BREAKING TABOOS AND CARVING A NEW PATH IN INDIA’S HOSPITALITY SECTOR
In the vibrant, chaotic heart of Hauz Khas, I meet with Arsalan Azad, the man who dared to do what few would even dream of. As the founder of Nothingness, India’s first kink and fetish accommodation brand, Arsalan hasn’t just started a business—he’s ignited a movement. His venture pushes against centuries of societal taboos, creating a space that champions privacy, respect, and liberation in a way that few hospitality brands ever attempt. This is a business with a mission, and Arsalan is the kind of founder who stands unapologetically at its center.
Sitting across from him, I’m immediately struck by his unflinching gaze and calm confidence. This isn’t a man who softens his words or makes excuses; he’s here to tell his story, and he doesn’t hold back.
Rohan: Arsalan, what made you dive into a venture as audacious as Nothingness?
Arsalan leans back, a slight smirk on his face, as if he’s been waiting for someone to ask this very question.
“Audacious? Sure. But it was the only logical step,” he says, his tone unwavering. “I was at a place in life where fear had become irrelevant. This idea, this business—it wasn’t just a whim; it was a mission. I wasn’t going to stand by and wait for someone else to create a space for people like us. So I took the plunge, knowing exactly what I was up against. This wasn’t about playing it safe—it was about making a statement.”
There’s nothing apologetic in his words. Arsalan doesn’t just push boundaries; he bulldozes through them, making it clear that for him, Nothingness is more than a brand—it’s a form of defiance, a message to a society that prefers to look the other way.
To truly understand Nothingness, I decided to speak to a few guests who have experienced this unique brand firsthand. What I discovered was a mix of admiration, respect, and a sense of liberation that only a place like Nothingness could provide.
Govind, a recent guest, put it bluntly. “It’s a place that doesn’t make you feel like you need to hide. There’s elegance, but there’s also freedom. Arsalan’s vision is stamped in every detail.”
Rahul, who had visited earlier in the year, noted, “Nothingness is where you can drop the mask. It’s about respect and letting people be who they are without questions. Arsalan’s crafted a sanctuary, not just a room to stay in.”
And then there’s Saifuddin, a guest who was equally impressed by the brand’s tech integration. “Man, this place is no joke. Discreet, clean, and completely different. And Kaisa AI? Hats off to Arsalan for thinking that far ahead. This isn’t a business—it’s a damn revolution.”
Rohan: You’ve faced your share of critics. What’s been the biggest challenge in building Nothingness?
A fire ignites in Arsalan’s eyes. There’s a defiance there, but also a calm acceptance of what comes with building something so unconventional.
“Let them talk. Every great idea has its critics. People see the word ‘kink’ and make their assumptions. I get asked if this is a brothel, if I’m doing something ‘dark.’ They can assume all they want. I’m not here to fit into their box,” he says, his voice resolute. “If anything, their skepticism drives me. I’ve had doors slammed in my face, yes, but I walk through the next one with my head held high. This isn’t for everyone—and that’s exactly the point.”
Arsalan’s approach isn’t defensive; it’s unapologetically bold. He isn’t looking for validation, nor is he asking for approval. For him, the backlash is just another challenge to overcome, and one he faces head-on.
Rohan: Privacy and security are crucial here. How do you ensure both for your guests?
“Nothingness operates on trust. We don’t cut corners on privacy. Every guest goes through a strict KYC, and after that, they’re good for three months. This isn’t just a place to stay; it’s a space to be completely yourself without the eyes of the world on you,” Arsalan explains, his tone growing more intense as he discusses the brand’s commitment to security.
“And that Kaisa AI? It’s designed to enhance the experience, not invade it. Privacy here isn’t a luxury—it’s a right.”
It’s evident that Arsalan’s dedication to privacy is more than just policy—it’s personal. Every protocol, every technological safeguard is aimed at creating a sanctuary where people don’t need to compromise on their safety or dignity. He speaks about these measures not as a business necessity but as a duty to his guests.
Rohan: Your personality is such a core part of this brand. How does that affect the way you operate?
A slight smile crosses his face, but there’s a weight behind it—a recognition that he and Nothingness are inseparable.
“This brand is me. My beliefs, my experiences, my unfiltered approach to life—it’s all here. People know I’m not a fly-by-night operator; I’m right here, in the thick of it, connecting with everyone. This isn’t just business for me—it’s my identity,” he says. “I’m not just running Nothingness; I’m living it. And that means people know they’re dealing with authenticity, not some scripted facade.”
With Arsalan, what you see is what you get. He’s not hiding behind a corporate mask, nor is he sugarcoating his journey. His authenticity is what makes Nothingness resonate so deeply with those who step through its doors.
Rohan: What’s next on the horizon for Nothingness?
Arsalan leans forward, his voice filled with excitement and purpose. “We’re just getting started. Hostels, luxury suites, a marketplace—Nothingness is going to be a household name. We’re expanding, but not at the expense of our core values. Every step forward is another crack in the wall of taboos that India hides behind. I’m not here to ‘blend in’—I’m here to stand out. And trust me, this is only the beginning.”
There’s an intensity in his voice that’s impossible to ignore. Arsalan isn’t just scaling a business; he’s setting the stage for a cultural shift.
Conclusion: Arsalan Azad, the Unstoppable Force
As we conclude, it’s clear that Arsalan isn’t just building a brand; he’s forging a legacy. For him, Nothingness is more than a venture—it’s a defiance, a bold step forward into uncharted territory.
“Someone had to do it,” he says with a smirk, “and I’m glad it’s me.”
For his guests, Nothingness isn’t just a room; it’s liberation. For India, Arsalan is a reminder that courage doesn’t mean waiting for approval. And for those who haven’t yet experienced Nothingness, his story isn’t just inspiring—it’s a wake-up call.