least. I worry less about how many books I'm reading; I washed hands off reading challenges like that long ago.
One book? God, that's tough! I'd go with âThe Alchemist' or âMaster and Margarita'. For author, Tolstoy. You want to experience real literature, read Tolstoy."
You spent 14 years in advertising and then walked away from it. What made you do that and was it easy?
"I know you're expecting me to say it wasn't easy. But honestly, it was. And here's why.
Advertising wasn't planned; it just happened to me. I spent 14 years building a successful career because I could write. Walking away from a 7-figure salary doesn't happen every day. It's the kind of life people dream of, and I had it all. But deep down, I knew that it wasn't my calling. I always wanted to write poetry, short stories, horror. And that's what made it easy."
You have published Deodar Ke Phool and The Color of Us, both poetry collections. What keeps drawing you back to writing poetry?
"Good poetry is becoming increasingly rare to find. Add to that, readers hardly want to pick up the genre because they feel poetry is dense. I want to change that perception.
Having said that, poetry comes naturally to me because I've always been good at articulating emotions. How else do you think I survived advertising? Also, I read poetry extensively so I can say that I understand the craft behind it. All these combined keeps drawing me back to poetry.
Deodar Ke Phool was a tribute to my late father. It will always be special. The Color of Us is different. It is 10 years of my work. I used to write poems and publish them on the blog; which received a lot of love from readers. Eventually, a publisher picked it up for an anthology.
For me, poetry has always been about finding those who have lived silent wars, and telling them, "Hey, you're not alone.""
You've had a lifelong affair with books, as a reader, a blogger, an author, and then as the founder of MissBookThief. What's the one thing that remained constant and the one thing that kept changing?
"The only constant force was books.
As a reader, I love how much books have given me. As a blogger, I met like-minded friends. As an author, I experienced what it means to put something of your own into the world. And then as a marketer, I enjoy bringing books to readers.
In a way, I feel life has come full circle. And I'm loving every single day of doing what I do!"
Let's talk a little about MissBookThief. What's the idea behind the name?
"That's one crazy story! (laughs heartily) It was a nickname given to me in school by our librarian. I once took a book home and never returned it. It must've been in 3rd or 4th grade. And the nickname stuck ever since.
When I read âThe Book Thief', it instantly hit home. Liesel and her love for books felt familiar. I remember smiling and thinking to myself, âWait, who else has done that?'
And when I was looking for a name for my company, I didn't have to look far. I mean this was it. It had a personality, a story. It was so me!"
MissBookThief just entered its 15th year. That's a massive milestone! What feels most meaningful about this journey and what's next for your literary enterprise?
"Thank you! It really is a dream come true.
The relationships we've built with authors, readers, publishers, is the most meaningful part. We have worked with authors across the globe; which wouldn't have been possible if not for MBT. Some authors are introducing their first book; others are building on an existing legacy. Supporting them in the different phases; not as a business, but as someone who genuinely understands their dream, is what sets us apart. Being on both sides of the coin, helps me understand their story very differently, and that's at the heart of everything we do at MBT. Growth matters, but so does remembering why the enterprise began.
Onward and upward, tenfold, is what's next."
What does #HarGharReader mean to you personally, and why is the idea of having a reader in every home important to you?
"The idea #HarGharReader is where it all started. I adopted this very early on in life - bringing more and more people to the page. Whether it is poetry, a thriller, romance or a children's book, it doesn't matter what the entry point is as long as you read.
My life's motto has been - converting non-readers into readers - and if, in every home there is one person who is excited to return to a book, my job is done. I want to keep bringing unexpected stories out for someone to pick up and say, "What did I just read!""
You have watched reading culture evolve for more than a decade. Do you think today's generation is choosing books over screens?
"I don't think it is as simple as books versus screens. Readers are finding books they love through various mediums - Audible, Kindle, Airports, Bookstores, Reels, and what not. What has changed though is attention.
In today's age and time, there is so much competing for a reader's attention. Reading asks you to slow down and that can be difficult in an environment built around thumbstoppers. In the end, those who love stories, will find their means. And they are. They absolutely are!"
When not reading or writing, how do you spend your time?
"At heart, I'm still a child curious about everything. So, I am always picking up something I have never done. I love gardening, sculpting miniatures, playing my guitar, planning the next mountain trip with my husband. I just love having my hands full!! (laughs it off)"
You have spoken about writing books being your calling. What other projects are you currently working on?
"I am working on a full-length literary fiction novel since 2017, which will be my life's work. Currently, I'm wrapping up a collection of short stories which will be released next year. Also, working on a horror short film with my husband who is an AI Filmmaker & Director. And poetry, well, I will never be done writing poetry."
For someone who has spent a lifetime finding stories, writing them and helping others find their readers, the next chapter seems fittingly unfinished for Asha Seth.
Learn more about MissBookThief here https://missbookthief.com/
Explore Asha Seth's work: https://ashaseth.in/
Checkout her books: https://www.amazon.in/stores/author/B0CF662XKQ/allbooks
