Baani Jolly Sharm Builds SAB Tathāstu to Advance Authentic Personal and Professional Transformation

External achievement does not always create inner fulfilment. Many capable and accomplished women continue to experience self-doubt, people-pleasing, limiting beliefs and a loss of identity or direction. These internal challenges can influence their relationships, careers, leadership styles and ability to make empowered decisions. Bengaluru-based SAB Tathāstu was created to address this disconnect between the person someone is expected to be and who they truly are. Founded by Baani Jolly Sharm, the transformation and coaching brand helps people understand themselves, recognise the beliefs and emotional patterns holding them back, and reconnect with their authentic selves. Its work combines personal transformation with practical development across leadership, communication, relationships and career growth.

Turning a Personal Transformation into a Purpose-Driven Brand

The idea for SAB Tathāstu emerged from Baani’s own experience of transformation. Her journey includes more than two decades in corporate leadership, a 13-year career break and a return to work at the age of 50. These transitions led her to recognise that professional success and inner fulfilment do not necessarily move together. Her experiences also brought greater awareness of how societal expectations, limiting beliefs and emotional patterns can shape the way people show up in their personal and professional lives. Drawing on her background in leadership, training, mentoring and behavioural development, Baani wanted to create a space where people—especially women—could pause, reflect and reconnect with their inner strength. What began as a personal journey consequently developed into a mission to help others come home to themselves. That vision became SAB Tathāstu, guided by the philosophy Shift • Align • Become.

Addressing the Gap Between Achievement and Alignment

SAB Tathāstu focuses on people who may appear successful externally while feeling disconnected internally. Women, in particular, can find themselves influenced by expectations, recurring emotional patterns, self-doubt or people-pleasing, even when they are capable and accomplished. These experiences may affect confidence, relationships, leadership and decision-making. Through trauma-informed coaching, mindset transformation, relationship coaching and leadership development, the brand supports individuals in understanding the beliefs and patterns influencing their choices. The intended movement is from feeling stuck, disconnected or driven by expectations towards greater self-awareness, confidence and alignment. Rather than treating transformation as an effort to ‘fix’ someone, SAB Tathāstu approaches it as a process of creating awareness, strengthening emotional capacity and unlocking potential that already exists within the individual.

Bringing the Inner and Outer Journeys Together

The brand differentiates itself by connecting inner transformation with professional excellence. While coaching can often concentrate on goals, confidence or workplace skills, SAB Tathāstu examines the underlying beliefs, experiences and emotional patterns that shape behaviour. It then connects this awareness with practical areas such as communication, relationships, leadership and career growth. The emphasis is not only on what an individual wants to achieve, but also on who that person needs to become in order to achieve it authentically. This approach is informed by Baani’s corporate leadership experience and her personal journey through self-discovery, career reinvention and life transitions. As a result, SAB Tathāstu aims to be reflective yet practical, as well as compassionate and action-oriented. It does not follow a one-size-fits-all model, instead seeking to provide a safe, reflective and empowering space for each person’s unique journey.

The Shift • Align • Become Framework

SAB Tathāstu’s signature philosophy provides a clear structure for its approach. ‘Shift’ involves recognising the limiting beliefs, emotional patterns and experiences that may be holding someone back. ‘Align’ is centred on reconnecting with the authentic self and developing greater clarity about personal values, needs and direction. ‘Become’ translates that awareness and alignment into purposeful action. Together, the three stages are designed to help individuals build emotional strength, make empowered decisions and move towards meaningful change. By combining this internal work with behavioural and professional development, the brand seeks to help people not merely perform better, but also live and lead with authenticity.

Milestones in Reinvention and Impact

For Baani, one of the most meaningful achievements has been turning her journey of self-discovery into a purpose-driven coaching brand. Restarting her career at 50 following a 13-year break, publishing her book, ‘The Khudi Trilogy – Silk Cushion & Compass’, and building her coaching practice have been significant milestones. SAB Tathāstu now brings together her corporate leadership background, coaching expertise and lived experiences to support women and other individuals in developing emotional strength, reconnecting with themselves and unlocking their potential. She views the achievement not only in terms of creating a business, but also in building something capable of positively influencing lives.

Building Awareness, Trust and a Scalable Model

As a growing brand in the personal transformation space, SAB Tathāstu’s central business challenge is to build awareness and trust while developing a sustainable and scalable coaching enterprise. This involves reaching the right audience, communicating the value of its offerings clearly, converting interest into paying clients and establishing a strong market position. Its goal is to balance meaningful impact with commercial sustainability. Structured programmes, community-building initiatives and strategic partnerships are expected to support the brand in reaching more people without moving away from its emphasis on individual reflection and authentic change.

Expanding Coaching, Leadership and Experiential Learning

The next phase will focus on expanding SAB Tathāstu’s coaching, leadership development and experiential learning offerings. Baani’s expertise as a Trauma-Informed Transformation Coach, DISC Certified Coach, NLP Practitioner and Certified Outbound Trainer will inform programmes integrating emotional strength, behavioural understanding, leadership development and experiential learning. Planned offerings include structured coaching programmes, leadership and communication workshops, and curated retreats combining reflection, nature, coaching and experiential activities. SAB Tathāstu also intends to build a community of empowered women and individuals through digital platforms, group programmes and strategic partnerships. Its broader vision is to bring inner transformation, behavioural excellence and authentic leadership together within an accessible growth journey.

SAB Tathāstu represents the convergence of Baani Jolly Sharm’s lived experience, corporate leadership background and commitment to transformation. By looking beneath visible goals to the beliefs and patterns shaping behaviour, the Bengaluru brand is creating a pathway for individuals to develop clarity, confidence and emotional strength. As it works towards greater reach and sustainability, its guiding idea remains consistent: helping people Shift • Align • Become—and move from externally directed lives towards more authentic ways of living and leading.