Meet Ayushi Khurana

We were lucky to catch up with Ayushi Khurana recently and have shared our conversation below.

Ayushi , so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

Finding my purpose felt like following subtle clues, each bringing me closer to the realization that storytelling was always my path. Growing up, I was enchanted by the stories my grandmother told—stories rich with tradition, humor, and life lessons. She could captivate a room, and through her, I learned that stories are so much more than words; they’re a way to connect, transport, and inspire.

When I initially chose law, it was with the belief that it would provide a stable, respectable career. But in college, I found myself more drawn to theater, where I could explore my creative side. I remember one specific moment when I was just a background actor, blending into the scene, while another actor struggled with his character. I instinctively stepped in to help him, guiding him to connect with his role and bring out a performance that felt real and powerful. In that moment, I realized I was naturally directing—helping someone understand a character’s inner world and the motivations that shape their actions. I didn’t even fully understand what a director did, yet somehow, I was already doing it.

Looking back, I see that these moments, from my grandmother’s tales to that impromptu directing experience in theater, were all shaping me into who I am today. My purpose became clear: to tell stories that captivate and connect, offering people a chance to escape and feel something deeply. Filmmaking became my way to channel these influences, creating worlds that let others experience the same magic my grandmother’s stories once sparked in me.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

My journey to where I am now has been anything but conventional, and it’s that journey that inspired me to co-found Sinema Inc. with my partner, Hritik Mehta. Sinema Inc. is more than just a production company for us; it’s a space where storytelling and collaboration come together to create something truly meaningful. We work across various formats—from music videos and commercials to short films and features—and each project allows us to explore a different facet of storytelling. It’s a process that not only excites me but also fulfills a purpose I’ve been following for years.

At Sinema Inc., I get to bring that purpose to every project. One of our most personal pieces, Jalebi, is a short film that dives into the complexities of family, culture, and individual happiness. It follows the story of Anya, a successful lawyer who, despite her achievements, faces the weight of family expectations when she decides to end a long-term relationship. This film is deeply inspired by my own experiences of navigating cultural and generational expectations, and the tension between pursuing one’s own path while honoring family traditions. Jalebi has been a way to channel my journey into a narrative that’s both intimate and universally relatable, and I can’t wait to share it with audiences.

Beyond films, we’ve been excited to expand our commercial work as well. Recently, we created a series of dentist commercials that allowed us to combine our storytelling abilities with a fresh, lighthearted approach. This project was a chance to take something as routine as dental visits and make it engaging and relatable for audiences. It was incredibly rewarding to produce content that not only advertised a service but also brought warmth and personality to an often-overlooked aspect of healthcare.

Through Sinema Inc., my story has come full circle—from almost becoming a lawyer to building a company dedicated to storytelling that speaks to people’s hearts. It’s fulfilling in every way, and I’m excited to keep growing, exploring, and bringing stories to life that inspire and entertain.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?

Absolutely, here’s a more personalized version with some fun (fictional) set stories:

Looking back, I’d say the three qualities that kept me afloat in this wild ride have been persistence, adaptability, and a healthy embrace of controlled chaos.

First up: persistence. Filmmaking will test you in ways you never thought possible. There was this one shoot where we lost the location the night before because the owner decided to “repurpose” it into an indoor petting zoo (I kid you not). So we scrambled, I made about a million phone calls, and we ended up shooting in a garage with some questionable decor and very random props. But we kept going, powered through, and somehow still pulled off a great scene. My advice here? Push forward even when things go sideways—those setbacks end up making the best stories anyway.

Next, adaptability. Filmmaking is basically a game of “Adapt or Die.” One time on a shoot for a dentist commercial, the “patient” didn’t show up, and I had to jump in as the patient myself. So there I was, in the chair, desperately trying not to laugh while also thinking about camera angles and lighting setups. My advice? Go with the flow; the curveballs will come. Flexibility will save you a ton of stress, and honestly, it often leads to the most creative results.

Lastly, controlled chaos—my secret weapon. This is all about letting creative madness happen while keeping one foot grounded. On one film, we had this idea to use a wind machine for dramatic effect. Little did we know it would be so powerful that it knocked over half the set decor, turning a serious scene into what looked like a weather channel outtake. It was chaotic, hilarious, and… well, we dialed it down and actually got an even better shot after a good laugh. My advice: embrace the chaos. It can be daunting, but it’s also what keeps the magic alive. Let things get a little wild—you’ll be surprised how often those moments make the final cut.

For anyone starting out, I’d say focus on building these three qualities. Persevere, adapt, and bring a bit of creative chaos to the table. Every hiccup is just another plot twist in your journey—just enjoy the ride!

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

Absolutely, we’re always on the lookout for fresh collaborators at Sinema Inc.! We believe that filmmaking is never a solo journey—it’s like planting a tree. The story is the seed, but it’s the creative team, each person’s unique input, and every little detail that nourishes it, helps it grow, and transforms it into something that stands tall. At Sinema Inc., we value the voices of all our creatives—from writers and cinematographers to editors and sound designers. Everyone plays a vital role in shaping the final product. Just like a tree needs sunlight, water, and soil to thrive, our projects need the ideas, feedback, and hard work from each member of the team to truly flourish.

We’re especially excited to connect with writers who have a strong, unique voice and are passionate about telling stories that go beyond the surface. If you have ideas that challenge the norm, characters that feel alive, or plots that take unexpected turns, we’d love to hear from you.

Filmmaking is a collaborative art form, and we’re always open to working with talented and driven professionals who are ready to contribute, innovate, and help build something unforgettable. If you think you’d be a good fit, don’t hesitate to reach out—email us or connect via social media. Let’s plant that creative seed and see what we can grow together!

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