We were lucky to catch up with Priya Kumari recently and have shared our conversation below.
Alright, Priya thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?
Eternal Tree Books began as a deeply personal response to a painful gap in children’s publishing. The few books about Indian culture that existed from major publishers were often written through a Western lens that was filled with stereotypes, inaccuracies, or even harmful portrayals. For many of us, scenes like Indians eating monkey brains in Indiana Jones weren’t entertainment; they became fuel for bullying and shame rather than representation. I knew it was time for books that were authentic, respectful, and rooted in the lived experiences of our families—not political caricatures or cultural punchlines. As a mother of two, I founded Eternal Tree Books to create the stories my children deserved: joyful, accurate, inclusive books that help them and thousands of other children celebrate their culture with pride while fostering understanding in the wider community.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m the founder of Eternal Tree Books, an independent children’s publishing house dedicated to bringing authentic Indian stories to young readers. We are now distributed by Simon and Schuster which was a major step for us. My journey into publishing began as a mother searching for books that reflected my children’s heritage with dignity and accuracy. Books that were free from the stereotypes and Westernized misunderstandings that have too often shaped how Indian culture is portrayed in mainstream media. Instead of finding meaningful representation, I found caricatures and harmful depictions that contributed to bullying rather than belonging. So I created the books my children wished existed: beautifully illustrated, historically grounded, joy-filled stories about festivals, language, philosophy, history, and the depth of Indian civilization. Today, Eternal Tree Books produces picture books and working on early chapter books, and educational programs used in schools, libraries, and cultural organizations across the U.S. What sets us apart is our commitment to authenticity—every book is created with cultural rigor, editorial care, and the lived experience of a South Asian American mother who wants her children, and all children, to see their identities celebrated rather than misrepresented. I am proud that our books not only empower South Asian kids, but also help teachers, librarians, and parents build more inclusive classrooms and communities. Eternal Tree Books stands for heritage, truth, and joy and it’s an honor to help families connect to stories that feel like home.
How did you put together the initial capital you needed to start your business?
I funded Eternal Tree Books the way many first-generation entrepreneurs do—from the ground up. I started with the minimum risk possible, using print-on-demand to test the market and understand whether there was true commercial viability for culturally authentic children’s books. Once I saw the strong demand, I took the leap and invested my personal savings to print in bulk, reinvesting every dollar of revenue back into the business to grow my working capital. Along the way, I continuously researched grant opportunities for small businesses and was fortunate to win a few that provided additional support. I also launched four Kickstarter campaigns, which helped secure preorders, reduce upfront printing costs, and build an early, loyal customer base. My funding journey has been a steady mix of personal investment, community support, and strategic resource-building and growing the company one book, one reader, and one opportunity at a time.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
A major lesson I had to unlearn was the idea that I needed everything to be perfect before I could begin. Coming from a background where excellence was expected in every detail, I believed I had to master every part of publishing including editing, marketing, distribution, and design, before releasing a single book. But the truth is, no entrepreneur starts with all the answers. In the early days, that perfectionism slowed me down and made every decision feel heavier than it needed to be. I eventually realized that progress, not perfection, is what builds a business. Once I allowed myself to launch small, learn publicly, make mistakes, and improve with each book, everything changed. Letting go of perfection opened the door to creativity, growth, and momentum—because sometimes the biggest barrier isn’t the market or the competition, but our own belief that we must be flawless before we’re allowed to try.
Contact Info:
- Website: https://eternaltreebooks.com/
- Instagram: https://www.instagram.com/eternaltreebooks/
- Facebook: https://www.facebook.com/eternaltreebooks
- Twitter: https://x.com/EternalTreeBks
- Youtube: https://www.youtube.com/channel/UClWEmIUjzb-oD14kiokXIbA
