How to Eat Your Way Through London City With These Top South Asian Restaurants

London has always been known for its excellent South Asian cuisine — ranging from Mayfair’s fine dining to the plethora of (often mediocre) curry houses lining East London’s Brick Lane. In either case, there is no dearth of authentic desi food in the cosmopolitan capital and this handy guide includes some fancy favourites, as well as casual ventures easy on the pocket — perfect for eating your way through the city.

Cinnamon Soho

5 Kingly St, Soho, London W1B 5PF

London South Asian Restaurant
Cinnamon, London [Photo via Facebook.com/cinnamonsoho]
Part of Vivek Singh’s Cinnamon Club, this cosy little eatery nestled on Kingly Court makes an immediate impression. Unlike its counterpart in Westminster, Cinnamon Soho is much more casual – perfect for hanging out with friends and low-key date nights. High-quality ingredients and precise cooking lead to stylishly presented meals that boast multiple layers of flavour. The restaurant’s seared sea bass fillet with coconut ginger sauce, served on spiced red lentils is a special feast for the eyes…and most importantly, the taste buds.

Darjeeling Express

Kingly Court, Carnaby St, Soho, London W1B 5PW

London South Asian Restaurant
Darjeeling Express, London [Photo via Facebook.com/DarjeelingExpress]
Darjeeling Express neighbours Cinnamon Soho, and its owner Asma Khan is a self-trained chef. The aromatic kitchen inside her beloved restaurant is also run by a team of ladies, who, similarly, have no formal training. They cook from the heart showcasing Khan’s passion for traditional South Asian cooking, and their slow-cooked goat curry strewn with potatoes is mouth-wateringly decadent — accompanied by puris impeccably fried to perfection.

[Read Related: You Don’t Wanna Miss a Load of These Chunky Chicken Kebabs]

Dishoom

Covent Garden, Shoreditch, Carnaby Street, Kensington, King’s Cross

London South Asian Restaurant
Dishoom, London [Photo via Facebook.com/Dishoomlondon]
Creamy mutter paneer, biryanis layered with deep-flavoured meat, and a rich black daal are signatures worth trying – while the buzzing atmosphere is a reason to re-visit over and over. Dishoom’s cheese naan is the ultimate post-breakup comfort food, while their chicken dishes are perfectly pickled in traditional Desi spices. With five restaurants scattered across London (and one in Edinburgh, Scotland), and South Asian cuisine at its absolute best, Dishoom is a no-brainer.

Hankies Café

Soho, Marble Arch

London South Asian Restuarant
Hankies Cafe, London [Photo via Facebook.com/hankies67]
Tucked away in the city’s West End, (and a new venture in Marble Arch) Hankies still feels relatively undiscovered. The café specialises in roomali roti — soft, supple and served piping hot, folded into hankies. For Central London, prices are supremely pocket-friendly, made even cheaper by the arrival of their 2-course lunch menu for £9.50 (12-4pm every day). Hankies’ chive and garlic prawns will easily give high-end restaurants a run for their money, and one bite of their signature sea bream — pan-fried in tantalizing spices – will have you sold!

Jamavar

8 Mount St, Mayfair, London W1K 3NF

London South Asian Restaurant
Jamavar, London [Photo via Facebook.com/JamavarRestaurantLondon]
At first glance, Jamavar feels overtly intimidating and expensive (the latter is true) — but don’t let that put you off. This Indian fine dining spot achieves that delicate balance between style and substance, and food that matches the ambience. The restaurant’s achari hiran (roe deer) served with carrot chutney and keema kulcha is a divine meal straight from the Mughal era, whereas their palak paneer is the quintessential concoction of cheese, chilli and spinach. If you’re into nawabi-dining, Jamavar is the answer to your prayers.

Namaste Kitchen

64 Parkway, Camden Town, London NW1

London South Asian Restaurant
Namaste Kitchen, London [Photo via Facebook.com/namaastekitchencamden]
A triumphant, trendy and critically acclaimed restaurant nestled between luxurious Primrose Hill and artsy Camden, Namaste Kitchen offers a detailed and extensive menu. The old Delhi style bhelpuri is the perfect sweet and tangy blend of red onions, tamarind, yoghurt and an assortment of sauces – while their dumpukht biryani is our go-to main course. It’s a secret recipe from Delhi where rice is cooked on dum with lamb or chicken, and served with boondi pomegranate raita. Wah!

Potli

319-321 King St, Hammersmith, London W6 9NH

Potli, London [Photo via Facebook.com/potlilondon]
London’s first Indian market kitchen, Potli really offers a fresh burst of flavour to Hammersmith’s restaurant scene. The kurkure bhindi — okra tossed in spiced gram flour, deep fried & garnished with spring onion, is packed with numerous layers of scrumptiousness. Alternately for meat lovers, their Gilafi seekh kebabs provide the much-needed, spice-induced hug to a rumbling stomach. Side tip — masala chai served at Potli is one of the best we’ve ever tried in London.

Talli Joe

152-156 Shaftesbury Ave, London WC2H 8HL

London South Asian Restaurant
Talli Joe, London [Photo via Facebook.com/TalliJoe]
Talli” means a happy intoxicated state of being — a perfect name for a restaurant which will leave you tumbling out the door from far too much good food. A casual, shiny, relatively new establishment, it offers kale chaat straight from the South Asian snack haven. A spin on the classic chaat made with crispy kale, potato, pomegranate and sweet yoghurt that creates a vortex of flavours. However, the dish that really takes the cake is their Bohri Chicken — cooked with a secret combination of masalas from the Bohri community and Gujarat, accompanied by fenugreek flatbread. It’s spicy yet refined, unlike any other.

Tamarind, Mayfair

20 Queen St, Mayfair, London W1J 5PR

London South Asian Restaurant
Tamarind, London [Photo via Facebook.com/tamarindofmayfair]
The first Indian restaurant in the world to gain a Michelin star — Tamarind’s carefully-spiced food is endlessly decadent and refined. Prices somewhat steep (but worth every penny), the restaurant really uplifts your classic Murgh Makhni (chicken tikka masala) to Michelin star level. The speciality dish (and a personal favourite) is lightly soaked in fresh tomato sauce with ginger and dried fenugreek leaves — the meat tender, succulent and flavourful. The fine-dining experience is further enhanced by the burgundy-metallic décor, and munching on popadoms has never been classier.

Tayyabs

83-89 Fieldgate St, Whitechapel, London E1 1JU

London South Asian Restaurant
Tayyabs London [Photo via Facebook.com/Tayyabs-148673418506108]
This scrumptious Punjabi restaurant has been pleasing Londoners since 1972, and hands down is an all-time favourite. It’s almost offensive to not try the sizzling, super-tender lamb chops with naans delivered red hot and slightly charred straight from the tandoor —reminiscent of Food Street in Lahore, Pakistan. Tayyabs is also incredibly cheap with impeccable grilled meat, and curries that don’t pale in comparison either.

 

By Queenie Shaikh

Desk bound by day and travel bound all other times – Queenie thrives on her weekly dose of biryani and … Read more ›

Redefining Manners: British Asian Priya Kansara Talks About her Latest Film ‘Polite Society’

Priya Kansara

Weddings, huh? Talk about a stress fest. And for the bride, it’s like a 24/7 walk on eggshells. However, add in a paranoid and overprotective sister, and you’ve got a recipe for a completely different degree of drama. In “Polite Society,” Ria Khan (Priya Kansara) and her gang of clumsy pals take the phrase “till death do us part” to a whole new level as they plot to “steal” the bride — aka Ria’s own sister, Lena (Ritu Arya), during her shaadi reception. But with a wedding hall packed with guests, a mother-in-law from hell, and a groom with more shades of fraud than a rainbow, this heist is anything but smooth sailing.

It goes without saying but “Polite Society” comes with a cast of wacky characters, gut-busting one-liners, and an action-packed heist sequence, making it a must-watch for anyone who loves a good comedy. I mean who hasn’t dealt with some serious wedding drama, am I right?

Lead actress Kansara agrees wholeheartedly. “I definitely have!” she chuckles, as I catch up with her at Soho Hotel in London. Despite the rubbish weather outside, Kansara is a ray of sunshine with her infectious enthusiasm.

The minute I read the script, I thought to myself…wow, playing Ria is going to be one wild ride!

[Read Related: Well-Behaved Women Seldom Make History — A Review of Sundance’s ‘Polite Society’]

And wild is definitely the right word to describe her character. Ria is a British-Pakistani martial artist-in-training from London, determined to become a professional stuntwoman. Her sister, Lena, who dropped out of uni, often ends up being the guinea pig for filming Ria’s stunts for YouTube, including one lovingly dubbed “the fury.” She reveals

I’d never done martial arts before this film. The stunt training started from the day I got the role, and it was three to four times a week all the way until we finished filming. It was a seven-week period in total, and boy, was it physically demanding. Oh my God, I think I can add a whole new skills section to my CV! But on a serious note, it was so much fun and we had an amazing stunt team. They, including my stunt double, taught me so much. It was important to me to do my own stunts as much as possible, but also strike a healthy balance.

For South Asian women, who are often expected to be quiet and agreeable, all that punching and kicking on set must have been cathartic, right?

Honestly, it was like anger management at work! I got to kick and throw things around — it was the perfect balance.

 

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What sets Kansara apart from other actors starting out in the industry is her ability to draw from her own life experiences to bring authenticity to her characters on screen. Her career began with a degree from UCL and a communications job at a pharmaceutical company. But today, her versatile range and unwavering commitment to her craft have propelled her to the forefront of British comedy, portraying defiant South Asian women we’d love to see in real life.

From my own experience as a South Asian woman, I’ve always been told to do what’s ‘proper’ and think twice before speaking up. Playing a character like Ria and putting myself in her shoes, I felt like I was doing and saying things that I wish I had done at her age. It was almost like living through her and speaking my mind about things I never did.

Without a doubt, every South Asian woman on this planet wishes she cared more about herself and less about what other people think.

Ria totally inspired me. If only I had her mindset when I was younger, my career path would have taken off way sooner instead of worrying about other people’s opinions.

The chemistry between the cast members on and off-screen is so apparent, especially the sisterhood between Ria and Lena. The wild adventures of a bride, and her paranoid maid of honour navigating through family drama, are bound to create some unforgettable moments on set.

[Read Related: ‘What’s Love Got To Do With It’: A Modern-day Exploration of Love Across Cultures]

We both confess our love and admiration for Nimra Bucha’s portrayal of Raheela, Lena’s evil mother-in-law and share a teenage fangirling moment:

I’m obsessed with that woman. There’s something terrifying yet ultra sexy about her character in “Polite Society” that’s mesmerising. I absolutely loved the dance sequence. As South Asians, we’ve all grown up watching Bollywood films and idolising Madhuri Dixit’s iconic dance moves. “Polite Society” gave me my Bollywood heroine moment, and it was a dream come true with the costumes and jewellery.

It’s definitely a unique experience for Kansara, considering her former career was worlds apart from entertainment. So, what advice does she have for aspiring actors who may secretly wish to pursue the same path, but are unsure of the next steps? Kansara advises, drawing from her character’s heist-planning skills.

I believe starting small and honing your craft is an underrated superpower. If you’re passionate about acting, make short-form videos, and build your portfolio. You never know who might be watching.

So, grab your popcorn and your sense of humour, and get ready for “Polite Society” — the film that proves that sometimes, the most polite thing to do is kick some butt and save the day. It released in cinemas on April 28th, and I highly recommend it.

Photo Courtesy: Universal Pictures

By Queenie Shaikh

Desk bound by day and travel bound all other times – Queenie thrives on her weekly dose of biryani and … Read more ›

‘The Black Rose’: British Asian Shweta Aggarwal Voices her Truth Against Colourism and the Battle to end her Skin Whitening Cream Addiction

Black Rose

I was a mere 14-year old on the fateful night of 22 April 1993. The night that witnessed black teenager Stephen Lawrence brutally murdered in a racially motivated attack as he waited for a bus. The night that cemented my fear, that the colour of my skin does matter. The same night that confirmed my indifference as a British Asian in the United Kingdom — were we really united? Fast forward to May 25 2020, the murder of African-American George Floyd by a white policeman was the turning point for British Asian author and my lovely friend, Shweta Aggarwal to finally break her silence and narrate her story of colourism, in her new book, “The Black Rose.” 

Aggarwal’s gripping memoir emits so many emotions; that of an awakening, a voice that has been suppressed for years, filled with anger, mistrust and guilt. But most importantly, “The Black Rose” successfully disrupts the narrative that consistently allows society to box someone as indifferent based on a visibility factor. For Shweta, this factor was the colour of her skin. The injustices she consistently endured via some family members and fellow South Asian peers throughout her life, was as a result of her skin tone failing to qualify as ‘acceptable’, or as she often quotes in her book, not ranking high enough on the ‘fairometer.’ Whether she was in India, Japan or London, the scale was never too far behind. 

[Read Related: Liam Neeson’s Week of Rage is Every Person of Colour’s Truth]

Within the first chapter, she recalls as a child in India, the distinct lack of subtlety displayed by certain family members through direct taunts of her duskier appearance in comparison to her parents. She realised that she wasn’t in complete isolation from this prejudice, as her maternal aunt and uncle were also harshly nicknamed on the basis of their skin colour — Kaali (black) and Savla (wheatish). Aggarwal was left mortified by what many South Asians sadly still continue to casually exercise. Echoing similar incidents within my social proximity, it’s infuriating witnessing the recipients of such remarks surrender to laughing at themselves too. 

Except it isn’t funny. Born into a culture where conversations on religion, caste and hierarchy in India are still so prominent, the comparison of Aggarwal’s skin colour being as dark as that of the domestic help (often from poorer families), prematurely planted seeds in her mind that she simply didn’t belong with her family, especially  when she was sent to boarding school. Her lack of self-worth coupled with these taunts, gave her a whole new vocabulary for the letter B, that grew in parallel with the ongoing prejudice and anxiety. B for blackie, beggar’s child, bedwetter! Not funny, but derogatory. Post her book launch that Brown Girl Magazine attended, she tells me,

I personally feel we are way behind when it comes to understanding the importance of mental health. Name-calling was normalised and if you objected, you were ridiculed further with remarks such as ‘So sensitive! Can’t you take a joke?’ Body and colour shaming can lead to a feeling of inadequacy in the victim, which can further lead to depression and much worse mental illnesses.

During the 1984 Hindu Sikh riots in India, where over 3000 Sikhs lost their lives, Aggarwal recollects the frightening moment when she and her classmates fled into hiding to escape the violence during a school trip. As a means to save all the students from harm, the Sikh boys were forced to remove their turbans and long hair — their visible identities stripped to keep them alive. Yet, ironically, even in this horrifying situation, Aggarwal felt least at risk, attributing this self-assurance to her darker appearance. 

The crux of her self-loathe was the love-hate relationship she formed with skin whitening creams. The birth of Fair and Lovely, India’s most renown brand (now known as Glow and Lovely following a backlash) was notorious for selling the damaging message that fairer skin equated to a happier and fulfilling life. For it was fairer skin women that would qualify for marriage — clearly their only sole purpose! 

Tactfully using famous fair-skinned Bollywood actresses in television ads and posters, their so-called perfection would scream out to vulnerable young girls. (Men were targeted much later on, but the importance seemed less). Akin to the wretched beach body posters plastered on every corner in January — because apparently bikinis only look good on a certain body type —  the damaging message remains the same. Social acceptance comes at a cost, and that cost is to look a certain way. 

[Read Related: Dear Priyanka Chopra, Endorsing Colorism and Discrimination is not ok. It Never was and Never Will Be]

It’s an extension of the dated methods imposed on women from the womb, where mothers are lectured on drinking milk with saffron to ensure the baby is fair, traditional matrimonial sites asking women to specify skin colour, and women being told to stay out of the sun. These socially ingrained views are eventually developed into modern day methods in the form of cleverly marketed consumables. Aggarwal admits, 

Most people only use the cream on their face just as I did. At that time, I didn’t even think about the rest of the body. I felt that if the face becomes fairer, that will be enough for acceptance. My mum noticed the difference for sure and I was lighter by the time I met my husband, Amit. I must admit the addiction is a combination of three factors: the justification in your own head, the strong marketing message that ONLY fair is beautiful, and the ‘compliments’ from those around you. 

I admired Shweta’s honesty on admitting what essentially was a dangerous obsession that she remained faithful to throughout her teenage and adult life. A ritual that, whilst prompted gradual results in her appearance, was never going to eliminate the insecurities she felt within herself. Moments of joy with her husband and children on holidays abroad, would be broken up by the need to ‘fix’ any damage the sun may have inflicted i.e. reverse her tan. The booming tanning industry in U.K., her now home, and admiration of her ‘sun-kissed’ look by Brits initially surprised Aggarwal — as if her colour had now gained acceptance. 

But who are we seeking acceptance from? A society that is still deep rooted in patriarchy forcing women even now to adhere to dated rites of passage that holds no relevance? Or a society that seeks to point out one’s indifference because of how they look — their skin, their religious attire, their weight? Or a society that passes judgement on a woman’s self-worth, and continues to abuse that same woman behind closed doors under the eyes of Goddess Kali? Aggarwarl goes on to explain,

The more damaging perceptions of colourism, are that ‘fair is rich’, ‘fair is successful’ and ‘fair is better educated’. Essentially, ‘fair is supreme’ in every sense. And if that’s the case, where does that leave dark-skinned people? In Ukraine, for example black and brown people were discriminated against and  not given a fair chance to save their lives. Is it fair to be denied a basic human right — survival — based on your colour? 

I personally was curious to know from my family what the definition of prejudice in the Hindi vocabulary is and how it is/was applied to in India. “Pakshappat” (taking sides) or “poorva dhaarna”, were the closest pure Hindi definitions known to my cousin, yet rarely used. However, my dad stated that “hum bedh bhau nahin hai” was the common term used to state amongst family and friends when someone was not biased and believed in equality. Somehow, colourism never really came under that category. A sentiment echoed by some of my Chinese and black friends . Even in parts of China and Africa, the belief that darker skin is perceived as inferior, is accredited to stereotyping certain groups of people as manual labourers working under the sun, and therefore of a lower class or caste. Does Shweta believe we can change this attitude?  

A couple of my aunts are still reluctant to help me with my mission. One even said ‘it’s pointless fighting it’, while one said, ‘everyone has the right to define beauty for themselves and being fairer is what beauty is for some.’ The problem with this is that people then start to look down on people who aren’t. Colourism, casteism and classism divide people, creating more unrest in society. If we continue to aspire to be fairer, we’re still encouraging white skin privilege, and encouraging colonial values. The more we allow ourselves to succumb to these social constructs, the more enslaved we feel internally. Melanin is crucial for protecting our skin against the harmful radiation of the sun. Feel blessed that you have it and wear it with pride! 

I wonder how we can dare to walk shoulder to shoulder with our black friends in the Black Lives Matter movement, if we refuse to face up to our own biases against colour? We seek equality in the U.K., but deny our deep-rooted prejudice, whilst a white privileged man lectures the world on the difference between racism and unconscious bias (yes Prince Harry, I’m looking at you!). “The Black Rose” has paved a way for many more voices to speak out against the damaging impact of colourism, and in my view, rightly belongs under the definition of prejudice in the collective South Asian vocabulary.

“The Black Rose” is available to purchase on Amazon.

 

Photo Courtesy: Shweta Aggarwal

By Sejal Sehmi

Brown Girl Magazine’s U.K. Editor Sejal Sehmi is an IT consultant by day, whose passion for writing stemmed from challenging … Read more ›

In Conversation with Neha Samdaria Founder and CEO of Aam: A New Type of Fashion Label

Aam
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!

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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.

[Read Related: Tech Leader Asha Easton is Pioneering an Innovative Future, Inclusive of All]

 

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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!

[Read Related: Shark Tank’s Krystal Persaud of Grouphug Solar is Breaking Barriers for Women of Color in Technology]

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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.

 

Photo Courtesy of Yogini Patel

By Arun S.

Arun fell in love with music at a young age by way of his middle school music teacher Mr. D. … Read more ›