What TechShu means? Our story as a Digital Marketing Agency in India so far

It feels GREAT to work with a team which is in sync with the mission of the company. A CRAZY and trustworthy team makes life easier and fun. Join our FB career page to engage with the team https://www.facebook.com/TechShuCareers ( 2000+ family members)

Story of TechShu – What TechShu means?

Back in early 2000s I was heading a web product company, where we created a couple of large web financial communities; infact, some of them were the largest communities in their industry. We experimented, innovated and got the websites ranking in 2004 (in top 10 for some very important keywords). From 2004 till this time, those sites are ranking in top 3, helping the company make a few millions every year.

Later on, I decided to move to the service industry to help clients replicate the same thing. I joined another large agency to head their digital marketing wing. I worked day and night to create the difference but somehow it did not happen. I was not happy the way we were treating the clients. I was not happy the way we were working for the clients. I also started coding a project management system myself which can performing rank checking + other digi-marketing stuff. 1 year, nothing worked and one day, the company closed the department. It gave me a chance to do what I wanted to do for the agency, create a world class digital marketing company. I was running a newsletter called “SEO for clients” which was to help the clients understand digital marketing field better ( basically an education series). Prabhanjan (our co-founder) came along to create a world class digital marketing platform and a company. Then more and more people joined in and now we are great team of over 300 members.  – Aji Issac Mathew (CEO + Co-founder, TechShu).

As a Digital Marketing Services Agency how did we decide on the name TechShu?

I was writing a proposal, I wanted to write something like “I have worked in this industry for last 15 years, I know how we took a website from nothing to multi million, I want to do the same for you. I will do for you what I will do for my own website.”

And then I remembered the words from Bible which said https://bible.cc/matthew/7-12.htm

“Do to others whatever you would like them to do to you.This is the essence of all that is taught in the law and the prophets.”

I searched for it on Google and found this to be repeated in 22 or 26 religions/scripts (I am sure all regions must be saying something same but in a different way). One of the wordings were:


“Do not do to others what you do not want them to do to you”Analects 15:23

“Tse-kung asked, ‘Is there one word that can serve as a principle of conduct for life?’ Confucius replied, ‘It is the word ‘shu’ — reciprocity. Do not impose on others what you yourself do not desire.'” Doctrine of the Mean 13.3

“Try your best to treat others as you would wish to be treated yourself, and you will find that this is the shortest way to benevolence.” Mencius VII.A.4

Is there one word that defines the principle of life? SHU, reciprocity.

Since we will remain a tech company, we added Tech + Shu to define new meaning to our initiatives. Do to others as you want it to be done to you.

Different Religious words for SHU

  • “Ethic of Reciprocity” passages from various religions: Bahá’í Faith to Judaism:
  • Bahá’í Faith:  “Ascribe not to any soul that which thou wouldst not have ascribed to thee, and say not that which thou doest not.” “Blessed is he who preferreth his brother before himself.” Baha’u’llah
  • “And if thine eyes be turned towards justice, choose thou for thy neighbour that which thou choosest for thyself.” Epistle to the Son of the Wolf. 1
  • Brahmanism: “This is the sum of Dharma [duty]: Do naught unto others which would cause you pain if done to you”. Mahabharata, 5:1517 “
  • Buddhism:  “…a state that is not pleasing or delightful to me, how could I inflict that upon another?” Samyutta NIkaya v. 353
  • Hurt not others in ways that you yourself would find hurtful.” Udana-Varga 5:18
  • Christianity:  “Therefore all things whatsoever ye would that men should do to you, do ye even so to them: for this is the law and the prophets.” Matthew 7:12, King James Version: “And as ye would that men should do to you, do ye also to them likewise.” Luke 6:31, King James Version. “…and don’t do what you hate…”, Gospel of Thomas 6. The Gospel of Thomas is one of about 40 gospels that circulated among the early Christian movement, but which never made it into the Christian Scriptures (New Testament).
  • Ancient Egyptian: “Do for one who may do for you, that you may cause him thus to do.” The Tale of the Eloquent Peasant, 109 – 110 Translated by R.B. Parkinson. The original dates to circa 1800 BCE and may be the earliest version of the Epic of Reciprocity ever written. 2
  • Hinduism: This is the sum of duty: do not do to others what would cause pain if done to you. Mahabharata 5:1517
  • Islam: “None of you [truly] believes until he wishes for his brother what he wishes for himself.” Number 13 of Imam “Al-Nawawi’s Forty Hadiths.” 3
  • Jainism: “Therefore, neither does he [a sage] cause violence to others nor does he make others do so.” Acarangasutra 5.101-2.
  • “In happiness and suffering, in joy and grief, we should regard all creatures as we regard our own self.” Lord Mahavira, 24th Tirthankara
  • “A man should wander about treating all creatures as he himself would be treated. “Sutrakritanga 1.11.33
  • Judaism: “…thou shalt love thy neighbor as thyself.”, Leviticus 19:18
  • “What is hateful to you, do not to your fellow man. This is the law: all the rest is commentary.” Talmud, Shabbat 31a.
  • “And what you hate, do not do to any one.” Tobit 4:15 4