At Brilliant Read Media, it is our constant endeavour to identify and share some of the unique and compelling stories from the startup ecosystem. As part of this, we invited Anuradha Jalan for an interview with Brilliant Read Media. To say further, Anuradha is an Entrepreneur and Founder at GreenCove. Let’s learn more about her background, inspiring journey so far and her advice for our growing community!
Excerpts from our exclusive interview with Anuradha:
Could you please talk us through your background and your journey?
Before launching GreenCove, I observed a pattern – Kolkata had plenty of cafes and formal offices, but nothing that truly combined functionality with intention. Workspaces were either sterile and rigid or lively but distracting. Everything felt black and white – a desk, WiFi, and maybe coffee. There was a gap for something more human.
That’s when the idea for GreenCove was born, a space that felt alive. A place where people could do meaningful work while being part of a conscious community.
Whether it’s the healthy, locally sourced food options in our café, the sustainability-focused talk shows, the curated networking mixers, or simply our design that prioritises wellness, everything is built around one question: how can we help people thrive at work and feel good doing it
My own journey, from launching a pandemic-born startup (BookMyPresents) to studying entrepreneurship at USC and project management at Harvard, gave me the tools and perspective to build something intentional. GreenCove is where purpose, community, and productivity come together.
‘GreenCove’ is such a unique name; talk us through more about it, please. Our audience would also love to know what kind of problem you are solving?
GreenCove is built around two core ideas: sustainability and sanctuary. “Green” reflects our commitment to eco-conscious materials, zero-waste practices, and supporting local artisans. “Cove” is symbolic of a safe space, a calm corner where professionals can think, collaborate, and thrive without chaos.
We are solving for a gap in Kolkata’s work culture, most spaces are either functional or aesthetic, but rarely both. None focused on being eco-friendly, community-driven, and affordable at the same time.
Despite the challenges, what keeps you going when things get tough?
What keeps me going is knowing that GreenCove is more than just a workspace; it is a catalyst for change. We’re offering dignified livelihoods to local artisans by using sustainable Indian materials for our interiors.
We’re providing a thoughtfully designed environment that improves mental well-being and fosters a healthier work-life balance for our members.
Also, every connection that happens here, whether it’s a freelancer meeting a client, a young founder finding support, or just a good conversation over coffee, reminds me why I started. The impact may look small, but it creates ripples. And I trust that when you give with the right intent, it all comes back in beautiful ways.
What are the three most important lessons you have learned in your life?
Do your research: Whether it’s starting a business or making a life decision, grounding yourself in facts and understanding the landscape gives you clarity and direction.
Don’t give up when it gets hard, take risks: Growth doesn’t come from playing it safe. Some of the most transformative breakthroughs happen when you stay consistent through uncertainty and take bold but thoughtful risks.
Saying no is powerful: If something doesn’t align with your values or drains your energy, let it go. Otherwise, you risk burning out or being pulled in directions that don’t serve your purpose or people.
In your opinion, what are the keys to success?
Success, in my view, is never about just one thing. It’s the alignment of several key elements. Staying grounded through all phases, especially the highs, is crucial, so is having the discipline and consistency to keep showing up every single day, even when it’s hard. You have to truly understand what your customer wants and be willing to evolve without losing your core.
It also takes a positive mindset, the resilience to not give up when challenges arise, and the courage to take bold decisions. Building something meaningful means creating a lasting impact; not just for the business, but for the people it touches. And of course, you can’t build anything great alone. Having a strong, dependable team and getting your financials in order early on are foundational.
What advice would you give students and young professionals who want to have a successful career?
There’s immense pressure on young people today to have everything figured out by their early 20s, but that’s not necessary, or even realistic. What’s far more important is having a positive mindset and being open to trying out different things.
You need to give yourself the freedom to explore, make mistakes, and discover what truly aligns with you, not what your family expects or what looks good on paper.
Use the process of elimination – try something, sit with it, and if it doesn’t spark motivation or feel right, move on. Suppose you start a small online venture, freelance, join a startup, volunteer with an NGO, or explore design or coding – each experience will teach you something about what excites you and what doesn’t. It’s okay not to have one fixed plan; things will fall into place with time.
Last but not least, what about your journey makes it satisfying/exciting?
The most fulfilling part is seeing GreenCove become more than just a space; it’s now a movement. From 92% retention to award recognition like the Innovative Start-up of the Year, to hosting community events, entrepreneurs, and changemakers – it’s all deeply satisfying.
But beyond the external milestones, I’ve grown a lot as a person. I’m calmer, more grounded, and more aligned with who I am. Building GreenCove helped me build myself.
I’ve spoken at USC’s India Innovation Summit, IMA Kolkata, and other forums – and every time, the feedback I get reminds me that our story resonates with many who want to create impact-driven ventures. That’s what keeps me excited.
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
