Taking Up Space: South Asian Women Are Rewriting the Rules of Entrepreneurship

Artwork by Sana

We live in a man’s world; one built by men, for men, and one where men feel entitled to every space they walk into because the world is simply designed to respond to them. 

Men in power. Men at the top. Men in business. 

So, how do you, as a woman, especially a woman of colour, succeed in a world that is not designed for you? That is structurally rigged to work against you? 

For many women, particularly South Asian women, entrepreneurship seems out of reach as they are discouraged from being leaders, changemakers, and even simply voicing their opinions. The idea of starting, fully funding, and putting an entrepreneurship venture out into the world feels laughable when you don’t even know where to begin, who the right person to talk to is, and have barely any resources to act. 

However, things are changing. With the growing rise of social media, like Instagram and Tik Tok, the barriers that were once limited are now being broken and made more accessible to all. 

Women are taking over. They are reshaping what entrepreneurship looks like and cultivating spaces, sharing resources, and building communities with one another. This was apparent over the weekend, when I attended The Kismet Reserve Pop Up with Muskaan, the co-founder of Cosmos Creatives. 

The decision was based on a whim, and our main goal was to simply support other small business owners and also promote Cosmos Creatives like the go-getters we are. We also wanted the excuse to get some discounted matcha, of course. 

When we arrived, the plaza was packed. Over 1,000 RSVPs had been submitted, and seeing that many women of colour show up in real life was surreal. Sure, I was sweating through my makeup, but it was worth it.

From the few people I talked to while in line, one was a teacher, another a paralegal, and there was even an aspiring girl working on influencer marketing and her own Tik Tok content creation. From the get-go, it was more than an event, it was a reminder of just how vast and varied this community is. 

Inside, the atmosphere was electric: vibrant visuals, curated collections, art, fashion, culture. From collectible watches to knitwear totes, it was a celebration of identity, creativity, and connection. South Asian women weren’t just participating; they were leading.

It was clear. South Asian women were making their mark, they created a space for themselves, a community, where they can build themselves up, belong, inspire, and make strides in the entrepreneurship field. 

Mina 

Mina Hasen, the founder of Kismet Reserve, was one of the visionaries behind the pop-up and shared some of her experience: 

“When I first started, I was overwhelmed by how much support I received; people reached out to me, even the owner of this venue, who’s also Pakistani. It really shows how beautiful things can be when we come together in a non-competitive space.”

Aliza 

As well, Aliza, a TikTok influencer and beauty entrepreneur, opened up about challenges, advice, and building a supportive community.

What were some of the challenges that you faced when you first started?

“I think the biggest challenge I’ve faced is figuring out what people actually want. A lot of my lash designs started out based on what I personally liked, but not everyone likes what you like, you know? I really want to connect with everyone and make sure they feel seen. That’s why doing a pop-up felt so important. So many people support me online, but through a screen, that real connection can get lost. Meeting people in person, saying hi, seeing who’s actually behind those likes, it’s different. So yeah, one of the hardest parts is nailing down what the girlies want. But my community is so vocal, and I love that. I always tell them: DM me, tell me what you want. I’m here to listen.”

What advice would you give to aspiring South Asian entrepreneurs?

“Honestly, for me, the idea of being ‘cringe’ or ‘too much’ doesn’t exist. That mindset? Throw it away. During peak TikTok, I was posting the cringiest stuff, and now I can’t even watch those old videos without laughing, but it doesn’t matter.

You came into this world alone, and you’ll leave alone. So, the only person whose opinion really matters is yours. If you love it, just do it. Push it. Keep going. You never know what’s going to be your big break. One supporter, two supporters, it all counts. It all matters.”

Do you feel supported by other South Asian women?

Yes, I do. I was honestly nervous at first, especially within the brown community. I was like, ‘Do we even like each other?’ But brown girls have become my safe space. There’s so much girlhood here, so much support.

When I posted about the pop-up, I was shocked, like, ‘Wait, you guys actually exist?’ I started this during COVID, so when people started coming up to me in real life, I was like, ‘Is this real?’

I’m just so grateful. The community is amazing. And at the end of the day, as long as you’re a good person doing what you love, some people will connect with you and others might not, but just be authentic. The only opinion that truly matters is your own.

Lastly, I spoke to Sana, founder of Love Closely, a brand rooted in self-expression, heritage, and human connection as she shared her journey and insights along the way.

Sana

What challenges have you faced starting your own South Asian business? 

“One of the more obvious challenges, and something I think a lot of us face, is that in North America, many spaces are still dominated by non-people of colour, making it tough for women of any race to break in.

What makes it even harder is how many of us were raised, to be softer, quieter, more delicate, and ‘womanly.’ I’m learning to reject that standard. I’ve realized that I’m allowed to take up space because I’m here too, and North America is just as much my home.

I had to develop a mindset rooted in confidence; that I have just as much right to be here as anyone else. Thankfully, my parents instilled that in me. Instead of teaching me to shrink myself, they always told me, ‘This is your space. We migrated here so you’d have opportunities. The world is your oyster.’

That belief has become core to me. I carry it with me as I work to amplify the stories of my community, of marginalized women in Pakistan and across the South Asian and North African regions. We are the ones who will tell our stories, because if we don’t, then who will? Those values are what gave me the courage to start my own business.”

What advice would you give to aspiring entrepreneurs?

“My advice is simple: unapologetically take up space.

Whenever someone asks me how to get started, I always say: just put yourself out there. We live in the age of social media. Sure, people criticize it, but I think we’re the luckiest generation to have it. For the first time, our voices are being heard, and we can speak openly and authentically about who we are. That kind of honesty translates so well, because people crave authenticity.

So go for it. Be bold. Take up the space you deserve.”

Do you feel supported by other South Asian women?

“I’m a little older than most of the women here, so I started putting my work out there back in 2014 or 2015. At the time, it felt like I was the only one doing it, aside from a few South Asian women.

And honestly, I don’t blame anyone for that. We were raised with this survival mentality: seize whatever opportunity you can, and protect your space. It wasn’t about competition, it was just survival.

But what I’ve seen since then is something beautiful. So many South Asian women have become empowered. Look around, every business at this pop-up is owned by a South Asian woman. And I think that’s because we’ve realized: we belong here. We’ve built a sisterhood. I just met two of the women here over text last week, and now I feel like we’re sisters.

It took us time to get here, but I couldn’t be more proud to be a South Asian woman among peers like this. And honestly? Social media made it possible. We were given a platform, and we ran with it. No gatekeepers, no filters. Just us, showing up and taking up the space we’ve always deserved.

Today, I feel more supported than ever.

My final message? As you step into your power, don’t let anyone stop you or make you feel small. People are looking for connection and authenticity. So if you stay true to who you are, I have no doubt you’ll thrive.”

The Kismet Reserve Pop-up solidified that times are changing, and the world needs to get ready to adapt to these powerful women breaking strides. South Asian women are not waiting for a seat at the table anymore. They're building their own. These women are redefining leadership, success, and community on their own terms. 

And this is just the beginning.

xoxo, 

Khushi Kumari