We are often told that turning 30 means a stable career, a marriage, and a settled life with things figured out. But for Apoorva Srivastava, it was completely different. At 30, she left a stable career, a settled life in Mumbai, and went to Kasol to build her life from scratch. Currently, she is volunteering at a hostel, creating content, and doing brand collaborations. Her decision may seem erratic to many, but she just chose herself over everything else.
A native of Bhopal, Apoorva worked for nearly eight years across PR, content, production, digital marketing, and social media in Mumbai. She was involved with content production, award shows, celebrity interviews, and digital campaigns. Over time, her workplace became increasingly difficult, and it took a toll on her mental health.
She took a proper one-year break, and during a friend's wedding, she shared her work experience with her mother. "I don't want to do this anymore. I can't work with these people." To save her vanity, she left Mumbai in June 2025 without any backup plans. She believed, "Sometimes walking away isn't giving up. Sometimes it's finally choosing yourself."
Shuts Down Her Own Agency
Apoorva started a digital marketing and social media agency, Kaafi Social Hai, in Bhopal on June 15. From client meetings to content planning, she handled everything. Initially, the business went off great with more clients coming in, but later Apoorva felt the pressure of running a business. "Being good at the work and being good at running a business are two completely different things," she said.
Working diligently, she delivered more than expected. But in the process, her personal and professional lives intertwined. At times, clients failed to pay her for months of work. Eventually, she decided to shut "Kaafi Social Hai", following constant payment failures. "I had been so focused on doing good work and being a good person to work with that I hadn't learnt how to protect myself as a business owner," she said.
From No Job To Volunteering In Kasol
After leaving her settled life in Mumbai, Apoorva did not intend to fall under the pressure of finding another job or starting a business immediately. Instead, she allowed herself to breathe and relax. "I didn't have another job. I didn't have another business idea. I didn't have a five-year plan. I just knew I needed to step away from everything and breathe."
Someone close to her suggested the volunteering profession. Using her Instagram, she looked for such opportunities in hostels and properties across Himachal Pradesh, Goa, and other places. Later, a property in Kasol responded to her. In 2026, she left for Kasol and started working at the property in exchange for her accommodation and food.
There, she handles social media, including content strategy, shoots, reels, and online presence. She interacts with guests and helps them explore Kasol. "Professionally, I'm here for the social media. Personally, I'm here to experience life," she said.
"I Have A Life That Feels Like Mine"
Explaining her decision to shift to Kasol and join the volunteering profession, Apoorva said, "I'm earning less, but my life costs less too. And more importantly, I'm enjoying the life I'm living." At one point, she also imagined her life at 30 to be defined by a good job, perhaps a house, car, and financial stability to take her parents for an international holiday.
Instead, she chose to live in Kasol, travel solo, and pursue an unconventional path. "I don't have the house, the car, the marriage, or the perfectly figured-out career I thought I'd have. But I have something my younger self didn't know to ask for. I have a life that feels like mine."
Following a plan for almost 30 years, Apoorva is now just letting things take their course while trusting her intuition. "Is baar, main dil ki sunungi," she said.