Yes, I know. There will be people scoffing at the title on its own, along with others who disregard this as one of those trivial “millennial problems.” This may come off as being very insignificant and almost pathetic that I have to restrict myself from opening a social media app and then document my findings.
Deemed as just another person’s attempt to not be so reliant on social media or dismissed as just another learning opportunity or whatever the conclusion may be based off the title alone, I know for myself that these 24 hours placed a lot into perspective. The difficulty didn’t lie in the actual act of not utilizing an app but rather in the realization of how prevalent and strong of a presence it held within my life. There is something about that level of connection with the rest of the world that forces this to become a type of addiction that attaches itself to you.
Let me begin by initially mapping out how my day would normally play out, emphasis on the utilization of social media. As soon as I wake up, I naturally grab my phone from my nightstand and immediately check for any messages and then automatically go onto Instagram to scroll through my feed to see what I missed while I was sleeping. The next step would be to check Snapchat and then the occasional scrolling of Facebook just to do a quick catch up of what I was missed out on.
As my day continues, my phone is never kept far from me. It’s always a small reach away so if I ever have a free moment, I can go back on to consecutively check Instagram, Snapchat, and Facebook to see what was happening and keep myself updated. While I would eat, be out, watch television or any day to day activity, numerous times in between I would check my phone and checking those three apps almost seemed like an obligation because I wanted to make sure I wasn’t left behind on anything new.
Of course, as a final culmination to my day, I would lay awake in my bed when the sensible option would’ve been to sleep, and once again be scrolling through the same three apps to constantly be caught up until my phone would fall out of my hand and I would realize it was finally time for me to sleep.
Do you see the pattern? I never wanted to feel left out or as if I was missing out on something or wasn’t updated on anything and everything. It seemed as if constantly refreshing my feed to gain new information on other people was my only way of feeling connected. It was mindless and constant yet no matter how often I checked it, I naturally would be back to doing the same thing again. It became an addition to my routine, one that I seemed to never rid myself of and felt guilty if I couldn’t maintain all of it. It was a necessity at this point.
The decision to go 24 hours sans social media wasn’t a particularly difficult one but one I almost felt I needed to embark on. Unconsciously, I was fed up and exhausted with my reliance on it and the underlying obligation I felt to never be left out. It was this inexplicable tiredness of immersing myself into something that somehow seemed to encompass many parts of my life and what I did.
Of course, much hesitation and resistance accompanied my 24 hours. Documenting exactly what happened within that day would be quite redundant as it’s basically the same as any other person who tried this experiment-accidentally about to open the app and getting major hits of FOMO.
However, what I do want to explain is the wave of realization that struck me and just how scared I became of this dependence I always had but was never aware of.
I will be the first to admit to myself and everyone that yes, I do avidly check social media and I take a lot of the stuff I see on Facebook, Instagram, and Snapchat as face value. More times than not, I am overwhelmed by what I read or see not because it shocks me but because it makes me feel as if I’m not doing enough. I have realized that it is now less about connecting and sharing with others and has become another opportunity to just show off.
The aspect of being social is no longer something many tend to associate with this despite the name being “social media”. While it is true that it keeps many connected, I realized that during my 24 hours off, I wasn’t completely disconnecting myself from and dismissing old friends. By saying that constantly refreshing my feed was my attempt to stay connected with long-distance or old friends was a lie and I knew it. That could easily be done with far fewer scrolls at fewer times during the day. The truth was that I was only constantly doing this to watch this inner contest unfold.
We were on these apps sharing every detail about ourselves without giving any regard to any sort of consequences. The age of people joining social media is only becoming younger and younger. For most of us, before we are even able to establish an identity that we can call our own, social media is forcing us to expedite this process and create the idealistic representation of who we are or want to be. Rather than letting the world know about our individual realities and sharing things about ourselves, we are now automatically manifesting a false reality that we hope to one day achieve. For anyone young who has barely discovered themselves, this idea leads them in the wrong direction that is hard to recover from. It is already bad enough that media on its own presents us with one idea of perfection but here we are, constantly refreshing our feed to view our friend’s ideas of perfection and hoping to attain that too.
Twenty-four hours of abandoning social media allows you to appreciate what you have versus what you don’t have but are constantly viewing. While 24 hours is a very short amount of time to even gain the right amount of perspective, if you actually give this whole experiment some thought and reflection within that time, you begin to learn a lot more than you initially expected. The world around us has so much more to offer than we give it credit for but we are stuck on our phones constantly wishing for this false reality that was designed by someone- just as we are doing ourselves. Instead of taking advantage of this control we have on how others perceive us, it is time to shift that control so that we learn to not be so dependent on winning this metaphorical race.
Next time you go to a concert or are out with friends, it is okay to take a few pictures but don’t let the sole purpose of being at these places revolve around Snapchat and Instagram. Take advantage of how lucky you are to be at that place and have fun. Don’t stress about not getting the perfect picture or not letting everyone know where you went because if you aren’t having fun yourself, what is the point of even letting everyone know?
I am not saying that I will fully stop taking pictures or stay active on social media pages, because I would be completely lying if I did.
What I can say, though, is that I’ve grown more appreciative of being in the moment and of the time spent away from my phone doing other things that I’ve wanted to do but never made time for.
There is no need to quit social media fully because it definitely has its benefits. However, giving yourself time to breathe and not placing so much pressure on yourself is the key. Scroll fewer times a day and realize that that is not real life. Go back to utilizing social media to share things and no longer for competing.
Jill Patel is a high school student living in New Jersey. Besides writing, she has a love for art, coffee (caffeine in general) and exploring new places, whether they be in NJ or in a completely different country. When she is not wandering in search of coffee or new places to visit, Jill is either binge watching TV shows or updating her blog. She hopes that through Brown Girl Magazine, she will be able to reach out and connect with South Asian women from around the world. You can also follow her via Twitter and Instagram.
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.
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.
I was taken aback when my late cousin shared this with me on the cusp of our twenties.
As a fairly modest Indo Guyanese girl raised in the Connecticut suburbs, the thought of discussing a stranger’s love life seemed not only foreign but shocking to me. Nevertheless, my cousin was always bold in this way. She took pride in the more daring aspects of our Caribbean culture with natural confidence. It was one of the things I loved and now miss most about her.
Admittedly however, it was over a decade before I started to understand some of her deeper curiosity in love, sexuality and mental health. This awakening was thanks greatly to Dr. Samosa.
In early 2020, Dr. Sarika Persaud, a New-York based, Indo Guyanese psychologist specializing in relationships, sexuality and complex trauma, took to Instagram as “Dr. Samosa,” an alias inspired by her favorite South Asian snack — and one she feels is a common thread for brown girls.
The platform became a safe space for brown girls to connect on topics like mental health, psychoanalysis, sexuality and relationships. From discussing sexual empowerment to building a strong sense of self, Dr. Persaud quietly became a confidant for those craving practical and candid insights the community shied away from.
Dr. Persaud and I sat down to talk about her journey and breaking these taboos in the South Asian society.
Her interest in psychology started as a journey of self-discovery as a pre-teen.
“I think I experienced myself as different from my peers,” she explained during our interview.
She didn’t get caught up in teenage drama and avoided certain types of relationships and people. Meanwhile, the friends she did make saw her in “this sort of teacher role.”
“I became curious about that about myself — how, in some ways, I found it beneficial to feel my feelings and have a depth people were drawn to, but also use it in ways to isolate myself,” Dr. Persaud said.
She was also beginning to identify as bisexual.
She shared, “I think I was avoiding my sexuality in some ways and psychology became a way for me to understand myself more. It’s always been this confluence of philosophy and science and even art for me.”
Growing up in Queens, New York, Dr. Persaud saw fellow Indo Caribbean women at a “very specific intersection of religion and culture.” It was the nexus of Caribbean values which welcomed sexuality and more modest Indian traditions. Caribbean influence seemed to “remove a boundary” on how Indo Caribbean women felt permitted to present themselves sexually, she explained. On one hand, after her Bharatanatyam dance classes, she saw her didis (the older girls) leave their classical moves behind for sexy Bollywood choreography and dancehall songs.
“It was exciting, like they were just beginning to find ways to express their sexuality,” she reflected. Then, around the same time, Dr. Persaud discovered a copy of the “Kama Sutra” at home and her mother was appalled. “What’s wrong with your daughter?” aunties asked.
Confused, Dr. Persaud thought “You own this. This is from our culture and it’s a Sanskrit text. It’s literally a religious text. It all seemed so powerful — and yet so many people were afraid of it.”
Something didn’t add up.
In 2013, she started a blog to bring a voice to topics like these. As word of her content spread, Dr. Persaud was met with backlash from her temple. Leaders said her blog was inappropriate and dishonorable to her community, but she stuck with it and her family stuck by her.
A few years later, when she launched Dr. Samosa to share her research and insights with a wider audience, sexuality came front and center.
“Sexuality — how you understand and honor what you want and like, and the ways you let yourself experience that pleasure — is intrinsically connected to how deserving you feel in the world,” she explained.
For example, if you think you’re worthy of a raise at work, a partner who desires you, or a family that listens to you — all can be linked back to a block in your relationship with yourself as a sexual being.
However, if you can feel confident in something as “primal, instinctual, and personal” as your sexuality, Dr. Persaud argues you lay the foundation for confidence in these other areas of your life.
Dr. Persaud says the fear of sexuality comes into play for South Asians.
“Being comfortable with your sexuality means being comfortable with your power,” she explained. “If everyone felt empowered and had a healthy relationship with themselves sexually, a lot of our relationships and hierarchies in society would change. And there are just so many people who benefit from women and marginalized communities (like LGBTQ+ and those with chronic illnesses) being disempowered,” Dr. Persaud said.
Throughout her work, Dr. Persaud has found it’s especially difficult for South Asian women to feel pride in themselves as sexual beings.
“There’s so much shame about the self and the body. Women especially are held to a double standard and it’s so confusing. If you look one way, you won’t get a husband. If you look sexual, no one will want to hire you for a job. Regardless of the South Asian ethnic group, there’s the same shame and belief that your body has to look a certain way, and if it doesn’t, you’re not desirable. Everything gets tied up in sexual shame.”
It’s undeniable that Bollywood movies have also heavily impacted many of our views on love and sex, but Dr. Persaud didn’t condemn this.
She says, “People need to realize Bollywood started from a tradition of classical drama and dance from ancient India. Those dances were meant to be explorations of dreams and mythical and philosophical ideas. Bollywood is just a continuation of that. It’s meant to be a break from reality.”
Real relationships are much more fraught and complicated than in films, but that doesn’t mean you should be ashamed of looking to Bollywood as a way to be in touch with romance and love in your life.
“They’re a fantasy,” Dr. Persaud added.
She also argued Bollywood isn’t necessarily as “censored” as many claim.
“People don’t have to watch others physically have sex or kiss to be in touch with their sensuality,” she noted. “It can be much more nuanced to see two people just embracing in a way that stirs up feelings. Like, how does it feel to have your lover’s head against your chest? Culturally, we just explore and express sexuality differently than the West.”
When it comes to becoming more comfortable with our bodies and sexual health, Dr. Persaud says it starts with self-reflection.
“Ask yourself why you’re afraid of being sexy or seen as sexual. Are you afraid your family will reject you? That you’ll be thrown out of your home? We all have different triggers, and once you identify yours, you can get to the issue underneath it all.”
Dr. Persaud encourages women to ask themselves important questions.
“If you’re afraid that if you assert your sexuality, your family will reject or not support you, how can you be more financially independent? How can you find pride in being able to take care of yourself?” She urges women to take inventory of what they like. “Look at books and movies and what you see in the world and consciously take note of what you react to. This puts you more in touch with yourself.”
When it comes to fostering open conversations with others, Dr. Persaud says to lead with vulnerability and clarity.
“If you wonder whether your friends have had sex yet and are embarrassed to ask, voice that concern. Share how you’re feeling or ask yourself why. Leading conversations with vulnerability allows people to connect a little bit more; to feel safer to share.”
“If you’re uncomfortable with something your partner does or want more of something else, talk about what you want to change and why it’s important to you. It’s not a shortcoming on their part, but rather you saying ‘this is what I need for myself. Is this something we can talk about and work on together?’”
With South Asian families, especially older relatives, things can get a bit more complex. Boundary setting is important as the family can bring out your biggest triggers.
“You need to be at a point where you own yourself,” Dr. Persaud explained. For example, if your mom finds out you were out with someone and questions you about it — “A bai? A boy?!” — you should be able to say confidently, ‘Yeah I was on a date,’ and also not feel obligated to give more details. Of course, that may not always be safe for someone younger, but at a certain age, it is OK to be private, to have that shield to protect and develop yourself and your confidence,” Dr. Persaud says.
Dr. Persaud also reinforces the importance of knowing your boundaries when reflecting on “coming out” to parents. She wanted to be open about her bi-sexuality with her parents; that she was dating — but not just men. She stresses however, one does not need to be excessively open.
“Not everyone has to come out and not everyone has to come out to everyone. You’re likely not facing anything new from your parents when coming out. If they are critical and judgmental generally in life, they’re probably going to be like that again. South Asian dads can really just be like, ‘Okay, don’t tell me you’re a sexual being,’” she laughed.
While Dr. Persaud is thankful for her parents’ acceptance, there are members of her family who’ve been less than supportive. She credits her confidence and sense of self for drowning them out.
“I’ve found the more I become comfortable with myself, the more I have this sexual energy that I can use creatively and in other good ways. If my dad rejects me, it doesn’t change that I am bisexual. Or if my mom rejects me, it’s not going to change this thing I know so deeply about myself. I’m just sharing something true. I can’t change it.”
Toward the end of our conversation, I shared with Dr. Persaud that I wondered how my own family would react to this article. I felt a bit of shame.
But she reminded me, “You can also find pride in it — ‘Yeah, I’m really proud of the fact that I’m one of the people breaking the stigma. I’m talking about something important to people’s health.’”
And she’s right, as was my dear cousin in her early ambitions. These conversations are never easy, but walking in curiosity, confidence and pride can help us find our power as South Asian women. It can help break the stigma surrounding love, sexuality and relationships in our community and their roles in our greater health.
In so many ways, sexual health and mental health are not only connected but interdependent. In fact, Dr. Persaud believes the more confident people are in their bodies and identities, the more confident they are as a whole — and the more attractive they are.
“Sexual attraction and energy comes from people being competent and peaceful and calm with themselves; knowing who they are,” she said, and the more we learn to embrace this and speak about it openly, the more we can not only grow but thrive.
For more on Dr. Sarika Persaud’s (aka Dr. Samosa) doctoral work and writing, visit her website or Instagram @doctor.samosa. For more on how to talk to your family or children about sexual health, visit sexpositivefamilies.com.
January 18, 2023January 18, 2023 9min readBy Arun S.
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.