The art of the hustle: How Aamir Qutub became one of Australia’s top young entrepreneurs
Published by: Team GI Youth
(March 28, 2023) Every day, when Aamir Qutub drives to work, he chooses from his fleet of luxury cars to take him to his office in Geelong, where the headquarters of Enterprise Monkey Proprieter Ltd are located. Aamir is the founder and CEO of Enterprise Monkey, which operates out of four countries, and continues to head Angel Next Door, which he founded during the pandemic, to help make life easier for everybody.
The entrepreneur and tech investor has come a long, long way from when he boarded a plane for the first time in his life, bound for Australia, where was all set to begin life as a student in Deakin University. Born in Aligarh, UP, Aamir had a middle-class upbringing, and dreamt, even as a child, of owning a business some day. He wanted to study more, he had his sights on Deakin University in Australia, but didn’t want to ask his father for money. While his parents weren’t poor, the tuition cost at a foreign university was beyond them. With some difficulty, Aamir’s father scraped together the fee for his son’s first semester.
Aamir Qutub
Hustle to make it
Alone in Geelong, Aamir had to find ways to fund his study. He applied for dozens of jobs – and got no responses. In the end, he landed a job as a janitor at the airport in Geelong. “In India, a cleaning job is looked down upon,” Aamir said in an interview. “In Australia, it’s like any other job. When my parents found out about work, they became quite sad. My relatives also started gossiping about me and giving the family a hard time.”
Aamir remained unfazed, working the 6 am to 6 pm shift, studying during his breaks. The long hours got in the way of his work and he was forced to quit. He found himself another job and would wake up at 3 am to deliver newspapers. He continued to search for work, finally landing an internship at at IT firm and then at ICT Geelong, where he was promoted quickly and soon worked directly under the general manager. When his boss quit, he was appointed the interim GM and was promoted again, becoming the company’s youngest GM. “Within a year, the revenue of the company increased by 30 percent,” Aamir said.
Striking out as an entrepreneur
In 2014, the Global Indian registered Enterprise Monkey Proprietor, with an investment of AUD 4,000, which he had managed to save. He hired himself an assistant in India and began working with a team of four. Business grew and Aamir scaled up on hiring, only to find, he dind’t have the money to pay them. “We were making money, but I was in debt. I took a loan of around AUD 100,000 from private lenders to maintain the cash flow,” he recalled.
Again, he was in a financial quandary. He had left the safety being employed, turning his back on what had promised to be a glowing career, even if it wouldn’t one of entrepreneurship. He took that leap and found success, only to find himself back where he started – wondering where they money was coming from. The situation worsened, to the point where Aamir couldn’t afford to put fuel in his car. “I had 17 employees, the turnover was big but the profits weren’t there.”
This was his most troubling time as an entrepreneur. Aamir knew he had to step back and assess the situation. He realised that he had taken on small clients – that move hadn’t paid off. He had also fallen into the trap of planning, taking focus off the goal itself. “The business was repositioned on profitability rather than on growth, and voila! I repaid the debt within three months.”
Today, the company employs a 100 people and has a turnover of over Rs 12 crore. Enterprise Monkey Proprietor Ltd was also awarded the Australian Smartest Innovation of the Year.
Giving Back
These days, the business runs on “auto-mode,” as Aamir puts it, leaving him with room for other pursuits. He set up the Aamir Qutub foundation and continues to work with students in India. This included setting up the first-ever recruitment drive in his alma mater, Aligarh Muslim University, during which 2000 students were placed in 30 companies. He also introduced free WIFI on campus and Smart classrooms, even lobbying national policies for the students.
During the pandemic, Aamir founded “Angel Next Door,” an outreach program that mobilised the community, allowing citizens to ask for – and provide – help discreetly. Aamir, who was also named the Australian Young Business Leader of the Year, continues to live in Geelong with his wife, Sarah Niazi, who is a dentist. “My life has always been exploring new possibilities,” he said, adding, “I always wanted to be successful, I just wanted to pursue what I loved and I had this belief in myself.”
(July 7, 2024) Clad in a rust and orange ghagra with jhumkas, bindi, and waistband as her accessories, 11-year-old Chennai-based Maya Neelakantan took on the stage of America's Got Talent, but with a twist - an electric guitar. The youngster, who seemed shy at first, left the judges and audience surprised as the "rock goddess" strummed her guitar to Papa Roach's Last Resort. The 100-second performance got the Indian-origin girl a standing ovation from Simon Cowell, Heidi Klum, Sofia Vergara, and Howie Mandel. "You know what I love about this audition, you just weren't expecting this. You were so shy, and you're 10! And then you turned into, like, this rock goddess,” he said. Overnight, the 10-year-old became a sensation on the internet. Even Anand Mahindra, the chairman of the Mahindra Group, posted a video of Neelakantan on X, calling her a "Rock Goddess from the land of Goddesses." He tweeted, "Oh My God. Maya Neelakantan is only 10 years old. 10! Yes, Simon, she’s a Rock Goddess. From the land of Goddesses. We have to get her back here to do her stuff at the@mahindrablues! @jaytweetshah@vgjairam." Oh My God Maya Neelakantan is only 10 years old. 10! Yes, Simon,
The youngster is a student of famous guitarist and Berklee School of Music alumni Guitarist Prasanna, an Indian-American. Moreover, she has a YouTube channel that spans her rock and metal covers over the years. In 2022, she impressed Adam Jones, Tool's guitarist with her rendition of Tool's 7empest. Not only this, she even received a guitar as a gift from American musician Gary Holt.
A music lover, she was as young as two when she saw her dad play guitar at home, and instantly fell in love with the musical instrument. Ever since she turned five, she wanted to learn guitar and finally started playing it when she was six. "I started by learning my favourite songs with my dad and he taught me how to self-learn through YouTube videos and guitar tabs. Now, I'm able to learn any song by myself," she said in an interview.
The first time she ever played in public was at an ashram with 50 people watching, an experience she completely loved. It gave her the confidence to perform on stage for the very first time at America's Got Talent. "AGT was completely different because there were more than 1000 people there in the audience." The huge crowd did make her nervous backstage but once she started playing, she was at ease. "I started enjoying myself and wasn't nervous anymore," she added.
Over the last two years, she began learning Carnatic music from Guitar Prasanna, but has now moved to harder techniques. When the opportunity to perform at AGT knocked at her door, she trained hard for three weeks, and even sought advice. "Guitar Prasanna helped me in creating the song and I rearranged it in the end," she said.
Moreover, the youngster was coached by none other than the award-winning actress for the Netflix series Orange Is The New Black, Jessica Pimentel, for her movements for AGT. "She also helped me prepare mentally for the show because it was my first time on stage."
Making her debut on the big stage with the guitar gifted by Adam Jones from the American rock band Tool, Maya had nerves. "While I was playing on AGT, the two-minute song felt like 30 seconds," she said. But the cheering and standing ovation at the end of the performance made her feel like she performed for hours. "I was soaking up everything at that moment and now I fully understand why everyone says they want to go on stage again and again after going on the first time. I never experienced that before but now I want to continue performing on stage," she added.
Taking over a stage as big as America's Got Talent, Maya credits her parents for their constant support and encouragement. Thanking them for being the wind beneath her wings, she wrote on Instagram, "They are the ones who are behind the spotlight, sacrificing everything for me and expecting nothing in return. They always make me so happy & without them, I will not be able to follow my passion, meet so many incredible people and have the best experiences in life which is just like a dream!"
Maya, who calls Adam Jones, the guitarist of Tool, Gary Holt, the guitarist of Exodus and Slayer, Alex Skolnick, and Eric Peterson her idols, wants to create her own music by combining Carnatic music with Heavy Metal. "All these different genres activate different emotions for me and I want to mix them together. I feel that you have to really go into the music to enjoy it so I want to make music so that my listeners can go with me on a journey through the song," she said, adding, "So, that's the dream I'm working towards and all these events are bringing me one step closer to creating my own music. It could even turn out to be a genre unheard of."
Her groundbreaking performance that infused Carnatic music with heavy metal was proof of her technical mastery of the guitar which allowed her to seamlessly integrate the intricate rhythms and scales of traditional South Indian Carnatic music with the aggressive, electrifying energy of metal, creating a unique and mesmerising auditory experience. Her performance showcased her incredible skill and presented a fresh approach to music, blending different genres into a unified and innovative sound.
With a warm smile, Joe Biden turned to Shrusti and said, “Well, Madam President, thank you.” The crowd chuckled as he continued, “Shrusti, thank you for that wonderful introduction. Just promise me this—when you are president one day, and someone says, ‘Joe Biden is in the waiting room,’ you won’t ask, ‘Joe who?’” His light-hearted comment drew laughter from the audience, and Shrusti, sharing in the humour, responded with a grin, “I won’t.” Owing to her remarkable work with the Rise N Shine Foundation, the 18-year-old was invited to the 2024 White House Diwali celebration as a special guest. Her tireless efforts to combat food waste among the affluent and fight hunger in underserved communities have gained national attention in the U.S., earning her the honour of introducing the President of United States at this year's Diwali event. Biden’s playful yet encouraging words hinted at the immense potential he saw in the young Indian American to achieve even greater heights. The day was a significant milestone in Shrusti’s inspiring journey of service and leadership. Awestruck by the honour The Diwali event at the White House, attended by about 600 guests, left Shrusti awestruck. “This Diwali brought a once-in-a-lifetime opportunity,” Shrusti
ttps://www.globalindian.com/youth/wp-content/uploads/2024/11/Joe-Biden.webp" alt="Indians in USA | Shrusti Amula | Global Indian " width="1600" height="900" />
Awestruck by the honour
The Diwali event at the White House, attended by about 600 guests, left Shrusti awestruck. “This Diwali brought a once-in-a-lifetime opportunity,” Shrusti shared with Global Indian. “Being invited to the White House was incredible, but standing next to the President and introducing him was beyond anything I ever imagined.”
She shared the stage with prominent Indian American figures like U.S. Surgeon General Vivek Murthy and NASA astronaut Sunita Williams, who sent a recorded message from space. “It was just me, Dr. Vivek Murthy, and Sunita Williams representing the Indian community, and I had the honour of inviting President Biden to the stage before he addressed the crowd,” Shrusti said, recounting the unforgettable moment.
But that wasn’t her only brush with national recognition this year. Just a week later in the first week of November, Shrusti found herself attending the George H.W. Bush Points of Light Awards Gala, where she was honoured for her extraordinary philanthropic work. Meeting members of the former U.S. president George H. W. Bush’s family, including his son Neil Bush and grand-daughter Lauren Bush, was another surreal experience.
Fighting hunger, combating food waste through Rise N Shine Foundation
“When I founded Rise N Shine foundation in 2019, I had a simple vision – to create a positive change to my community by reducing food waste and empowering young individuals to take action. Over the past six years Rise N Shine Foundation has provided over 350,000 meals, and diverted over 200,000 pounds of food waste from landfills,” she shared amidst applause during the George W. Bush Points of Light Awards Gala.
It was a humbling experience for the young Georgetown University student, majoring in Science, Technology, and International Affairs, to be in a room filled with people who have dedicated their lives to service. These honours didn’t come by chance—Shrusti has spent the last six years leading transformational efforts to make a difference. “It reinforced my belief that no action is too small to make a difference,” she remarked.
[caption id="attachment_40501" align="aligncenter" width="578"] Shrusti at 2024 George W. Bush Points of Light Award function with members of the Bush family and other delegates[/caption]
From vision to action
Shrusti’s journey began in 2018 when she stumbled upon the staggering environmental impact of food waste during a STEM competition, where she presented a project on food waste and its potential solutions. After learning that nearly a third of the U.S. food supply is wasted annually, she realised how this problem exacerbated issues like climate change and food insecurity.
One of her ideas—diverting food waste to composting facilities, became the foundation for her first pilot program. “It all started with a simple idea,” she recalled. “But the more I worked on it, the more I realised how much of a difference one person can make.” The success of that program gave her the confidence to scale her efforts and eventually start the Rise N Shine Foundation in 2019, when she was just 14.
“When I founded Rise N Shine, my vision was simple, to create positive change by reducing food waste and empowering others to take action,” Shrusti said during her Points of Light Award acceptance speech. Over the years, her foundation has delivered on that promise, making a measurable difference in her community and beyond.
[caption id="attachment_40485" align="aligncenter" width="797"] Shrusti with her brother, Vayun Amula, during one of the food donation campaigns[/caption]
Composting and food recovery
Shrusti launched her first composting program at Clarksburg Elementary School. Her team collected leftover food from lunchrooms and converted it into compost, reducing the school’s waste footprint and creating a valuable resource for local farmers. The success of this pilot project led to partnerships with more schools. By June 2024, all 209 schools in Montgomery County adopted her composting initiatives.
"Unused food in our country contributes significantly to greenhouse gas emissions," the Indian American explained. "Through composting, we’re not just addressing waste but also giving back to the environment."
In addition to composting, Shrusti expanded her efforts to tackle food recovery. Her foundation works with schools, businesses, and local organisations to redistribute surplus food to homeless shelters and food banks.
The COVID-19 pandemic made her efforts even more significant. "With rising food insecurity, it became clear that food recovery wasn’t just about waste reduction—it was about feeding those in need," she says.
Shrusti Amula’s dedication to creating meaningful change has earned her an impressive array of national and international accolades. In 2024, her Rise N Shine Foundation was also recognized as an Honour Rows recipient, an initiative by the Governor’s Office on Service and Volunteerism, M&T Bank, and the Baltimore Ravens, celebrating her foundation's impact on community service. In 2023, she was selected as part of Hormel Foods’ 10 Under 20 Food Heroes, a program spotlighting young leaders across the U.S. working toward a more sustainable and secure food system.
Reflecting on her experience at Hormel’s global headquarters in Austin, Minnesota, Shrusti shared, “It was incredible to connect with Hormel Foods leaders and learn from their expertise while exploring opportunities to scale the impact of our projects.”
These recognitions join an already impressive list of honours. Shrusti was the youngest recipient of the L’Oréal Paris Women of Worth Award in 2023, a platform she leveraged to expand the reach of her foundation. She also received the EPA President’s Environmental Youth Award and the Governor’s Youth Service Award the same year, highlighting her leadership in community-driven sustainability.
For Shrusti, these accolades go beyond the spotlight. “Each award is a reminder that small actions can lead to big changes,” she says. “They inspire me to keep pushing for a more sustainable and equitable future.”
Like any grassroots initiative, Shrusti’s journey was not without its challenges. From securing funding to navigating logistical hurdles, she faced significant roadblocks. “One of our biggest struggles was finding sponsors to cover the costs of hauling food waste for an entire school year,” she said.
Despite these obstacles, Shrusti persisted. Her programs now run smoothly and have even influenced policy changes at the county level. Schools participating in her initiatives have earned Green School certifications, further validating her work.
Beyond environmental activism
While her environmental work takes centre stage, Shrusti’s accomplishments extend far beyond the Rise N Shine Foundation. A trained Indian classical dancer and member of the USA National Women’s Cricket Team, she is a well-rounded achiever who balances her passion projects with personal growth. She is also a mentor, debater, and a Girl Scout with bronze and silver awards to her name.
Her diverse interests and achievements make her a role model for young people, proving that it’s possible to excel in multiple areas while making a meaningful impact.
[caption id="attachment_40486" align="aligncenter" width="692"] Shrusti at the mayor and council meeting in 2022[/caption]
A light that shines bright
Shrusti Amula’s journey youth-led change and a matter of pride for the Indian diaspora. From standing on a stage at the White House to meeting the Bush family at an awards gala, her story exemplifies how dedication and innovation can transform lives.
Her vision for the future is ambitious. She aims to expand the Rise N Shine Foundation globally, partnering with international organisations to tackle food waste and hunger on a larger scale.
As she continues to advocate for sustainability and social equity, Shrusti’s message is clear: "No matter your age or background, you have the power to make a difference. All it takes is the courage to start."
(June 28, 2024) A routine trip to a local grocery store made the then 11-year-old Angelina Arora committed to finding a better solution to single-use plastic. Seeing a huge number of plastic bags being carried out of the store made her understand their detrimental impact on the environment and led the Adelaide-based innovator on a quest to save Earth by finding biodegradable alternatives. Having mulled over the possible solution for years, in Class 9 as a science project, she began experimenting with corn starch and potato starch to create a biodegradable bag, however, they dissolved in water. She then tried banana peels and other waste products, however, nothing proved successful. Her eureka moment came while sitting at a local fish and chips shop and staring at a pile of fish waste - including crab shells, prawn tails and fish heads. She packed a few kilos of the discarded shells and headed straight to her Sydney Girls High School science lab to start experimenting. Noticing similarities between prawn shells and plastic, she knew she could have found the answer. "I looked at prawns and thought what makes their shells look like plastic? Maybe I can take that out and use it
like plastic? Maybe I can take that out and use it some way and bind it to make a plastic-like material," the Global Indian said in an interview.
[caption id="attachment_19737" align="aligncenter" width="612"] Angelina Arora during an experiment[/caption]
Making biodegradable plastic
A budding scientist, Angelina extracted chitin, a carbohydrate from prawn shells, and converted it into chitosan which she later mixed with fibron, a protein found in silkworms. "It's the same protein that spiders use to make webs. It's very sticky. When you mix it with chitin it produces a fabric that is flexible and strong and exhibits all the properties you want in plastic," she added. The biodegradable plastic decomposes 1.5 million times faster than commercial plastics and completely breaks down within 33 days of its exposure to bacteria. Her success attracted the attention of scholars and scientists across Australia and even won her the NSW Young Scientist Award in 2016, the Innovator to Market Award in the 2018 and BHP Billiton Foundation Science and Engineering Awards. Moreover, she received the fourth grand award at the Intel International Science and Engineering Fair, where the innovator competed against 1800 students from over 81 countries.
[caption id="attachment_19738" align="aligncenter" width="572"] Angelina Arora with her biodegradable plastic[/caption]
According to a new OECD report, only 9 percent of plastic waste is recycled globally while 22 percent is mismanaged. Though bans and taxes on single-use plastic exist in over 120 countries, not enough is being done to reduce pollution. And Angelina thinks that biodegradable plastic - which is low-cost, durable, and insoluble - is the need of the hour. She is keen to see every plastic in the world be made out of her biodegradable plastic. "While decomposing, this eco-friendly plastic made of prawn shells releases nitrogen which is very important for plant growth and immunity. Thus, it could be used for agriculture as well, and not just for packaging," she said.
Contributing to the environment
The Flinders University student, who was the nominee for Young Australian of the Year in 2019, is hopeful that biodegradable alternatives like hers will contribute to cleaning up the environment, especially the ocean - a cause close to her heart.
Having started early, she believes the key lies in growing one's own interests. "Doing your own research outside of school gives you the freedom to do what you really like and be creative, not for a grade. You grow interests, expand awareness and increase your curiosity," she said, adding, "Plus it gives young people something productive to do for humanity rather than watching Netflix."
Angelina's invention shows how we can use scientific creativity and care for the environment to solve big problems. Her work highlights the need for sustainable practices and opens doors for future green technologies, inspiring more people to develop eco-friendly innovations.
(August 3, 2024) The girl from Jhajjar district in Haryana was always bent towards sports - martial arts, boxing, or skating - but it was her tryst with shooting that changed her life. Two months into exploring the sport at her school, she requested her father for a pistol. A chief engineer in the Merchant Navy, he wondered if spending ₹1.5 lakh investment would be worthwhile. On Sunday, she proved that choosing shooting was indeed the right decision as Manu Bhaker became the first Indian to win multiple shooting medals at the Paris Olympics 2024. She got India off the mark at the Paris Olympics by securing a historic bronze medal in the women's 10m air pistol event, followed by another historic win in the 10m pistol mixed event with Sarabjot Singh. After years of hard work, blood, and sweat, the 22-year-old got to bite an Olympic medal, becoming the first Indian woman to earn a shooting medal at the Summer Games. Expressing her elation, the Global Indian wrote on X, "Extremely humbled by the support and wishes that have been pouring in. This is something that I've always dreamt of. Proud to perform at the biggest stage for my
n pouring in. This is something that I've always dreamt of. Proud to perform at the biggest stage for my country."
Extremely humbled by the support and wishes that have been pouring in. This is something that I've always dreamt of. Proud to perform at the biggest stage for my country 🇮🇳 ❤️ pic.twitter.com/8U6sHOLulR
Ever since she burst on the scene with the gold in the 10m air pistol at the 2018 Youth Olympics, all eyes have been on the young athlete. But despite the countless medals, the ultimate prize remained out of reach, especially after the heartbreaking defeat in her first Olympics in Tokyo. But she returned to the Paris Olympics with a will to fight and win, and she did.
Love for sports
A native of Goriya village in Jhajjar district, Manu always excelled in sports like Huyen langlon, a Manipuri martial art, as well as boxing, tennis, and skating and won many medals. It was in 2016 that she was introduced to shooting at Universal Senior Secondary School - the only place to have a shooting range in her district. 25 km from her home, she would practice for five hours every day. Within a few months, she asked her dad to buy her a pistol as wanted to take up competitive shooting. A year later, she achieved her first international success by winning the silver medal at the 2017 Asian Junior Championships. The same year, she won nine gold medals at the National Games.
[caption id="attachment_38676" align="aligncenter" width="624"] Manu Bhaker[/caption]
Going global
2018 brought with it more opportunities and more medals on the international stage. She won two gold medals at the International Shooting Sports Federation World Cup held in Mexico, followed by a gold medal at the Commonwealth Games 2018. Talking about her success, she said, "It just happens. I don’t think about them. At times I don’t even know what the records are," adding, "I am grateful to all my coaches or their advice and the hours they have put in to hone my technique."
The wins and great performances earned her a spot at the Tokyo Olympics. Still, she returned home empty-handed and teary-eyed from her maiden Olympics, falling short of expectations. The Tokyo heartbreak led to a public fallout with her coach Jaspal Rana. She soon retrieved her shell and lost the spark that she had for shooting. Instead, she started finding the sport boring which for her had become more "like a 9 to 5 job." "That was the time I felt 'okay, I am still in the team, I am doing okay, but it's not giving me any kind of joy and any kind of happiness'. I felt like that was the time I should give it a break and probably focus on my studies, go to a college, and study abroad for a while. I was really thinking about it," she said in an interview.
Reuniting with coach Jaspal Rana
However, Manu did not give up. She picked up the phone and called her former coach Jaspal Rana to bury the hatchet. Keeping their egos aside, the two reunited and Manu started practising under her coach once again. Whether she was training in Luxembourg or Dehradun, Rana set specific targets for Manu even during routine sessions. If Manu failed to achieve the score set by Rana, she would incur fines, which were then donated to help those in need around the world. "His working method is very different from the rest of the people. Usually, he sets a goal and if you score that much, then it's okay," she said, adding, "And if you don't score that much, then the points that were less in that score, let us say we decided to score 582 and I scored 578. So those four points will amount to 40 Euros and sometimes 400 Euros depending on the situation and country. You have to donate that much."
[caption id="attachment_38678" align="aligncenter" width="300"] Manu Bhaker[/caption]
Along with intense training methods, she began reading the Bhagavad Gita for mental fortitude. "I have become religious after Tokyo but not in an extreme way (laughs). I believe that there is an energy that guides us and protects us. And there is an aura around us that feeds on that energy. I think there should be some faith in God who has created us," she said.
In 2024, she returned to the international stage with vigour and determination, and it paid off as she clinched two the bronze medals and become an unmissable part of India's Olympic history.
(April 24, 2023) "Sat Sri Akal ji, Punjabi aa gaye Coachella oye." The crowd roared its appreciation as Diljit Dosanjh, dressed all in black, in a traditional tehmat, kurta, vest and turban, greeted Coachella 2023 at the end of his opening song, G.O.A.T. The superstar stuck to speaking in his his native tongue, taking pride in the fact that he doesn't prefer to speak to English. Every gesture was an ode to his Punjabi cultural heritage. On day two, he appeared in white, in a tehmat kurta which he styled with sneakers. It was Coachella's Patiala Peg moment and the crowds absolutely loved it. In January 2023, when the Coachella lineup was announced with Diljit's name on the list, not many Indians knew what that meant, really. And Coachella, it seems, was not prepared for the phenomenon that is Diljit Dosanjh and the Punjabi music rage. But with Dosanjh, Ali Sethi, Jai Paul and Blackpink all in the lineup, it's clear - inclusivity is in at Coachella. The festival has has more than lived up to a promise made during the pandemic. This year's lineup is a celebration of South Asia, with Dosanjh, Pakistani singer Ali Sethi and Bangladeshi-origin producer Jai
https://www.instagram.com/diljitdosanjh/?hl=en" target="_blank" rel="noopener">Dosanjh, Pakistani singer Ali Sethi and Bangladeshi-origin producer Jai Wolf. In 2022, Indian-American Raveena Aurora and Pakistani singer Arooj Aftab crooned their way through the festival, to much acclaim.
The Coachella Valley Music and Arts Festival is held every year at the Empire Polo Club in the Colorado Desert, Coachella is now organised by Goldenvoice. Today, it is one of the world's largest and most profitable festivals in the world, with over 2,50,000 attendees in 2017 and a gross revenue of $114.76. Founded in 1999, soon after the ill-fated Woodstock 2.0, the festival was an instant hit, with Rage Against the Machine headlining the inaugural edition. The biggest artists from around the world have played the festival since, including Jane's Addiction, Iggy and the Stooges, Daft Punk, Amy Winehouse, the Red Hot Chili Peppers, Roger Waters, Kanye West, Lady Gaga and Beyonce (in chronological sequence).
The bid for diversity began back in July 2020, when Goldenvoice promised audiences more inclusive lineups. At that point, only one Indian artist had ever graced the festival stage. Ritesh D'Souza, one half of electronic duo B.R.E.E.D., along with pianist and vocalist Tara Mae, played the festival. Global Indian takes a look at Coachella's Indian presence.
B.R.E.E.D - Ritesh D'Souza and Tara Mae
[caption id="attachment_26561" align="aligncenter" width="484"] Ritesh D'Souza and Tara Mae at Coachella[/caption]
The niche Do Lab stage at Coachella is an open enclosure designed like a whale carcass, where Ritesh D'Souza made his appearance with some fast-paced beats, as dancers were 'sprayed' from water guns straight into the crowd. And India made its Coachella debut with what his collaborator, pianist and vocalist Tara Mae, described as a "forward-pushing sound." As Ritesh set electronic beats to the nadaswaram, his message was clear: India was going to be a global hotbed for EDM.
The bass producer had moved to Los Angeles from Mumbai only two years prior, intent on "pushing his sound internationally," Rolling Stone India writes. There, he released his debut, Binate, which made it to the Beatport and iTunes charts in 2014. At that time, when good music took precedence over political concerns, B.R.E.E.D shared the stage with rock icons AC/DC, blues rocker Jack White and the American rapper, Drake.
Raveena Aurora
In 2022, as Coachella made a blockbuster post-pandemic comeback, singer Raveena Aurora gave her electrifying performance of Dum Maro Dum, to much praise and applause. She knew she was making festival history that year, as its first female Indian-origin musician and she was determined to do so with style and substance both.
Later, she tweeted, "Only real ones will know the cultural significance of me singing Dum Maro Dum at Coachella, a song from an iconic Indian movie Hare Rama Hare Krishna, that was about the westernization of Indian spirituality. Indian culture is often appropriated on the world stage, with very little thanks given and Aurora wasn't about to let it slide, using the Coachella stage to lend her voice to every South Asian and represent the cultural roots to which she remains so deeply tied.
An LA girl all the way, Raveena starts her day with a meditation practice - which comes through in her 2022 album, Asha's Awakening. The 15-track record is a gentle, melodious amalgamation of R&B, soul, jazz and pop, with Indian and South Asian influences. "Indian culture and Punjabi culture has always surrounded me whether I embraced it or not," Raveena said. Growing up in an immigrant family that had moved to America shortly before she was born, a strong Indian influence pervaded her childhood, she recalls "going to the Gurdwara all the time." It meant she was "inundated and surrounded by that music, that celebration of colour and spirituality, that beautiful culture I'm so grateful to be part of."
Raveena began her musical career in 2017, releasing her EP, Shanti, after she graduated from NYU's Tisch School of The Arts. Her debut album, Lucid, followed in 2019. She loved pop, R&B, soul and jazz, all of which she leaned into for her own song writing. Then came a deep dive into Indian music, and Raveenabegan working on incorporating Hindi into her songwriting and collaborating with other South Asian artists.
Diljit Dosanjh
Diljit Dosanjh needs no introduction. This week, Diljit fans were ecstatic to hear that the 'Super Singh of Punjab' is going to be a headlining act at Coachella, alongside acts like K-Pop megastars Blackpink and Bjork. "I will sing in Punjabi, like always," the singer announced. His fans are thrilled and Diljit himself loves the festival, but remains as stoic as ever. "Jo ho raha hai, mere daayre se badi baat hai. Coachella is something I never even thought of, it was never in my plan. Whatever is happening in my life is.. maybe I don't even deserve it. I am just grateful to God."
Born in Dosanjh Kalan in Jalandhar district, Punjab, Diljit's father was an employee of the Punjab Roadways and his mother was a homemaker. Diljit began his singing career by performing Kirtan at local gurdwaras in his home town and also in Ludhiana, where the family relocated when Diljit was still in school. In 2004, he released his debut album, Ishq Da Uda Ada. Dosanjh's fame and popularity skyrocketed with his third album, Smile, and two of its tracks, Nachh Diyan Alran Kuwariyan and Paggan Pochviyan Wale. He wouldn't make it to pan-India glory for a few more years and by the time he did so, was already a Punjabi music star, touring for the diaspora around the world and performing to packed stadiums in Toronto. In 2011, he made his debut in Punjabi films, playing the lead in The Lion of Punjab, which was a flop, although his song, Lak 28 Kudi Da, a collaboration with Yo Yo Honey Singh, was a big success. One year later, he played the lead in Jatt & Juliet, which became one of the Punjab film industry's biggest hits and put him in the spotlight around the country.
Diljit's 2020 album G.O.A.T made it to the Billboard Global Chart and the Canada Top 20 and in 2022, he announced his collaboration with Warner Music, in a bid to further his global presence. Unapologetic, down to earth and totally at ease with himself, Diljit Dosanjh promises to be formidable ambassador for India's soft power at the iconic Coachella festival.
Jai Paul
[caption id="attachment_26563" align="aligncenter" width="600"] Jai Paul[/caption]
If Diljit Dosanjh is a household name, Jai Paul is an enigma. The singer-songwriter will, however, be at Coachella this year and, you might be surprised to learn, it's will be his first-ever live performance! In 2022, the musician made an appearance in Donald Glover's Atlanta and in 2019, released the album Leak 04-13, an official version of the material that had been famously leaked in 2013.
Jai Paul was born in Rayners Lane in northwest London and entered the public eye, in a manner of speaking in April 2013. An unknown user had uploaded a number of untitled tracks to the music streaming website Bandcamp, where they were made available for sale. It didn't take long for the media to pick up on a scam, atrributing the music to Jai Paul. Even so, the album did well, making it to The Guardian's Best Albums of 2013 and number 20 in Pitchfork's Top 50 Albums of 2013.