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Recipient of Forty Eight Awards for Excellence in Journalism & Community Service

© India West

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VOL. XXXV NO. 39 • August 20, 2010CALIFORNIA

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Austria, Italy, France

Community Holds

Independence Day

Celebrations

B1

India May Drag

U.S. to WTO for

Hiking H-1B Fee

A34

‘Koena Power’

Shakes Up Indepen-

dence Day Fest

C1

A2 India’s MakeMyTrip Soars in U.S. IPO A4 Chaudhary’s Missteps End in Crushing Loss A10 Earth Aid Cofounder Named to SF Post

Press Trust of India

NEW DELHI — Prime Minister

Manmohan Singh Aug. 15 asked

agitating Kashmiri youth to end

violence, saying it would not

benefit anyone even as he offered

to carry forward the dialogue

process within the framework of

the state being an integral part of

India. (See separate story.)

Addressing the nation on the

64th Independence Day against

the backdrop of recent unrest

in Kashmir, he said Indian de-

mocracy has the “generosity and

flexibility” to address concerns of

any group.

In his 35-minute speech from

the ramparts of the historic Red

Prime Minister Manmohan Singh (l) inspects a guard of honor at the Red Fort in New Delhi Aug. 15. In a wide-rang-

ing speech that addressed domestic issues of high inlation and religious tolerance, Singh also called for an end to a

cycle of violent separatist protests in Indian Kashmir and urged Maoist rebels to lay down their arms and begin talks.

(Getty Images)

India’s 64th Independence Day

Prime Minister Offers Dialogue to Kashmiris

[Cont. on page A33]

Cardiologist in Rural

Arizona Runs for Congress

By RICHARD SPRINGER

India-West Staff Reporter

A cardiologist who founded and

operated the only heart center

serving a rural area in northeast-

ern Arizona is running for Con-

gress in the Republican primary

there Aug. 24.

Steve Mehta told India-West

last week that he believes U.S. red

tape has “really damaged health-

care to our community.”

He said the U.S. needs to find

a way to encourage doctors to

remain in rural communities. Two

of three internists in Show Low,

Ariz., where Mehta practices, have

left for greener pastures, he said

Mehta has said that he would

[Cont. on page A16]

Dr. Steve Mehta is running for Congress in Arizona.

Goyle’s Foe

Apologizes for

Tweet Link to

Racist Rant

By RICHARD SPRINGER


Republican National Com-

mittee member and Kan-

sas congressional candidate

Mike Pompeo has personally

apologized for a tweet his

campaign sent out directing

people to check out an article

that subjected his opponent,

Kansas state Rep. Raj Goyle,

to a racist and hate-filled

diatribe.

The article that Pompeo’s

camp promoted as a “good

read” said in part: “Just like

his evil muslim (sic) com-

munist USURPER comrad

(sic), barrack (sic) hussein

(sic) Obama, This goyle (sic)

character is just another

‘turban topper’ we don’t need

in congress (sic) or any politi-

cal office that deals with the

U.S. Constitution, Christian-

[Cont. on page A28]

Section B •August 20, 2010

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By PARIMAL M. ROHIT

Special to India-West

N ORWALK, Calif. — Pa-triotic tunes and the

aroma of Indian food filled the air as nearly

10,000 people filled the outdoor

fields at the former Excelsior

High School here Aug. 14 to cel-

ebrate the 63rd anniversary of

India’s independence. With a center stage anchoring a

U-shape of nearly 100 booths and

a schedule of about 50 song and

dance items featured during the

evening-long cultural program,

the Indian Americans celebrated

Aug. 15 with the event’s grand

marshal, Bollywood crossover

actress Mallika Sherawat, and

special guest Harry Sidhu, the

Republican mayor pro tem for

the city of Anaheim.The evening’s festivities were

jointly organized by the United

Federation of Indo Americans of

California and the Federation of

Indo-American Associations of

Southern California.“Today we celebrate India’s

63rd year of independence. We

can be proud of all that we have

accomplished back at home as

well as in this country which we

have made our home,” said Anil

Mahajan, speaking on behalf of

UFICA as its president. “We bring this event every year

so our community can celebrate

this historic day and to teach

the next generation of Indian

Americans the importance of

their heritage. We have a lot to

be proud of.”Mahajan added that Indians

in the United States have been

very influential in several profes-

sional fields, such as medicine,

engineering, entertainment, law

and business.Echoing similar thoughts was

FIA-SC president Ajmer Singh,

Actress Mallika Sherawat (center) hoists her plaque over her head as executive members of UFICA and FIASC flank her.

(Parimal M. Rohit photo)

Mallika Grand Marshal of UFICA-FIASC I-Day Fete

[Cont. on page B2]

S.F. Giants Field I-Day

Celebrations by NFIA, FIANC

By LISA TSERING


S AN FRANCISCO — It may

have seemed like an unusual

place to celebrate India’s Inde-

pendence Day — on the field

at AT&T Park before a sold-out

baseball game between the San

Francisco Giants and the San

Diego Padres. But according to organizers of

the Indian Heritage Celebrations

here Aug. 15, the event marked the

Aerodance turned in a lively performance of Gujarati folk dance in the moments before the San Francisco Giants/San

Diego Padres game as part of India’s Independence Day celebrations at AT&T Park Aug. 15. (Som Sharma photo)

Dr. Susan Evans Launches

Skin Care Line for S. Asians

By GREG HEFFERNAN


B EVERLY HILLS, Calif.

— You may have seen

internationally renowned

dermatologist and health and

beauty expert Dr. Susan Evans on

“Oprah,” “Dr. OZ,” ABC’s “Good

Morning America Health,” “The

Today Show,” and CNN.

She’s also a regular guest with

her husband and business partner

Dr. Brian Evans on “Dr. 90210.”

An active wife and mother of

four, she still found time to launch

a new skin care line through her

Dr. Evans’ Cosmeceuticals prod-

uct line with HSN (premieres Aug.

25-26) and Guthy-Renker for men

and women, and especially South

Dr. Susan Evans (center) with Dr. Brian Evans (l) and Hateesh Syal (r). (Greg

Heffernan photo)

[Cont. on page B10]

[Cont. on page B14]

HEALTHY EYESWEAR SUNGLASSES

Shield your eyes (and your family’s eyes)

from harmful UV rays.

Wear sunglasses with maximum UV protection.

C24

C8

C7

LA Chef Crowned ‘Food Network Star’

New Film Review: ‘Peepli (Live)’

Tussauds NY Unveils Shah Rukh

Section C •August 20, 2010

This Spot is Available

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Actress’s ‘Koena Power’ Shakes Up I-Day Fest

India Lite: ‘Eat, Pray, Love’ Offers a Westernized View

Actress Koena Mitra (left) poses with R&B artist Omarion at the Independence Day celebration hosted by the JNB Group,

at which she promoted a new milkshake named after her, the “Koena Power” shake. She also announced she would be

starring in the upcoming Hollywood film, “Carmen.” (Parimal Rohit photo)

By PARIMAL M. ROHIT


CULVER CITY, Calif .

— Bollywood actress

Koena Mitra helped cel-

ebrate India’s Indepen-

dence Day with the community

at the Westfield Fox Hills Mall

here Aug. 15 by introducing a new

menu item named after her at the

Millions of Milkshakes store and

revealing the name of her latest

film project.

Between announcements at

the event, organized by the JNB

Group, Mitra served as guest host

of a free concert featuring R&B

artist Omarion that drew a large

crowd of about 300 people in

front of the Millions of Milkshakes

store.

Prior to the concert, Mitra

joined JNB Group’s T.J. Barring in

formally announcing her leading

spot in the planned Hollywood

feature film “Carmen.” Mitra fol-

lowed up the news by unveiling

the milkshake named in her honor

at Millions of Milkshakes — the

“Koena Power.”

“What a way to celebrate India’s

Independence Day. It’s very spe-

cial, probably one of the best

Independence Days I have ever

celebrated,” Mitra said during

a press conference in a private

Fox Hills Mall meeting room just

prior to the event. “I am so thrilled

that Millions of Milkshakes chose

Aug. 15 to name a milkshake after

me.”

Mitra spent a few moments talk-

ing about her first-ever casting in a

Hollywood project and being the

first actor attached to “Carmen,”

a 19th century period piece based

on the story of a Spanish gypsy

bandit and femme fatale. The road

ahead, Mitra said, will not be easy

for her.

“I am under pressure to do stuff

correctly,” Mitra said, adding that

she has taken accent training

lessons to help in her transition

from Indian to American cinema.

“It’s a tough role and a challenge

I am excited to take on. I came

here (to Hollywood) to do dif-

ferent types of movies, whether

it be comedy, action-adventure,

whatever. I want to experiment.

I will not do (here) what I have

done in Bollywood.”

Mitra did not entirely forget

about Bollywood, however. Mo-

ments after the press confer-

ence, she had local dancer and

choreographer Hirangi Ashar

take to the stage in front of the

Millions of Milkshakes store,

where, in honor of Mitra’s first

films as a Bollywood actress, he

[Cont. on page C4]

Julia Roberts as Elizabeth Gilbert in a scene from “Eat, Pray, Love.” (Colombia

Pictures photo)

By LISA TSERING


The soundtrack to “Eat,

Pray, Love,” featuring

U. Srinivas, is on sale

at Starbucks. You can

also find $4.99 “Eat, Pray, Love”

rudraksh malas and $10.99 tins of

Republic of Tea “Eat, Pray, Love”

tea at Cost Plus World Market —

which, by the way, has launched a

sweepstakes whose prize is a trip

for two to India.

HSN has devoted a shop to fash-

ions inspired by the film, such as a

$275 tote bag and a $99 ecru linen

kurti trimmed in hot pink. Luxury

travel specialist Abercrombie &

Kent is offering an “Eat, Pray,

Love”-themed trip made just for

women, 14 days for $8,685, which

includes a day trip to the ashram

where scenes from the film were

shot. The Web site of “Incredible

India!,” however, is plugging the

Commonwealth Games and has

not made any marketing connec-

tion to the film.

The accessible “India lite” mer-

chandising of the film is a mirror

of “Eat, Pray, Love” author Eliza-

beth Gilbert’s trip to an ashram

in Maharashtra, where like many

Westerners who spend their first

trips to India enclosed inside the

walls of a religious retreat, she

was largely cocooned from the

reality of the country.

This is the India of postcards

and travel brochures, an image as

far from “Slumdog Millionaire” as

one could imagine.

Julia Roberts, who plays Gilbert

on a journey of spiritual explora-

tion, fits in the mold of the typical

first-timer in India — the first

scene in the country shows her

gaping at young beggars who ac-

cost her taxi; later, she dons a sari

to attend a friend’s wedding, and

in another scene grimaces at her

first taste of Thums Up: “It’s five

times sweeter than Coke! I think

it has methamphetamines in it!”

goes a line in the film.

The scenes in India that make

up the middle third of “Eat, Pray,

Love” were shot last September at

the Hari Mandir Ashram in Patau-

di, outside New Delhi, where Rob-

erts met with the temple’s resident

priest, Swami Dharmdev.

According to production de-

signer Bill Groom, “I went with

our executive producer Stan

[Cont. on page C6]

42nd

© India West


India West Print Edition

• PublishedeveryFriday.

• Over100,000loyal,inluentialandhighlyengagedreaders.

• Winnerof48awardsforexcellenceinjournalism.

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INDIA WESTReachthebestSouthAsiandemographics

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Mon. - Fri. • 836 West El Camino, Sunnyvale, CA 9408

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INFINITY TRAVEL408-245-8444

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www.INFINITYTRAVEL.COM

By PARIMAL M. ROHIT


N ORWALK, Calif. — Pa-triotic tunes and the

aroma of Indian food filled the air as nearly





India’s independence. With a center stage anchoring a











the city of Anaheim.The evening’s festivities were





Southern California.“Today we celebrate India’s







UFICA as its president. “We bring this event every year






be proud of.”Mahajan added that Indians





and business.Echoing similar thoughts was

FIA-SC president Ajmer Singh,

Actress Mallika Sherawat (center) hoists her plaque over her head as executive members of UFICA and FIASC flank her.



[Cont. on page B2]

S.F. Giants Field I-Day

Celebrations by NFIA, FIANC

By LISA TSERING


S AN FRANCISCO — It may







Diego Padres. But according to organizers of





Dr. Susan Evans Launches

Skin Care Line for S. Asians

By GREG HEFFERNAN


B EVERLY HILLS, Calif.



















Heffernan photo)

[Cont. on page B10]

[Cont. on page B14]

HEALTHY EYESWEAR SUNGLASSES




C24

C8

C7

LA Chef Crowned ‘Food Network Star’

New Film Review: ‘Peepli (Live)’

Tussauds NY Unveils Shah Rukh





GET

PRIM

E

SPOT






By PARIMAL M. ROHIT












film project.








store.









“Koena Power.”











me.”









for her.























[Cont. on page C4]


Pictures photo)

By LISA TSERING












for two to India.















tion to the film.














one could imagine.























our executive producer Stan

[Cont. on page C6]




Willing to resolve

differences with

Pakistan

Address Label

1-800-757-6625


$3750 from LAX/SFO









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I



Great Deals for

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Tra

ve

l 5c

x1

CLASSICAL

EUROPE TOUR


UK, Belgium, Netherlands,



ESSENCE OF

EUROPE TOUR


Belgium, Germany,

Switzerland,


Community Holds

Independence Day

Celebrations

B1

India May Drag

U.S. to WTO for

Hiking H-1B Fee

A34

‘Koena Power’

Shakes Up Indepen-

dence Day Fest

C1


















any group.






(Getty Images)



[Cont. on page A33]

Cardiologist in Rural

Arizona Runs for Congress

By RICHARD SPRINGER







there Aug. 24.












[Cont. on page A16]


Goyle’s Foe

Apologizes for

Tweet Link to

Racist Rant

By RICHARD SPRINGER












diatribe.













[Cont. on page A28]

India West Daily Newsletter

• Emailed5timesaweektoourdatabase.

• HigherCTRandopenrate thanindustryaverage.

India West Online

www.indiawest.com • Dailyupdates,breakingnewsstories,entertainment,

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• Approximately700,000pageviewspermonthandgrowing.

© India West


Asian Indians represent themost lucrativeand inluentialethnic

groupintheU.S.withthehighestper-capitaincomeandeducation

levels.Theyhavesigniicantspendingpower,holdkeypositionsin

professionaloccupationsandarewillingtopayforahigherquality

oflife.IndiaWestreachesthissought-afterdemographicgroupwith

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tothecommunity.

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U.S.A.withareadershipofover100,000eachweek.Itisdistributed

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locationsallovertheWestCoast.

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TacomaArea),Oregon,Arizona,Nevada,Colorado,Utah,NewMexico,

AlaskaandHawaii.

National & International E-edition & Daily Newsletter:

Additionally, thee-editionof IndiaWest (which isa replicaof the

printedition)isemailedeachweektoover20,000emailaddresseson

ourdatabasethroughoutthecountryandinternationally.OurDaily

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Ourdatabasecontinuestogroweveryday.

www.indiawest.com: IndiaWestWebsite receivesapproximately1.5

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Reach & Distribution

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© India West


2012

New America Media

First place award to Sunita Sohrabji in the “International Report-

ing” category for her3-part series of articles titled “India’s Poor

Recycles World’s Electronic Waste into Wealth”.

Peninsula Press Club

Pearl Driver and Sunita Sohrabji jointly accept second

place award in the “Continuing Coverage by Newspapers”

category for their series of articles on Tri Valley University

in Pleasanton, CA.

2011


Som Sharma, Kainaz Amaria and Sunita Sohrabji jointly

receive second place award for “Best Series - Non-daily

newspaper” for their coverage of electrinic-waste practices


Sunita Sohrabji receives second place award in the “Best

feature - Non-daily newspaper” category for her story titled

“ The nani Diaries.”

Indo-American Chamber of Commerce

Publisher Ramesh Murarka and Editor Bina Murarka receive

“Lifetime Achievement Award” from Indo-American Chamber

of Commerce.

2009

New America Media

Second place award to Sunita Sohrabji in the Environmental

Issue category for her story titled “Green Rules Force Small

Truckers into the Red.”

New America Media

Second Place Award to reporter Sunita Sohrabji in the

category of Health Care, for her story titled “Postpartum

Depression: South Asian Women suffer in Silence.”

New America Media

First Runner-up award to Lisa Tsering for Best In-Depth/Inves-

tigative report on Flight School Going Out of Business.

South Asian Journalists Association

Lisa Tsering was a Finalist in the Outstanding Business Story

category for her story titled “Grounded: Indian American Flight

School Goes Out of Business.”


Reporter Sunita Sohrabji picks up Third Place award in the

specialty story category for her story titled: “Postpartum

Depression: South Asian Moms Suffer in Silence.”


Staff photographer Som Sharma secured First Place award

in the continuing coverage category for the dramatic photos

taken by him for the story titled “Grounded: Flight School

Goes Out of Business.”


Lisa Tsering secured First place award in the continuing

coverage categoty for her story titled: “Grounded: Flight

School Out of Business.”

2008


First Place award to reporter Lisa Tsering for her series on

Arnav – a Bay area toddler who underwent a rare heart-

breaking transplant.

2007


Outstanding Editorial/Commentary Runner-up, 2007, to

Indian Life & Style magazine columnist Swetha Iyengar for

her article "Did Kaavya Betray our Community?"

New California Media

Award to Rupal Shah for her series on the early Indian im-

migrants in Central Valley who had married into the Mexican

Community.


Award to Ashfaque Swapan for the 9/11 story: :Struggle to

re-build lives.”


Award given to Ashfaque Swapan in the category of South

Asians in the U.S. for his story titled “One year later – victims

struggle to rebuild lives” which focussed on the post 9/11

scenario.

2006

New America Media

Investigative Journalism Runner-up, 2006, to reporter Viji

Sundaram for her five-part series on women and AIDS in

India;


Outstanding Editorial/Commentary Runner-up, 2006, to

Indian Life & Style magazine columnist Swetha Iyengar for her

series of essays covering race, politics, religion and more.

2005


Best Investigative/In-depth Article First-place winner, 2005,

to reporter Lisa Tsering for her expose of Indian brides who

exploit India's dowry laws;


Special Project 2nd Runner-up, 2005, to reporter Ashfaque

Swapan for his 20th anniversary story entitled “Bhopal

Remembered.”

2004

Society of Professional Journalists, No. Calif. Chapter

Excellence in Journalism award, Opinion (Print) Winner, 2004,

to Indian Life & Style magazine columnist Swetha Iyengar for

her columns commenting on the second generation Indian

American experience;


Outstanding Coverage Winner, 2004, to reporter Viji Sun-

daram for her contributions as a journalist between 1994

and 2003;


Special Recognition Award Winner, 2004, to India-West

staff for their outstanding coverage of the death of astronaut

Kalpana Chawla;


Outstanding Coverage Runner-up, 2004, to reporter Ash-

faque Swapan for his contributions as a journalist for the

past decade;


Honor Award, Runner-Up for Best Health Care Story, 2004,

to reporter Lisa Tsering for an article about Jeena, America's

first organization for South Asian special-needs kids and

their families.

2003


Central Valley Reporting Winner, 2003, to Rupal Shah for her

story on how pioneer Indian-Mexican families shaped California's

Central Valley;


Special Project Runner-up, 2003, to India-West staff for its

feature entitled “9/11: One Year Later”;


Civil Liberties Category Runner-up, 2003, to reporter Ashfaque

Swapan for his story about 9/11 victims’ struggle to rebuild their

lives one year later.

2002


First-prize Winner, 2002, in the category of “Outstanding story on

South Asians in America” to reporter Viji Sundaram for her article

exposing McDonald's use of beef extract in their french fries;


Daniel Pearl Award for Reporting on South Asia Runner-up, 2002,

to reporter Lisa Tsering for her coverage of post-earthquake

rebuilding efforts in Gujarat;


Best Investigative/ In-depth Article Winner, 2002, to reporters

Ashfaque Swapan and Viji Sundaram for their expose on

McDonald's use of beef extract in their french fries.

2001


Honor Award Runner-up, Investigative Reporting, 2001, to

reporter Lisa Tsering for her article explaining how Bollywood

DVDs are pirated in the United States;


Honor Award Runner-up, 2001, to reporter Ashfaque Swapan for

his feature on Indian Americans in the Millennium;


Special Recognition Award, 2001, presented to India-West staff

for its in-depth coverage of the immigrant smuggling ring run by

a Berkeley, Calif.-based landlord.

2000


Honor Award, 2000, to reporter Ashfaque Swapan for his article,

“100 Years in America,” where he explores the history of Indian

immigrants.

1999


Best Breaking News Story, 1999, to reporter Viji Sundaram for her

coverage of a Sikh-Canadian publisher's assassination.

1998


Best Series, 1998, to reporter Viji Sundaram for her series of

articles on a domestic violence support group.

1997


Best In-depth Coverage, 1997, to reporter Viji Sundaram for her

in-depth story on how Asians were being denied top posts at the

U.S. Department of Agriculture;


“Years of Distinguished Reporting for Ethnic Newspapers” award,

1997, to reporter Richard Springer.




Willing to resolve

differences with

Pakistan

1-800-757-6625


$3750 from LAX/SFO









-SA

FAR

I


Call: 510-249-9333 • 408-243-5495

15 Days/14 Nights12 Days/11 Nights

















(Getty Images)



[Cont. on page A33]

By RICHARD SPRINGER

India-West

India-West

[Cont. on page A16]


By RICHARD SPRINGER

India-West

[Cont. on page A28]

Excellence inJournalism Awards

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Prime Minister Manmohan Singh (l) inspects a guard of honor at the Red Fort in New Delhi Aug. 15. In a wide-rang-ing speech that addressed domestic issues of high inlation and religious tolerance, Singh also called for an end to a cycle of violent separatist protests in Indian Kashmir and urged Maoist rebels to lay down their arms and begin talks. (Getty Images)

India’s 64th Independence DayPrime Minister Offers Dialogue to Kashmiris

[Cont. on page A33]

Cardiologist in Rural Arizona Runs for Congress

By RICHARD SPRINGERIndia-West Staff Reporter






there Aug. 24.












[Cont. on page A16]


Goyle’s FoeApologizes forTweet Link toRacist Rant

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[Cont. on page B2]

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2”

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© India West


California 528,176

NewYork 313,620

NewJersey 292,256

Texas 245,981

Illinois 188,328

Florida 128,735

Virginia 103,916

Pennsylvania 103,916

Georgia 96,116

Maryland 79,051

Massachusetts 77,177

Michigan 77,132

Ohio 64,187

Washington 61,124

NorthCarolina 57,400

Connecticut 46,415

Arizona 36,047

Asian Indian Population DistributionB20 B20 B20

Minnesota 33,031

Indiana 27,598

Tennessee 23,900

Missouri 23,223

Wisconsin 22,899

Colorado 20,369

Oregon 16,740

SouthCarolina 15,941

Kansas 13,848

Alabama 13,036

Kentucky 12,501

Oklahoma 11,906

Nevada 11,671

Delaware 11,424

Louisiana 11,174

Iowa 11,081

NewHampshire 8,268

Arkansas 7,973

Utah 6,212

Nebraska 5,903

Mississippi 5,494

D.C. 5,214

RhodeIsland 4,653

NewMexico 4,550

WestVirginia 3,304

Hawaii 2,201

Idaho 2,152

Maine 1,959

NorthDakota 1,543

Vermont 1,359

Alaska 1,218

SouthDakota 1,152

Montana 618

Wyoming 589

California Counties

SantaClara 117,596

LosAngeles 79,169

Alameda 72,278

Orange 40,732

Sacramento 26,560

SanDiego 24,306

ContraCosta 22,328

SantaBarbara 20,665

Fresno 15469

SanMateo 13,486

SanJoaquin 12,951

SanBernardino 12,078

SanFrancisco 9,747

SanJose 43,827

Fremont 38,711

LosAngeles 32,996

Sunnyvale 21,737

SanDiego 17,255

SantaClara 15,890

Cupertino 13,179

Irvine 10,687

SanFrancisco 9,747

YubaCity 8,863

Fresno 8,814

California Cities with Over 4,000 Indian Americans in 2010

Sacramento 8,514

SanRamon 8,179

UnionCity 7,966

Bakersield 7,328

Milpitas 6,351

Pleasanton 5,214

ElkGrove 4,968

Stockton 4,735

Anaheim 4,456

MountainView 4,344

Hayward 4,260

United States Total: 2,843,391

Based on 2010 Census data.

© India West


Population:

ThirdlargestAsianAmericangroupwithapopulationof2,482,141(Indianalone)FastestgrowingU.S.ethnicgroup(populationgrowthrateof50.8%from2000-2006)

Age

43%AsianIndiansarebetweentheagesof25to44yearswithamedianageof32.2years

Income

Highestannualmedianfamilyincomeof$87,484 Meanannualearnings-$101,108 Combineddisposableincomeof$88billion Estimatedannualbuyingpowerof$20billion

Occupation

Management,Professional,Service,Sales&OficeOccupations-87.4% Asian Indiansareverywelleducatedandmanyaredoctors,engineers,and technology

experts

Education

Bachelor’sdegreeorhigher-68.6% AsianIndianshavethehighesteducationalqualiicationsofallethnicgroupsintheU.S.

Marital Status & Average Family Size

69.4%AsianIndiansaremarried Averagefamilysize–3.45 83%havenuclearfamiliesand6%haveextendedfamilies

Language

73%ofAsianIndiansspeakEnglishandatleastoneotherlanguage AsianIndianshaveagoodcomprehensionofEnglishlanguageandthusoftengetanedge

overotherethnicgroups

Home, Automobile and Business Ownership

55.3%ownoneormorehousingunits;medianhomevalue-$394,400 89.8%ownoneormorecars Thecommunityiswellrepresentedassmallbusinessandmotelowners About55%ofmotelsintheU.S.areownedbyAsianIndianswhichhasacombinedmarket

valueof$40billion

Media Preferences

50%ofonlineAsianIndiansreadaSouthAsiannewspaper;22%readSouthAsianpublica-tionsonaregularbasis.

Asian Indian DemographicsB20 B20 B20

© India West


Media Releases and

Survey Results

B20 B20 B20

TheSouthAsian*populationwithintheUnitedStateshasdevelopedinto

asophisticatedmarketthatcombinesculturallyuniqueandmainstream

buyinghabits.Marketers,witnessingthegrowthofethnicsegmentation,

recognizeitsbuyingpowerandcontinuetomonitorthedevelopmentof

itsconsumerpreferences.

• “One-thirdofengineersintheSiliconValleyareofIndiandescent,

while7%ofvalleyhi-techirmsareledbyIndianCEOs.”

–UniversityofCalifornia,Berkeley

• “While the IndianAmericanpopulation is less than1% in the

U.S.,thecontributionofthecommunityistotheextentofalmost

17%.”

–MITJournal

• “Withhouseholdincomesaveragingat$90,000annually,South

AsianAmericansrepresentthemostlucrativeethnicgroupinthe

U.S.Theirconsumerchoices:frequenttripsoverseas(54%),dining

out(54%)andpurchaseofhigh-priceelectronics(92%)positions

themasanupscalesegmentthatiswillingtopaymoreforahigher

qualityoflife.”

–GlobalAdvertisingStrategies,aNewYorkCity-based

multiculturaladvertisingagency

• “LargenumberofSouthAsianstakefrequenttrips,buyhi-iequip-

mentanddineout,while their culturalpreferencesare strong

enough thatoneoutof fourSouthAsians spendsover$60per

monthonSouthAsianprogrammingoncabletelevision.80%of

thesurveyrespondentsconsumeethnicmediawithprinthaving

thehighestpenetration,followedbyTVandradio.”

–ExcerptfromGlobalAdvertisingStrategiesreporton

surveyofpreferencesamongSouthAsiansintheU.S.

• “Therearenearly200,000IndianAmericanmillionaires.Onein

everynineIndiansintheU.S.isamillionaire,comprising10%of

U.S.millionaires.”

–MerrillLynch

*SouthAsianethnicgroupincludesAsianIndians(thelargestsub-group;

compriseapprox.88%oftotalSouthAsians)andethnicgroupsfromPaki-

stan,Bangladesh,NepalandSriLanka.

© India West


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Jan.20 RepublicDay 500additionalcopiesinSouthernCaliforniaReservation:Jan.13Material:Jan.9

Feb.10 Valentine’sDayReservation:Feb.3Materials:Feb.6

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June16 Father’sDaySpecialReservation:June9Material:June12

June30 U.S.A.IndependenceDayReservation:June23Material:June26

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Aug.14 India’sIndependenceDay 2000additionalcopiestoallmajorcitiesReservation:Aug.7 ontheWestCoastMaterial:Aug.10

Sept.29 DussheraReservation:Sept.22Material:Sept.25

Oct.6 Pre-DiwaliSpecial 1500additionalcopiestoallourvendorsReservation:Sept.29 ontheWestCoastMaterial:Oct.2

Oct.13 DiwaliSpecial 2000additionalcopiestoallourvendorsReservation:Oct.6 ontheWestCoastMaterial:Oct.9

Nov.17 ThanksgivingReservation:Nov.10 SpecialMaterial:Nov.13

Dec.22 ChristmasReservation:Dec.15 &NewYear’sSpecialMaterial:Dec.18

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2017

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Walmart

HSBCBank

Metlife

Lufthansa

Comcast

AsianArtMuseum

DishNetwork

NewAmericaMedia

San Mateo Marriott

WesternUnion

StateFarmInsurance

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BhindiJewelers

ChitreshDasDanceCompany

TheTechMuseumofInnovation,SanJose

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