Hello! I’m Zaynah R.

Raised in America with family in England, I saw Desi culture differ between the 2 countries. With 2nd and 3rd generation Asians in England, Desi culture was further integrated into mainstream avenues in England versus America.

In 2009 I joined DesiHits.com as a marketing intern and transitioned to freelance writer. The company, UK-founded, was setting up roots in New York realizing the potential of South Asian cultural opportunities. I watched AR Rahman conquer the Oscars, Jay Sean sign to Cash Money Records, and Aasif Mandvi build his television career.

Shortly after, DesiHits.com went offline, but I didn’t want to stop reporting on the pop culture. It was content from Bollywood to the Bhangra scene and everything in-between that facisnated me. Simultaneously, I was writing press releases and managing PR opportunities for the likes of The Bilz and Kashif, Anita Lerche, desiFEST, and Jai Matt. As my network expanded I continued to gain exclusive interviews and content from Mickey Singh, Zack Knight, Jasmine Sandlas, and more. I also had the privilege of working alongside DJ Rekha and assist with her epic Basement Bhangra parties.

Personal limitations and the boys’ club that surrounded me led me tossup away from my blog to grow. I have since earned my MBA with a concentration in marketing and work as a professional market strategist. Fulfilled and proud of my accomplishments, I see our community flourishing in America!

To bring further awareness to all the amazing things we are witnessing,  I want this blog to act as a journal. I want to tell the stories of the individuals that are integrated cultures effortlessly and defining Desi as we know it today.