Naina Hussain - bynaina.

Meet: Naina Hussain
Founder of: bynaina.

Tell us about your business:
I create artwork inspired by South Asia: its people, its culture, and its colors.

What was the best piece of business advice you were given when you were starting out?
The best piece of business advice that I was given was given to me by my parents: don't ever feel demotivated, put your work out there, and surely someone will notice!

Knowing what you know now, what would you have done differently when you were first starting out?
I'm not sure if I'd want to do much differently; I think where I am now is because of the challenges, and experiences I've faced during my entire journey to where I'm at right now, and I'm excited to learn even more moving forward. I believe I took a really long time to completely immerse myself into bynaina, and I'm glad I took it slow because I am a person who's practical, and hence, it was when I was taking everything slow, that I truly understood who my customers are, and what they are looking for through my work.

Name the biggest overall lesson you've learned in running a business?
The biggest overall lesson that I've learned in running my business, and one that I'm still trying to learn is that there will be ups and downs; that's how business is. Therefore, during the point at which you're going through the downs, it's important to hold still, to still continue creating, and not get demotivated by anything. Another door will open. Instead, take that time to reflect, and strategize the next steps.

In moments of self-doubt or adversity, how do you build your resolve?
In moments of self-doubt or adversity, I take the time to absorb and reflect. I am a huge proponent of planning my next steps, even though I like to mostly take things as they go, and move with the flow. So whenever I doubt myself, I take a step back, look at my past work, and see the development my work has gone through, and use that as motivation.

How do you balance your workload? What does self-care look like for you?
I try to workout at least three times a week, and during times when there's a huge workload on my end, self-care unfortunately ends up taking a back-seat (which is really bad, and something that I definitely do not recommend). But I believe that a good night's sleep and water can fix anything! Staying hydrated, and sleeping well really helps me stay afresh.

Discover more:
@bynainah

Lisa Mattam - Sahajan

Meet: Lisa Mattam
Founder of: Sahajan

Tell us about your business:
Sahajan is the only clean, clinically proven skincare company based on the science of Ayurveda.

What was the best piece of business advice you were given when you were starting out?
This is very practical but it has served me very well. When I was in the Sephora Accelerator, we received a gift with a card from one of the founders of Urban Decay. The card congratulated me for the creation of Sahajan but continued with this advice. Invest is back end operations, that will ultimately decide the success of your business. I reflect on this piece of advice all the time- as a beauty founder and someone now in CPG- we focus most of our energy on the brand itself and the traction that we need. While these pieces are critical, it's easy to neglect everything behind the business which can eventually sink any strong brand with the greatest of traction.

Name the biggest overall lesson you've learned in running a business?
Obsess over your customers- not your competitors. One of my goals is that every person who interacts with Sahajan who has purchased or not, has an incredible experience interacting with us. Every single customer who purchases from us, takes a chance on us. I am grateful for that chance and that gratitude is reflected in the interactions and touch points the customer has with Sahajan. Being close to your customer helps you understand their needs, creates unparalleled relationship and if done well, sincere loyalty.

Does your culture influence your choices and decisions? If yes, how?
Sahajan is founded in the Ancient Indian Science of Ayurveda. Full stop. It's important to be that the brand is authentically reflects the foundations of Ayurveda. We work with two Ayurvedic doctors on our formulas- we support our community by sharing knowledge from Ayurveda to support them in their wellness journey and we use our voice and our platform as a voice that supports Indian culture and an environment for inclusion.

In moments of self-doubt or adversity, how do you build your resolve?
This is an ongoing process... In moments of adversity, I turn to my faith first- prayer is critical. I am a big believer that it takes a village to grow a business and that every founder needs her or his own village. My family, friends, and fellow founders are amazing supports along the way. Exercise is everything. I work things out in my head during a hard workout and that awful feeling when you are stressed, worries or upset, somehow it's not there anymore when I get my sweat on.

What tool, object, or ritual could you not live without in your workday?
Every week, I create a very structured to do list which involves my children, my parents, my seva (my giving back), my workouts and then a huge section on the business. Every morning before I start my workday, I review, edit and use it as the foundation for my day.

Discover more:
www.sahajan.com
@sahajanskincare

Nikita Chatterjee - PAANI, LLC

Meet: Nikita Chatterjee
Founder of: PAANI, LLC.

Tell us about your business:
We are a social enterprise focused on providing clean drinking water to underserved communities throughout the South Asian diaspora. We have patented water filter technology engineered into a traditional sari cloth, which enhances the quality of water using a method of cloth filtration familiar to generations of women in India. Not only is water born illness a leading cause of death in India and countries all over the world, but water scarcity and the aftereffects of Covid-19 are forthcoming in our future, and it is essential that humans everywhere have access to basic human rights, especially clean drinking water. Simply by folding over the sari twice to create four layers and simultaneously aligning the embedded pockets of disinfectant, the PAANI water filter is a system easily adaptable into the lifestyles of rural residents throughout growing, developing nations.

What was the best piece of business advice you were given when you were starting out?
The best piece of advice I received was to find a safe space to fail, and to do just that - fail. I learned that you don't learn anything until you try and figure out that it doesn't work. In essence, innovation thrives off failure, and you'll only discover the true potential of your idea by iterating. Being in a space where failure is encouraged is something that allowed for me to grow my business and my character as an entrepreneur. It gave me a place to complain and cry, but also a place where my peers/mentors picked me back up and told me that it is what you do after failing that is the true test, and one of the most important decisions.

Knowing what you know now, what would you have done differently when you were first starting out?
For me, building a strong team at the beginning of my journey is where I would go back and change some of my decisions. I wanted to be the woman who did it all, but I learned that a strong team is the backbone of any successful venture. I realized that I'm not in expert in every industry, and although I want to be hands on and make all the final decisions regarding my product and business strategy, there are some people who are better and more experienced in those areas. I would have delegated work to people who are experts, and taken advantage of my network more in that regard, which would have saved me months of work I did alone.

Name the biggest overall lesson you've learned in running a business?
The biggest lesson I've learned is that you can have all the numbers crunched and the ideas in motion, but without emotional connection to your audience, consumers, and advisors, it is almost impossible to scale and build a successful business. For me, emotional connection is the hardest to develop, and trust with your community is essential because that is the only way that they will embrace your ideas.

Does your culture influence your choices and decisions? If yes, how?
My culture is at the forefront of what I do, and what I believe in. It is my inspiration for building the PAANI filter, it is the foundation of the design of the filter, it is what I think about before calling not for profit agencies everyday and it is why I am proud of the enterprise I am building. Often in innovation, cultural beliefs and history are overlooked because it is "the past," when in reality, especially in countries in the South Asian diaspora, it is engrained into our everyday decision making skills. Our culture is embedded into our core values. Both of my parents are immigrants from India, so I grew up in a very traditional Indian/Hindu household. We prayed every night, my mom uses turmeric to cure all of our ailments, and one of the most important things they showed me through shared experiences, photos, trips to India is that as a culture we come together to impact our community as a collective and that is what I hope PAANI is able to accomplish through supply of clean drinking water.

In moments of self-doubt or adversity, how do you build your resolve?
I'm still learning how to take self-doubt, reflect on it's presence, and turn it into motivation. Hearing no all day is defeating, being told you're too young or too feminine to have adequate managerial skills is hurtful, but entrepreneurship is survival of the fittest and so I thrive off it. For me, I learned that it's important that I know that I did all the preparation I could to be successful at the task at hand, and even if I fail or make a mistake, I can go home feeling proud and having something new to think about. I think doubt can be draining and negative if dwelled on, so when in doubt of myself or feeling like there's a hurdle to jump through, I take a step back, remind myself where I have gotten, take a deep breath and move forward with whatever it is I decided was right at the time.

What tool, object, or ritual could you not live without in your workday?
My morning Starbucks coffee. Although caffeine is necessary when you're working a 9-5, and running a business, it's the stop at the coffee shop as part of my routine that is more important to me. I have something to look forward to, somewhere to stop and say hello to people who have come to recognize my face (and know my order) and then walk a couple blocks through Manhattan with coffee in my hand, which makes me feel inspired. Getting my coffee in the morning signals the official start of my day, and is a pitstop I will probably never stop making.

How do you balance your workload? What does self-care look like for you?
Short answer - I don't. Balance is hard. I started this business in college, where I had more free time than I should have. But graduating in a pandemic, going straight into a (more than) 9-5 job, and running a business while maintaining a social life (I am 23 at the end of the day) and studying for education on the side is hard, almost impossible. I always say that something must give, and for me that's sleep because I can function on a couple hours as long as I close my eyes feeling accomplished for the day. So for me, self-care is recognizing the small wins on the way to the bigger picture and making sure that I feel like I have gotten the most out of my day. Sometimes, that means working all 24 hours, and sometimes it means sending one email and binge watching Netflix all day.

Discover more:
www.paanisolutions.com
@paanisolutions

Megha Rao - holiCHIC By Megha

Meet: Megha Rao
Founder of: holiCHIC By Megha

Tell us about your business:
holiCHIC represents a thoughtful movement of designing garments for quality, versatility, and longevity. With a goal of offering a tasteful Indo-Western fashion experience, leaving women feeling empowered and proud of their dual identities. We are more than just a fashion brand, amassing a loyal community (85, 000
and counting) of South Asian women who have learned to own and embrace their culture.

What was the best piece of business advice you were given when you were starting out?
To always stay true to your brand identity. My #1 goal has been to create designs that have significance and tastefully represent a blend of East and West. While it’s been tempting to explore new ideas and products, I believe starting true to what makes my brand unique has helped build and maintain its reputation and character.

Knowing what you know now, what would you have done differently when you were first starting out?
To trust the process. Easier said than done especially when you’re an impatient entrepreneur such as myself. It took me 6 years to build a brand which could financially support me. The fashion label has grown beyond my wildest dreams and I’m grateful to have left my corporate life after 15 years to develop and foster my brand full-time. Trust the process be patient and believe in the essence of timing.

Does your culture influence your choices and decisions? If yes, how?
My culture is the entire foundation of my brand. In 2015, I noticed a void in the South Asian fashion market – the absence of representation and fashion for the modern South Asian – American woman. In response, holiCHIC was born, a fashion label that connects and fuses Eastern and Western wardrobes, tastefully representing the modern South Asian woman.

Discover more:
www.holichicbymegha.com
@holichicbymegha

Shruti Taneja - Nivaala

Meet: Shruti Taneja
Founder of: Nivaala

Tell us about your business:
Nivaala is a brand rooted in food and culture, uniting people who are passionate about their familial food and preserving their culinary legacy.
The inception of this brand came about from a personal loss that I faced a few years back when I lost my mother, and realised that I hadn't written down or learnt any of our family recipes. With a mission to inspire people to treasure family recipes as heirlooms, which are just as significant as the saris and jewellery that we inherit, I created Nivaala, an heirloom recipe journal.
With the journal being our flagship product, we recently expanded our offerings to recipe cards and services such as a recipe exchange via postal mail.

What was the best piece of business advice you were given when you were starting out?
We live in a world built on promises; and the people who keep them are the ones who win in every sense of the word.
My brother made me realise to importance of setting realistic expectations, and not over promising just to please someone, be it a customer or an investor. Sometimes, we make promises we know in our hearts won’t be easy to keep. There will inevitably be times when we have to balance good intentions with business imperatives - but saying one thing and then doing another is the surest way to erode, not only the trust of others but also our sense of integrity.
Therefore, the best piece of advise that has helped me so far is to make honest promises and focus on how exactly I'm going to fulfil them, rather than over promising in eagerness and under delivering later.

Name the biggest overall lesson you've learned in running a business?
On a spectrum of optimism and pessimism, it is best to be in the middle and be a reasonable optimist.
Optimism fuels us to generate new possibilities and helps sustain the energy during the journey. However, entrepreneurship also requires dealing with repeated failures - it happens multiple times in a week, sometimes in a day too! Optimism is extremely beneficial in these situations and must be paired with rational thinking - objectively checking on the results of our efforts to make sure that overly optimistic expectations are not leading us astray.
As an entrepreneur, we need a plentiful supply of optimism; but sprinkling a bit of pessimism to ensure that our expectations match our reality insulates us from crushing disappointment when things don’t go our way.

In moments of self-doubt or adversity, how do you build your resolve?
When you face a setback, it is easy to get consumed in negativity and view it as something that will simply be your new normal.
However, if you see a setback as something temporary and focus on the things that are in your control, they will become a passing circumstance. You’ll be able to face that challenge and even move beyond it. You won’t define yourself by your current setback.
It helps to focus on something you can do or fix, no matter how small. Break it down into manageable tasks, and complete them one by one. Slowly, you’ll make it through and come out on the other side. It’s also important to find meaning in your challenges, and take action to make things go your way.

Discover more:
https://www.nivaala.co
@nivaala.co

Akruti Babaria - Kulture Khazana, LLC

Meet: Akruti Babaria
Founder of: Kulture Khazana, LLC

Tell us about your business:
Founded by an immigrant mom, Kulture Khazana connects families with cultural stories. Kulture Khazana provides Indian books, workshops, puzzles and holiday boxes to forge community and confidence in children.

What was the best piece of business advice you were given when you were starting out?
This advice wasn't when I was starting out, but it was when I was pivoting and reinventing Kulture Khazana. POC and Payal hosted Mother's Day Pop Up Shop which I was included in. During a fireside chat between Archana and Payal, Payal mentioned to the audience that we should be connecting and learning together to uplift the entire community of South Asian businesses. That advice had such great impact that I now have a strong community of "colleagues" where we are each other's cheerleaders, problem solvers and ideation partners.

Name the biggest overall lesson you've learned in running a business?
When in doubt, always go back to your “why”
There are projects that we agree to for so many reasons. If these don’t resonate with your “why”, they won’t bring you joy during the process or at the completion. As an entrepreneur, your time and energy are so limited, they are your greatest currency, that it always pays to focus on things that bring you joy and keep fueling your purpose. I’ve agreed to a few projects which provided quick cash but took me away from the long-term goal. To be honest, they did not bring me joy and I dreaded them.

Does your culture influence your choices and decisions? If yes, how?
As an immigrant, my culture has given me the roots to ground myself and wings to reach for the sky. The culture that I brought with me and the one that I've created here are a part of my ethos. It's this bond that led to creating Kulture Khazana where I can provide resources for families and help them connect with stories, values and with each other.
It is hard to say what choices and decisions my culture influences because it is an integral part of my "why".

In moments of self-doubt or adversity, how do you build your resolve?
Even though this sounds straight out of a Karan Johar movie, one of the big things I go back to is thinking about my parents. They immigrated in their mid 40's and rebuilt their whole life with limited knowhow of the US customs and culture. This was so their daughters can have a shot at a better future. Thinking of the sacrifices they've made, the choices they made, their determination and selflessness; fuels me with the "never give up" attitude.
Another thing that I go back to are messages from parents describing the impact of Kulture Khazana's work on their children. It takes me back to the purpose of Kulture Khazana and motivates me to get through the tough times.

How do you balance your workload? What does self-care look like for you?
I can totally be a workaholic as my work gives me immense joy. However, it is not healthy and has adverse impact on mental health. Dance, family, friends and tennis are my outlets. My son is the reason I started Kulture Khazana and he keeps me honest when I'm not 100% present with him. They force me to physically and mentally check out from work, recharge, feel fulfilled and return with refreshed ideas.
When I can't seem to find answers to problems, I completely check out of work and spend time with family, dancing or playing tennis. This almost always helps change the mindset to think creatively and without stress.

Discover more:
kulturekhazana.com
@kulture_khazana

Kamal Patel - KAMAL

Meet: Kamal Patel
Founder of: KAMAL

Tell us about your business:
Mission: To give, keep and pass ON!
Human connection. A story written. Heritage heirlooms. Isn’t this what we all long for in our everyday but don’t realize it until we find an old photo from 20 years ago? Nostalgia. Something I can pass down to my daughter and gift to my mother. Or pass down to my son to create his own legacy for his future while keeping a part of me. Loving myself enough to write to my “future self” reminding me of my journey through the jewels I wear.
Effortless heirloom jewelry and a simple handwritten note waiting to be reread provides that sense of connection to family and friends we all long for. Using her own paper designs as her muse, Kamal transformed her bejeweled card designs into jewelry on edge. Taking cues from her heritage and hues from her culture, she disrupts the cliche niche of Eastern motifs and turns you ON to the bold statements of beauty to the West.
This is the legacy behind KAMAL, a designer brand creating patterns and designs for keepsake notecards and fine jewelry - to give, keep and pass ON.

We believe in:
Authenticity: Creating unique designs inspired by my cultural heritage and global travels.
Quality: Using only the best materials—from luxe 100% cotton paper to precious 18K metals and gorgeous gemstones.
Sentimentality: Inspiring poignant memories and feelings of nostalgia through high-quality pieces designed to stand the test of time.

What was the best piece of business advice you were given when you were starting out?
Just start.

Knowing what you know now, what would you have done differently when you were first starting out?Nothing. Not knowing is sometimes the best blessing. I truly believe we are all here to create our own story. We all learn differently and our paths are so unique to us. We have all these chapters in our book and it is up to us to fill them up with our own words.

I graduated from Art School (Pratt, Brooklyn NY) in the 90’s. I got married fairly young, moved far from my NJ home to VA (5 hrs) and had my children living in a place I didn’t even know well. I truly had to do everything by myself with my husband - without family and friend support. I used to be in the best location any designer would dream of and then everything switched off like a light. It was pretty lonely and my best friends were my kids as my husband would work long hours.

I had to write my own chapters and fill up my book. It was hard. It tested my creative talent, it made me want more, I felt more ambitious. Every small win was a big win in my book. Finding and scouting a local paper manufacturer, win. Kids taking a nap so I can work, win. Dropping and picking up 3 kids at 3 different schools and still being able to create designs and go on press checks, win. Showing off my first collection of 42 designs that were sprawled on my bed for months or in the kids playroom, win. Winning “Best of Show” though at my first trade show at Jacob Javits Center, BIG WIN. Collaborating with WEST ELM for a holiday dinnerware set, BIG WIN. Signing an exclusive deal with Bella Figura, a wedding letterpress company on Lexington in NYC, BIG WIN. Collaborating with SEPHORA for inclusivity and standing for (31.Y) skin color in their “Best Skin Ever Foundation”, BIG WIN. Pivoting and connecting paper to jewels during Covid - the BIGGEST WIN. Today, featured in Conde Nast, Town & Country, Daily Front Row, Elle, E! - all BIG WINS.

The biggest win though looks different now. I look back and wonder how I did it all and kept it going for so long. I never missed a moment in my 3 kid’s lives because we just didn’t have it all and it was at times very lonely. I realize now they were my biggest cheerleaders, even as toddlers. We were learning together. They came with me to my press checks, waited to see all my news, read my press with me and were my greatest teachers. Raising 3 kids at home (WFH used to be a taboo believe it or not) while my husband would be off to work, I never missed their moments.

If I knew too much before, I wouldn’t have learned so much on my own. Social Media is wonderful, but we all know too much now which could be a curse at times. I was blessed I did most of this without Social Media. Even though I say I didn’t have any support physically, I was lucky enough to have my parents support me in my decision to initially go to Art School when no Indian people were really going or being supported to “create”. They still were a phone call away, BIG WIN.

Without the little wins, I wouldn’t have truly appreciated my big wins.

Name the biggest overall lesson you've learned in running a business?
I have learned that comparison is the thief of joy and always be kind.

Does your culture influence your choices and decisions? If yes, how?
I am my culture. I have a degree in Bharat Natyam, performed my Arengetram at 16. My entire life, I used to dance. Everyone knew this too. My mom is a dance choreographer and we would go to all these competitions throughout the country. My weekends and weekdays were spent dancing, perfecting solos or routines with friends, hours upon hours. Wish there was TikTok then! I danced solo at the Indian Embassy. Danced in musicals and performed in state theatres. We won most, came 2nd in some and even 3rd, but it truly was love at first sight. It taught me that it’s OK to fail at times but you have to get back up and do a new routine, a better one. In business it’s the same. When something doesn’t work, it doesn't mean you failed, it means you learned, you succeeded in learning from your mistakes. Strive for the best but never stop. I teach my 3 this everyday. My parents basement still has costumes, boxes and hangers FULL of them and about 300 + trophies. It’s something to see, all that gold. Those metallic mirrors and sheer fabrics adorning our walls. I still go down there at times and remember those days, much of my design elements are inspired from them. Patterns picked from traveling through India every 2 years. The gold trophies, the bright colors from my first stationery collection full of pinwheels, starbursts and antique gold beads. The reflection of the tiny mirrors on the outfits. The smell of India. Colors plucked from peacocks were borrowed in my first stationery collection and from that paper collection, the new EyeAdore™ collection was born. They are just a little different, in complex there is simplicity. In East there is West.

In moments of self-doubt or adversity, how do you build your resolve?
I turn off Social Media. I turn off anything that influences me in a negative way. I turn ON to myself, my roots, my inspiration and my identity. I turn ON to podcasts, listen to people’s stories and how they forged forward. I think about my parents as immigrants having nothing, in a new place creating opportunities without knowing English well and living off food stamps at a point in their lives. Now, my dad has his own Mechanical Engineering Co. and my mom worked at Johnson and Johnson as a Scientist before she followed her passion in teaching dance! I think of myself in a new place and I realize I have nothing to complain about. I do what my dad says, move ON.

What tool, object, or ritual could you not live without in your workday?
Though I value paper to pen, I am a graphic designer by trade so I would have to say my computer! I basically zone out when I am on it. I go between that and my sketch book but most everything I do lies in my Mac. This is where I bring things in, complete sketches, moodboards, copy and paste old sketches, write notes, schedule my calendar, edit my photography, take my orders, update my website. Everything in one place which makes my life a lot easier having children and managing their schedules as well.

How do you balance your workload? What does self-care look like for you?
“This too shall pass, This too shall pass, This too shall pass” is my mantra when I have a large workload, mixed in with other priorities like family life and social needs. Trust me, I have been working at this balancing act for a long time. I feel as though society puts so much pressure on balancing everything that sometimes you feel like you are out of balance - when you aren’t! I guess I just start, one step at a time, making sure you have your list of priorities and eventually the balancing act balances itself out. What's meant to be will be.

My biggest self care is taking naps, especially when the sun hits your face at the right spot. I love a good nap, turning everything ironically OFF.

Discover more:
www.onkamal.com
@onkamal

Dr. Pinkey Patel - The SnapBack

Meet: Dr. Pinkey Patel
Founder of: The SnapBack

Tell us about your business:
The average time between delivery and the first postpartum follow up visit is six weeks. After six weeks of sedentary living and physical-mental changes, most women are cleared to return to normal activity. 9 months of creating life and readjusting organs, cannot be solved effectively in one 15 minute appointment after six weeks. Women deserve better healthcare and tools. The postpartum period with a newborn is easily one of the most daunting, and overwhelming times; having an app that provides multiple resources in one place, is perhaps the most vital thing in one's hospital bag. We can mitigate peeing on ourselves, pelvic floor separation, and we can reduce anxiety by being equipped with the right, science-backed, tools. The Snapback App presents state of the art intuitive technology created to cater to each individual mama + baby based on their delivery type (C-section or Vaginal, with degree of tearing in mind), physical/mental health, resources and circumstances! The app provides an individualized rehab experience that serves as an assistant to women navigating the whirlpool that is pregnancy/postpartum, at an affordable rate. The app serves as a comprehensive assistant that presents pertinent information to the mom at the most opportune time. Mother’s create life, we need to help save theirs.

What was the best piece of business advice you were given when you were starting out?
When you have a "crazy" idea, don't just tell anyone. Their response or lack of may make you second guess yourself and that idea could very well be buried. Be selective in who this is initially shared with (I learned this from Sara Blakely on a podcast with Guy Raz, I am slightly obsessed - ha!). They will either motivate you to pursue it or deflate the idea as a whole. Journal, manifest and strengthen your mindset.

Knowing what you know now, what would you have done differently when you were first starting out?
I wish I would have leaned into this one early on, but definitely that your first iteration is not going to be your best or last. You just have to jump off the cliff and accept that you will build the parachute as you come down! As a perfectionist, this took me longer to accept than I wanted! When you are so deeply committed to filling a gap in women's health, you accept nothing but the best, however this puts way too much pressure and is not realistic. It will always be a work in progress. You live and you learn, right?

Name the biggest overall lesson you've learned in running a business?
You don't need a fancy business degree to run a business. You just have to care the most and be willing to get up every time you fall down (because sis, you will fall down). That passion combined with relentless grit and mindset will carry you further than you ever imagined. Mindset is like a muscle, you have to flex it and strengthen it day after day, especially for an entrepreneur.

Does your culture influence your choices and decisions? If yes, how?
Absolutely. As a first generation immigrant and the first to graduate college in my own family, there was and will always be an inner fire to pursue more. My parents came here with $7 from India, without having an education or knowing English. Although they worked tirelessly to make a living for us, they still ensured I embodied my culture (I actually learned my native language before English since they were so strict!). In addition, although we lived in Oklahoma, we were immersed in culture. Being exposed to culture certainly has had a positive impact on my upbringing.

In moments of self-doubt or adversity, how do you build your resolve?
I remind myself that if it is too comfortable, I am probably not pushing myself hard enough. Only when I have truly made myself go out of the box and be uncomfortable, have I acquired a new skillset that I could confidently apply later in life. The greatest lessons have been learned when I have overcome fear. But, each time I was in that "uncomfortable box" (whether this was singing in German at an all-state choir competition, competing in a bodybuilding competition or in a pageant for college scholarship money), I had self-doubt. However, I let myself sit in it and strengthen my mindset. Looking back, it all makes sense. All of those minor experiences are now calculated to this massive entrepreneurial journey. If it doesn't make me doubt myself, I am not working hard enough.

What tool, object, or ritual could you not live without in your workday?
The importance of my routine in the morning before my house wakes up is invaluable. Building this business during pregnancy, launching it 4 weeks before delivering my second baby and running it postpartum while going back to work full time in healthcare during a pandemic definitely shook this up, but I fought hard to bring my morning routine back. Waking up, thinking immediately what I am grateful for (my family, their health and my health), drinking 20-30 ounces of water, embracing the silence, not touching my phone and going straight for my workout exponentially sets the tone for my day, for the better. Strength training is one of the pillars that contributes to my mental health, cognitive performance and mindset. This alone time really sharpens my mind. It also provides me confidence to play offense in my inbox and shoot out cold requests, I may not have usually performed.

How do you balance your workload? What does self-care look like for you?
Self-care looks way different in my 30's with two kids versus in my 20's! The past few years have really allowed me to realize that self-care for me is truly setting aside time for me to give myself grace - however that looks. Reducing mom guilt that surrounds me with the whirlwind that is entrepreneurship is something I am constantly working on. In terms of balance - there really is no such thing. Some days, I am great mom, ultra present and at every activity and some days I am a great CEO/founder. These days look different for everyone in this journey, but I definitely know my babies are growing fast and allowing myself to embrace that family is a non-negotiable means that I often have to wake up at 4 AM or go to bed a little later.

Discover more:
https://thesnapback.com
@thesnapback_

Anaam Mohammed - The Write Aesthetic

Meet: Anaam Mohammed
Founder of: The Write Aesthetic

Tell us about your business:
The Write Aesthetic aims to inspire women to discover their inner creativity. I sell hand lettered products and Islamic and South Asian expired washi tape. I also teach hand lettering. I decided to create my own washi tape when I became frustrated that I couldn't find any to decorate my Ramadan and Eid cards with. I love creating representative products for the South Asian community.

What was the best piece of business advice you were given when you were starting out?
There is no perfect time to start, so just go for it!

Name the biggest overall lesson you've learned in running a business?
I have learned so much since starting The Write Aesthetic. Most importantly, however, is to always be willing and ready to pivot. Being open to whatever may come your business's way and taking it in stride can make all the difference in the success of a small business.

Does your culture influence your choices and decisions? If yes, how?
Absolutely! I became frustrated that I couldn't find any washi tape to use to decorate my Ramadan and Eid cards with, so I started designing my own. I have since expanded my collection to not only include Islamic themed designs but ones that speak to the South Asian community at large. One of the best reviews I've ever received was when @temoryouknow said she felt my washi tape connected her to her roots.

Discover more:
www.shopthewriteaesthetic.com
@thewriteaesthetic

Ambreen Ahmed - Simply Mithai

Meet: Ambreen Ahmed
Founder of: Simply Mithai

Tell us about your business:
Simply Mithai is working to elevate mithai in the US. We broke down mithai to its roots and renovated it, stripping away the blocks of sugar and adding tons of love. Our mithai is handcrafted with the freshest ingredients available - we make our paneer from scratch in-house for each order.

What was the best piece of business advice you were given when you were starting out?
Start small, Think big, Scale Fast - Sara Blakely

Knowing what you know now, what would you have done differently when you were first starting out?
I would definitely have told myself to trust my gut more and allow myself to fly and stop being so scared to succeed!

Name the biggest overall lesson you've learned in running a business?
You don't have to be an expert to do something. I spent a lot of time saying I need to hire a company and I trust what they tell me because they are experts. Trust your own gut and move forward.

Does your culture influence your choices and decisions? If yes, how?
Absolutely! We are focused on preserving the art of mithai giving to celebrate occasions in the US.

In moments of self-doubt or adversity, how do you build your resolve?
I have a reflection journal. On days that are incredibly hard and I just overcame a huge obstacle I take time to write down what I just accomplished. So when the next obstacle comes across and I don't feel like I can keep going I read my journal to remind me of all that I have already overcome.

How do you balance your workload? What does self-care look like for you?
I am trying to do a better job of this - I try to block off my hours in the day for certain activities to focus. I feel a bit more accomplished and less overwhelmed knowing that I have crossed items off my to-do list for the day. Self care to me is simple - sleep more!

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

Sonal Patel-Cochran - Tribe

Meet: Sonal Patel-Cochran
Founder of: Tribe

Tell us about your business:
Tribe is a curated mix of hand-crafted and vintage goods that celebrate preserving heritage and tradition in a modern setting.

What was the best piece of business advice you were given when you were starting out?
If everything you do is successful, then you are not taking enough risks.
I always reach back to that statement to make sure I am trying new things and pushing myself creatively.

Knowing what you know now, what would you have done differently when you were first starting out?
Don't wait for perfect timing. I thought I needed to have all my ducks in a row before officially launching my brand, and I think I really missed out on valuable time I could have spent learning. So many things changed between what I had planned for and how I actually ended up running things in the moment.

Does your culture influence your choices and decisions? If yes, how?
Every collection I put together is a process of finding new ways to explore my Indian American roots. Whether it's choosing pieces from the past to layer into a modern setting, or creating new designs that use keep traditional artisan processes alive, I am always hoping to give my customers colorful ways to love their culture.

What tool, object, or ritual could you not live without in your workday?
Notepads live all over my home...I don't have defined working hours so I am constantly multitasking and needing places to get a sketch out or jot a list of colors I can't forget to work with. When the time is right, I pile them up and get organized digitally.

Discover more:
www.tribebysonal.com
@tribebysonal

Jyoti Chand - Mamajotes, LLC

Meet: Jyoti Chand
Founder of: Mamajotes, LLC.

Tell us about your business:
Mamajotes, "Your Cool Mom Friend", is my personal branding. I am an author, entertainer and content creator. I use my platform to make people smile.

What was the best piece of business advice you were given when you were starting out?
Just start. Don't overthink it and just start. It's not supposed to be perfect nor will it ever be perfect because there's always room for learning and growth in content creation.

Knowing what you know now, what would you have done differently when you were first starting out?
Nothing. I am glad I just threw myself out there without overthinking the content and aesthetics etc. Everything unfolded as it should have.

Name the biggest overall lesson you've learned in running a business?
Not everyone will like what you're doing, but that's okay because not everyone has to like you. I was more of a people pleaser when I started Mamajotes and as my account has grown, so has my crew of trolls. I have learned that not everyone has to love me because I am not creating for everyone. I am creating for those who need me to get through their tough days.

Does your culture influence your choices and decisions? If yes, how?
It used to! I used to be confused about my role as an Indian wife to a physician. I thought I had to act a certain way to fit this role, but over time, I have let that go and embraced how I am able to be my wild self and don't need to fit into a traditional mold of what it means to be a mom and wife.

In moments of self-doubt or adversity, how do you build your resolve?
Imposter syndrome is real. This year, I wrote a book and landed a literary agent. Even though I have a masters in creative writing, the self doubt and imposter syndrome sunk in. I had to step back and remind myself that I am capable and enough. I know what I am doing and even though I feel somewhat like a fraud at times, it's only because it's new to me. When it's my fourth book, I don't think that feeling will be there. It's kind of like when you first get your first place and feel like you're playing "house" when in reality you're an adult living an adult life.

How do you balance your workload? What does self-care look like for you?
As a full time mom, I need to be present a lot of the time with my kids so I plan ahead and I prepare my content so that if needed, I can be away from my phone for hours at a time. Sometimes it's a whole day where I don't check my emails. I remind myself that it's okay to take breaks and I don't need to earn my rest.

Discover more:
https://www.mamajotes.com
@mamajotes

Liya Thachil & Tania Kottoor - WESTxEAST

Meet: Liya Thachil & Tania Kottoor
Founder of: WESTxEAST

Tell us about your business:
WESTxEAST is a digital platform that provides a virtual design service to create custom, size-inclusive cultural clothing.

What was the best piece of business advice you were given when you were starting out?
Solve a problem you face and don't change your business because of what is in trend. Do not be afraid to assert your expertise.

Knowing what you know now, what would you have done differently when you were first starting out?
There isn't anything we would change because each mistake brought on a lesson and it helped us grow and evolve and become the best possible service.

Name the biggest overall lesson you've learned in running a business?
The biggest lesson is learning how resilient and strong we are. It was a long journey to build the company, and we did it without the blessings of our family. We had to prove WESTxEAST can and will be successful. Four years in, and we've grown bigger than we imagined and are excited for our next chapter.

Does your culture influence your choices and decisions? If yes, how?
As first generation Indian Americans who want to keep their traditions alive and celebrate their culture, we created WESTxEAST to help others like us. Most of our important life moments, like weddings, require specific outfits that serve a purpose in the traditions. However, we knew how difficult it was to get those garments. There just never seemed to be a seamless way of getting custom pieces without expensive travel or shady online platforms. We created this process so more and more folks can keep their culture alive.

In moments of self-doubt or adversity, how do you build your resolve?
Just remembering how far we've come always gives the extra push to get through the self-doubt. From sleeping on friend's couches, to completing 75 custom pieces for Tania's wedding, we really have blossomed and nothing can stop us.

What tool, object, or ritual could you not live without in your workday?
Answer from Liya: Slack is how I keep myself sane and organized. My work ritual is spending the mornings catching up with our team in India and seeing how orders are progressing.
Tania's Answer: Getting up early and leaving my apartment to go to Luminary (a female co-working space in NYC).

How do you balance your workload? What does self-care look like for you?
Liya's Answer: self-care is a good face mask, aromatherapy, and scrolling on Pinterest.
Tania's Answer: I have a glass of wine when I get back home. I also like exploring Ayurvedic skincare brands. I absolutely love experiencing everything that NY has to offer.

Discover more:
www.westxeast.com
@westxeast

Namrata Kumar - Namrata Kumar

Meet: Namrata Kumar
Founder of: Namrata Kumar

Tell us about your business:
Infusing fine craftsmanship into functional shoes & bags.

What was the best piece of business advice you were given when you were starting out?
Be true to your work. Consistency is necessary. Taking small steps everyday is better than a leap once in a while.

Knowing what you know now, what would you have done differently when you were first starting out?
Earn the trust of your clients with one product before introducing another.

Does your culture influence your choices and decisions? If yes, how?
India's rich culture and heritage is a huge source of inspiration. We infuse Mughal architectural influences in our designs. A lot of motifs are borrowed from facades of Rajasthani palaces and replicated in fine thread embroidery. All our bags and shoes are hand crafted and hand embroidered. The use of any kind of machines is minimal. Our “karigars”, who are skilled craftsmen, come from various communities and regions of India.

In moments of self-doubt or adversity, how do you build your resolve?
There are good days and bad days. It is the nature of life. There are waves we have to ride. Smooth seas rarely make good captains. As a creative, you tend to have blocks that require you have to take a break and zoom out for a while. Once things are aligned in the mind, it’s a good time to resume work.

Discover more:
www.namratakumar.com
@namratakumarofficial

Gazal Kothari - Hyperbole Accessories

Meet: Gazal Kothari
Founder of: Hyperbole Accessories

Tell us about your business:
Hyperbole Accessories is a handcrafted fashion jewelry label based in India and California. We design and manufacture jewelry in house. All of our designs are a beautiful amalgamation of east meets west and are handmade by skilled artisans in India.

What was the best piece of business advice you were given when you were starting out?
The best piece of advice I got it from my father - You either win or you learn. There is no lose.

Name the biggest overall lesson you've learned in running a business?
The biggest lesson that I have learnt in running a business is always learn to pivot (adapt or improve by adjusting or modifying something) nothing is going to remain same (best example year 2020)
Never shy away from asking help. As a small business owner it is practically impossible to do everything on your own.

In moments of self-doubt or adversity, how do you build your resolve?
I always look-back and see things that I have achieved (small or big) and see how I started off then and where I am presently. It motivates to give my best shot in whatever I am doing.

How do you balance your workload? What does self-care look like for you?
The pandemic taught me the importance of self care! I make sure that I log off from my work at the set time and I will follow a good skin care routine, do my workout and cook a hearty meal. It is my version of therapy.

Discover more:
www.hyperboleaccessories.com
@hyperbole_accessories

Puja Shah, Shraddha Patel, Neesha Desai and Reena Dayal - The Chai Mommas

Meet: Puja Shah, Shraddha Patel, Neesha Desai and Reena Dayal
Founder of: The Chai Mommas, The Chai Mommas

Tell us about your business:
Our business is centered around 4 C's. We focus on our South Asian culture, giving back to charity, creating collaboration with other South Asian women and businesses and emphasis on compassion for sisterhood and unity. Our yearly Raksha Bandhan campaign especially with our sister rakhi movement is the heart of our current biggest offering.

What was the best piece of business advice you were given when you were starting out?
The unique factor to our business is that we never really started as a business in the traditional sense. We were more of a community and in that regard when we evolved to the incorporating entrepreneurial endeavors, we stayed true to what our community told us time and time again. That was to stay authentic and heart centered. It's why we continue to give back in each and every product we sell and event we host.

Knowing what you know now, what would you have done differently when you were first starting out?
In hindsight, we look back and feel we would placed more emphasis on the fact that we were the only South Asian community for mothers and women to turn to over a decade ago. In doing so, we could have opened the door for more opportunity and growth, which is something we have been focusing in the present moment.

Name the biggest overall lesson you've learned in running a business?
The biggest overall lesson we have seen work over and over again, is when we align ourselves with businesses, women and organizations that have the same value systems of transparency, honesty, passion and heart, we thrive.

Does your culture influence your choices and decisions? If yes, how?
Yes, 100%. Culture is what brought us together and inspired us to create the community we have.

In moments of self-doubt or adversity, how do you build your resolve?
The beautiful part of our company is that we are the truest of friends. We have definitely had hard times and it was leaning on one another to come up and breathe. We stand by open communication and return to our WHY. We do this to be the sisterhood for all, and we feel the impact of that. We are able to see the best in one another and believe in us and therefore can get through whatever has come our way together.

What tool, object, or ritual could you not live without in your workday?
Our team's daily check in always allows us to feel supported. It's not always just about work. Many times, we are raising our chai mugs at one of our personal goal accomplishments or asking about an obstacle one of us is trying to get through and just being the safe place for one another.

How do you balance your workload? What does self-care look like for you?
Self Care is a huge component of what motivates us to share. When we take care of ourselves, we can show up for each other and for our community. What's been amazing about having four different personalities on our team, is that we have learned self care is different for each of us and we have inspired one another with new ways to slow down. Some of us meditate or take a bath and others go for a run or like to draw.

Discover more:
Chai Mommas' Shop – chaimommas.com
Main Home - chaimommas
@thechaimommas
@thechaigirls

Farah Jesani - One Stripe Chai

Meet: Farah Jesani
Founder of: One Stripe Chai Co.

Tell us about your business:
One Stripe Chai is a woman-owned South Asian beverage brand that offers authentic, small batch masala chai concentrates and blends, crafted to be enjoyed from the comfort of your home or at your favorite coffee shop. Using tea sourced directly from a small organic and biodynamic family-owned farm in Assam, India, One Stripe Chai is brewed in Portland, OR, with a focus on taste and simplicity.

Name the biggest overall lesson you've learned in running a business?
The biggest lesson I've learned is that you have to be flexible and willing to make changes quickly. You have to be comfortable with pivoting when needed!

Does your culture influence your choices and decisions? If yes, how?
Every single day! All of our products are inspired by ones that I grew up with and stem from my identity as a Muslim Indian daughter of immigrants. Our products have so much cultural meaning, history, and story-telling behind them, which is why I spend so much time in R&D before every single launch. With every single product we launch, I want to make sure that you either feel heartwarming nostalgia or walk away having learned a bit of history or context behind the product. Culture is the reason there is an added layer of intention behind every single thing we do!

Discover more:
www.onestripechai.com
@onestripechaico

Maya Patel - Bindi World

Meet: Maya Patel
Founder of: Bindi World

Tell us about your business:
Bindi World was set up by myself 2 years ago with no prior business experience, a love/hate relationship with numbers (mostly hate), buckets full of creativity and a simple thought that bindis are massively underrated.
Through creating this online brand, I’ve connected with my culture on a deeper level, been able to share the history behind the bindi and its spiritual significance. I grew up often hiding my ‘Indian-ness’ because it didn’t quite fit in. Never did I imagine this small business would help me discover more about myself, my own identity and instill within me, a sense of belonging as a British Indian woman.

What was the best piece of business advice you were given when you were starting out?
"Be patient with yourself and trust the process." It's easy to feel disheartened and take things personally when things go to plan straight away. When you've been working on something for such a long time and you don't see the results or sales, immediately. But I've learnt to be patient and not give up. If you know your product inside out, are passionate about it and really do believe in it, the sales will start trickling in. You've just got to be consistent and not give up.

Knowing what you know now, what would you have done differently when you were first starting out?
Yes. Research, research and research some more! From suppliers, influencers you want to work with right down to packing supplies and shipping costs. You can never do too much research and don't just say yes to the first person!

Name the biggest overall lesson you've learned in running a business?
The biggest lesson has got to be finances and keeping all the books in order. I was pretty bad with math but I've become best friends with my excel and spreadsheets. Having the books in order make running the whole business so much easier.

Does your culture influence your choices and decisions? If yes, how?
As a brand that sell bindis, culture is at the heart of our business. There's always been a lot of talk around cultural appropriation and who should, or should not wear a bindi. At Bindi World we believe education is fundamental in tackling cultural appropriation. On our social media pages, we frequently share the spiritual and cultural significance behind wearing bindis. In every bindi order, we also include an information card for our customers to learn more.

Discover more:
www.bindiworld.com/
@bindiworld

Uzma Sharif - Chocolat Uzma

Meet: Uzma Sharif
Founder of: Chololat Uzma

Tell us about your business:
Handcrafted chocolates and confections inspired by our exotic South Asian heritage. 100% woman owned and led.

What was the best piece of business advice you were given when you were starting out?
1. Be prepared to work very hard! 2. Owning a business comes with a lot of responsibility and some attention. Stay true to who you are and what you believe and no matter always keep your head down and focus on your product and creations. 3. 100% Pakistani, POC and Muslim in this world we have to fight for every inch!

Name the biggest overall lesson you've learned in running a business?
Wow so many! Running a business is nothing like you would ever imagine. No matter what any one says you will never know until you do it. There is a lot of competition in the chocolate world and in Chicago very political and its about who you know and who your family knows.

Does your culture influence your choices and decisions? If yes, how?
YES! I love my culture, religion and my family history. My grandfather was a pastry chef in Pakistan and i guess you can say pastry is in my blood. I come from an exotic, colorful and unique culture and what better way to showcase than with food! Chocolates, pastries and ice cream. We infuse our culture in everything we do.

In moments of self-doubt or adversity, how do you build your resolve?
Self doubt happens often mostly from being tired. When a client comes in and eats a piece of chocolate that they just bought and goes 'wow' that makes us feel really good thats what pushes us up a bit more.

Discover more:
www.chocolat-uzma.com
@chocolatuzma

Catherina Gomes - 700 Rivers

Meet: Catherina Gomes
Founder of: 700 Rivers

Tell us about your business:
700 Rivers creates high-quality soaps using 100% natural ingredients local to the South Asian region that are skin-friendly and eco-friendly. Each of our soaps are handcrafted by Bangladeshi artisans who have escaped and overcome human trafficking. We work with our artisans and train them to make 700 Rivers' all-natural soaps, employ them with fair, living wages, and provide them a safe environment with dignified work.

What was the best piece of business advice you were given when you were starting out?
Just get started. Starting a business can seem very daunting especially if and when you strive to make everything perfect before you launch. This can become paralyzing to the point that it hinders progress. Just focus on getting started and take it from there.

Name the biggest overall lesson you've learned in running a business?
Start small and dream big. It is important to be ambitious and to strive to be the greatest you can be in the long term but it is also important to set realistic and achievable goals in the short term. If you set goals that are so high that they are unachievable at the beginning, you'll likely work yourself to burnout and get discouraged early on. However, if you keep thinking too small even for your future, you may lose your drive and question the importance of the impact you can to make on the world. I truly believe we all have greatness inside all of us and we can achieve what we set out to do. My greatest recommendation would be to start small and keep dreaming big.

Does your culture influence your choices and decisions? If yes, how?
Absolutely yes! We use ingredients local to the South Asian region and are proud to partner with local farmers to source our ingredients. One of my favorite things about our soap scents is that they represent and celebrate the rich and diverse ingredients and resources within South Asia. I feel like we as South Asians grew up using coconut oil, turmeric oil, etc in our everyday practices but not everyone knows how beneficial these ingredients can be for the body. The 700 Rivers soaps helps share the treasure trove of natural ingredients in South Asia with the rest of the world.

How do you balance your workload? What does self-care look like for you?
It is definitely difficult to balance the massive workload that comes with entrepreneurship. When I get overwhelmed, I like to get outdoors and take a walk. I find that by taking a quick break and getting my body moving, I tend to be more creative and can think through an issue or a plan more clearly. I also love yoga, hiking, or binge-watching a show!

Discover more:
www.sevenhundredrivers.com
@700rivers