Jyotii Sethi Interview
Q. From the big screen to YouTube, what led you to share your personal journey online, and how has that transition shaped you?
Honestly, I’ve always been someone who shares openly. It’s just my nature to be as transparent as I can about my life. When I started YouTube, it wasn’t because I was going through a difficult time. Life was good. I was watching other girls on YouTube and felt genuinely motivated, thinking I could do this too. At the same time, I was beginning to understand the realities of the acting industry, the politics, the networking, and the compromises that often come with it. And I realized that wasn’t a world I wanted to lose myself in.
So I made a conscious decision early on that I wouldn’t do things that didn’t sit right with me just to pursue acting. So I chose to focus on YouTube, something that felt honest, exciting, and entirely mine. And fortunately, it worked out.
I don’t even look at it as a ‘transition’ because for me, it was never about switching careers. I’ve always been someone who works hard and keeps moving. Whether it was me in the corporate sector, acting, YouTube, or now my brand, it’s all been part of my journey of figuring out life on my own terms. I was young, I had finally gotten the freedom to shape my life the way I wanted and I took every opportunity that came my way without anyone’s backing.
Q. You’ve spoken candidly about living with endometriosis. Was it difficult to open up publicly, and what response surprised you most?
It honestly wasn’t difficult for me because I’ve always been a very transparent person. Sharing things about my life comes naturally to me whether it’s the good, the bad, or the in-between. When I was diagnosed with endometriosis, it felt normal to talk about it because that’s just how I’ve always connected with people.
What did surprise me, though, was the response. I didn’t realize so many women were silently going through the same thing without ever talking about it.
Q. Storytelling has always been part of your life, whether in cinema or vlogs. How does your creative process differ between acting and content creation?
Acting is about slipping into someone else’s skin. Content creation is about embracing your own. In cinema, the story is written, the character is given, and you surrender to the director’s vision. In content creation, you’re the writer, director, actor, and editor, all rolled into one. It’s raw, it’s personal, and it demands a different kind of courage because you’re not hiding behind a character.
Q. Your content often blends vulnerability with strength. Do you think digital storytelling has made it easier or harder to be truly authentic?
It’s made it both easy and tricky. Easy because the digital space lets you share your story in your own way without anyone stopping you. Tricky because people can be quick to judge or misunderstand what you’re trying to say. But I’ve realised that being honest is always worth it. The more I’ve shared openly, the stronger my connection with my audience has become.
Q. Many young creators struggle to move beyond polished highlights. What helped you become comfortable sharing raw, real moments?
When you go through tough times, you stop caring about filters. I also knew people don’t connect with perfection, they connect with honesty. The messages that touch me most aren’t about how perfect my life looks, but about how real it feels.
Q. Now coming to another aspect of your life, your brand, what sparked the idea for Aabhaari, and what does the brand name mean to you on a personal level?
The idea for Aabhaari came from a very personal, nostalgic place. My earliest memory of sarees is seeing my mother wear them. I always found her so beautiful in those drapes, and that’s where my love for sarees began. When I grew up and started working in the corporate sector, I used to wear sarees to work too and I loved how graceful and empowering they made me feel.
When I wanted to start a business, I knew this was where my heart belonged. I wanted to work with handlooms because it felt meaningful, not just in preserving our Indian crafts but also in supporting the artisans behind them. Every piece is either handwoven, hand-embroidered and I love that through Aabhaari, I’m able to contribute in my small way to our culture.
Over time, I’ve added wardrobe freshener bars and a few other things I personally love using. I genuinely enjoy the process, and I believe a business should reflect the person behind it.
The name Aabhaari holds deep meaning for me. In Hindi, it means grateful, and I truly am - for the ability to create something of my own, for the freedom to shape my journey.
There’s also a very personal connection: the name starts with ‘A’ for Anita, my mother’s name. It felt like a beautiful way to carry her energy with me. And interestingly, my father’s name also starts with ‘A’, so it ties both my parents into the heart of my brand.
There’s one more special layer to it — Aabhaari is made up of two words: Aabha meaning Shobha (grace, beauty) and Ri from Nari (woman). So it also quietly translates to Nari ki Shobha, or the grace of a woman. Everything just aligned, and I knew this was meant to be the name.
Q. What’s been the most surprising lesson so far about becoming an entrepreneur with Aabhaari?
Honestly, Running a business teaches you so many things. Every day comes with something new to learn. I’m constantly figuring out things on my own, solving problems, making mistakes, and getting better. It’s like my brain is working in ways it wasn’t before, and that excites me. I don’t just see Aabhaari as a business. I see it as a big part of my personal growth journey. It keeps me learning, evolving, and feeling alive in the process.
Q. You’ve worked across films and digital media and now as an entrepreneur. Where do you see yourself creatively over the next few years, more films, more YouTube, or something unexpected?
Honestly, right now, I’m in a very different phase of my life. After a long and difficult journey with endometriosis, I’ve finally reached a place where I feel clear and free of that constant pain. It was years of silently dealing with it, and right now, as I answer this question, I’m in a phase of slowing down, travelling, and prioritising my self-healing.
I’m not putting any pressure on myself to plan too much ahead. I’ve realised life doesn’t always go as per plan, and sometimes it’s beautiful to just flow with it. But beyond that, I’m open to wherever life and my heart takes me whether it’s more content, acting again, new businesses, or something completely unexpected. I’m leaving space for surprises.
Bio:
Jyotii Sethi is a content creator and a business owner. She runs a homegrown brand called Aabhaari, which offers handcrafted sarees, bedsheets, scrunchies and wardrobe freshener bars. Alongside her business, Jyotii creates content around lifestyle, beauty, and everyday life, often sharing personal experiences and honest conversations with her audience.
Interviwed by: Rupal Kargeti
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