Business and creativity might seem like two worlds apart. But for Ash, auster’s founder, these two forces work synergistically, with one activating the other’s full potential when combined.

In this interview, we explore the relationship between entrepreneurship and creativity, and their role in auster’s mission to nurture a better environment for creatives.

Growing up across the globe (India, USA, UK, Scotland, the Philippines), Ash describes himself as a third-culture kid. An outsider by nature and by choice, which allows him to view things from a unique perspective. What he sees as one of the problems in the creative industry is the absence of structure for brilliant ideas to flourish. And so, he decided to make it his business to bridge this gap.

Tell us a little bit about yourself. Who is Ash?

I'm a 35-year-old creative born in Delhi, raised across different countries, and shaped by a mix of cultures. I've always been drawn to two things - solving problems and telling stories. I see problems like gold mines. I'm just as obsessed with the bleeding edge of tech as I am with living my most primal, caveman life. I like stand-up comedy because everything else feels too filtered. And I picked Charizard. I'm an outsider by nature and by choice. This gives me the freedom to approach each challenge with a beginner's mind, unconstrained by 'how things have always been done.' Being on the outside lets me think in first principles, questioning assumptions others take for granted and finding opportunities in the gaps between established perspectives.

Coming from a business background, what made you want to get into the creative sector?

Because business without creativity is empty. Creativity is what moves people. Business gives it structure. I'm interested in building systems that let creative work thrive—where people get paid, not just praised. Supporting creative communities can be both culturally meaningful and economically sustainable, and that’s what I want to prove with auster. I saw too many brilliant ideas die because they couldn't find the right structure to thrive in.

How do you balance your passions with the business side of things? Or do they kind of overlap?

All business requires creativity to thrive, whether it's problem-solving, innovation, or connecting with customers on an emotional level. And every creative endeavor needs business structure to reach its full potential. Businesses need emotionally resonant, creative marketing to make their true value known in a crowded marketplace. Without creativity, business becomes sterile and forgettable; without business acumen, creative work often remains unseen and unsustainable. At auster we're proving that these worlds don't just overlap - they complete each other. I saw too many brilliant creative ideas die because they couldn't find the right structure to thrive in, and too many businesses fail because they couldn't communicate their value in meaningful ways. What drives me is building that bridge where both sides can meet and elevate each other.

auster is all about helping creatives build something that lasts. What kind of legacy do you hope to leave?

I want to create real pathways for cultural work to grow without gatekeepers. auster embodies this vision, not as a singular institution but as a decentralized, open-source ecosystem. I'm building spaces that exist digitally, as pop-ups, and eventually in permanent locations, all interconnected as a living archive of creative work. This archive isn't just about preserving the past. It's more about keeping us grounded during times of intense technological advancement, reminding us of our humanity when algorithms and AI are reshaping how we create and connect. By democratizing access and removing traditional barriers, we're ensuring that culture remains a collective conversation rather than a commodity controlled by a select few.