What does it take to leave a successful, decade-long career in Europe and start something entirely new back in India? In the latest episode of the American Bhau Podcast, host Rahul sits down with his childhood friend, Yogesh Dashrath, the Country Head of Storytel India.
Yogesh’s journey is a powerful lesson in conviction, passion, and the art of taking calculated risks. After a successful stint in management consulting in Amsterdam and with an IIM education under his belt, he made a huge pivot into the world of content and audiobooks. His story is not just about a career change; it’s about following a passion for books that started in childhood and turning it into a thriving business.
The Life-Changing Decision: Swapping Amsterdam for India
After living in the Netherlands for ten years, Yogesh and his wife faced a classic dilemma that many NRIs can relate to: should they settle down permanently in Europe or return to their roots in India?. With a comfortable life, a typical Dutch lifestyle (yes, that includes a bicycle, not a car!), and a great job, the easy choice was to stay.
However, the pull of family and the desire for his daughter to grow up in India led them to a pivotal decision. “We decided that if we don’t go back now, we won’t be able to for the next 8-10 years,” Yogesh shares. They packed their bags and made the leap, driven by the confidence that they could always start over if things didn’t work out. This single decision set the stage for an incredible professional adventure.
A Cold Pitch and a Journey to Sweden
Yogesh’s entry into the world of audiobooks began as a customer. During his train commutes in the Netherlands, he saw an ad for an app called Storytel. As a lifelong book lover, he was intrigued and quickly became a subscriber. He realized there was no similar service in India and saw a massive opportunity.
What did he do next? Something most of us would only dream of.
He found the email of the CEO of Storytel, Jonas Tellander, and sent him a cold email. He introduced himself, shared his passion for books, and explained his plan to move back to India, proposing that he could launch Storytel there. The response was positive but non-committal: “Come and pitch to us”. On his own dime, Yogesh flew to Stockholm, built a presentation on the Indian market, and pitched his vision to the leadership team.
Building Storytel India from the Ground Up
Even after the pitch, the path wasn’t clear. Yogesh moved back to India in January 2016 without a formal offer from Storytel. Undeterred, he began a three-month pre-study, connecting with publishers and building a network from scratch. His hard work paid off, and he was finally given the green light to build the team and start creating original content.
The early days were the classic startup grind. Yogesh recalls his first day in the office: “There was no one there, not even a receptionist… I took a broom, swept the office myself, and then sat down to take the first interviews”. From those humble beginnings, Storytel India has grown to become a profitable, solid business that has seen its user listening time skyrocket from 5-6 hours to over 15 hours a month.
Why Storytelling is a Critical Skill for Everyone
In the conversation, Yogesh and Rahul dive deep into why storytelling is more than just an art form; it’s a fundamental human skill. From our ancestors sharing stories around a fire to a modern-day professional needing to pitch an idea to their manager, we are all storytellers.
“Understanding what your story is, what your aim is, makes you a much more stable person,” Yogesh explains. Knowing how to frame your own narrative is essential for personal growth, building relationships, and achieving your goals.
Key Lessons from Yogesh Dashrath’s Journey
- Embrace Calculated Risks: The decision to move back to India was a huge risk, but it was a calculated one. Having a backup plan and self-confidence can make monumental decisions less daunting.
- Don’t Fear the Cold Email: Yogesh’s story is a testament to the power of reaching out. The worst that can happen is you get no response, but the best-case scenario could change your life.
- Read Widely and Diversely: To become a better storyteller, consume stories from different perspectives. Read fiction from authors of different genders, cultures, and backgrounds to broaden your own canvas.
- Turn Your Passion into a Project: Yogesh’s love for popular Marathi fiction led him to create his own Marathi Diwali Ank, “Master Key” (मास्टर की), a passion project that allows him to build the kind of content he wants to see in the world.
Conclusion
Yogesh Dashrath’s story is a powerful reminder that it’s never too late to redefine your path. His journey from a structured corporate job in Europe to building a creative business in India is filled with valuable lessons on risk, passion, and the universal importance of storytelling. It shows that sometimes, the most rewarding chapters in life begin with a single, bold decision.
