This post was originally published on our partner website India.com:
We all know that Priyanka Chopra is starring on ABC’s new hit series “Quantico”—the ads bombard us all over television, and on posters and billboards everywhere. Thankfully, her role is gaining a lot of attention for South Asians in the media.
Credit where credit is due, “Quantico’s” creator, Joshua Safran, and writers deserve praise for creating and writing a character that is layered, complicated, sexual, emotional and far removed from the stereotypes in which we normally see South Asian characters, especially on television.
But what about the many other South Asian actors that appear on television regularly?
While there may not be a South Asian character on every show, or even on a majority of shows at the moment, we can still point to the television and be proud that a change is coming, slowly but surely. Diversity in the media is starting to improve, albeit at a rather glacial pace when it comes to the Asian and South Asian community.
So, for now, let’s celebrate the South Asian actors in current television series and those who are premiering on our small screens soon!
1. Mindy Kaling — “The Mindy Project” Current Status: Season 4 airs every Tuesday on Hulu
https://youtu.be/_uwanee-lS4
We have to start with the obvious number one here. Mindy Kaling has not only been consistently appearing on our TV screens for several years with “The Mindy Project” and “The Office,” she is also a supremely talented writer and director. I mean, she’s the first South Asian woman to have created her own series, now on Hulu.
2. Aziz Ansari — “Master of None” Current Status: Season 1 now streaming on Netflix
https://youtu.be/6bFvb3WKISk
Have you watched “Master of None” yet? If the answer is no, go do so immediately. Ansari has gone from an incredible role on “Parks and Recreation” to creating, writing, directing and starring in his own Netflix series that does not shy away from real, relatable issues, but does show them in a different light through humor, and a great balance of strength and vulnerability.
3. Ravi Patel — “Grandfathered” Current Status: Season 1 airs Tuesdays at 8/7c on FOX
https://youtu.be/1V7u8Jdo63A
Not only has Ravi Patel quickly emerged in the last year as a hilarious actor with his role on “Grandfathered,” he also appears in an important episode of “Master of None” with Aziz Ansari, and he co-directed a documentary about his love life and family entitled “Meet The Patels.” That documentary is now getting some great Oscar buzz, and rightfully so. It’s a brilliant doc that needs as much attention as possible.
4. Ritesh Rajan — “Stitchers” Current Status: Season 2 premieres in 2016 on ABC Freeform
Ritesh Rajan and “Stitchers” might both be slightly unfamiliar names, but they shouldn’t be. Rajan appears on this science-fiction-esque series on ABC Family (soon to be entitled ABC Freeform). Rajan plays the communications expert in a lab that allows the opportunity for the main character Kirsten to “stitch” into the minds of those who have recently passed to access their memories and solve their potential murder.
5. Kunal Nayyar — “The Big Bang Theory” Current Status: Season 9 airs Thursdays at 8/7c on CBS
https://youtu.be/VWdBTA2WQ6U
For anyone who has been living under a rock for last few years, Kunal Nayyar is one of the greatest joys of CBS’ megahit series “The Big Bang Theory.” While the comedy on the show regarding Nayyar’s character Raj can be a bit too stereotypical at times, Nayyar finds a way to rise above the tackiness and still give us an endearing, funny character.
6. Hannah Simone — “New Girl” Current Status: Season 5 premieres January 5, 2016 on FOX
Without Cece, “New Girl” just wouldn’t be what it is today—that is a fact. Despite the female-skewed title, the series is already stacked with so many male characters. But what makes Cece so invaluable is just how much she balances the main character, Jess, as well as her adorable, ridiculous romance with Schmidt.
7. Kumail Nanjiani — “Silicon Valley” Current Status: Season 3 Premieres 2016 on HBO
Kumail Nanjiani’s Dinesh is the sarcastic realistic yet somehow still the naive and out-of-his-depth friend that everyone should have. He’s a staple to the “Silicon Valley” team, and the show would certainly be lacking without his hilarious bickering with Gilfoyle.
8. Arjun Gupta — “The Magicians” Current Status: Series Premiere January 2016 on SyFy
The series has yet to begin, but expect this TV adaptation of Lev Grossman’s book series to be epically cool. Arjun Gupta is no stranger to TV. He was a recurring star on Showtime’s “Nurse Jackie” and he appeared in the pilot for the CBS series “Limitless.” He even has other great credits onscreen and onstage. The series follows a group of young magicians as they attend Brakebills, a school designed to help hone their talents. Gupta plays Penny, a rebellious, angry young magician who is made even more infuriating, thanks to his immense talent.
9. Sendhil Ramamurthy — “Heroes Reborn” Current Status: Miniseries airs Thursdays at 8/7c on NBC
https://youtu.be/juvI0UCiGPM
Ramamurthy reclaims his rightful place in the “Heroes” canon by returning to his role as Mohinder Suresh in the mini-series. He might not be a regular cast member, but he appears in the most crucial of moments, especially considering Mohinder might be one of the reasons for the events of “Heroes Reborn” to begin in the first place.
10. Naveen Andrews, Tina Desai & More — “Sense8” Current Status: Season 1 now streaming on Netflix
It’s best not to explain whom exactly “Lost” star Naveen Andrews or “Best Exotic Marigold Hotel” star Tina Desai play in the Wachowski siblings’ Netflix series “Sense8.” Just watch the trailer for the show and allow it to take you to incredible, fascinating places. And along the way, see how many other South Asian actors you can spot!
11. Raza Jaffrey & Melanie Chandra — “Code Black” Current Status: Season 1 airs Wednesdays at 10/9c on CBS
For a TV series about doctors to not include a South Asian doctor in its main cast might seem like a show trying not to be stereotypical—but, in fact, it’s actually pretty surprise considering how many South Asians in the country do attend medical school. Thankfully “Code Black” features two doctors of South Asian descent, but what it does do to break stereotypes is cast these two actors in roles that are far beyond the typical South Asian doctor role. Jaffrey plays the ER attending physician Neal Hudson while Chandra plays Malaya Pineda, a first-year resident. Both happen to be more than just South Asian characters trying to be doctors—they are layered and exceptionally interesting.
12. Hasan Minhaj (& Aasif Mandvi) — “The Daily Show with Trevor Noah” Current Status: Airs Mondays through Thursdays at 11/10c on Comedy Central
The post-Jon Stewart “Daily Show” has some great new talent on its correspondent list, but none more so than Hasan Minhaj, who also recently debuted a great one-man play Off-Broadway, “Homecoming King.”
13. Janina Gavankar — “Mysteries of Laura” Current Status: Season 2 airs Wednesdays 8/7c on NBC
https://youtu.be/SjSavSbmvv8
Gavankar’s character on “Mysteries of Laura” is tough, smart, sexy and beyond exciting to watch. She elevates the show every single minute she’s on the screen.
14. Karan Soni — “Other Space” Current Status: Season 1 now airing on Yahoo! Stream
Never heard of Karan Soni’s new series “Other Space”? The first season premiered on Yahoo! online earlier this year and the creative mind behind the series is none other than “Freaks and Geeks” and “Bridesmaids” genius Paul Feig. If that doesn’t tell you how good it is, nothing can.
15. Rizwan Manji — “Schitt’s Creek” Current Status: Season 2 premieres 2016 on CBC
Funny name, funnier show. Rizwan Manji is probably known best for the short-lived NBC series “Outsourced,” as well as every other TV series on the planet, but he really outdoes himself on this show as Raj. The role is recurring but doesn’t mean he’s not memorable.
16. Sunkrish Bala — “Castle” Current Status: Season 8 airs Mondays at 10/9c on ABC
Playing analyst Vikram Singh, established actor Sunkrish Bala gets some great moments with Kate Beckett on Season 8 of “Castle.” Here’s hoping we see a lot more of Bala as the season continues to unfold.
17. Shenaz Treasury — “The Nightly Show with Larry Wilmore” Current Status: Airs Mondays through Thursdays at 11:30/10:30c on Comedy Central
Thank goodness for Comedy Central. The network has provided yet another South Asian voice on the late-night TV sphere with Shenaz Treasury. Sure she may not always have the greatest insight for every single topic that is discussed on the “Nightly Show,” but she is funny, smart, sweet and works extremely hard to get her important voice across on the issues that matter most.
18. Meaghan Rath — “Cooper Barrett’s Guide to Surviving Life” Current Status: Series Premiere January 3, 2016 on FOX
https://youtu.be/uyeUKzFc7e0
This multi-ethnic actress has appeared in a multitude of series in the last few years alone. From the trailers of her new show on FOX, it seems pretty clear that she will be the most memorable and exciting character in Cooper Barrett’s life.
19. Karen David — “Galavant” Current Status: Season 2 premieres 2016 on ABC
Just try to deny David’s talent and badassery after watching the first season of “Galavant.” It’s impossible—she’s the best.
20. Manpreet Bachu — “Humans” and “The Royals” Current Status: Humans (Recently Renewed for Season 2 on AMC), The Royals (Season 2 airs Sundays at 10/9c on E!)
While he may just play the friend of a prince on “The Royals” or the friend of a girl with a robot on “Humans,” Manpreet Bachu’s characters provide support and relief in the form of comedy, loyalty, and many complicated emotions. This British-born actor is definitely going places soon enough.
Born in Texas, went to college in Missouri and now living in New York City, Keertana Sastry has a unique perspective on being Indian in different parts of America. Keertana has been working as both an entertainment, culture and lifestyle reporter, as well as a casting assistant for the film and TV industry. She loves to infuse her Indian heritage into her work and life.
September 28, 2023October 1, 2023 5min readBy Priya Deonarine
Sustainable development practices can be utilized as a model for addressing gender inequities worldwide. Empowering women with the resources to gain opportunities, learn skills and collaborate in a safe and welcoming environment is crucial to women’s growth and development as individuals.
After witnessing the first-hand effects of gender-based violence growing up in Guyana, Menakshi Babulall founded the Canadian nonprofit A Different View Project (ADVP) to promote and implement sustainable development methods across Guyanese communities. Vaksana, which means “nourishing/refreshing” in Sanskrit, is a branch of ADVP exclusively aimed at developing Guyana’s first eco-friendly women’s retreat center. The retreat will offer wellness activities, training services, regenerative farming and community outreach programs.
Babulall was inspired by Guyana’s rich rugged beauty as a child. Her dual passion for preserving the environment and aiding underserved communities contributed to her studying International Development at Toronto’s York University before launching a public service career. This eventually led her focus back to Guyana. Babulall talks to BG about her journey as the founder of ADVP, the progress of Vaksana and her perspective on sustainable and ethical charity work.
How and when did you create ADVP?
“ADVP was founded in 2016 with the vision of empowering communities and fostering sustainable development. The idea stemmed from my desire to create an organization that could address pressing social and environmental issues through innovative and collaborative approaches. One thing that fills me with immense pride is ADVP’s unique ability to bring together diverse stakeholders, including those from the diaspora, to create impactful projects that make a tangible difference in people’s lives while also providing them with an opportunity to connect with their homeland.”
ADVP has worked on projects within Guyana’s fertile Pomeroon-Supenaam region, a vast expanse of hills and villages that dot the Essequibo Coast. Past projectsinclude building a centralized outdoor recreation space for families and facilitating peer tutoring groups for children affected by COVID-related school closures. They also engage with the children of Queenstown Village through storytelling and interactive activities to nurture their passion for the environment. Overall, the focus of ADVP’s projects is geared toward education and sustainability while developing meaningful and positive relationships with the local community.
Babulall’s remigration to Guyana during the pandemic to oversee Vaksana was a humbling experience. Living in rural Guyana allowed her to witness the benefits that wellness and eco-tourism can bring to a community, but also highlighted entrenched socio-economic struggles. It heightened her senses of resilience, adaptability and empathy; all key facets she believed essential to an effective leader. She soon realized the importance of cementing Vaksana as a catalyst for positive change in the region, particularly as a safe haven for women and gender non-conforming individuals who may face discrimination.
“The idea of Vaksana was born out of extensive research and a deep-rooted passion for creating a transformative space that combines wellness, eco-tourism and community development. The journey began with a vision to create a place where individuals could experience holistic well-being, connect with nature and promote sustainable living.
Vaksana’s foundation is built on three essential elements: tourism, community outreach and regenerative farming/agriculture. These elements were thoughtfully chosen to ensure a holistic approach to personal growth, community empowerment and environmental stewardship. By integrating these pillars, Vaksana becomes a powerful force for positive impact, both within the retreat center and the wider community.”
Vaksana is an ode to Babulall’s Indian heritage that was originally displaced and irrevocably transformed upon arrival to the Caribbean. Like its namesake, individuals have the opportunity to reclaim and reinvigorate themselves. Future plans for Vaksana include a kitchen/restaurant alongside sustainable farming, a workshop/training facility and a multipurpose room offering wellness classes such as meditation and yoga in consultation with a behavioral psychologist and holistic therapist. Collaborations with local businesses and partnership with the University of Guyana ensures that Guyanese citizens are actively involved in every aspect of the project, providing employment opportunities and allowing them to take on leadership roles.
What is the current progress of Vaksana, and where do you hope to see the project in one year?
“As of now, Vaksana is in an exciting phase of planning and development. We have made significant strides in securing the land and are eagerly awaiting the approval of the lease for our carefully chosen site. Our dedicated team is diligently working on the architectural design and construction plans to bring our vision to life.
In one year, we envision Vaksana having completed its initial construction phase, with the retreat center standing proudly amidst the natural beauty of Guyana. We anticipate being fully prepared to open our doors and welcome our first guests to experience the transformative journey that Vaksana offers.”
Babulall believes in transparency regarding the difficulties faced with running a non-governmental organization. She has overcome several obstacles such as limited resources and bureaucratic hurdles by seeking collaborations, leveraging available resources and engaging in open dialogue with members of the community.
When asked about the misconceptions of running an NGO, she replied, “Many NGOs actually strive for financial independence by implementing income-generating initiatives and fostering partnerships that create long-term sustainability. Another misconception is that NGOs are not as efficient or effective as for-profit organizations. In reality, NGOs often have lower administrative costs and are driven by a strong sense of purpose and commitment.”
She also disagreed with the belief that NGOs only focus on aid/handouts and says, “Many NGOs prioritize community-driven development approaches, working with local stakeholders to identify their needs/strengths and supporting capacity-building initiatives that enable communities to thrive independently.”
By debunking these perceptions, NGOs such as ADVP can continue to attract like-minded individuals to participate in the diverse work they undertake to address social challenges and advance a more equitable future.
How would you suggest those get involved in ethical public sector/charity work?
“I would recommend starting by identifying your passions and areas of interest. Research and connect with organizations that align with your values and goals. Volunteer your time, skills or resources to make a tangible impact. Stay informed about social and environmental issues and advocate for positive change. Collaboration and learning from others in the field are also crucial for personal and professional growth.”
What is your ultimate goal and future plans for ADVP and Vaksana?
“My ultimate goal is to continue building ADVP as a leading organization in sustainable community development, promoting social and environmental justice. With Vaksana, we aim to establish a renowned wellness and eco-retreat center that serves as a model for sustainable tourism, community empowerment and holistic well-being. We envision expanding our impact, fostering collaborations and creating positive change at both local and global levels.”
Guyana’s raw and authentic lifestyle has left a profound impact on Babullal as an individual and a leader. While embarking on the Vaksana project has not been without roadblocks, she is grateful to have gained the strength to confront difficult realities head-on in hopes of creating a safe place for individuals to learn and flourish. She has found contentment in the beauty of Guyana’s lush surroundings and hopes that others find its premise rejuvenating and inspirational.
To learn more about ADVP visit their website here or follow them on Instagram.
To donate to the Vaksana project, visit their GoFundMe page.
Featured Image: Menakshi Babulall | Photo Courtesy of Menakshi Babulall
To overcome global challenges, collective investments and groundwork are fundamental in advancing an equitable future across diverse communities. Sustainable development — a development that promotes growth through social, economic and environmental progress without compromising natural resources — is essential for human survival. At the young age of 21, Nirmala Ramprasad founded Green Dupatta, a sustainable development charity organization, and advocated for its importance through multiple pageant ambassadorships. As a philanthropic representative for the Indo Caribbean diaspora, her work showcases how individuals of any age have the ability to be changemakers for social advancement in areas such as environmental and agricultural protection and education.
Born and raised in Toronto, Canada, Ramprasad acknowledges her passion for service was inherent since elementary school.
“My exposure to the nonprofit sector during my formative years really helped to shape my understanding of how complex, complicated and time-consuming philanthropy work can be,” Ramprasad said.
Additionally, she credits the values and ideals seen in Indo Caribbean culture as critical to her personal identity and crucial to her work in sustainable development.
In conversation with Ramprasad, the following answers have been edited for clarity and concision.
Growing up, did you resonate with your Indo Caribbean heritage? What ideals do you most connect with and want to pass on in creating positive change?
As a mixed-race person who grew up primarily within the Indo Caribbean community, I have always felt deeply connected to my culture and heritage. As a child I was fully immersed in all things Guyanese (I refused to wear anything but a lehenga to every school picture day). From a young age I was exposed to, and learned about, our music, food, political climate, history of indentureship and the importance of our cultural connection to India.
In regards to my nonprofit work, one of the most important lessons I take from my Indo Caribbean culture is the significance of ancestral knowledge and practices. One of the main tenets of my nonprofit work is sustainability and I have found that the most effective and practical sustainability practices can be found when we look back at the way our ancestors treated the land they lived on.
Although we are all changemakers in some way, I always advocate for community involvement in not only development, but also sustainability practices.
Can you describe what Green Dupatta is?
Green Dupatta is a sustainable development non-profit that I started when I was 21 and have since completed projects in Canada, Guyana, India and Trinidad. I work directly with project participants to co-create community-based spaces and programs that increase environmental awareness, food, water security and access to quality education through sustainable development models.
While most of Green Dupatta’s fundraising efforts take place in Canada, community projects are mainly done in Guyana and India.
In 2020, Ramprasad traveled to Guyana to work with locals in the town of Leonora. Together they replaced leaking zinc roofs, restored plumbing to old drains, re-poured concrete exteriors and repaved and repainted buildings to be used for yoga and meditation classes, affordable daycare and community gardens. To ensure donations are maximized, local contractors are always utilized. Green Dupatta aims to repair and reuse as many materials as possible. It does not dictate what the spaces should be used for, instead assists the community in having the agency select programming that benefits residents.
Across India, Ramprasad detailed Green Dupatta’s completion of seven projects in seven weeks in an eight-part YouTube docuseries. With partnership from JDS Public School in Varanasi, Green Dupatta constructed two sports facilities for student health, engaged in community outreach awareness campaigns on women’s empowerment and environmental conservation, aided in scholarship opportunities for students, helped create a community garden and provided the school with a system to harvest and irrigate water.
After this, they traveled to Devdaspur, a village with no clean water, to install a well with a shower enclosure, a water purification system and reservation tank, and a fenced enclosure food plantation. With their new ability to easily access clean water, people in Devdaspur showed an increase in social, economic and health outcomes. The community now had the resources to lower the percentage of water and hygiene-related illnesses, increase food and water independence, increase school attendance for children and increase productivity for adults, seeking work, without having to take time to filter or find clean water for their families.
Through successful sustainable development projects, resources are conserved and enhanced to empower communities to meet their needs, irrespective of their size or location. Like many sustainable development nonprofits, Green Dupatta’s international service delivery was significantly impacted by COVID-19 due to limitations with travel and in-person fundraising.
As a result, Ramprasad turned to her career as a special education teacher and utilized her knowledge to focus on a project that would directly help Toronto’s families and their schoolchildren.
Created as an emergency response to COVID-19 school shutdowns, Green Dupatta’s ‘Furnishing Minds’ project, “is based on a circular economy model in which slightly-used educational resources are redistributed to families in need.”
Since the program began in 2020, more than 1400 pounds of educational resources and curriculum-based materials have been redistributed within the Greater Toronto Area. Its success led to the project being formalized annually. Green Dupatta currently showcases free online guides to the Ontario curriculum, by grade level, for families looking for strategies to help their children’s academic growth and achievement.
Is Green Dupatta currently looking for more educators? How can people get involved?
I am always looking to expand my team! We are really lucky to have dedicated volunteers from a variety of different sectors and backgrounds. Nonprofit organizations can always use all the help they can get — we have general volunteers, event volunteers and sub-committee program volunteers. Anyone looking to get involved can directly message us on Instagram or our website.
What is your vision for Green Dupatta in the next five years?
In addition to co-creating new community projects and programs, I hope to continuously expand current Green Dupatta projects. With a larger team and additional funding, I would like to strengthen and scale our Furnishing Minds program, as well as increase our international presence, to fill needs and advocate for these communities. In order to build organizational capacity we are always looking to partner with like-minded individuals, businesses and other nonprofit organizations. In the past we were lucky to work with supportive organizations that provided valuable services, resources and expertise.
Outside of Green Dupatta and teaching, Ramprasad has a history of competing in pageants that reflect both her Indo Caribbean heritage and passion for service. She won the Miss West Indian Canadian pageant in 2015 and subsequently became the first Canadian representative at the Divali Nagar Queen Pageant in Trinidad and Tobago where she was awarded second runner-up. In 2020, she was invited to compete as Guyana’s representative in the Miss Face of Humanity Ambassador Search, an international event that showcases female changemakers from around the world. Ramprasad believes that competing in pageants offered, “a platform to educate others about my organization, and the importance of sustainable development as well as an opportunity to showcase myself as an individual capable and dedicated to carrying this torch.”
How was it representing Guyana on a global stage at the 2020 Miss Face of Humanity? What platform did you run on, and what message do you have for the next generation of Indo Caribbeans?
The Miss Face of Humanity competition was a unique experience for me as I was given the opportunity to represent both Guyana and the Green Dupatta Charitable Organization. I explored their intersection and looked at how my homeland and culture has impacted both my core values and philanthropic work.
Being part of a diasporic community is a uniquely beautiful, but also quite complex, place to be. All of our experiences are vastly different — some people feel deeply connected to their communities and some feel very far removed. Although there are many struggles that come from being once, or twice-removed, people are facing much different struggles in the places our ancestors called home.
My advice to the next generation of Indo Caribbeans is to remember that a diasporic community is very different from a local one. Although some of us may feel very connected to our communities and cultures as they are practiced abroad, we should make space to amplify the voices of our motherlands and remember to give back to places that have given us so much.
Ramprasad says juggling work and leading a nonprofit can be deeply taxing; often fielding criticism and making personal sacrifices. Nonetheless, she loves what she does and is eager to implement sustainable development practices around the world. Through these projects, communities are equipped with the techniques, tools and knowledge to uplift themselves. Ramprasad is forever grateful that she was drawn to a life of service and believes that it is of utmost importance to actively collaborate with communities in order to preserve the environment and improve the access to quality education.
To learn more about Green Dupatta, visit their website. You can follow Nirmala’s journey on Instagram @nrampsy.
January 18, 2023January 18, 2023 9min readBy Arun S.
Aam
Neha Samdaria is the founder and CEO of Aam, a new type of fashion label. Aam’s mission is to change the way womxn with the hourglass and pear-shaped body types shop for clothing. The word Aam means ordinary in Hindi. The community consists predominantly of womxn of colour with naturally curvier hips. Aam has a low return rate of 3%. The team at Aam has built sizing charts and tested them over a 10-month period. The clothing was made with sustainable materials in ethical factories. If you are struggling to find clothes that fit appropriately check out Aam today. Continue reading to learn more about Neha Samadria’s company Aam!
What were your personal struggles with shopping for clothing that fit and how did these experiences inspire you to start a company?
I have what you would call a “pear shaped” body, meaning my hips and thighs are wider than my upper half. I’m 1-2 sizes bigger on the bottom than on the top and for years, I’ve struggled to find clothes – especially pants – that fit me correctly. Too tight on the hips? Size up. Too loose on the waist? Wear a belt. My entire life, I felt alone in my struggle. Eventually, the pant shopping experience became so unpleasant that I started avoiding them entirely – choosing to opt for dresses, skirts and stretchy leggings instead.
When I arrived at Stanford Business School in 2016, I learned that I was far from alone in my experience. 1 in 4 American women – predominantly women of color – shared my struggles. And when I dug deeper to understand why, I uncovered the bias-riddled foundation of size charts in the United States. When I learned that the fit issue was systemic and rooted in bad data, I felt inspired to do something.
You’ve had a range of experiences working in consulting, marketing, as well as completing an MBA program. How have these range of experiences helped you start a company?
On a practical level, acquiring a range of skills helps with the various hats you have to wear as a CEO. On a daily basis, I am a strategist, marketer, fulfiller, accountant and designer. But the biggest thing I feel I’ve gained is an approach to tackling new problems. One of the toughest things about being a solo Founder is that the buck stops with you. You have to have faith that even if a problem is brand new and well outside your area of expertise, you’ll be able to forge a path forward. My life before Aam gave me a lot of practice in that.
Have you faced adversity as a newcomer in this space?
The biggest adversity we’ve faced is in marketing and sales. As a bootstrapped e-commerce business with no outside investment, it’s been tough to compete with large retailers with big marketing budgets. How do you get noticed as a small brand? Through trial and error we’ve found success in niche influencers who are excited by the problem we’re solving and are keen to support, in-person markets and events, and organic, word of mouth referral. We’re also beginning to partner with marketplaces and small retailers, to expand our brand reach.
Who are some mentors and leaders you look up to and what characteristics do they possess that you sought to emulate while starting your own company?
My biggest mentors are bootstrapped entrepreneurs who built up their businesses brick by brick. My father is one such example, and I have a handful of folks in my circle who have done the same. I find their grit and scrappiness inspiring; most of them don’t have a professional degree and gained their business acumen on the field.
I also admire kind and supportive leaders; team culture is one of the most difficult things to nail, and you have to be intentional from the beginning. I had a wonderful boss at my first job out of college. He knew how to nurture the strengths of his direct reports and wasn’t afraid to task them with challenging, meaningful work. Crucially, he was always there as our safety net in case we had questions or needed help along the way. I’ve tried to build the same type of ethos within Aam.
Do you see Aam as a strong contender in the fashion industry helping a wide variety of individuals?
I do! We’re one of the only brands catering to pear and hourglass shapes, perhaps because the fit issue is so fundamental and expensive to fix (see Q7). But beyond this, we’re one of the only brands that focuses on fit – period. The entire industry – from runways to fast fashion brands – is focused largely on design, when poor fit is actually the #1 driver of returns. Aam’s return rate is just 3%, vs. an e-commerce industry standard of ~30%. We can make the industry more customer-centric and less wasteful by investing in the early steps of proper sizing and fit testing.
In terms of helping a “wide variety” of individuals, Aam is a niche brand that is committed to helping the 1 in 4 women with curvy hips and thighs. I don’t plan to expand to other shapes at this time because I believe that in order to add value, you can’t be all things to all people. Our community has been underserved for almost 100 years and we’re here for them.
What made you decide to name the company Aam?
“Aam” means “ordinary” in Hindi, my native tongue. The company’s approach to design – starting with the consumer, and designing entirely for her – runs counter to the industry. My goal with this business is to make this consumer-centric approach to design more “ordinary,” giving power back to the women who wear our clothes, and elevating their voices on a global stage.
What is the process of rethinking fit standards?
Modern size charts are based largely off of a 1939 study that surveyed 15,000 women across the U.S. This study was flawed for several reasons including: 1) it relied on bust measurements, assuming women are proportional throughout and 2) it excluded women who were not Caucasian from the final results, thereby underrepresenting body shapes that are more commonly found among women of color.
At Aam, we’ve rebuilt a fresh dataset of 314 women across the U.S. who have pear and hourglass shapes, and are using this dataset to inform all of our collections. By fixing bad data, we’re addressing the root cause of poor fit and rethinking fit standards.
Where do you feel the fashion industry can improve?
There are big opportunities for improvement in supply chain, fit and inclusion.
On the supply chain side, there’s still a long way to go when it comes to ethics and sustainability. There are great auditing standards out there (SEDEX, OEKO-TEX, GOTS, for example), but only a small percentage of factories are certified. In 2021, as I was building out my supply chain in India, I visited factories that spanned the full gamut, from regularly-audited, responsible manufacturers to those who enforced 14+ hour daily shifts and refused even chairs for their workers to sit on. Brands are engaging in conversations about diversity and inclusion but it’s often on the consumer side; few are willing to be as transparent when it comes to their supply chains, where women of color are disproportionately exploited. As consumers, one easy thing we can all do is check the Ethics & Sustainability page of the brands we love. Do they talk about certified factories, third party audits and following sustainability standards? If not, we have the power to ask – why?
I’ve shared a bit above about the issues surrounding fit – it is the single biggest driver of returns, an issue that has been plaguing retailers for decades. It’s costly, harms the environment and (in the long term) hurts your brand. I believe that investing in better upstream processes – improved size charts and more rigorous fit testing – will lead to huge improvements down the line.
And finally, inclusion. One of my pet peeves is seeing brands design styles that are clearly intended for straight shapes and small sizes and then scale them up to mid and plus sizes claiming that they now design “for all bodies.” Putting ill-fitted pieces on models of different shapes and sizes doesn’t mean you understand or care about that customer. We should be asking ourselves – what does this customer really want? How is this garment going to make her feel? How can we design FOR her, first and foremost? This is being inclusive in a real way.
As a CEO of a company what is your daily routine?
My day starts the night prior, when I write down my priorities for the upcoming day. I use this great planner by Kindred Braverly that helps break down my activities into bite size segments. I’m not a morning person and part of my team is based in India (with a flipped schedule), so I usually start my date late around 9am.
First, I workout, so I can feel like I’ve accomplished something early in the day. Then, I grab breakfast, coffee and start work around 10:30. I start with the highest priority items on my list, which can range anywhere from sales and marketing to strategic planning and design. I work in 1hr increments with 10-15 mins of break in between. During these breaks, I’ll step outside, hydrate or crank up some music and just free dance. I try to get away from a screen, so I can return to my work with fresh eyes.
I then have a hard stop from 7-9pm to spend time with my husband, and then I’ll usually squeeze in an additional hour or two of work with my India team, before heading to bed.
Early in my Founder journey, I started tracking productivity patterns during my week. For example, I’m usually less productive on Mondays than I am later in the week. So I try to schedule more interesting, strategic work early in the week in order to stay motivated. I also work a half day on Sundays, to take some of the pressure off of the following week.
As there are many companies interested in fast fashion, how does your company differ in terms of sustainable materials and ethical factories?
Responsible production is one of our brand pillars, so we think about it in each step of the process. All of our suppliers must be third-party certified for ethical working conditions from one of the leading, global certification programs (more info here).
Additionally, we use sustainable fabrics in all of our collections. For example, we work with organic cotton (vs. regular cotton), which saves water and is made without toxic pesticides. We work with new fabrics, like lyocell, that can emulate the handfeel and durability of less sustainable fibers without the environmental footprint. In our most recent collection, we introduced premium deadstock wool, which is fabric that was produced in excess by brands and would have otherwise gone to waste. We also ensure that all of our dyes are free of Azo compounds (several of which are carcinogenic) via rigorous testing.
On the production side, we rely on a combination of third-party audits as well as personal, first-party checks. I’ve spent days in each of our factories, observing the working conditions and interacting with the team.
On the packaging side, we spent a great deal of time thinking about how to recycle and reuse. Each Aam pant comes inside a reusable cotton cover, inspired by the beautiful saree covers you see in southern India. This cotton cover is placed inside a fully recyclable box, with a simple packing slip and card. There’s no excess paper, bubble wrap, or cardboard.
I’m proud of where we are in terms of ethics and sustainability – and I think we can still do better!
We would love to hear some testimonials from previous customers.
“I have paid hundreds of dollars for ‘custom fit pants’ from various brands, and none of them fit quite as well as this pant did straight out of the box.” – The Flex Waist Pant, Size S
“This pant is amazing!! It is so lightweight and breathable… the material is so soft and silky, it feels like you’re wearing PJs but they look like elegant chic work/business pants.” – The Wide Leg Pant, Size M
“Never have I ever been able to easily pull a pair of pants over my thighs. I have ALWAYS had to jump to pull my pants up comfortably. These pants are amazing.” – The Crop Pant, Size L
“I can tell these are Aam pants instantly from how they taper at the waist. No other pants do that.” – The Limited Edition Wool Wide Leg Pant, Size S
Where do you see the company expanding in terms of different types of clothing offered?
I see bottoms as the biggest area of need, so we’ll first expand to other types of bottoms or clothes with bottoms: skirts, dresses, jumpsuits, potentially underwear and swim. Then, we’ll start expanding into other categories.
What is the toughest part of running your own company?
Staying motivated and showing up every day – even the bad days. As a Founder, there’s no one to answer to, no fixed schedule, and progress can sometimes feel very slow. There are weeks where I feel frustrated because I keep missing targets. Other weeks, we get a string of wins. It’s important to detach myself from both types of outcomes (wins and losses) and take neither very personally. This helps me commit instead to the process and just focus on the next small step forward.
But, easier said than done!
Lastly, what do you hope individuals take away from this interview with Brown Girl Magazine?
I’ve read Brown Girl Magazine for years and am so honored to be featured. I hope folks reading this feel inspired to tackle whatever problem – small or large – that they understand innately. Personal experience is a powerful motivator and difficult for others to replicate.
Born in Texas, went to college in Missouri and now living in New York City, Keertana Sastry has a unique perspective on being Indian in different parts of America. Keertana has been working as both an entertainment, culture and lifestyle reporter, as well as a casting assistant for the film and TV industry. She loves to infuse her Indian heritage into her work and life.
