Challenges are never persistent if there are problem-solvers like Shabnam Asthana. As the Founder Director of Empowered Solutions, Managing Editor – CSR Times Strategist, and a PR, Communications, and Media professional, author, ghostwriter, and social media influencer, she laid the foundation of the company in 2005, when she identified a distinct gap in the PR industry—strategy without soul. Most firms offered readymade solutions, missing the customized, personalized nuanced, value-driven communication that brands truly needed.
Shabnam’s experience, shaped by her exposure to academia, the National Defence Academy, and the corporate sector, made her appreciate and understand the power and variety of effective communication. One size definitely didn’t fit all.
Where Strategy Meets Soul: The Birth of Empowered Solutions
Empowered Solutions was born to bridge that divide—with bespoke, strategic, and deeply authentic storytelling. “Our early days were India-focused, but we were harnessed on the firm bedrock of a global mindset — to amplify Indian voices internationally and help global brands connect meaningfully in India,” shares Shabnam.
Starting small in a sea of big players wasn’t easy, but she and her team pursued with excellence, ethics, and empathy. She expresses, “Today, I’m proud that we didn’t just fill a market gap—we built trust and empowered voices that mattered.”
From Comfort Zones to Courageous Beginnings
Shabnam also believes that life is rife with challenges, and her early days brought her a fair share of those. Her biggest challenge was answering the question of why she left her very high-paying corporate job to start her company.
The redeeming grace, however, was the strong network of contacts she had made during her career up to that point, which made it easy for her to meet people and introduce Empowered Solutions and its services. She did not have to struggle to open closed doors, since a few crucial doors were already open, and she just had to knock and introduce her company and its services.
Breaking Through the Noise: Rising in a Crowded Industry
Apart from the initial introductory challenges, Shabnam had to navigate a competitive industry with big, established players, and she was a new and small entrant. “I had to work on establishing credibility, building a client base from the ground up, and often having to prove myself in a space where few expected a woman to lead with such tenacity.” She did not allow adversity to hinder her progress; instead, she leveraged it as a catalyst for growth. She relied on her training, drew strength from her convictions, and remained laser-focused on quality and relationship-building.
“It would not be cliché to say that each challenge was an opportunity to learn, evolve, and refine my approach. Today, when I look back at Empowered Solutions – the firm I’ve built and the incredible clients and campaigns we’ve worked on, I see not just professional success but a testament to perseverance, vision, and the power of believing in your path—even when it’s unconventional.”
The Three Pillars: Authenticity, Strategy, and Trust
While she did it all, Shabnam feels that representing celebrities, brands, and institutions in high-stakes PR is a bold territory that garners the maximum attention and visibility. It stretches far beyond media management—it draws on your reserves of talent and expertise. It demands insight, instinct, and unwavering discretion. Her professional approach, rooted in her work ethic, is strongly influenced by three unwavering pillars: authenticity, strategy, and trust.
Authenticity is of prime importance since it is non-negotiable. Audiences see through spin; Shabnam helps clients find and express their true voice, genuinely and consistently.
Every move is well-planned and strategic. From brand launches to crisis response, she takes a 360° view—tailoring messages with precision, timing, and long-term impact in mind. Above all, trust is everything. High-profile clients need honest counsel and quiet strength. Shabnam offers both building relationships rooted in integrity and always standing firm in the storm.
Communicating Across Borders and Sectors
With her professional experience spanning media and entertainment, education, and hospitality, Shabnam’s work has been both challenging and deeply rewarding. Each sector is steeped in different languages and perceptions. She has learnt to adapt and resonate with the demands of each industry with an insight and precision that is the golden key to unlocking their needs.
The Art of Mental Immersion
At the bottom rung and the first step of each client association is her magical mental immersion. The ability to comprehend the industry’s rhythm, the client’s core business, and its distinct communication needs. Entertainment calls for emotional resonance and image agility; education demands trust, thought leadership, and credibility; hospitality thrives on experience, elegance, and consistency.
“As part of our bespoke client strategy at Empowered Solutions, we map stakeholders, study audience behaviour, and consider cultural and media nuances.” With the underlying principles of trust, transparency, and storytelling remaining constant and guiding Shabnam and her team’s thought process, their application is a carefully honed craft.
What powers this versatility? “Curiosity, adaptability, and a strategic mindset—allowing us to build meaningful reputations across a diverse and ever-evolving landscape.”
A Strategist in the Spotlight
As a celebrity public figure herself, Shabnam acknowledges that balancing the roles of storyteller and story has been one of the most challenging yet rewarding aspects of her journey. As a PR strategist, key to her job is crafting narratives for others—amplifying voices and shaping reputations. As a public figure, she applies the same care inwardly, ensuring her own story remains authentic and purpose-driven.
Her vision, driven by a clear sense of identity, enables her to operate from a firm foundation. She adheres to her values, whether she is on stage, mentoring, or behind the scenes. Visibility is intentional—not performative—with each public moment curated, yet rooted in truth.
“To be honest, I love being centre stage and owning every minute of my performance and act.” Shabnam’s peers have often told her that she has added a new dimension to PR by working towards furthering the visibility of brands and companies. “I have effortlessly become a brand myself.” Living in the constant glare of the spotlight, rather than behind the scenes, has deepened her empathy. She appreciates and understands the scrutiny clients face because she, too, has lived it and continues doing so. This profound insight sharpens her execution —this isn’t just strategy, it’s experience.
In the end, Shabnam sees herself as a bridge between voice and vision—living the story she helps others tell.
Representing India on the Global Stage
Some very special moments remain etched in the memories of every individual, and being the first Indian speaker at the PRSSA National Conference in San Francisco was indeed a proud moment for Shabnam, not just personally, but also as a representative of India’s dynamic PR landscape.
At the heart of the address she delivered to the global PR community lay a crystal-clear key message: the future of PR lies in authentic, inclusive, and culturally nuanced communication. In an interconnected world, it was time to embrace the new and emerging norm of being GLOCAL. “We needed to craft messages that were apt to resonate globally yet remained rooted locally.”
She also challenged the notion that innovation is exclusive to the West. India’s diversity and scale make it a living laboratory for communication strategy, and Indian voices deserve a strong presence at the global table.
Above all, Shabnam urged young professionals to embrace purpose-driven PR, where building trust and driving change matter as much as brand visibility.
“That experience reinforced a powerful truth: while our markets may differ, our mission is shared—shape stories that matter and leave a meaningful legacy.”
Awards That Inspire, Not Define
Being conferred prestigious accolades, such as the National Public Relations Hall of Fame award and the Mahatma Gandhi Samman, has been both humbling and affirming, says Shabnam. While it is often said and inculcated in people that one should not be award-driven but rather work for fulfilment, she has a different take on this. “I feel that awards give you the confidence to pursue your mission and spur you on in your profession.” They help you reflect on your journey shaped by passion, perseverance, and staying true to your values, even when the path wasn’t conventional.
Professionally, these awards are much more than recognition—they’re a responsibility. They invest you with power, power not in terms of an all-consuming negative attribute but a positive one. “I am tempted to quote and say, “With great power comes great responsibility” They accentuate my commitment to not just strategic excellence, but ethical leadership.” The Mahatma Gandhi Samman, in particular, is a strong reminder of the power of communication, at its best, one that can drive unity and change.
“While I’m grateful, I see these milestones as a call to do more—to mentor, give back, and keep proving that integrity and impact can go hand in hand.”
A Word to the Wise: Empowering the Next Generation
Being an experienced and expert leader, Shabnam has a very unique advice for young women aspiring to enter the competitive world of media, PR, or entrepreneurship: “While I do not believe in gender-based professions, the PR profession does show a higher female presence, my message would be for every new entrant regardless of their gender.” To every young individual stepping into media, PR, or entrepreneurship: Believe fiercely in your vision and never underestimate the power of your voice.
This profession demands resilience and strategy, but also thrives on empathy, authenticity, and emotional intelligence. Don’t try to emulate your predecessors and follow in their footsteps; don’t just conform, but endeavour to create. Let your individuality be your strength.
Invest in yourself, stay curious, and build a strong circle. Resistance is unavoidable —use that prudently, to sharpen your resolve, not weaken it.
Lead with integrity. In PR, your credibility is your greatest asset—protect it. Let your work and ethics speak louder than words. And as you rise, lift others.
Most importantly, don’t wait for permission. Be bold, be prepared, and take the next step. The world is ready for your story.
Mapping the Future: Purpose-Led, Globally Minded
According to Shabnam, the Empowered Solutions’ future path in the coming years is clear and carefully chartered out. The milestones lining the way are based on its vision of growing with purpose, innovating with integrity, and creating impact at scale. “The dynamic and fast-evolving communications landscape makes us don an attire that is equipped not only to adapt but to lead.”
The global expansion plan is built on the premise of building a stronger physical presence in key markets to deliver truly global solutions. “We’re also embracing digital transformation—using data, AI, and immersive storytelling to stay ahead in an attention-fragmented world.”
“Commenting on a sector-wise plan, we are including spaces where we can harness the critical role of communication in driving real change. We are deepening our focus on emerging areas like sustainability, health-tech, and social impact.”
Shabnam adds that they are also focusing on investing in talent—mentoring future leaders, especially young women —and building a culture that champions excellence, creativity, and collaboration.
“At its core, our path forward is about scaling smartly, innovating boldly, and staying true to the values that built us: trust, authenticity, and impact.”
Beyond PR: A Legacy of Impact and Empowerment
When asked how she would like to be remembered—as a public relations leader, a changemaker, a mentor, or something else, Shabnam says, “I strongly believe that for an individual to be remembered, they should have made an impact in at least a few lives. The numbers don’t matter, as long as the impact is positive and meaningful. I hope to be remembered not just as a PR leader, but as a changemaker—a professional who has used communication to build trust, inspire authenticity, and drive impact.”
Shabnam attaches much value to her role as a mentor and considers it very significant. Opening doors for others, especially young entrants in the areas where she has contributed work-wise, has been one of the most rewarding aspects of her journey.
Above all, Shabnam strives to lead with integrity, empathy, and purpose. “If my work has empowered others to find their voice and create change, then I’ve fulfilled mine.”
Redefining Success: From Awards to Alignment
After two decades in the field, with her experience, Shabnam is now armed with wisdom and a million-dollar insight to define success. “I’ve realized and am convinced about the fact that true success goes beyond awards or recognition. It’s defined by the transformation we enable—for clients, teams, and the stories we help shape.”
Success, to date, is a holistic achievement, attained through years of hard work and dedication. “There are no shortcuts to success as we have often been told.” You can claim to be successful only if you have impacted lives with purpose.
On a personal level, the true success of work relationships for her can’t be measured solely by tangible results—it’s more about the intangible aspects that build loyalty, which is all about trust. It’s about showing up consistently, working tirelessly to elevate voices, and helping drive real, meaningful change.
What makes it truly rewarding and fulfilling is that it engulfs something more precious than just the professional, something that is deeply personal— “Strongly anchored in values, integrity, and the quiet impact we make by mentoring others and leading with purpose.”
“In the end, what guides me isn’t just what we achieve on the outside, but the sense of alignment and satisfaction that comes from doing it the right way, for the right reasons.”
