Author and storytelling consultant Monica Saigal shares insights on corporate storytelling, diversity in literature, and her passion for butter chicken as a cultural bridge.
Award-winning Indian American author Monica Saigal returns with her latest offering, Papa’s Butter Chicken. Blending memoir and cookbook, the children’s book explores themes of family, food, and communities. It features a foreword by celebrity chef and World Central Kitchen founder José Andrés.
With over a dozen books to her name, Saigal has built a remarkable career as a corporate storyteller at one of the world’s leading professional services firms. She now runs her own consulting firm, where she continues to champion storytelling as a powerful tool for connecting with audiences in both literary and corporate spheres.
Born in Delhi, raised in the Middle East, and now based in Washington, D.C., Saigal wears many hats: author, literary coach, and educator. Her book Modern Spice gained acclaim in 2009 when Top Chef’s Padma Lakshmi featured it in Newsweek’s “Best Books Ever” list. This year, she further showcased her creativity by conceptualizing America’s first-ever Butter Chicken Festival. The event, held in the Washington area, saw restaurants across Virginia, Maryland, and D.C. present their unique takes on the dish while supporting Andrés’s nonprofit, World Central Kitchen.
“A Kiss in Kashmir: A Timeless Tale of Love, Saigal’s third novel, a cross-continental love story, was released on Valentine’s Day earlier this year.
Throughout her career, Saigal has used stories as an important tool to build and foster relationships and increase engagements with the consumers – not just in literary circles but also in corporate sectors.
In an exclusive conversation with The American Bazaar, Monica Saigal delves into the art and impact of corporate storytelling and its growing relevance in modern business structures.
American Bazaar: You were a corporate storyteller for one of the world’s leading professional services companies for many years and now you provide consultation as a storyteller for companies. Can you tell us something more about it?
Monica Saigal: Corporate storytelling is about weaving together authentic narratives that highlight a company’s vision, values, and people. At Cognizant, I focused on both internal and external communications, creating narratives that informed, inspired, and engaged. Whether it was showcasing employee success stories, amplifying leadership voices, or distilling complex ideas into accessible messages, the goal was always to build connections and humanize the corporate brand. Now, through my consulting firm, Bodes Well Consulting, I work with clients to tell their stories through social media channels, marketing materials, and strategies that showcase the impact of their work.
“Corporate Storytelling is about humanizing the corporate brand” – Monica Saigal
Corporate storytelling is a newly emerged phenomenon. How did you find a space for it? Why do you think it is an essential element for companies today?
Corporate storytelling felt like a natural evolution for me because it combines two of my passions—communication and connection. Companies today need to go beyond traditional marketing and forge emotional connections with their audiences. Storytelling achieves this by highlighting the voices of employees, the impact of their products, and their contributions to society. In today’s digital landscape, where branded content often struggles for engagement, storytelling provides the authenticity and relatability that audiences crave.
READ: Cross-continental love: Rediscovering love in the valley of Kashmir with Monica Saigal’s latest novel (March 17, 2024)
Does corporate storytelling extend beyond just writing corporate narratives? What are some of the other elements it encompasses? Does it also range from developing digital assets or the optimum positioning of products or services? Does it also employ using other tools to amplify a company’s message?
Absolutely. Corporate storytelling spans visual storytelling, video production, podcasting, social media strategy, and more. It involves creating SEO-optimized content, thought leadership pieces, and executive voice strategies, as well as collaborating with influencers and partners. For Cognizant, I worked on diverse projects like employee profiles, videos, and podcasts to engage clients and amplify the company’s message. In fact, I created and led their podcast, Trusted Voices, which exemplifies how storytelling can build trust and engagement across audiences.
You are just out with your first children’s book – Papa’s Butter Chicken. The book is as much a storytelling with a message for kids’ kind of a genre as well as a heartfelt attempt to create more inclusive space for kids through the medium of stories. How feasible financially is working toward getting diverse literature in America?
Creating diverse literature is a passion project that transcends financial considerations for me. The journey can have its challenges, but the reward lies in helping children feel seen and valued through stories that reflect their heritage and experiences. There is growing support for diverse voices in publishing, with many initiatives championing this cause. It’s an exciting time to bring these stories to life. Papa’s Butter Chicken is my 13th book, and I have another children’s book releasing next year, which reflects my deep commitment to this space. (Readers can find my previous works under the name Monica Bhide. All new books are under my new name, Monica Saigal)
As a writer, author, and storyteller, what are the biggest financial or statistical roadblocks, if any, that you face? Does it become compounded as you are also a woman writer of color?
The creative industry can be unpredictable, and success is rarely immediate or linear. As a woman of color, there are additional complexities, such as breaking into certain spaces or challenging preconceived notions. I recall being introduced as “an Indian woman food writer” before a keynote address—a label that wouldn’t be used for male counterparts in other genres. That said, I’ve been fortunate to build a supportive network of readers, publishers, and allies who champion diverse voices. For me, having multiple income streams is critical to navigating these challenges while continuing to create meaningful work.
READ: Chef Vikas Khanna pays tribute to author Monica Bhide Saigal with ‘Kiss of Kashmir’ dish (March 6, 2024)
This is your second book with butter chicken being central to the storytelling, the first one being a fiction – Karma and the Art of Butter Chicken. What’s with the butter chicken? Do you feel it is the first entry point for Westerners (especially Americans as British have their chicken tikka masala) to talk about Indian food and then culture conversely?
Hah! For me, butter chicken is deeply personal, as it connects to memories with my dad. While some may dismiss popular dishes as overused, I believe there’s a reason they resonate so widely—they evoke comfort and nostalgia. Butter chicken is approachable and familiar to many, making it a wonderful gateway for readers to explore not just Indian cuisine but also the culture and stories that surround it.
This connection inspired me to organize the DMV [the District of Columbia, Maryland and Virginia] Butter Chicken Festival, where chefs from all backgrounds created incredible butter chicken-inspired dishes—from butter chicken tacos to vegan butter chicken pasta! It was such a joy to see this beloved dish celebrated in so many innovative ways while bringing people together to benefit World Central Kitchen.
What would you say about the notion that book publishing/writing is becoming a very saturated field and is not a place where capital returns equal the effort?
While publishing is undeniably competitive, it’s also rich with opportunity. The key is to create stories that resonate with readers and have a clear purpose. Success isn’t always measured in immediate financial returns; it’s about crafting work that makes a lasting impact and finds its audience over time. The digital age has opened up new avenues for writers to connect with readers directly, making this an exciting era to be a creator. And for every writer who isn’t making money, there are independent authors thriving, some earning thousands on Amazon each month without traditional bestseller accolades.