Before Eleven 11 happened, I was working in an agency in India where I had completed my studies. Right from the start I was into music and I had a keen interest towards art lifestyle. But I did not know how to shape it into a profitable profession for myself. After the completion of my studies in India, I had started working with different art agencies there, sometimes collaboratively or on individual freelance basis. When I came back for a vacation in Nepal I felt Nepal lacked a good platform for alternative art. I’d have to say that is how the idea of Eleven11 came to mind. I wanted to start a venture that would focus on the art and entertainment sector. It started with three of us, two of my friends were already into this business. In the beginning it was basically brand production, photography, market- ing, website, organising parties. It was like a hobby that turned into a profession.

We hear there is an interesting story behind the name of your company. On seeing a sequence of digital num- bers together like 1111, the human brain generates a positive reaction for the same and they have the ten- dency to ask for a wish; a common belief worldwide. Eleven-Eleven to me was like the world asking me to make a wish and that’s why I chose this name. Besides we as a company are here to make your wish come true too. You make a wish and we will make it true.

Making wishes come true. You must love your job.

Yes I do. Actually I’d I have a sort of love-hate relationship with my work.

Well, it looks like a yearlong vaca- tion to most people. But it sounds too good to be true, is it?

Yes, if people look at my lifestyle and the way that my work is being done, what I do certainly appears to be a party to them. But for me, it’s my work. This is where my bread and butter comes from, this is how I have been surviving in this indus- try. So, yes, it may look like all fun and games but while people are par- tying, I am working and when they are working, I am partying.

What is the best part of your job?

The best and worst part of my work is the stress (laughs). The thing is, I can’t work without pressure. I am more productive when I’m chas- ing deadlines, I love the pressure. Maybe that is the reason why stress becomes a good part. Besides that, meeting creative people from all as- pects of life and getting to know them, their stories, is a part of my job that I really enjoy.

What were the difficulties you faced when you started and how have things changed?
When I started my business, my family was a bit sceptical about it. I had attained a degree from a good University and they wanted me to have a secure 9-5 job, which I did. Even after coming back I did a job for a financial institution, though my business had already started.

Besides that, in Nepal, it was very hard to make people understand the concept of branding and why organ- ising events are important; this was back in 2009. More than difficult it was like, people were picking up but still confused about what we were doing. And the disappointing part was, there wasn’t much support for start-ups, especially when it came to the finances. Thank goodness for the support of my friends.

We started with designing menus for restaurants, which seems pretty low scale. Things did pick up but then there were issues with Gov- ernment permissions, fulfilling the demands promised by the artists or overcoming security issues in the events to mention a few. You’d be right to say it was a difficult be- ginning.

However, things have changed, mainly because people started real- ising the importance of reaching out to the market. In the last 5 -6 years, the number of different events tak- ing place has increased, people have started going out, they have been respecting music, artists, actors. A new culture has formed. And we, being the bridge between the artists and the audience, have to make sure that we suffice both the groups. This has become a bit easier as compared to when we first started.

Everyone has a role model, who do you look up to?

I look up to my friends and family. They have been there from the start and given me all the love and sup- port I needed. And my girlfriend, also a core team member of Eleven 11, has been really supportive about what I’m doing; she comes from a music industry as well so she un- derstands my work.