I concluded my Master’s at Kings College London with a 12,000-word research dissertation. This project focused on the consumer experiences and expectations of British South Asians, considering their complex identities and how this shapes their consumer behaviors.

The primary aim of this work was to explore this group's needs and experiences in order to inform marketing strategy. This work uncovered the importance of collaboration and representation at all levels—from ideation to execution—the significance and effectiveness of increased international market relations, and the need for cultural consultation.

I adored carrying out this project. I had the opportunity to speak to my friends and family about things we never speak about. I learned that my people are loyal to each other. We care about integrity, craftsmanship, and community. We care about investing in each other and being reminded of home. I hope we will continue to invest in each other as global culture continues to swallow up collectivism and tradition. I hope that we will continue to create space for ourselves and know who we are.

That’s my pops on the cover, manning his market stall in Camberley on a Sunday. What a journey it’s been.