South Asian Heritage Month: Bloom in Colour Embraces Roots and Identity
This month is South Asian Heritage Month. We chatted to Nafissa, Bloom UK’s Inclusion, Support & Social Group Manager and member of Bloom in Colour about her heritage, how she navigates identity and her best podcast recommendations.
Can you tell us a bit about your South Asian heritage and what it means to you?
With roots in Mauritius, India, and Kashmir, my heritage is a tapestry of cultures and histories, which ties in well with this year’s SAHM theme “Roots to Routes”. I grew up surrounded by diversity, Mauritius is a multicultural island where every religious holiday is celebrated, and identity is more fluid than fixed. For a long time, I didn’t see myself reflected in typical definitions of “South Asian” as I always ticked “Other - please specify” box on forms. But learning more about the British Empire’s impact on the world, especially through Shelina Janmohamed’s Story of Now, helped me better understand and embrace my South Asian diaspora roots, and routes.
What does South Asian Heritage Month mean to you personally?
South Asian Heritage Month is an opportunity to celebrate our roots, history through untold stories, and acknowledge achievements in society, while also recognising the challenges we continue to face. For me, it’s about visibility and making space for the "othered" voices that too often go unheard or unacknowledged in mainstream narratives. It's also a chance to dismantle taboos and openly acknowledge uncomfortable truths, especially around topics like cultural appropriation, stereotyping, and the ethnicity pay gap.
How has your background influenced your career, creative work, or passions?
Growing up in a multicultural environment and an Islamic faith-rooted household, instilled in me the values of empathy, respect, and service. As the eldest child and a sibling carer to my autistic brother, I learned responsibility and resilience early on and those qualities continue to shape every aspect of my life and work.
Currently, these values underpin my role at the Conscious Advertising Network (CAN), where I champion the commercial imperative of inclusive, ethical advertising practices. They also drive my commitment to mentoring through Bloom UK and MEFA, advocating for mental health as a Companion for ImNotOK, and serving as a school governor. I’m deeply passionate about representation, especially for voices from the global majority, and I naturally gravitate toward storytelling, connection, and building community.
Before CAN, my career took me through various corners of the entertainment industry, from luxury fashion retail and event management; to film servicing and distribution; to creative studios and integrated content production. Fun fact: I even got married in a cinema - could it get more filmi or Bollywood than that??
What challenges have you faced as a South Asian woman, and how have you overcome them?
A recurring challenge has been feeling silenced, or underestimated, often due to systemic biases, cultural stereotypes, or being the only woman of colour in a room. I’ve been in situations where I couldn’t speak out due to NDAs, and where sponsorship or visibility was lacking. Too often, diversity and sustainability are treated as separate issues, when in reality, communities in the Global South and East have long borne the brunt of global challenges. I’ve worked hard to find my voice, built supportive communities, and now mentor others to help navigate these same barriers. Don’t get me wrong, it’s so easy to fall into the confidence trap of questioning yourself again, and I’m still navigating that. We need more sponsors, not just mentors, who actively advocate for underrepresented talent.
Do you have any South Asian women (past or present) who inspire you?
So many. One that comes fresh to mind is Nadiya Hussain. As a Bake Off winner, she didn’t just showcase her culinary talent, she brought visibility to so many of us who hadn’t seen ourselves reflected in mainstream media. More recently, her honesty in Paul C. Brunson’s podcast "We Need to Talk" hit close to home, and I admire how she balances vulnerability with strength to demonstrate growth in discomfort. And of course, I can’t forget the women in my own family, my mother and grandmothers, whose quiet resilience and sacrifices laid the foundation for everything I do today.
Have you ever felt the need to navigate between different identities - cultural, professional, personal?
All the time. I’ve often had to code-switch or compartmentalise parts of my identity to fit into professional spaces, especially early in my career. Being Brown, British, Mauritian, Muslim, a woman, a sibling carer, a mother - all of those identities intersect in complex ways, and I’ve had to learn to honour all of them without apology. For years, my background felt like something I had to explain or downplay. Now, I recognise it as a strength that brings nuance, creativity, and empathy into everything I do from an intersectional lens.
What advice would you give to younger South Asian women growing up today?
You don’t need permission to be who you are. Your voice matters, and especially when you feel “othered”. Don’t wait for representation; be the representation. Seek out mentors, but also look for potential sponsors who will open doors and hopefully advocate for you. And if a space doesn’t reflect you, help shape it. There is power in our stories, and your heritage is not a limitation – embrace it with pride!
What message would you like to share during South Asian Heritage Month about identity and belonging?
Belonging is about creating space where all parts of your identity can be seen and celebrated, safely. That’s all I ask.
A South Asian podcast/s everyone should know about?
Sangeeta Pillai’s “Masala Podcast” - for unfiltered conversations breaking taboos.
Resham Adhan’s “Now I Know” - for wellbeing tools and tips I wish I knew before.
Leyya Satar’s “Narcissism at Work” - for navigating toxic dynamics, especially relevant in underrepresented spaces.
Poppy Jay & Rubina Pabani’s “Brown Girls Do It Too” - explore relationships, womanhood (and more) with honesty and humour.
Your favourite South Asian dish?
A proper Mauritian biryani. IYKYK!
What's your favourite South Asian festival or tradition?
Sharing food is such an important practice in South Asian culture. Whether you’re hosting a family gathering, offering comfort when someone has received difficult news, an act of charity, or celebrating a religious festival, like Eid. Everyone brings a dish, creating a colourful buffet filled with rich aromas and vibrant flavours. I’ve grown up in a family of feeders where visiting our home means you’ll never leave without being offered something to eat. And that’s a tradition I embrace at home with my husband and daughter. Have you eaten??
A book or TV show that represents your heritage well?
The book Story of Now: Let’s Talk About The British Empire, by Shelina Janmohamed
British TV sitcom “We Are Lady Parts” directed by Nida Manzoor.
Three words you’d use to describe your cultural identity?
Resilient. Multilayered. Evolving.
Nafissa Norris
Inclusion, Support & Social Group Manager
Bloom UK
