In a world of increasing specialization and pin-point focus, Sangitaa Advani, writer and freelance journalist, maintains that God is a generalist. She considers it her good fortune to have covered different spheres, with butterfly ease. In the international press, she contributes to The Wall Street Journal. In India, she has written for Mid Day, Verve, Gentleman and Business India. But most of her writing has been for India’s largest daily, The Times of India, where she has published prolifically on the arts, politics and finance, interviewing luminaries like the late A.K. Ramanujan, Rohinton Mistry and Steve Forbes. For three years, her Times’ column on language, This Crazy Angrezi, provoked a sleepy Sunday public to write letters to the editor, some stridently pungent, amidst a few roses.
In their celebration of cross-pollination, Sangitaa and her Wall Street investment banker husband, Pashupati, revived their Mumbai-based family stockbroking business, after returning from the US. As director of research, she wrote about industries as diverse as technology, banking, pharmaceuticals and automobiles. The firm received acclaim for its weekly distillation of the Indian markets, in print and over the net, for a global audience of over 10,000 data-weary investors, including influential opinion makers. In the process, Sangitaa made many friends in the corporate world.
Moving on, Sangitaa went on to create SA Media, a firm of freelancers offering content and design services, from communications' strategy to implementation, in print and in on the web. She has been communications' consultant to Transworks India, one of India's top five BPO companies, allowing her to examine life in global outsourcing services, a multi-billion dollar industry. As a consulting editor for Autocar India,