今日上海
为在中国的外籍人士创造无缝的生活和旅行体验 - 2026年01月12日
Creating seamless living and travel experiences for expats in China
Khushboo Khanna's journey to China began with curiosity and grew into commitment. Based on her early challenges as a newcomer and her upbringing in an entrepreneurial family, she co-founded Anytime Anywhere Aid Concierge to make expat life in China more accessible, personal and smooth.
Before we talk about Anytime Anywhere Aid Concierge, would you please introduce yourself?
I'm an Indian expat residing in Shanghai for the last decade. I came to China for my second master's in global media communications, with an interest in Chinese media, language and culture, at Fudan University in 2015. I'm passionate about media technology, coffee, corgis, watches, and, above all, China. So it gives me immense joy and pleasure to be building a business that facilitates a seamless integration for expats traveling to and residing in China, helping them unlock the bottomless potential of the country I proudly call home.
Khushboo is Indian expat residing in Shanghai.
Why, after living in China for a few years, did you decide to strike out on your own to build up a business?
I grew up in a family that owned multiple businesses. I was born and bred in it, so it was a natural evolution, to be honest.
I was 13 when I started to learn the ropes of our family business – we're manufacturers of industrial fragrances and flavors in India. While learning from my grandfather and father, it always caught my attention that the bottles came from China, and we had to wait for container deliveries. It piqued my interest, and that was the first time I decided that one day I would go to China and figure out the business supply chain firsthand. Twenty years later, I now have the opportunity to simplify the process for everyone who wants to explore the potential of China.
But when I first got here, things weren't easy to begin with. I didn't understand or speak the language, there was a significant cultural adjustment, as a student my finances were limited, and when I got sick, it was an extremely difficult period to navigate. I wished I had someone to guide me through the ecosystem, but at my most vulnerable, with everything right here, it still felt out of reach. I knew then that one day I needed to solve this barrier so nobody would ever feel alone again. It took me a while to gain experience through multiple jobs and some great mentors I've had the privilege of working with and learning from to arrive at a stage where I felt ready to create the solution I wish I had when I arrived.
With Anytime Anywhere Aid Concierge, I want to bridge the language, knowledge, financial and informational barriers to make China feel more accessible to expats residing in and traveling there.
Co-Founders Khushboo Khanna and Jon Qiao represent AAA Concierge at the TimeOut LaLaport Fair.
What makes Shanghai's business environment so remarkable?
I think being here is a privilege. Shanghai offers a rare front-row seat to innovative, challenging ideas that are shaping the world. The pace is intense, but it constantly pushes you to grow, adapt and sharpen your edge. You're surrounded by ambitious, curious people and even in a highly competitive landscape, there's room to find your place.
What makes it special is the balance: a strong, supportive entrepreneurial community; a city that blends modern ambition with an old soul; and a business environment backed by practical government support – from streamlined registration to favorable policies – making it an exciting place to build something new.
What were you trying to bring to the local community?
I wanted to bridge the gap in knowledge and access and remove for expats visiting China or calling it home. I wanted to build a one-stop solution for all needs – be it business, travel, wellness or everyday support – but with a human touch. Plenty of apps and mini-programs exist that can solve just about anything, but sometimes you just want a person barriers to talk to who understands and caters to your needs.
AAA Concierge's personal concierge services aim to do just that. We provide a human solution in a digital world. While an app can book a taxi, we provide a trusted partner who not only arranges transportation but also advises on the best route and is available if anything changes. Whether it's providing a live interpreter for a factory audit, coordinating end-to-end business travel, managing integrated healthcare needs, or simply finding the best local experience, we bring personal advocacy. Our goal is to turn complex challenges into seamless, experiences giving our clients the comfort and confidence to navigate China like a pro.
What are the biggest challenges setting up a business here? How do you stay motivated?
The biggest challenge is the breadth of what we do – every client need is different, and the scope can change daily. From high-profile events to last-minute logistics or personal healthcare support, it requires constant problem-solving and an ever-expanding network.
What keeps me motivated is seeing the impact. When clients feel confident navigating China because of our work, it's deeply rewarding. Growing the business across 12 cities and serving clients from over 20 countries in our first year has been an incredibly motivating milestone.
What was the moment that made you most proud?
It's been a year since we started, and we've been a referral-only service so far. With no real marketing push, we've been booked out based on word of mouth only. It's really heartening to see our clients feel cared for and supported and want to recommend our services to their friends and family.
My personal proudest moment would have to be getting the blessings of our oldest client, an 88-year-old gentleman who said AAA Concierge made his visit to China feel like he hadn't left his country. It's the standard we aspire to reach with every service delivered.
Khushboo curates an immersive imperial dining experience for guests in hanfu (Han Dynasty clothing).
What are you working on?
Currently, I'm focused on building our digital identity and thoughtfully expanding our service depth. A key project is deepening our wellness and healthcare partnerships to offer even more integrated, preventative support for expat families settling in long-term.
Ultimately, the goal is for AAA to become the essential, proactive partner for life in China. I hope that soon, everyone knows our name as their go-to for any need – from navigating new regulations to discovering the next hidden-gem restaurant. We want to be the trusted companion that our clients know they can rely on, anytime and anywhere.
Who is the female role model who has inspired you?
A lot of them do! But to name one, current IPWS President Saudamini Khurana, who has been a mentor and friend, is a standout. In her two-decade-long career, she's still hands-on and at the forefront of learning. She leads by example, and that is something I aspire to do when expanding my team. In the five years I've known her, she's been able to manage her personal and professional life with equal grace while making it seem effortless. I aspire to that level of calm composure.
She's also incredibly passionate about her craft, yet humble even when she's leading rooms most people don't get to enter. Her journey is an inspiring tale of resilience, which I hope to continue learning from.
Do you have any advice for women entrepreneurs?
Take that leap of faith. Once you've jumped in the deep end, you'll figure out how to swim your way to the shore. Survival instinct is a core part of our genetic code. When you're building something, once you're all in, you will push boundaries and find ways to make it work.
So, ask for the atrociously outrageous things. Unless you ask, the answer is always a no. But more often than you'd believe, I've found that the universe meets you at your level of audacity.
Source: City News Service
