As I was waiting for a friend one weekend at the India Community Center, Sunnyvale, I got into a conversation with a parent who was waiting for her daughter attending Hindi class. Upon learning that I work at India Currents, she immediately told me how much she enjoyed reading the magazine, what an immense resource it is for her, and how it had (indirectly) helped her land a job of her choice. As she reeled out titles of many articles that she had enjoyed reading in the past months, I couldn’t help but feel a sense of accomplishment and pride.

When people learn of my association with India Currents, their reaction hasn’t always been this exuberant. Sometimes I have been met with a blank look, indicating their unfamiliarity with the magazine. Occasionally people say, “Oh yes, I know that magazine. Don’t you guys have many listings of local Indian businesses?”

India Currents started in 1987 when the Indian-American population wasn’t as sizeable as it is today. Focusing on the immediate needs of the community, the magazine informed readers of Indian arts and cultural events, and Indian business establishments in the area.

Over the years, as the desi population has burgeoned, cultural tastes have also diversified. As our immigrant community comes of age, we no longer feel threatened by the cultures of our adopted home. Instead, we try to instill in our children values from both countries.

The magazine’s content has also evolved to include not only Karnatik and Hindustani music, and classical dances from India, but also a fusion of modern and traditional, East and West. Today India Currents reflects the state and perspectives of an eclectic readership. Our Youth column gives voice to a younger generation that walks a tightrope between liberal and traditional cultural values. In the Forum column we debate important issues affecting India and the United States. Our Recipes column encompasses even the most mundane of vegetables like the rutabaga in the flavors of the desi kitchen.

Readers no longer pick up a magazine exclusively to learn of the whereabouts of the nearest grocery store. Instead, they look for information that will bring an awareness into their changing lives as Indian Americans. We at India Currents have been working hard to reflect the voices of our community. But to succeed in that task, we need to hear from you too. Write to us and tell us what you would like to see in our pages. It is this two-way exchange of thoughts that fosters insightful content in the pages of the magazine.

…You Are Our Business Model!

More people are reading India Currents than ever but advertising revenues across the media are falling fast. And unlike many news organizations, we haven’t put up a paywall – we want to keep our journalism as open as we can.

So you can see why we need to ask for your help. Our independent, community journalism takes a lot of time, money and hard work to produce. But we do it because we believe our perspective matters – because it might well be your perspective, too.

If everyone who reads our reporting, who likes it, helps fund it, our future would be much more secure. For as little as $5, you can support us – and it takes just a moment to give via PayPal or credit card.