South Asian Americans: Fastest growing, Affluent, Aspirational


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South Asians have a Distinctive Identity
Not Part of the Asian Rubric



In generalizing South Asians as part of the Asian rubric, companies overlook their unique identity and broadcast messages that do not relate to them. SAI understands this uneasy alliance, and has delved into South Asian identity, their psyche, and acculturation process long and hard. We are equipped to offer you strategic market Intel, business solutions and messaging strategies to win over their hearts and minds.





Culture & Value Driven





For South Asians of United States, family unit is considered more important than the individual. Most South Asians have large families who either live together or in the vicinity. Passing along family values, traditions, language and cuisine to next generation is very important. How are they balancing their individual identity seeking expression, with the family demands, and how is the second generation responding to the cultural pressure of first generation? Ask us!



Fastest Growing Segment





Indeed, South Asians are one of the fastest growing immigrant groups in the United States. This segment increased in population from 2.2 million in 2002 to 4.9 million in 2015. Their growth rate exceeds that of Asian American population as a whole, and is higher than Hispanic immigrant population. They're also the largest Asian American group in more than 20 states, including new Jersey, Georgia and Illinois. In Canada, Punjabi Canadians number nearly 700,000 and account for roughly 2% of Canada's population.



Ethnically Diverse





South Asian immigrants, taken together, have a more diverse socioeconomic profile than Asian Indians, and include Pakistanis, Bangladeshis, Nepalis, Sri Lankans, Bhutanese and Maldivian. Some South Asian immigrants also trace their ancestry to the Caribbean, East Africa and Fiji. We at SAI understand how this diverse culture translates into acculturation, and how elements of mythology spring to reality on a foreign soil, influencing their lifestyle and purchase patterns. Over 70% of the segment are foreign born.



SAI is your Go-To
to Reach South Asian Americans





It's not just in the name, but equally in the mythos. SAI being an abbreviation of South Asian Insights is not coincidence. The inspiration is mystic saint Sai Baba of Shirdi (1838-1918), whose religion is unknown to this date, and thus his devotees hail from all South Asian descents across the globe.

True to our name, SAI has comprehensive understanding of sub ethnicities, micro cultures and traditions. Our team of South Asian research scientists are widely travelled, linguistically diverse, and keep close ties with community ethos. Our multilingual moderators are fluent in Hindi, Urdu, Bengali, Telugu, Tamil, Marathi, Punjabi, and Persian. We understand the pulse of South Asians, speak the language, and use the same spices.



Young, Educated & Affluent
with High Disposable Incomes



We are 4 million strong, most highly educated and affluent racial group in the United States, with nearly double the median income of average American households. Our ever-increasing purchasing power and high education makes us a very attractive segment. We are ambitious, and tech savvy media enthusiasts. Passionate about travel, we are constantly exploring ourselves and the world we live in. We value academic and economic success, focused on building our careers. We are family oriented and brand loyal. Our youth outnumber the elderly population in every state in the United States. We are diverse and multilingual. There are over three hundred languages spoken throughout South Asian countries. However, in the U.S., we speak primarily Hindi, Bengali, Burmese, Gujarati, Nepali, Punjabi, Sinhalese, Tamil, Telegu, Marathi and Urdu.



Moving Away From Stereotypes



Many second-generation South Asian Americans, predominantly of Indian heritage, are expanding on the success of their immigrant parents. They are expressing themselves in ways their previous generation didn’t, and creating a blended cultural identity. They have also gained prominence in mainstream American comedy in the past few years, which is a significant milestone in the integration of South Asian immigrants into American society.



Largest Visible Minority in Canada



South Asian community in Canada has evolved from a relatively small homogenous population, to a a diversity boasting of different ethnicities, religions and languages. As of 2016, 1,963,330 Canadians had South Asian origins, constituting 5.6% of Canadian population and 32% of Canada’s Asian population. Sikhism, Hinduism and Islam are top three religions among South Asians. English and Punjabi are the most common languages, and Asian Indians account for the largest portion of South Asian immigrants. Largest South Asian communities are found in Ontario, British Columbia and Alberta, and they tend to attach a strong sense of importance to their ethnic attire, customs and traditions. It's heartwarming to witness traditional Sikhs lining up to board flights to Toronto at the quaint international airport in the small town of Amritsar, Punjab (India). The airport is named after Guru Ram Das, the fourth Sikh Guru, and founder of Amritsar city.



The Early Settlers



Some of the earliest known South Asian settlers in North America were from the regions of Punjab and Bengal. Among the early immigrants were “‘six or seven Indian sailors’ brought to New England seminaries in the 1820s. While South Asians are noted to have been in the United States since the 1700s, their larger presence starts in the late 1800s. Indian farm laborers, San Joaquin Valley Island, 1909.Some of the earliest known South Asian settlers in North America were from the regions of Punjab and Bengal. A number of Muslim Bengali peddlers first arrived in New Orleans, where they later integrated with communities of color in cities like Detroit, New York, and Baltimore.


The South Asian Identity

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