Ishna Batra-May 2025 Edition 21

Ishna Batra, a young mother on vacation, watched her two-and-a-half-year-old daughter swing a toy club on Deck Thirteen of a Royal Caribbean cruise is when the Idea Struck! That simple game of baby golf, observed by a sleep-deprived traveler and mother, whispered a quiet revelation—parenthood moments, often buried in daily chaos, deserved a wider stage. Back in Mumbai, Ishna’s degree in Business Studies from the United Kingdom hung untouched, while her days revolved around school runs and toddler tantrums. But the urge to blend purpose with presence kept growing. She longed for something that honored her education and also let her be around to kiss her children good-night. In the then-nascent space of mom bloggers in India, she found a calling. Posts were written between naps, photos clicked in dim kitchen light, and content uploaded with more hope than a concrete strategy. Yet sincerity, in its rawest form, resonated—and soon, readers multiplied beyond her expectations.

Without roadmaps or mentors, every piece of content became a lesson. From undercharging for brand deals to uploading videos at the wrong times or even misspelling sponsor names, Ishna made the kind of mistakes that shape resilience. She often reminds herself—and others—“Know your worth before the market guesses it,” a line first scribbled into a dog-eared notebook that still accompanies her on work trips.

Over the years, the influencer space evolved rapidly. WhatsApp became a marketplace for rate cards, algorithms grew temperamental, and metrics turned into gospel. Ishna adapted quickly. She studied analytics, built a small but sharp team, and invested in better equipment—mirrorless cameras, studio mics, tripods that survived toddlers. Collaborations expanded across FMCG giants, wellness brands, luxury stays, and lifestyle products. What began as a side hustle soon demanded P&L statements and performance reports, transforming into a full-fledged business. Each revenue spike brought the same thrill as exam results once did. Behind the glossy videos and polished reels lies a support system few see. Her husband doubles as an emergency editor, her in-laws and parents fill in as caretakers when she’s away for shoots, and her sister handles the backend chaos. That safety net gives her the freedom to board early-morning flights or say yes to last-minute shoots in Himachal without childcare anxiety. Gratitude, she says, is not just a feeling—it’s her everyday ritual.

In the early years, convincing brands to collaborate with a mother of two from India, running an entirely organic profile, was no easy feat.

Many saw her follower count as vanity and doubted the depth of her niche. But results trickled in—promo codes redeemed in minutes, pantry essentials wiped clean from shelves, boutique hotels booked out after a single reel. She didn’t just grow a community; she built trust.

Today, her venture encompasses content strategy, influencer marketing consultancy, and cross-platform storytelling. Whether it’s skincare reviews, fitness routines, travel diaries, or parenting tips, every collaboration passes through a lens of authenticity. Her audience, largely made up of women who run their households and influence family decisions, stays loyal because Ishna never compromises on honesty. “Trust your gut, it has Wi-Fi,” she often tells rising content creators. When doubt creeps in at 2 a.m., she rewinds to that moment on the cruise deck—her daughter, the toy club, the spark. That image fuels her journey. Dream louder than the noise, stay kind, and never underestimate what storytelling mixed with truth can create.