During the quiet months of the pandemic, we spoke with over 200 South Asian Americans one-on-one. We asked how they relate to their family, their history, and their community.

In these conversations, we heard some questions on the minds of many South Asian Americans today: What is special about our culture? What connection do we want to our roots? What is at risk of getting lost?

We started the South Asian Heritage Fund to explore these questions — and to bring them to life through programming around food, music, fashion, film, and art.

We’re not here to create a brand. We’re here to build a bridge — one that lets people find their own way back to the things that matter.