The South Asian Identity

Self-concept of South Asians has certainly evolved over the years, just as their racial descriptions. From being ‘Hindu’ in 1920s, the ‘other’ in 1950-60s, ‘East Indians’ in 1980s, and merged in Asian category in 2000, a fairly recent development. South Asians still clearly don’t relate to being Asian. There is an ongoing conflict between `what they think we are’ versus ‘who we think we are.’ Predicting behavior within such a shifting dynamic of an ethnic community is challenging. We are dealing with entities (more than 6 million of them) at different stages of acculturation. We are asking fundamental questions as to who they are. The internal disruption of identity stirs external disruption in dialogue and behaviorism. This in turn impacts what they think, read, eat, wear, purchase and drive.

This is not merely thought provoking, but has serious brand repercussions. Corporate America has obviously begun to realize and address these with more of in-depth questioning and identity probes. Yet, most “multicultural solutions” leave much desired. What is needed is a serious anthropological investigation, to understand what’s truly going on, and become part of the solution. In other words, become an ally of this transforming mutating community in this “restructuring high.”

Explore, understand and befriend this brand loyal diaspora, who has high disposable incomes and augmenting wealth. Connect emotionally, and know this for a fact, that the real dialogue for powerful breakthroughs occurs after the focus group when you join them for chai, or over a religious ceremony, walk with them through Little India and speak with them in Hinglish. It’s more than just a deep dive. It’s uncovering a sentiment within a sentiment, and grasping the Gestalt, where diametrically opposite opinions mesh perfectly well together.