South Asians


South Asians of United States are one of the wealthiest, most educated and progressive segments, with more disposable incomes than mainstream Americans. They are also extremely tech savvy, and one of the early adopters of new technology. Often referred to as the “model minority.”


South Asian immigrants taken together have a more diverse socioeconomic profile than Indian Americans. They trace their ancestry to India, Pakistan, Sri Lanka, Nepal, and Bangladesh. Some immigrants from the Caribbean, East Africa and Fiji also identify themselves as South Asians.


South Asian populations are the largest in California, New York, New Jersey, Texas, and Illinois. They are also the largest Asian American group in more than 20 US states, including New Jersey, Georgia and Illinois. This segment is growing at a rate higher than that of Hispanic immigrants.


South Asians are the fastest growing immigrant group in the US

South Asians have been one of the fastest growing immigrant groups in the United States, increasing in population from 2.2 million in 2000 to 4.9 million in 2015. The growth rate for the South Asian population greatly exceeds that of the Asian American population as a whole, as well as that of the Hispanic and non-Hispanic American population. Indians comprise the largest segment of the South Asian community, making up over 80% of the total population, followed by Pakistanis, Bangladeshis, Nepalis, Sri Lankans, Bhutanese, and Maldivian.

About Us

We are 4 million strong, most highly educated and affluent racial group in the United States, with nearly double the median income of average American households. Our ever-increasing purchasing power and high education makes us a very attractive segment.

We are ambitious, tech savvy media enthusiasts. Passionate about travel, we are constantly exploring ourselves and the world we live in. We value academic and economic success, focused on building our careers. We are family oriented and brand loyal.

Multilingual and English Proficient

South Asian immigrants are multilingual. There are over three hundred languages spoken throughout South Asian countries. However, in the U.S., South Asians speak primarily Hindi, Bangla, Burmese, Gujarati, Nepali, Punjabi, Sinhalese, Tamil, and Urdu.

Moving Away From Stereotypes

Many second-generation South Asian Americans, predominantly of Indian heritage, are expanding on the success of their immigrant parents. They are expressing themselves in ways their previous generation didn’t, and creating a blended cultural identity. They have also gained prominence in mainstream American comedy in the past few years, which is a significant milestone in the integration of people of South Asian descent into American society. (Picture Courtesy: National Geographic Magazine, 2018)

The Early Settlers

Some of the earliest known South Asian settlers in North America were from the regions of Punjab and Bengal. Among the early immigrants were “‘six or seven Indian sailors’ brought to New England seminaries in the 1820s.