bU. is ETC India's brand, which is a creative acronym that stands for:


I believe that only YOU are responsible for your life and when you are willing to be vulnerable and truly be yourself and believe in yourself you can build yourself to be anything you wish to be. And to build anything it takes time so be patient with yourself

It is my purpose to make people live life with complete awareness i.e. be the person you most authentically are from the roots upwards to the trunk which gives you purpose and finally to the fruit you can bear to the world ... so that you can truly embody the tagline


You are invited to experience coaching. Book your free coaching session today.

Attend an upcoming Self-discovery Journey workshop

I believe in your awesomeness, without a moment of doubt! 


My conscious awareness of my personal source of possibilities took time, and it happened along the several stages of my life, when ... 

  • I was thrown into managing a very conflicting team that went against me

  • I faced the glass ceiling and contempt from peers and juniors

  • I worked under and dealt with a narcissistic boss that took pleasure in taking credit for work I did

  • I was sexually molested and assaulted and I did not have the courage to speak up 

  • I was fired and had to desperately look for a job, in order to not miss my EMI   

  • I successfully spearheaded the transformation of a company's business operations despite employee resistance

  • I frontlined sales for some of the toughest products

  • I quit work for 6 years to be a mother to my two babies

  • I resumed work juggling deadlines-home-children-societal expectations

  • I switched careers at 50 pushing aside the chatter from everyone  

  • I fulfilled a childhood dream at 53, while nearly encountering death!

  • It took me four years to complete writing my first book at 54

  • ... And oh so many more amazing life experiences I have been through!

However challenged or bad or alone or helpless or inadequate each of these experiences made me feel, I believe they helped me become the person I am today ... they helped me realise the value of presence ... of being in the here and now and made me a lover of this beautiful world giving unto myself and everyone, the ABUNDANCE we deserve. 

And above all my experiences nurtured me for my newest avatar, of being a Leadership and Life Transformation Coach


I believe the changes in me happened when I started wanting change and taking responsibility and becoming accountable. I started with believing in myself and in the limitless divine energy that flows through me. That same energy flows through you too and I know that I can help you discover it. 

Write to me at priya@etcindia.net to help you believe in YOU and make you believe that YOU ARE THE HERO OF YOUR LIFE!

Priya Sharma Shaikh