While many viewers may feel that Alpviram is her first shot at TV productions,it actually began with Jeevan Mrityu on In Mumbai. It was then that her company, SDP, was formed. Basically an actress, she started her career in '72 with a Gujarati play and in 1981, she produced her first play Sarp Naag under her company Sanket. She acted in many Gujarati serials before she gave up acting in favour of being a TV producer. Hers is a one-woman army. She is a workaholic. And even after a bad day she makes it a point to work out in her gym every day for one-and-a-half hours. It's surprising that after such successful serials she still maintains a low profile and doesn't believe in publicity. ``Where is the time to meet people? I believe your work is your PR & your publicity. I want my work to speak for me,'' says she. She reveals some of the tricks of her trade to Murli Sharma in this, her first interview:

Did you anticipate that Alpviram would be a success before it went on air?
Of course yes. I only do things that I believe in and which is convincing to me. I was very confident that it would be well accepted by the viewers. I never take a chance. I always try to make something good.

Even your other two programmes Mile Sur... and Ek Mahal.... are doing well despite the late night slot of 10.30 p.m. What do you think is the reason?
I believe a good product always works. A slot doesn't matter much unless it's a very odd slot, then it becomes difficult. But 10.30 p.m. is an okay slot and people in the metros are glued to their TV sets at that time. And for any good programme, a strong script and a good director is very important.

But why is it that all your projects are directed by Vipul Shah?
As I said earlier, for the success of a programme you need a good director and Vipul is really good. And we started together doing Gujarati plays. But now he's become very busy and I feel he can't take more. If one is working constantly the programmes get adversely affected and so now I'm meeting new directors who have some interesting scripts.

And how involved or active are you as a producer?
Completely. I know everything. I'm involved right from the scripting to the shoots and the post production. But Vipul is more inclined towards the creative work and I handle most of the administration part. Because as a producer I feel you should appoint proper people who will take care of the work and I handle more of the administration part. Because as a producer I feel you should appoint proper people who will take care of the work and should stop poking your nose in.

Is it a coincidence that two of your serials are on Sony or is it that you don't want to work with other channels?
No it's not like that. I definitely want to work with other channels too. It's just that Alpviram was on and it was doing well and when I did Ek Mahal Ho Sapno Ka, I spoke to them and they had faith in me and it started off. These days a breakthrough in a channel is very difficult and no producer is secure with any channel.

Talking of Alpviram, how did you manage to convince Pallavi Joshi to do this role considering that she had nothing to do for 26 episodes but sleep on a bed?
Well she knew that she'd be in state of coma for 26 episodes. And honestly she believes in what I say. First of all she is a great friend and then an actress to me. It is a brilliant role, you wait and see. And whenever I start a project I call her and her father tells her that you talk to Vipul bout the role and I'll talk to Shobanaji about the money. She is a good actress and very popular with the viewers.

Okay, but why did you decide to take a new face like Aamir Bashir opposite her?
Actually it was the channel's suggestion and no doubt he's a good actor. I'd also watched an episode of Bhanwar and I like him. We also wanted an actor without an image. Isn't it a change to watch some new faces rather than the same old ones? And people have liked him a lot, especially girls.

And it is true that the channel authorities interfere in the programme?
If you don't make a good programme they have the right to because they have to sell the programme. And it's not interference, they do have some suggestions and it's only for the betterment of a programme. It's the way you see it and I feel one should take it positively as it's very healthy and your work improves.

Apart from these three serials, what else are you working on?
Well, there is a comedy called Jo Kahenge Jooth Kahenge which is directed by actor Deven Bhojwani. Then there is one for Sony but I don't want to reveal anything about it. I'm also planning a musical romantic love story. And I'm working on a very big project on the life of Mahatma Gandhi. It's a very big responsibility because I can't play with facts. These two projects I want Vipul to direct.

Are you satisfied with where you've reached?
Everyone wants more, isn't it? And what have I done. I don't want big money and I don't work for money.