Startup City Magazine
A monthly magazine for business startups and young entrepreneurs.




The publishing industry in India is counted among the top seven publishing nations in the world. With a market of over 10,000 crores, India ranks third after the US and UK in English language publishing.

With the coming of the Digital Age, nature of the industry has changed. The advancement in technology and India’s skilled manpower resource makes the country a major outsourcing hub for print and pre-publishing services in the world be it print, design or editorial. This sector has tremendous potential, both in the domestic as well as export markets. 

But it also has several limitations like whenever an independent writer wants to publish a book; the publishers don’t get back to them for feedback so the writer never knows what major publications are looking for. Being a victim of this issue, Nikhil Sharda decided to tackle this problem by launching his own media publication company with the name ‘EFiction India’ which is a transparent way to deal with independent writers. 

EFiction India is a platform where all independent writers from across the world can submit their blogs, short stories, poetry and other forms of content. It is a technology-driven company and it is community which have more than 200 volunteers who read and vote on the content. After this, the content that receives maximum votes gets published in the magazine. They publish a monthly magazine on print as well as online and they are also present in e-reading formats like kindle. EFiction India also has a lot of independent filmmakers and music composers who converts a short story into films and poems into songs respectively. EFiction believes that writers are the assets of the company, sothey focus on taking care of them. 

About the Visionary

Nikhil Sharda has a great passion for creating quality content. He completed his schooling from a boarding school in Mussoorie and then went to Kolkata to learn about filming technology. He also went to the UK for internships and also created many independent films. After coming back to Kolkata he started working as a content manager in one of the magazines called ‘communiqué’. Later he joined Wipro and they recommended him to Convergys where he worked as a network engineer. All this time he was creating great content for many magazines and publications, some of them accepted his content but most of them never get back to him, therefore, he decided to start his transparent publications for independent writers like him which is known as EFiction India. 

Readership and Subscribers Base

EFiction India has a total readership of over 1 lakh people and around 1000+ subscribers and most of them are from the UK, US and Singapore. Besides these, some libraries are subscribing to them like Mahatma Gandhi international Delhi University, Sarah Lawrence College in New York, University of California and many more. 

Word of Mouth – Best Marketing Strategy

EFiction follows the best marketing strategy which is mouth to mouth publicity. As they have a network of 1000+ writers and all of them do marketing for them, like if a writer has submitted any story or poem for the magazine and it has been published, the writer wants people to know that her/his work has been published then they promote it for them in their network.

“Good mouth publicity can result in lifelong subscriber of your product.” – Nikhil Sharda

EFiction’s Unique Selling Proposition 

One major difference that separates EFiction from other publishers is that despite the fact that they have experienced writers and financial aid, EFiction have a community that recommends. Another feature that attracts writers to them is that whenever they receive a story or a write up which have quality issues and it is not selected for the publication, that article is sent to their E-workshop where one of their volunteers editors works with the author of the article and edits the article in front of the writer and give feedback at the same time, then that article goes into the magazine of the next month. Therefore, no article is ever rejected and it also encourages writers to come up with better write-ups. Most of the publishing houses are not providing feedback therefore; this gives an advantage to EFiction over others. 

As EFiction is a community of writers and readers, therefore, every content is read before it gets published and feedback is given to the writers so they get to know what their strong points are and what they need to improve. To delight their readers they also provide ads-free magazine. The writers also get credit as well as pay when they write up or poem turns into a short film or a song.

Heart of EFiction

Technology and innovation is the heart and pillar of EFiction India, the entire process is based on a series of algorithms, whenever a story comes a mail is sent to all the volunteers where they have to vote and comment. Based on those votes and comments the article automatically gets into the format of the magazine and later published. 

There is no manual works expect the commenting and the feedbacks by the writers and there is no designing as there is a fixed template in which the content and picture gets placed automatically as per the information from the backend.

Overcoming Challenges like a Pro

There were many complex situations during the initial days of EFiction India like it was not easy to find independent writers, filmmakers and composers to do it for free. 

“It was difficult to convince them that we are doing it for something bigger than money” – Nikhil Sharda

One challenge that they are facing now is to convert magazines into audiobooks for blind schools around the world as there is no financial support.

Values Followed by EFiction

They have a set standard for the quality of the article which EFiction keep on pushing and that quality is set by the reader themselves. EFiction focus on delighting their readers by giving them what they want to read in top quality. 

“We always has a short bio of the author with their content like if a 10-year-old boy has written a short story, it will be shown like a 10 years old, not like a 24 years old man has written that story, this helps the reader to understand the content better.” Nikhil Sharda

“I don’t want awards I just want to build a community of great content.” – Nikhil Sharda

Future of EFiction

In the future, there will be a bigger community, writers’ forums, reader forums and automatically more subscribers. 

“Wither it will be a profit-generating company or not, but as a brand, EFiction India will grow.” – Nikhil Sharda

One vision that the CEO of EFiction, Nikhil Sharda has is to convert all magazines into audiobooks and distribute it to all the blind schools in the world for free. He also wants to enhance the quality of songs and story that the industry is producing as EFiction is going to be a leading media house.