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Wednesday, Oct 20, 2021
Outlook.com

Art Paper Boats

Glossy magazines help fill the void for desis looking to belong

Art Paper Boats
Apoorva Salkade
Art Paper Boats
outlookindia.com
-0001-11-30T00:00:00+05:53

Teej in Thailand, Cheti Chand in Curacao, Makar Sankranti in West Asia, no matter where the global Indian goes, his community’s traditions go with him. But now, it’s not just the usual suspects—the customs-savvy naani or the human gazette of a bua—who ensure that he takes a sprinkle of culture with his carry-ons. Instead, a few niche English magazines are fast becoming akin to ready reckoners for all things community-related—from age-old wedding rituals to a profile on the clan’s newest achiever on the block.

Of-the-community, for-the-community and, sometimes, by-the-community glossies such as Marwar, The Sindhian, G2 The Global Gujarati, Beyond Sindh Magazine, Sada Punjab and Parsiana (the grand-daddy of community magazines that started in 1964) are thriving with an expanding readership base that stretches from the US, UK, Europe and Australia to South Africa, South America, China, Hong Kong, the Caribbean and yes, even your neighbourhood news stand, bookstore and mailbox.

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