Primary objective of this project was to create a new word and to play around with its meaning.
As result of thought experiment the word urugula was composed.
Researching this word in conventional sense gave zero definite results.
Some dictionaries claimed that urugula was a misspelling of arugula otherwise known as rucola which you may find in your salad.
Google’s search engine would support this statement by automatically correcting search results from urugula to arugula. In a weird way I found this situation energizing and immediately became seriously dedicated to a ridiculous quest of giving meaning to an imaginary word, – call it a brand identity experiment.
Online search pointed towards entries in Sanskrit dictionaries.
I wondered if this was some trickery that would eventfully lead to a kind of sect.
Where urugula is a transliteration of the Sanskrit word उरुगूला which translates to “kind of serpent”.
Quoting lines 7 and 8 of VI, 13 Charm against snake-poison, from
HYMNS OF THE ATHARVA-VEDA, TRANSLATED BY MAURICE BLOOMFIELD, Sacred Books of the East, volume 4 
“Both Âligî and Viligî, both father and mother, we know your kind everywhere. Deprived of your strength what will ye do?
The daughter of urugûlâ, the evil one born with the black of all those who have run to their hiding place the poison is devoid of force.”
Rather, strange and inconclusive.
Urugula in context of ancient snake worship most likely represents a female snake deity. Athatverda text symbolically refers to possible historic figures however these may well be mythological characters.
Some historians recognize Âligî and Viligî as nomadic land protectors in the area of prehistoric Assyria 3500–3000 BC (currently known as Chhattisgarh, India).
“ The Akkadian-speaking people (the earliest Semitic-speaking people) who would eventually found Assyria appear to have entered Mesopotamia at some point during the later 4th millennium BC (c. 3500–3000 BC), eventually intermingling with the earlier Sumerian-speaking population, with Akkadian names appearing in written record from as early as the 29th century BC.” – quote from Wikipedia
In context of these para-historical speculations Urugula may be the daughter of Âligî and Viligî. I couldn’t trace the meaning of Urugula or Aligi however Viligi may well mean Valli – Hindu goddess.
History hates void and filling it with references from magic/religious manuscript from the 1500 – 500 BCE will not be effective. References based on some Hindu wikis do not meet scholastic requirements and frankly are hardly inspirational. One other way to give this story some solid foundation would be to find the copies of the Atherveda and to translate it.
You might ask why did I bother to go this far?
To be honest with you I am unsure.
Firstly my intention was to create and define a word.
I thought I found a unique composition of syllables without meaning,
as shown above this wasn’t entirely true.
Possibly an ancient message is yet to be decrypted. The process of unveiling the story was most entertaining.
Thereafter, I decided to use it as my company name.
This wasn’t logical but an intuitional choice. I been advertising myself as Urugula company.
Of course, the style of advertising was anty-advertising in nature.
Why? Because manifestation of identity is like birth, messy simultaneously it’s the most natural occurrence.
By: Premislav Gorzycki premislav.uk