Zamiha Desai, founder of RecommendAsian and ProfessionalAsian, has created vibrant social media platforms to connect and uplift the South Asian community. What began as a simple exchange among friends has grown into a powerful network that supports small businesses, shares trusted advice, and meets both every day and entrepreneurial needs.
Speaking to Asian Voice, Zamiha discusses creating platforms, the future of business and more.
Can you tell us about RecommendAsian and ProfessionalAsian? What inspired you to create these platforms?
It all started in 2016 with a sari pleater I found on Amazon. A friend mentioned it after I joked that, at 43, I still couldn’t wear a sari on my own. The gadget was a game-changer-it made pleating effortless. Like many British Asian women raised in the UK, I’d grown up relying on my mum to help, which made wearing a sari time-consuming. This small tool gave me independence, and I thought others might benefit too.
I began a Facebook group to share this find, starting with around 200 of my friends. It quickly grew as women began recommending everything from lipsticks and kebab recipes to eyebrow threaders, cake makers, and handymen. It became a go-to space for Asian lifestyle tips-beauty, home, health-and eventually evolved into a supportive, peer-led space. Women opened up about personal topics like fertility, domestic violence, and family struggles. Today, the group has around 75,000 mainly UK-based South Asian women, with members also in Dubai, Canada, Kenya, and the US
About six months later, I launched ProfessionalAsian. Some men wanted to join the original group, often to promote their businesses. I didn’t feel a general men’s group was the answer, but creating a business-focused space made sense. Professional Asian started with 3,000 members in its first week and now has almost 95,000-60% of whom are women. It’s a hub for professionals and entrepreneurs to connect with clients who understand or share their cultural context.
Whether it’s a personal trainer familiar with Jain diets, a solicitor versed in Sharia law, or a baker making eggless cakes and fusion mithai (sweets), it’s about connecting culture with services. Members sell unique products-from crystal-studded rakhis to Bollywood-style makeup and pan chocolates-and recommend local tradespeople who speak your parents’ language. It’s become a celebration of shared culture, creativity, and community.
Many small businesses struggle with visibility. How do both the platforms help entrepreneurs get discovered and grow?
The biggest strength of ProfessionalAsian is that it offers a highly engaged community that’s also your ideal target market-especially if you’re selling products like lehengas, mithai, or other culturally specific items. For many businesses, it’s a game-changer; some even get up to 80% of their clients through ProfessionalAsian and RecommendAsian. It’s a trusted, well-vetted space, and complaints are rare—usually just minor miscommunications rather than issues with quality. Many businesses have launched or released new products on the platform, making it a powerful and supportive space for small businesses to grow and thrive.
How do you see the future of Asian businesses in the UK evolving over the next decade?
I think the digital landscape has really opened doors for entrepreneurs—tools like Zoom and platforms like Amazon have made the world feel smaller and more connected. There’s now huge potential for businesses to go international, thanks to easy communication and access to global markets. That said, it’s not just about selling—it’s about building a brand. Especially for solopreneurs, you are the face of the business. Visibility is key, whether that’s on ProfessionalAsian, RecommendAsian, or platforms like Instagram, TikTok, or YouTube. And while it can feel overwhelming, that’s also where opportunity lies. Social media management, for example, is a great space to tap into. But growth requires investment—time, money, and strategy. Many people hit a plateau when they're just about covering costs. To scale, you need to spend wisely, even if returns aren’t immediate. Collaborating with influencers or leveraging communities like ProfessionalAsian can fast-track growth. Yes, some investments might not pay off—but you won’t know until you try.
What advice would you give to Asian women who want to start their own businesses but may lack the confidence or resources?
When it comes to resources, Asian women are often already part of strong communities-they know other women and have support networks. The key is to recognise that people do want to buy from you, but you need a quality product or service, and you have to believe in yourself. Imposter syndrome and self-doubt are common, but only you can offer what you do in your unique way. Mind-set is everything-step outside your comfort zone, be confident, and take your business seriously. If it’s a business, not a hobby, treat it like one. That means carving out time, being disciplined, and making smart decisions—like outsourcing when needed. Don’t try to do it all. If hiring a cleaner frees up time to grow your business, it's worth the investment. Budget wisely, create a separate business account, and think like a CEO from day one.
