Hidden Gems: Meet Ayushi Khurana of Sinema Inc

Today we’d like to introduce you to Ayushi Khurana

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey to where I am now has been anything but conventional, and it’s that journey that inspired me to co-found Sinema Inc. with my partner, Hritik Mehta. Sinema Inc. is more than just a production company for us; it’s a space where storytelling and collaboration come together to create something truly meaningful. We work across various formats—from music videos and commercials to short films and features—and each project allows us to explore a different facet of storytelling. It’s a process that not only excites me but also fulfills a purpose I’ve been following for years.

At Sinema Inc., I get to bring that purpose to every project. One of our most personal pieces, Jalebi, is a short film that dives into the complexities of family, culture, and individual happiness. It follows the story of Anya, a successful lawyer who, despite her achievements, faces the weight of family expectations when she decides to end a long-term relationship. This film is deeply inspired by my own experiences of navigating cultural and generational expectations, and the tension between pursuing one’s own path while honoring family traditions. Jalebi has been a way to channel my journey into a narrative that’s both intimate and universally relatable, and I can’t wait to share it with audiences.

Beyond films, we’ve been excited to expand our commercial work as well. Recently, we created a series of dentist commercials that allowed us to combine our storytelling abilities with a fresh, lighthearted approach. This project was a chance to take something as routine as dental visits and make it engaging and relatable for audiences. It was incredibly rewarding to produce content that not only advertised a service but also brought warmth and personality to an often-overlooked aspect of healthcare.

Through Sinema Inc., my story has come full circle—from almost becoming a lawyer to building a company dedicated to storytelling that speaks to people’s hearts. It’s fulfilling in every way, and I’m excited to keep growing, exploring, and bringing stories to life that inspire and entertain.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It hasn’t been a smooth road at all. If someone had told me eight years ago that I’d be producing and directing films in LA, I would have laughed. My journey from almost becoming a criminal lawyer to where I am now has been more like walking on fire than a steady climb. The switch from law to filmmaking was a huge leap, and one that came with a lot of doubt and fear, especially since I was doing it as an international student in a completely different country. It’s not easy being in a new environment, trying to make a name for yourself while navigating different cultural and educational systems. At times, I felt lost, trying to figure out where I fit in this industry.

Finding my voice as a filmmaker was another struggle. I spent so much time observing people around me, watching them confidently speak about their artistic influences, their creative philosophies. I didn’t resonate with that at first. It felt like everyone had a clearer sense of who they were as artists, while I was just trying to figure out my own perspective. And there was the added pressure of expectations—both external and internal. I’m always in search of that balance between being true to myself and meeting the demands of the industry. I still don’t think I’m there yet, but I’m getting closer.

Starting my own production company, Sinema Inc., was a massive challenge in itself. Building it from the ground up meant taking risks, making tough decisions, and figuring out everything from the legalities to the creative side of things. But in a way, it was the most rewarding struggle because it gave me the space to be authentic, to bring my vision to life in my own terms, even when the path ahead wasn’t always clear. I’ve had to learn how to juggle a million different things at once, whether it’s managing a team, collaborating with clients, or just figuring out how to get things off the ground with limited resources. But the struggles have made me more resilient and have pushed me to keep following that light I see at the end of the tunnel.

We’ve been impressed with Sinema Inc, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Sinema Inc. is a dynamic and creative production company founded by me, Ayushi Khurana, and Hritik Mehta. We’re all about creating visual stories that resonate deeply with people, whether through music videos, commercials, short films, or feature films. What sets Sinema Inc. apart is not just our commitment to craft but the passion behind every project. We’re known for our dedication to making stories that entertain, evoke emotions, and leave an impact on our audience.

What makes us unique is our ability to blend creativity with precision, respecting every part of the production process from the initial concept to final delivery. We work closely with our clients and collaborators, incorporating everyone’s input to create something that feels authentic and meaningful. Our approach is personal, and we believe in the power of collaboration—no idea is too small, and every voice matters. We also have a special niche in culinary-related videos, where we blend our love for food with our filmmaking skills, creating content that brings culinary stories to life with a cinematic flair.

We’re a small, yet driven team that prides itself on thinking outside the box and pushing boundaries. One of the things I’m most proud of is how we’ve built a reputation for being versatile, tackling both big-budget commercial projects and passion-driven, artistic films. Our flexibility and ability to adapt have earned us trust, allowing us to work on a variety of projects, from high-energy commercials to intimate, soul-searching narratives.

What I want our readers to know about Sinema Inc. is that we’re here to craft compelling stories that stay with you long after you’ve seen them. Whether it’s a thrilling action sequence or a heartwarming narrative, we bring authenticity, attention to detail, and a commitment to excellence to every project we take on. We’re not just about making films; we’re about creating experiences that make people feel something real. Our company is built on hard work, passion, and an unwavering belief in the stories we tell. We invite you to be part of that journey with us.

If we knew you growing up, how would we have described you?
Growing up, I was just another kid who didn’t stand out much in a crowd. Rather than drawing attention, I tended to get lost in my own thoughts. I wasn’t particularly outgoing or a natural at making friends, but I was always observing the world around me in a quiet, contemplative way. My mind was often a maze of questions and ideas, and I’d retreat into that space when things felt overwhelming. But there was something magical about the stories my grandmother would tell me—she would spin tales about her own life, full of adventure, courage, and resilience. These stories ignited a spark in me, and I started to dream of living a life as adventurous as hers.

I wasn’t the kind of kid who always sought the spotlight, but something shifted as I got older. In school, I found an unexpected escape in the drama club. It was where I started to feel seen for the first time, where I could step out of my own head and become someone else. I could express parts of myself that I never knew how to put into words. Theater gave me a sense of appreciation and validation that I hadn’t experienced before. It became my way of coping with insecurities, a space where I could be someone I admired—confident, powerful, and in control. I didn’t just act in those plays; I became someone else, and in doing so, I began to realize parts of myself I hadn’t known existed.

This connection with performance continued when I went to college, though I was studying law. While I had a genuine interest in law, driven partly by my father’s encouragement and partly by a fascination with legal dramas, I found myself again gravitating towards the theater. I joined the theater club during my undergrad years, and that’s where I truly began to find my footing. Theater became a way for me to channel my emotions, reflect on my own experiences, and even confront my insecurities. It made me self-aware in ways I hadn’t expected. I wasn’t just acting—I was learning about myself through every role I played. It gave me a sense of direction I had never had before.

My interests lay at the crossroads of creativity and logic—whether it was reading fiction, trying my hand at writing, or studying something like law that required a deep understanding of structure and argument. I think I was always searching for something that could bring together my analytical side and my creative spirit. Little did I know that this search would eventually lead me to filmmaking.

Despite all the internal noise, I knew I had something in me—a desire to break free from the confines of my own thoughts and to be part of something bigger than myself. It was in the arts, particularly in drama, that I felt like I could truly explore who I was and where I wanted to go. It was a mix of my own insecurities, curiosity, and a drive for something meaningful that kept pushing me forward, even when I wasn’t entirely sure what the path ahead would look like.

So, while I might have been that quiet, introspective kid growing up, deep down I always had a sense of adventure—one that was shaped by my experiences and driven by my desire to understand myself and the world. Theater helped me unlock that, and it set me on a course I never could have predicted. It’s a journey that still continues, evolving into my filmmaking career today.

Contact Info:

• Website: https://www.sinemainc.com
• Instagram: https://www.instagram.com/sinemainc/
• Youtube: https://www.youtube.com/@sinemainc

Image Credits
Kushagra Jain
Francis Kong