Sarina Siddhanti - Riya Collective

Meet: Sarina Siddhanti
Founder of: Riya Collective

Tell us about your business:
Mobile app to virtually shop from Indian designers in India as well as buy and sell secondhand South Asian garments in the US

What was the best piece of business advice you were given when you were starting out?
MAKE SOMETHING PEOPLE WANT. It sounds so, so simple but it's actually the absolute hardest thing to do. Learn your customer inside and out and meet them exactly where they are, that's your only job. If you find that the rest will follow.

Knowing what you know now, what would you have done differently when you were first starting out?
Savor every moment of the back-breaking work that goes into building a business from scratch. It's hard but it's also the most wonderful, exhilarating time of the business when everything is an opportunity.

Name the biggest overall lesson you've learned in running a business?
Life hits you hard. The most unexpected external forces can and will come for your business (like COVID did for ours). When those moments come the most important thing a founder needs is a strong stomach for the rollercoaster. That's not something you can practice or prepare for, it's just something you have to learn when it comes and it's grueling.

Does your culture influence your choices and decisions? If yes, how?
Yes!! The South Asian culture is by nature very inclusive and that's something we wanted to weave into Riya Collective from Day 1. We want to help educate the Western customer on how our garments are worn and make them more accessible while also showcasing the pride we have in our heritage.

In moments of self-doubt or adversity, how do you build your resolve?
I look to my co-founder. She's my rock and the person I trust the most to tell me when I'm wrong but also to build me up when I don't think I can take another step.

How do you balance your workload? What does self-care look like for you?
A daily walk with my husband when we both get home from work

Discover more:
www.riyacollective.com
@riyacollective

Hetal Vasavada - Milk and Cardamom

Meet: Hetal Vasavada
Founder of: Milk and Cardamom

Tell us about your business:
Milk and Cardamom Sweets is an online bakery where I sell my infamous gulab jamun bundt cake, and other Indian-inspired desserts. The goal of my business is to keep the culture of mithai alive in America amongst Indian Americans and introduce Indian pastries and sweets to non-desis.

What was the best piece of business advice you were given when you were starting out?
Price your product properly and build a company you would want to work for. Pricing food can be difficult since most people are only willing to pay so much and the typical food business runs on 1% margins or less. I made a conscience decision to charge based on costs which include overhead from employees who are paid living wages, single-origin spices, and high quality ingredients. This helped me be profitable within a few months and have employees who are getting paid more than double the minimum wage.

Does your culture influence your choices and decisions? If yes, how?
For me Indian desserts hold a special place in my heart. We use them to celebrate weddings, the birth of a baby, good grades and so much more It is ingrained out our culture to start off new journeys with little bit of sweetness. I take a lot of my food experiences gorwing up as an Indian-American in New Jersey and create desserts that are not 100% Indian and not quite 100% American, just like me.

How do you balance your workload? What does self-care look like for you?
I can't say I've exactly figured out how to balance my workload between my bakery, content creation and projects, but I'm working towards it! However, self-care for me is going out to a restaurant and having a nice meal that I didn't have to cook for myself!

Discover more:
https://milkandcardamomsweets.com/
@milkandcardamom

Chitra Peña - Taari Maa

Meet: Chitra Peña
Founder of: Taari Maa

Tell us about your business:
When I became the mother of two Indian-Puerto Rican daughters, I embarked on a mission to share culture with my daughters through language. Established in 2019, Taari Maa is rooted in a passion for preserving language and breaking cycles. Taari Maa aims to pass down the beautiful parts of our cultures while simultaneously shifting towards a more respectful, reverent, and holistically accepting space for our children. Through bilingual Gujarati and Hindi books, toys, and learning materials, Taari Maa strives to cultivate cultural pride and self love.

What was the best piece of business advice you were given when you were starting out?
You won't know unless you try.

Knowing what you know now, what would you have done differently when you were first starting out?
My business has been a very organic reflection of my motherhood journey and, as such, has often developed very much in real time. Knowing what I know now, I would have quietly mapped out my next steps with the business a bit farther in advance of sharing publicly.

Name the biggest overall lesson you've learned in running a business?
The greatest rewards come from facing the most uncomfortable situations head on.

Does your culture influence your choices and decisions? If yes, how?
Absolutely! Taari Maa is rooted in my love for my native language which, for me, is a pillar of my culture. Taari Maa is also a strong advocate for breaking and redefining the parts of my culture that didn't serve me well (read: deference in the face of disrespect, patriarchy, misogyny).

The first questions I ask myself with any product or program idea I have is, "Is this a tool that will naturally attract children to learn a native language? Am I helping cultivate cultural pride *and* self love through this work?"

In moments of self-doubt or adversity, how do you build your resolve?
During my most difficult moments of self-doubt, I pause and look at my two daughters. I remind myself that they are my why, and that if I can encourage and inspire

Discover more:
www.taarimaa.com
@taarimaa

Tejal Patel - Tejal Yoga

Meet: Tejal Patel (she/her/hers)
Founder of: Tejal Yoga

Tell us about your business:
My lived experiences compel me to innovate yoga spaces, moving all people towards valuing and seeking out authentic yoga teachings by South Asian leaders. I started the Tejal Yoga community space to encourage students to be principled in yoga and step outside movement-based practices to experience the fullness, richness, and depth of the yoga teachings.

At Tejal Yoga, we cultivate a space that values shared leadership, decolonizing wellness, is people focused, and justice driven. We gather in South Asian - led community spaces to support students feeling energized and equipped for social justice actions.

We encourage all interested students to join class and offer tiered pricing options as well as scholarship options inviting those experiencing economic hardship or race and ethnic-based stress and trauma into practice with specialized offers.

I co-host the Yoga Is Dead podcast which launched in June 2019. We explore the inequities in yoga, educating listeners on the history of yoga, discussing the intersection of yoga and social justice, and how yoga can be practiced with respect. We also lead a signature training called Act against Appropriation, a workshop exploring the impacts of cultural appropriation, including the interconnectedness of race, power, personal attachments, and the roots of yoga, culminating in self-study opportunities for attendees. We are currently working on Season 2 of the podcast, and offering our workshop at digital conferences.

In 2018, I created abcdyogi, an online and in-person interactive community-building platform amplifying South Asian voices in wellness and yoga, to expand practices and programs in an authentic cultural context. “abcd” stands for Any Born Conscientious Desi Yogi, and has a growing international community on Instagram, where members take the helm weekly to share their lives and more.

Does your culture influence your choices and decisions? If yes, how?
My culture is the foundation of my work and the reason for evolution. Our South Asian history is the reason for the rich and diverse practices of yoga. My aim is to continue to uplift the teachers honoring yoga as a spiritual practice and to continue educating on the nuanced and layered history of social justice within India and throughout the diaspora.

In moments of self-doubt or adversity, how do you build your resolve?
During moments of self-doubt or adversity, I come back to my values that have guided me in the work I do. I remind myself to breathe, call on my guides, and take time to meditate. These are practices that have helped me to remember that change doesn't happen overnight and that it's more important how many times we get back up than how many times we fall.

How do you balance your workload? What does self-care look like for you?
This is a beautiful and ever-evolving process. My needs for rest and care change with the seasons and it's something I've learned to lean into quite a bit after the upheaval of the past year and a half. I try to connect with nature either by being out in the sun or cuddled up indoors appreciating the cold. I've learned to enjoy naps no matter the day or time and to keep hours unscheduled for creativity and visioning.

Discover more:
www.tejalyoga.com
@tejalyoga

Nupur Khemka - Mira

Meet: Nupur Khemka
Founder of: Mira

Tell us about your business:
We are Singapore based business creating artisan soaps and wellness products. Mira is about creating spa moments in our everyday lives. We believe in embracing the beauty of all things natural & handcrafted. Created with sustainability in mind, to be gentle on your skin as well as on the environment.

What was the best piece of business advice you were given when you were starting out?
You won't know until you try! It encouraged me to go ahead and launch my business when I having second thoughts.

Knowing what you know now, what would you have done differently when you were first starting out?
I would have definitely invested a little more in my business by outsourcing some of the work. While starting out, I did everything on my own. But it definetely helps to leave some work to the professionals.

Name the biggest overall lesson you've learned in running a business?
To create sometime for myself. Running a business 24/7 and every time we are not running it, we are thinking about it. I've learnt to turn on my phone only a couple of hours after I wake up so I get sometime for myself in the morning. Having boundaries has definetly helped me be more sane and charged for the hustle.

Does your culture influence your choices and decisions? If yes, how?
As you would know, India has a large country with many sub cultures. I am influenced by the community I come from, the Marwari community which is known for its entrepreneurial spirit. Even though I started my career as a banking professional, I always had a desire to start something of own.

In moments of self-doubt or adversity, how do you build your resolve?
There are moments when I question if all the hard work is worth it. Whether it would lead anywhere and whether I should keep moving. At these times, I just think of how far I have come, of all the things I have achieved, of the satisfaction I get and how I am blessed to do what I love.

Discover more:
www.mirasingapore.com
@mirasingapore

Shay Paresh - SHAYDE BEAUTY

Meet: Shay Paresh
Founder of: SHAYDE BEAUTY

Tell us about your business:
Shay's years of working in media taught her a number of things. The most obvious was that melanin-rich skin was being underserved. Even though the beauty industry is a nearly 500 billion dollar market, many of its most commanding brands ignore the needs of deep and dark complexions from formulations to marketing.

After a lifetime of acne scars and hyperpigmentation, this added insult to injury for Shay.
It confirmed that her years of struggle were actually caused by an industry-wide oversight. In fact, the real problem was that no one was making products for her.

SHAYDE BEAUTY was born to serve this market and create skincare with melanin in mind.

What was the best piece of business advice you were given when you were starting out?
Adapt a growth mindset by seeking learning opportunities in everything!
“Every time you think to yourself, ‘I already know this’ or ‘This isn’t for me,’ try turning it around by asking, ‘How can I make this work for me?’

Name the biggest overall lesson you've learned in running a business?
Science has shown that you are the average of the five people you spend the most time with. Therefore, you have to surround yourself with positive and uplifting people who share the same values as you and are mission driven.

How do you balance your workload? What does self-care look like for you?
Having a routine definitely helps with productivity. Taking time to plan out your calendar for the week and writing down all of my important goals and priorities is crucial.
I also love taking a quick mid day walk for an energy boost.
My evening self care routine typically involves skincare, a hair mask, and music!

Discover more:
https://shaydebeauty.com/
@shaydebeauty

Karima Ladhani - Barakat Bundle & Giving Cradle

Meet: Karima Ladhani
Founder of: Barakat Bundle & Giving Cradle

Tell us about your business:
80% of maternal and child deaths in South Asia are preventable. To better understand how to address this problem, I visited rural India and sat down with over 100 mothers, fathers, and healthcare workers to learn from them what they 'need' and 'want' to support them during the first year of their children's lives. Together, we created Barakat Bundle, an award-winning non-profit that provides evidence-based life saving care and education bundles for mothers and newborns in need in South Asia. Each Bundle includes 3 key items: 1) evidence-based medical items, 2) health education, and 3) their patented safe-sleep Giving Cradle. The Giving Cradle (as well as other safe, sustainable family products that give back) is also available for sale in North America with 100% of proceeds giving back to Barakat Bundle.

What was the best piece of business advice you were given when you were starting out?
"You don't know what you don't know...and it's better that way." Looking back on my entrepreneurial journey, had I known all of the challenges that were going to come my way I might have been too scared to begin. There is a blessing to not knowing just how many obstacles you will have to overcome and it allows your bold optimism to drive you rather than fear to inhibit you.

Name the biggest overall lesson you've learned in running a business?
There are many moments of opportunity that are fueled by skill and just as many fueled by luck. While it may feel like luck is out of your control, always know that you can facilitate your own serendipity to increase the likelihood of those lucky moments. Send the cold email, go to the optional conference, search for that needle in a haystack - sometimes you just might find it!

Does your culture influence your choices and decisions? If yes, how?
I think it is completely unjust that women and children continue to die from causes the world has already solved. I feel particularly upset by the fact that many of these women and children are from the same country as my own ancestors and that barring fate, I could have just as easily been part of those overlooked families. Instead, my cultural upbringing involved dinner table conversations on the role of women and volunteering in South Asia & East Africa where my family is from. The combination of my knowledge of the injustice and my experience seeing it firsthand has influenced my current work by not only focusing on helping the most marginalized populations but by ensuring their voices are heard and that they are empowered to be part of their own solution.

How do you balance your workload? What does self-care look like for you?
I love my morning routine of making my pourover coffee, drawing open my curtains, and watering my plants. Having light, life, (and caffeine) all around me creates an opportunity for mindfulness as I start my day.

Discover more:
Barakat Bundle
Giving Cradle
@barakatbundle
@givingcradle

Nalini Mehta - Route To India LLC

Meet: Nalini Mehta
Founder of: Route To India LLC

Tell us about your business:
Route To India has been a journey in showcasing Indian culture through our food. Inspired by the depth, wisdom and vivaciousness of our culture, we seek to use food as our medium. Co founder Nalini Mehta has been an Ayurvedic culinary instructor for the past 18 years and our first product to market is YOGA POPS.
YOGA POPS – are a unique better-for-you snack made from Asian water lily seeds. Our snacks are inspired by Ayurveda, bringing the experience of yoga through food. These ancient super seeds are known for their health benefits and have been used for centuries as part of Ayurvedic medicine, a holistic sister science and philosophy of yoga. Hand-roasted, spiced and packaged in small batches in Atlanta, our crunchy artisanal snacks are a great alternative to popcorn. We currently have 5 flavors of our snack.
As a minority, 100% women-owned business, our social initiative is dedicated to the people who grow our food, making sure that they have access to opportunity, and the education and equipment they need to grow efficiently and sustainably.

What was the best piece of business advice you were given when you were starting out?
Be authentic. Stay true to your story and your reason to believe.
Build your brand based on these principles.

Knowing what you know now, what would you have done differently when you were first starting out?
Nothing different.

Name the biggest overall lesson you've learned in running a business?
Stay committed and consistent, it takes sometime to establish a business so stay at it. Initial years are tough and it was hard to know if we were on the right path. This advise kept us moving forward with the right energy.Patience is truly a virtue and believing in oneself has definitely stood us in good stead.

Does your culture influence your choices and decisions? If yes, how?
Route To india is rooted in the wisdom of our culture. Everything we create is inspired by Ayurveda and Yoga. Food is a great medium that folks from all cultures readily accept. Infact more often than not they are curious to try foods from diverse cultures.
Our product YOGA POPS makes our culture available in a bite size and we share the wisdom of ayurveda through social media videos and curations like on Product of Culture so people can appreciate and learn more about its depth.

In moments of self-doubt or adversity, how do you build your resolve?
Patience is truly a virtue and believing in oneself has definitely stood us in good stead. Knowing that our purpose has the capacity to have an enormous positive impact for our farmers and in helping consumers make better choices.

How do you balance your workload? What does self-care look like for you?
As long as I have taken care (yoga, meditation workout, food) of myself and family I am available for my business.

Discover more:
www.RouteToIndia.com
@yoga_pops
@Ayurvedawithnalini

Genevive Savundranayagam and Sheba Zaidi - Mahara Mindfulness

Meet: Genevive Savundranayagam and Sheba Zaidi
Founder of: Mahara Mindfulness

Tell us about your business:
Mahara is a contemporary lifestyle brand with a mission to create products and experiences that offer people a stepping-stone into a world of mindful practices and personal transformation. Our first product, The Human Being Journal, as featured on Oprah’s 2021 Healthy Living ‘O’ List and Jessica Alba’s small business wellness guide, was developed as a direct response to the global pandemic to help people go inward, gain perspective and live more fulfilled lives.

Name the biggest overall lesson you've learned in running a business?
Perspective is key. Building a business is not easy or glamorous (especially in a pandemic!) and having perspective can help you through some of the most difficult days. Perspective for us is defined by the ability to ask yourself: will this issue be important in five days, five weeks or five years? And accordingly, assign the accurate weight to the problem at hand. It allows you to remain optimistic, while keeping your eye on the long game.

Having perspective helped us manage through some of the unexpected challenges presented by COVID. When we left our careers behind in early 2020 to launch Mahara, we didn’t expect a global pandemic to hit weeks later. We were forced to throw our initial business plan out the window and had to pivot from launching with mindfulness events to product development. Having to change our entire business model wasn’t easy, but putting things into perspective made all the difference. It helped us stay focused and enabled us to push through the hard days.

Does your culture influence your choices and decisions? If yes, how?
We believe our cultural backgrounds and upbringing gives us a competitive advantage and has influenced our entrepreneurial journey. Sheba was brought up in the Middle East to Pakistani parents, and Genevive was born in Sri Lanka and raised in Canada. Despite coming from different cultural backgrounds, we learned early on the importance of mindfulness and giving back. It was an important part of both our cultures and also why a percentage of all our journal sales goes towards supporting mental health organizations.

Our desire for entrepreneurship was also inspired by the immigrant experience of our parents. As many children from immigrant parents can relate, we witnessed the resilience it takes to build a new life from scratch despite immense obstacles. We saw firsthand what was possible when you put your mind towards achieving a dream.

Lastly, coming from different parts of the world also allowed us to approach things from a global perspective and we innately understood the importance of inclusivity in order to be indispensable — whether it was in our careers, social circles or philanthropy.

In moments of self-doubt or adversity, how do you build your resolve?
We show ourselves compassion. The highs and lows of entrepreneurship can often feel like emotional whiplash. This is why it is so important to have compassion towards yourself. For both of us, our mindfulness practices, including daily meditation, journaling, exercise and good nutrition helps us ensure we prioritize self-care. It is our way of showing kindness and deep compassion for ourselves which allows us bounce back from moments of self-doubt or adversity.

Discover more:
www.maharamindfulness.com/
@maharamindfulness

Bhavana Jain - BHAV

Meet: Bhavana Jain
Founder of: BHAV

Tell us about your business:
BHAV is a women's contemporary clothing brand based in Chicago, IL. The line is inspired by the rich diversity of South Asian heritage fabrics, and features sophisticated and flattering ready-to-wear pieces tailored to fit the daily lives of real, modern women. BHAV seeks to empower women to find unique ways to embrace their cultural heritage. We see heritage as a piece of us - not the sole thing that defines us and are inspired by everyday women who have authentically incorporated their multicultural identity into their lives, whether it's related to career, motherhood, or otherwise.

What was the best piece of business advice you were given when you were starting out?
The best piece of advice I was given was no matter how well prepared you think you are... you aren't. I didn't believe it because I would say I am an "over-preparer." But as things progressed with my business I quickly realized that the things that I heard about business owners going through that I thought I thought would never happen to me, nonetheless happened to me in some way or another. But you learn from each challenge and find a solution to continue to make the brand grow.

Does your culture influence your choices and decisions? If yes, how?
My Indian heritage influences my brand in so many facets. BHAV is a women's contemporary line that incorporates Indian heritage textiles and design features into the aesthetic. BHAV has evolved just like I have personally gone through an evolution in embracing and incorporating Indian culture into my life and designs. Growing up, I was exposed to not only Indian culture but also American as well. Being a minority in my hometown, there were challenges in finding a balance in both cultures. At the time, it just felt normal and you "dealt" with it. There were times where I rebelled or didn't want to have anything to do with anything Indian. Those were times when I was teased or asked to many questions about certain aspects of it. As I got older, I was able to appreciate my heritage and understand that there is a way to find that healthy balance that I was seeking. I was able to take pieces from both American and Indian culture that I wanted to incorporate into my life and shape my own identity which was pretty unique! This was channeled into my brand BHAV and has allowed me to share a piece of myself in creating designs that I can share with everyone. I hope that others too can relate to the message that we are made up of so many things and there is not just one culture, idea, or label that defines us.

In moments of self-doubt or adversity, how do you build your resolve?
In being an entrepreneur, there are many times where you face roadblocks, self-doubt, or question if this is the best path to follow. When I face those moments, I take a step back and look at how far I have come. I remind myself that creating a brand is a huge feat and many people dream of pursuing their passion. I took a chance on myself to actually do it. I'm also an innate problem solver. If I come across a challenge I think of ways to find the solution and it keeps me going. Each problem solved is a win, and in most cases I learn something from it and keep moving forward. I also ask myself the most important question, "Are you still enjoying what you do?" If the answer is "no" then it's time to do something else. If it's "yes" then keep on pushing and persevering until you reach your goal no matter what!

How do you balance your workload? What does self-care look like for you?
Balancing two careers is challenging! My pharmacy career fulfills my love in providing the best healthcare I can to patients. My passion for design allows me share a piece of my identity to create beautiful pieces for people! Between my two two careers there are challenges in finding time to take care of myself. However, I find that following my calendar is essential to make sure that I balance my commitments to my jobs but also incorporate social time because that is so crucial for my overall well being. I find happiness in doing the things that I enjoy in the company of family and friends because it helps me keep sane. Self care for myself is watching a good movie, exercise, traveling, spending time with (especially my niece and nephew) loved ones and doing the things that bring me joy.

Discover more:
https://shopbhav.com/
@shopbhav

Anju Rupal - Abhati Suisse

Meet: Anju Rupal
Founder of: Abhati Suisse

Tell us about your business:
I was a social worker turned entrepreneur. I launched a foundation Neo institute to address climate change in 2009 later renamed We Forest and has now planted 32 million trees till date "trees are the best technology to cool our earth". My work here gave me access to tribal farmers in India who we gave work to (planting trees) I now source our plants from them ensuing them an income through Abhati Suisse.
Abhati Suisse is a clean Luxury concept created by Anju Rupal capturing the rich natural Essence of her Indian roots.
Anju believes in the simple but powerful philosophy that “beauty shines in nature”. Potent ingredients sourced from tribal farmers in India, many of which are harvested exclusively for Abhati. - are activated using the latest advanced SWISS laboratory technologies. Dedicated to preserve the beauty of the natural world. Abhati works and teaches the farmers clean farming practices to protect the nature that people need to thrive. We very quickly were acknowledged as a BCorp company.

What was the best piece of business advice you were given when you were starting out?
Never take short cuts. Building an ethical company takes years.

Knowing what you know now, what would you have done differently when you were first starting out?
This is my second company. For my first company I raised capital. I wanted to and proud that I was able to build the business with no outside investment and stay a truly ethical brand.

Name the biggest overall lesson you've learned in running a business?
Stay in your lane. and get experts to do what you don't know.

Does your culture influence your choices and decisions? If yes, how?
Yes. I named our products after Indian deltas and our comb brought back child hood memories why I named it "Kangi" the name we use in India for combs. My mum would always be looking for her kangi to comb my hair.

In moments of self-doubt or adversity, how do you build your resolve?
I walk in the mountains, my form of meditation and reflection.

What tool, object, or ritual could you not live without in your workday?
my ritual every day is tongue scraping after brushing my teeth.

How do you balance your workload? What does self-care look like for you?
We're nestled in the foothills of the alps here in Switzerland. I do all my long phone calls or press interviews walking and talking.

Discover more:
www.abhatisuisse.com
@abhatisuisse

Sailaja Joshi - Mango and Marigold Press

Meet: Sailaja Joshi
Founder of: Mango and Marigold Press

Tell us about your business:
Mango & Marigold Press, an award-winning publishing house that shares the sweet and savory stories of the South Asian experience. We are on a mission to bridge both the diversity and accessibility gap in literature, one story at a time.

Knowing what you know now, what would you have done differently when you were first starting out?
To save my money. To write more. And to believe in myself.

Name the biggest overall lesson you've learned in running a business?
When our first board book came out from print and our name, Bharat
Babies, was nowhere to be found! It was our first time creating something like this and
while it was a big mistake, it’s something we learned from quickly and efficiently.

Does your culture influence your choices and decisions? If yes, how?
Yes! When I saw the gap in diversity in children’s literature, I knew that the world needed
companies dedicated to shifting the landscape of children’s literature. This inspired me
to found Bharat Babies 6 years ago. I am so proud of our team for their hard
work and dedication in bringing the stories of traditionally marginalized communities to
the forefront of our bookshelves.

Discover more:
https://mangoandmarigoldpress.com
@mangoandmarigoldpress

Alak Vasa - Elements Truffles

Meet: Alak Vasa
Founder of: Elements Truffles

Tell us about your business:
At Elements Truffles, we make clean and high-vibe chocolates. Made with just two main ingredients; ethically sourced Ecuadorian Cacao and locally soured honey, our chocolates are free from dairy, gluten, soy, refined sugar, gmo, and artificial anything. Our decadent chocolates with melt-in-the-mouth texture are Infused with Ayurvedic herbs/spices and pure essential oils. We are committed to giving back and we donate 25% of our profits for education for children in India.

Name the biggest overall lesson you've learned in running a business?
My biggest learning has been acceptance. I am a planner, I like things organized and perfect as I perceive perfection. I have learnt to accept that things will not always go as planned. Actually, mostly always. Sometimes better things happen than what I had planned for and sometimes not so good things happen. But in the end it all works out the way it is meant to be. And success is not in getting somewhere, it is about enjoying the ride while getting there.

Does your culture influence your choices and decisions? If yes, how?
Yes, absolutely. I feel like my culture is at the core of who I am and everything I do. And it had to be at the center stage of our small business, which inspired us to start a line of Ayurveda inspired chocolates. The choice of ingredients, the bold flavors, and our packaging are all rooted in our culture.

In moments of self-doubt or adversity, how do you build your resolve?
Dealing with self-doubt has been one my biggest growth areas. As an entrepreneur, I have faced many situations when self-doubt became the loudest voice in my head. Over the years, I have learnt to overcome self-doubt by acknowledging it. The moment I acknowledged it, I felt like it lost that grip over me and then I was able to move past it. And every-time I did that, I learnt something new about myself, my capabilities and my comfort zone expanded. And this gave me a lot of confidence. Another thing that has helped me a lot in moments of self-doubt and adversity is seeking help. Each time I was pleasantly surprised to experience how much my tribe was rooting for me and invested in my success.

Discover more:
http://www.elementstruffles.com
@elementstruffles

Priya Shah - Culturally Inclined Productions

Meet: Priya Shah
Founder of: Culturally Inclined Productions

Tell us about your business:
Culturally Inclined is a woman owned small family business based out of New Jersey! We are creating South Asian games that are fun for all generations to play. Our mission is simple: to create South Asian centered games that allows people of all generations to come together, laugh, bond over stories and enjoy being in the present with their loved ones!

What was the best piece of business advice you were given when you were starting out?
Your genuine net worth = your network. Go out there and meet people. Take time to develop your interpersonal communication and emotional intelligence skills. Authentic friendships in DIFFERENT areas of your life are so important and having it contribute to a strong overall support system and community is key.

Name the biggest overall lesson you've learned in running a business?
Compared to how the world was, we have SO many more resources available to us. A lot of things are so much easier and accessible. Push on, find and use the resources out there.

In moments of self-doubt or adversity, how do you build your resolve?
I think back to moments of how my product has made others feel and how much joy it's brought to families. That's my fuel. I also think to myself, "Nothing worth having ever comes easy". If others have done it, I can do it too.

How do you balance your workload? What does self-care look like for you?
I take things one day at a time. If I can't finish it all, I tell myself it's okay. I break tasks down into tiny things so I'm not so overwhelmed by it all. I remind myself there will always be more work to do but my health and mental health should be first.

Discover more:
www.culturallyinclined.com
@culturallyinclined

Karen Desai - LUKH

Meet: Karen Desai
Founder of: LUKH

Tell us about your business:
LUKH is an online rental service dedicated to making South Asian fashion and culture accessible in the US.

What was the best piece of business advice you were given when you were starting out?
Be intentional with your customers. If customers have a great experience with your brand, they will support you. Find the little personal ways to go above and beyond.

Knowing what you know now, what would you have done differently when you were first starting out?
I wish I would have created a process that enabled my team and I to listen, test and learn. My advice is to build an MVP, continuously gather feedback and run hypothesis tests to determine if your solution really fits a need or if it needs to be iterated.

Name the biggest overall lesson you've learned in running a business?
It's critical to have a purpose you’re passionate about. Running your own business is challenging, time-consuming, and hectic. There's no such thing as work life balance, or a separate personal and professional life. The passion for what you do needs to be there to keep you going.

Does your culture influence your choices and decisions? If yes, how?
The ability to provide access to the South Asian culture was the inspiration for the creation of LUKH. As the US becomes more diverse and multi-cultural, I believe it's important to share our heritage, educate on culture, and embrace the fashion. It's up to us to preserve our roots, but also make our culture inclusive and open to anyone - regardless of their background.

How do you balance your workload? What does self-care look like for you?
I always ensure I make time for my husband, family, dog, and friends. My people are what keep me grounded, and I wouldn't be where I am without them. My self-care is quality time spent with the people I care about the most.

Discover more:
lukhstudio.com
@lukhstudio

Sushmitha Pidatala - Arjuna

Meet: Sushmitha Pidatala
Founder of: Arjuna

Tell us about your business:
Arjuna is an online lifestyle and home décor boutique focused on the South Asian aesthetic. Arjuna is an affordable option that fills a market void. It’s where traditional designs meet modern day form and elegance. Arjuna is much more than just a brand, but rather a branded platform that showcases undiscovered artists and their work from all over the world --- people with a creative flair and inspirational voices.

What was the best piece of business advice you were given when you were starting out?
Always be open to pivoting. Because if you're married to an initial idea, design or iteration, it's often ego speaking louder than acumen. And if you're catering to the ebbs and flows of a diverse consumer market, you need to be ready to shift the direction of your business to meet customer demands.

Knowing what you know now, what would you have done differently when you were first starting out?
I would have been more transparent about me and my personality as a founder. This is because, ultimately, a brand is about the human being(s) behind it. This is what initially resonates with customers and makes them want to not only purchase your items, but more importantly engage with the brand. In the beginning I was paralyzed with the fear of what I thought other people would think about me "putting myself out there." The fear of those potential judgments was a handicap from the get-go.

Name the biggest overall lesson you've learned in running a business?
Consistency is critical to everything, from designs to marketing to social media engagement. This is because success rarely happens overnight. And if you want to be more than just a flash-in-the-pan, temporary hit, you need to be consistent over a longer period of time, keeping in mind that that penetrating a market is not the same as cultivating one.

In moments of self-doubt or adversity, how do you build your resolve?
I go back to my "Why?" Meaning, I pause, take a deep breath, and remind myself why I set out on this journey to begin with. This allows me to put things in perspective and see where I and my journey fit into the grand scheme of things. That's when I inevitably realize that I'm not as "behind" as I thought I was. Some of the answers to my "Why?" are: being in control of my own destiny; creating and curating products that are missing from the mainstream marketplace; and establishing a self-sustaining business that can inspire my children to work hard and step out of their comfort zone, if need be.

Discover more:
www.arjunadesignstudio.com
arjunadesignstudio

Noor Wadhwani - Athletifreak

Meet: Noor Wadhwani
Founder of: Athletifreak

Tell us about your business:
Athletifreak is a premium lifestyle brand representing a freakish passion for movement. Fueled by positivity and connected by a universal pulse, our vision is to inspire Movement through Movement.

What was the best piece of business advice you were given when you were starting out?
Start.
If you have a vision, have conviction in it and it’s something you are truly passionate about - have the courage to go for it. Because if you don’t believe in yourself, if you aren’t willing to bet on yourself, you can’t expect others to.
So don’t wait - Start, be humble, and evolve.

Knowing what you know now, what would you have done differently when you were first starting out?
Start sooner :)

Name the biggest overall lesson you've learned in running a business?
Get used to hearing ‘No’.
There’ll be doubters. There’ll be cheerleaders. Both play their role in making you stronger. Learn to find opportunity amidst challenges, work hard to earn your place and be positive.

Does your culture influence your choices and decisions? If yes, how?
Back in 2014, when we were watching the opening ceremony of the Winter Olympics in Sochi, our son (who was 4 at the time) asked my husband and I why India, with one of the world’s largest populations, had such a small contingent. It was a moment of self-reflection for both of us, a desire to bring change and the birth of Athletifreak.
Fitness and wellness - were never a priority for us growing up. Ignorance or cultural conditioning, this translated into a lack of investment towards sports and health- both personally and as a nation.
As we raise our children in an uber connected digital world, we appreciate the importance of physical and mental health, now more than ever.
Our vision is the continue leading Movement today to inspire a healthier tomorrow.
... And someday play a role in helping grow the Indian contingent at the Olympics :)

In moments of self-doubt or adversity, how do you build your resolve?
Having the awareness that change is the only constant, we embrace it and anchor back to our values.
Know your purpose, be relentless in your pursuit and follow the light.

What tool, object, or ritual could you not live without in your workday?
Movement.
As most entrepreneurs would attest, starting and running a business is a juggling act and often times health (both physical and mental) takes a back seat. I’ll be the first to admit that as a woman, mother and multi-hyphenate entrepreneur (@nowad.home), we invariably put the needs of others before our own.
But after 12 years of being married, my husband’s freakish passion for movement has finally rubbed off! I’ve developed a deeper appreciation for the power of movement and the impact it has on my productivity, mood and overall well-being (endorphins make you happy - salute Elle Woods #iykyk)
I now prioritize my physical and mental well-being and Movement is an integral part of my day. So be it morning yoga, a barbell class at the gym (+sauna after if I’m lucky!) or an evening power walk - make it a a lifestyle and #getyourfreakon !

How do you balance your workload? What does self-care look like for you?
When my husband and I founded Athletifreak, the word ‘balance’ took a whole new meaning for us. Marriage (and family for that matter), in itself is the ultimate balancing act - of ambitions, personalities, emotions and quirks.
But starting a new business, with two elementary kids (being home-schooled at the time), amidst a pandemic and multiple unknowns, that balance has been tested many a time. Add to that we’re both wired uniquely (read differently!!) - He’s a corporate finance exec, I’m a designer. He’s analytic, I’m creative. I challenge the status quo, he’s peppers in the practical. The left brain and the right brain!
Much like the brain - neither side works in isolation. It’s when both sides come together, work together, are in harmony with each other - that’s when the magic truly happens! Dualities at play, Athletifreak itself is the amalgamation of our two passions - wellness and design.
We find balance in the realm of fitness, as source of energy and mental recharge. For him self-care is a long outdoor run, for me it’s a yoga class. As a family, our walks to the park are our go-to move :)

Discover more:
www.athletifreak.com
@athletifreak

Vanessa Jeswani - Nomad Lane

Meet: Vanessa Jeswani
Founder of: Nomad Lane

Tell us about your business:
Nomad Lane designs elevated bags and accessories to keep professionals organized on the go.

What was the best piece of business advice you were given when you were starting out?
Make money faster than you spend it. We’re a completely self-funded business, so we have to be careful where every dollar goes. We try to be extremely lean and have cut out all unnecessary expenses, both in our business and personal life. As an entrepreneur, you have to be able to scale up and down when necessary.

Knowing what you know now, what would you have done differently when you were first starting out?
If I could do one thing differently, I would have hired for the skills we didn’t have on our founding team (my husband and I) from the start. The one competency that neither of us have is a strong design background and that’s imperative when you have a product-based business. I wish we were able to bring on a talented designer earlier than when we did.

Name the biggest overall lesson you've learned in running a business?
The biggest lesson I’ve learned from running my own business is to gain a strong understanding of what you’re good at and just focus on that. Don’t get distracted by shiny objects/all the potential other things you could be doing. For us at Nomad Lane, we’re great at developing unique travel products and launching them via crowdfunding. Every time we’ve tried to veer off that path, it’s not worked out as well as we would have hoped. Now, we know what we’re good at and we just double down on it.

Does your culture influence your choices and decisions? If yes, how?
Yes, for sure. Given that my background is Sindhi, I come from a family of entrepreneurs and merchants. They always instilled in me the value of doing things the right way and maintaining a sense of integrity while running a business. We strive to treat everyone we work with and our customers with the utmost respect. We make sure we pay our vendors on time and we trust our partners/freelancers to get the job done without micro-managing.

In moments of self-doubt or adversity, how do you build your resolve?
I think of all my previous experiences where I have overcome a difficult situation. I think to myself that if I was able to overcome those tough challenges, whatever lies ahead of me is easy!

How do you balance your workload? What does self-care look like for you?
For me, self-care is not about taking a long bath or a face mask, it’s more about surrounding myself with good people. I believe the most important aspect of one’s mental health is setting boundaries and establishing my priorities. I focus on spending time with people that make me feel good and inspire me!

Discover more:
www.nomadlane.com
@nomadlane

Sunny Rai - The Olive Box

Meet: Sunny Rai
Founder of: The Olive Box

Tell us about your business:
My business provides artistically curated graze boxes, boards and tables using locally sourced ingredients. When you order from The Olive Box, you are helping a minimum of 7 other small businesses thrive. We also offer virtual team building class for businesses. Businesses across Canada have given us the privilege of hosting our ‘Build a Board’ class for staff socials, team building and employee appreciation.

Knowing what you know now, what would you have done differently when you were first starting out?
I would have never doubted my capabilities. As adults, we are fearful of failure. If you fail, it’s ok because it means you tried! I was nervous when I first started out, but I knew I had the passion, drive and I truly believed my product was worth sharing with the world. Those three pillars overtook any doubts I had.

Does your culture influence your choices and decisions? If yes, how?
Sharing my knowledge and love for wine and cheese doesn’t exactly get me high fives in my community. However being a South Asian educator, mom of 3 and now business owner does! As South Asian women, we wear many hats along the way, some are easy and some are challenging to keep on. I am happy to say I wear all three with pride! Our culture loves food. Food is an unspoken language between all cultures. It brings people together during times of happiness, sadness, during times of challenges and during times of progress. I am overwhelmed with joy that my edible art is chosen for such occasions.

In moments of self-doubt or adversity, how do you build your resolve?
It’s ok to be uncertain, nervous or scared. If you have trust in what you are putting out there, it will be seen and welcomed. Every step you take will not always be easy, just take the step. If we don’t put one foot before the other than yes it will dissolve the path you created. Self-doubt is learned, learned through judgement. Don’t judge yourself because that what others will do. Reflect and move forward in the direction of your goals. This has helped me stay focused.

What tool, object, or ritual could you not live without in your workday?
Every morning I journal. I reflect on my successes and build goals for improvements. There is so much to be thankful for. Journaling helps me see everything that is great because there truly is such much greatness that we overlook!

How do you balance your workload? What does self-care look like for you?
Self care for me is my physical health. I absolutely love working out! Not only is it great for my kids to see and grow with, but it truly is a stress relief. I am mentally energized and full of positivity and creativity after a good workout!

Discover more:
www.theolivebox.ca
@theolivebox_

Deboshree Dutta - RoomPlays

Meet: Deboshree Dutta
Founder of: RoomPlays

Tell us about your business:
RoomPlays is the first Global Virtual Interior Design Platform, that transparently connects Home Owners with Interior Designers, entirely online! We're Democratizing Interior Design, so everyone can have a well-styled home!
Interior Design has traditionally been for the affluent, and mostly inaccessible to most people. At RoomPlays, we aim to make quality Interior Design & Home Decorating accessible to everybody.
We empower Women-led small business Interior Designers, Creators & Freelancers to monetize their creativity by offering bespoke virtual design services to a global clientele, with our platform approach.

What was the best piece of business advice you were given when you were starting out?
Ask for Help : This is bigger than you and you need to bring people in to help shape and grow this into its full thriving potential

Knowing what you know now, what would you have done differently when you were first starting out?
I'd have started earlier. I was afraid to Fail : Failure is the first step to learning.
My learning - Don't hesitate to try something out because the worst thing that can happen is you learn something incredibly valuable!

Name the biggest overall lesson you've learned in running a business?
Do things that don't scale : Think big, Start small. Its ok if you're handcrafting every response, nothing is automated, you're manually doing a lot of things. Its ok. Its how everybody starts!

Does your culture influence your choices and decisions? If yes, how?
YES. I'm breaking through in the Home & Design space in the US Residential market - largely dominated by White Women. I hesitate to even show up (brown skin, Indian accent) on my own Instagram channel. Instead I've chosen to own it - and enroll fellow (white) designers to join and present a united face for RoomPlays. We're in the business of democratization - and we intend to be truly explore and showcase our diversity - in ethnic & economic backgrounds

In moments of self-doubt or adversity, how do you build your resolve?
Tap into your network. Build your tribe. Founding a business is an incredibly lonely journey- find your cohort of fellow founders to share and support through the million tough decisions you have to make as a business owner.

How do you balance your workload? What does self-care look like for you?
I'm a creator (@deesignplay) - I need to have an outlet for my creative energy. I take on simple fun DIY projects that spend a weekend just detaching myself from my business and immerse myself in a project or two. I know it sounds like more work - but that's really what I need to get my brain to relax :)

Discover more:
https://roomplays.com/
@roomplays