Sapna Sardessai looks nothing like the devil.Her gleeful smile makes you do the same even before you realise it. She managesher publishing, advertising, printing and designing firm, Printer’s Devil.
As you express curiosity over her brandname, Sapna clarifies the misconception. She says “The name is misconstrued bymany. ‘Printer’s devil’ is a term used in printing lingo meaning the youngestapprentice in a printing firm who is considered to be the most industrious andhardworking. It has got nothing to do with the devil.”
After working as a journalist with a localnewspaper for seven years, Sapna started an advertising, printing and PR firmalong with three other partners. However in 2003, she chose to move out andstart her own firm, Printer’s Devil, with her first book ‘Ishtann’, an originalKonkani version which she translated into English. The book continues to be abest seller and is going into its fifth edition now.
Sowas it difficult for Sapna to start her own firm? She says, “Not really. SinceI had already learnt the ropes in my previous company, I knew what it took toestablish an independent firm. Moreover, there was no pressure for the company togenerate revenue from the first day. In the publishing industry, you learn withexperience the kind of projects you need to take up and the ones to avoid. Someof my books have not fetched me the kind of income that I had expected. But,touchwood, I have not incurred any huge losses”.
Contrary to the popular belief, Sapna feelsit is not tough for a woman to manage her professional work along with managingher family roles. She says, “We are capable of multitasking and we are capableof handling both the departments well.” While functioning from her office inPanjim, Sapna realised that it would be better for to work from home. So sheconverted her garage into her office and happily continues to work from theretill date. She adds, “My husband says, ‘Even Steve Jobs started Apple from hisgarage and reached places’. I don’t know where, but I hope I reach somewhere .”
