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Global Indianstory Global Indian ExclusiveArti: The e-rickshaw driver from Bahraich wins Amal Clooney Women’s Empowerment Award
  • Global Indian Exclusive
  • Women

Arti: The e-rickshaw driver from Bahraich wins Amal Clooney Women’s Empowerment Award

Compiled by: Team GI Youth

(June 14, 2024) Last month in London, a rather unusual scene unfolded at the Buckingham Palace. An 18-year-old Indian girl Arti, who hails from a village in Uttar Pradesh, made a spectacular entry into the gates of the palace in a pink e-rickshaw – something she drives back home in Bahraich. This wasn’t a just publicity stunt. It was a choice that was not just a sustainable mode of transport but also a symbol of an idea and a movement. Clad in a yellow chikankari kurta, she made her way inside the palace to meet King Charles III after receiving the Amal Clooney Women’s Empowerment Award, named after the world-renowned human rights barrister.

Arti | Global Indian

Arti at The Buckingham Palace

She received the honour for inspiring young girls through her work with the government’s Pink Rickshaw initiative, which offers safe transport for women and aims to drive social change. “I take pride in being able to inspire other girls who face similar challenges. The newfound independence allowed me to see the world in a different light. Now, I am able to fulfill not only my dreams but also those of my daughter,” said Arti, who is a participant in the Aga Khan Foundation’s (AKF) Project Lehar.

In late May this year, she made her maiden visit to London to receive the award at The Prince’s Trust Awards in London. Founded by His Majesty King Charles III, The King’s Trust International (formerly Prince’s Trust International) empowers young people in 20 countries through employment, education, and enterprise programs.

Arti with King Charles III

“It has been an unbelievably amazing experience, meeting the King who was so nice and sent his namaste to my family back home too. He also listened carefully as I spoke about how much I love driving my e-rickshaw, which does not run on polluting diesel or petrol but the one that I charge at home every night, she added. Her journey epitomises bravery, perseverance, and an unyielding resolve to triumph despite all odds.

Fighting against the odds

Born into a family of daily wage labourers struggling to make ends meet, Arti was married off by age 13 and forced to leave school. The marriage quickly dissolved, leading her to return home with her infant daughter. Facing limited earning opportunities as a single mother in her village, Arti started engaging in domestic tasks at home. Her outlook changed when she discovered Project Lehar – a collaboration between AKF and The King’s Trust International – which inspired her to envision a brighter future for herself and her daughter. Fueled by determination, she set out to turn that vision into reality.

Project Lehar provides vocational training, entrepreneurship opportunities, and life skills courses tailored for girls and young women from economically disadvantaged backgrounds in Uttar Pradesh and neighbouring Bihar. Additionally, it offers support for girls who have discontinued their education to help them complete their studies.

Arti

Arti with her daughter

For Arti, Project Lehar provided the insight and confidence to consider self-employment as a viable option. “The programme helped me develop my skills, especially those that impact my life, such as problem-solving ability, communication skills, managing stress and emotions, and understanding entrepreneurship,” she said, adding, “Through the learning I had over that period, I became capable of making important decisions for my life.”

Changing the course of her life

It was in the July of 2023 that Project Lehar introduced Arti to the Indian government’s pink e-rickshaw scheme, which serves a dual purpose: to enhance employment opportunities for marginalised women, particularly widows and single mothers like Arti, and to improve women’s access to safe transportation, thereby enhancing their mobility and independence.

In Arti’s community, driving has long been seen as a job for men. Girls and women have fewer chances and less freedom compared to boys and men. She was one of the first women in her area to join as a trainee driver. After passing her driving test, she began driving regularly. Now, she spends six hours a day behind the wheel, earning ₹15,000 per month (about $180) to support herself and her daughter. “I know my daughter will be proud of me one day,” said Arti.

Getting recognition in the UK

During her recent visit to London, she enjoyed every moment and celebrated her win, and even bought some cake and a pair of shoes for her daughter.

Arti

Arti receives the award in London

Seeing her journey, Amal Clooney, the British activist-barrister after whom the award is named said, “This year’s winner, Arti, is an inspirational example of someone whose trailblazing work in a typically male arena makes women in her community safer. Arti is determined to create a world where her daughter will not face the obstacles that she has faced, and she is already making a difference through her example.”

Arti’s journey as an e-rickshaw driver in her village in Uttar Pradesh is not just about earning a livelihood but proof of her resilience, courage, and breaking gender barriers. Her determination to make the streets safer for women by offering reliable and secure transportation is an inspiration to many. Her story reminds us that change begins with individuals like her, who refuse to be bound by societal norms and instead, forge their own path, creating a brighter and safer future for generations to come.

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  • Aga Khan Foundation
  • Amal Clooney Women's Empowerment Award
  • Arti
  • Buckingham Palace
  • King Charles III
  • Pink Rickshaw initiative
  • Project Lehar
  • The King's Trust International

Published on 14, Jun 2024

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Rohan Varinakaval: Indian-American teen finds solution for schools amid air quality crisis

(February 17, 2024) It was in December of 2019 that while navigating through the bustling streets of Delhi, New Jersey-based Rohan Varinakaval had to hold his breath to avoid a cloud of smog. His tryst with Delhi's smog during his visit to India to meet his sick grandfather in a hospital left him shocked. It was a paradox - he could see that the capital was home to the best healthcare but at the time it was imprisoned by pollution, a result of farmers burning crop residue which was leading to an environmental health crisis. He found that this pollution is lessening the lifespan of an average Delhiite by nearly a decade. "Amidst this haze, thousands of students persistently attended school, their commitment to education unwavering. Students, even those with conditions such as asthma, were subjecting themselves to these toxic surroundings," said Rohan, who saw a void in the realm of air quality monitoring. This led him to take action, and he developed myAQI. Unlike regular monitors that only give air quality readings, myAQI does more. It gives schools easy advice based on current data. Instead of just knowing pollution levels, principals can get helpful tips like 'Keep students inside

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Keep students inside during recess' or 'Open windows.'

[caption id="attachment_35898" align="aligncenter" width="800"]Rohan Varinakaval | Global Indian Rohan Varinakaval[/caption]

It began when Rohan realised that smog permeates through classrooms and even makes indoor learning environments safe, and the absence of air conditioning and filtration systems, it accelerates the risk. "Discussions with friends and family indicated that despite this grim scenario, the severe pollution was not being accorded priority, and school administrators were unable to address the health risks involved," he added.

On delving deeper, he found that air quality monitoring devices only provide data but do not interpret air quality data. Moreover, their usage in Indian schools was almost negligible. "They received current air quality figures, but no practical steps to counter the problem," revealed Rohan.

Passionate about engineering solutions, he was keen to find a solution. He spent countless hours talking to school leaders in both the US and India, making the app fit their needs, and fixing problems that popped up during testing the first version. So, using a particulate matter sensor and microprocessor, he created myAQI - a small, affordable air quality monitoring device designed especially for Indian schools. But what makes it different is its adaptability as Rohan understood that pollution affects people differently. Those who already have health problems like asthma, allergies, bronchitis, and COPD are more likely to get sick from bad air. His device helps provide customised recommendations for these sensitive groups, thus ensuring that everyone in the school, even those with health problems, stay safe.

"School administrators can install a myAQI device within their premises, register via an Android app, and obtain summaries of the air quality data. The most significant feature of the app, though, is its ability to offer recommendations for appropriate action based on the prevailing air quality and trends. It also allows administrators to view separate sets of suggestions tailored for different student populations with specific respiratory conditions such as asthma, allergies, bronchitis, and COPD," he added.

The Indian-American teen wants school leaders to use myAQI to help shape school rules, make smarter choices about dealing with air quality, and understand pollution levels inside their buildings better. His device can sit in a classroom and gather data from a small area, so leaders can put it where it's most needed.

Till now, the student at the Pingry School in New Jersey has distributed the device to ten schools in India, which include a total of over 16,000 students and is flooded with requests from many more schools. In the future, he wants to expand his project by providing several devices to each school. Additionally, he aims to inspire more young innovators to address environmental challenges globally.

[caption id="attachment_35901" align="aligncenter" width="368"]myAQI myAQI[/caption]

It was in December of 2019 that while navigating through the bustling streets of Delhi, New Jersey-based Rohan Varinakaval had to hold his breath to avoid a cloud of smog. His tryst with Delhi's smog during his visit to India to meet his sick grandfather in a hospital left him shocked. It was a paradox - he could see that the capital was home to the best healthcare but at the time it was imprisoned by pollution, a result of farmers burning crop residue which was leading to an environmental health crisis. He found that this pollution is lessening the lifespan of an average Delhiite by nearly a decade. "Amidst this haze, thousands of students persistently attended school, their commitment to education unwavering. Students, even those with conditions such as asthma, were subjecting themselves to these toxic surroundings," said Rohan, who saw a void in the realm of air quality monitoring.

This led him to take action, and he developed myAQI. Unlike regular monitors that only give air quality readings, myAQI does more. It gives schools easy advice based on current data. Instead of just knowing pollution levels, principals can get helpful tips like 'Keep students inside during recess' or 'Open windows.'

It began when Rohan realised that smog permeates through classrooms and even makes indoor learning environments safe, and the absence of air conditioning and filtration systems, it accelerates the risk. "Discussions with friends and family indicated that despite this grim scenario, the severe pollution was not being accorded priority, and school administrators were unable to address the health risks involved," he added.

On delving deeper, he found that air quality monitoring devices only provide data but do not interpret air quality data. Moreover, their usage in Indian schools was almost negligible. "They received current air quality figures, but no practical steps to counter the problem," revealed Rohan.

Passionate about engineering solutions, he was keen to find a solution. He spent countless hours talking to school leaders in both the US and India, making the app fit their needs, and fixing problems that popped up during testing the first version. So, using a particulate matter sensor and microprocessor, he created myAQI - a small, affordable air quality monitoring device designed especially for Indian schools. But what makes it different is its adaptability as Rohan understood that pollution affects people differently. Those who already have health problems like asthma, allergies, bronchitis, and COPD are more likely to get sick from bad air. His device helps provide customised recommendations for these sensitive groups, thus ensuring that everyone in the school, even those with health problems, stay safe.

"School administrators can install a myAQI device within their premises, register via an Android app, and obtain summaries of the air quality data. The most significant feature of the app, though, is its ability to offer recommendations for appropriate action based on the prevailing air quality and trends. It also allows administrators to view separate sets of suggestions tailored for different student populations with specific respiratory conditions such as asthma, allergies, bronchitis, and COPD," he added.

The Indian-American teen wants school leaders to use myAQI to help shape school rules, make smarter choices about dealing with air quality, and understand pollution levels inside their buildings better. His device can sit in a classroom and gather data from a small area, so leaders can put it where it's most needed.

Till now, the student at the Pingry School in New Jersey has distributed the device to ten schools in India, which include a total of over 16,000 students and is flooded with requests from many more schools. In the future, he wants to expand his project by providing several devices to each school. Additionally, he aims to inspire more young innovators to address environmental challenges globally.

  • Follow Rohan Varinakaval on LinkedIn
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Leading the way: Young entrepreneur Akshat Mittal aspires to initiate a social change in India

(October 2, 2022) CM Arvind Kejriwal's decision to implement the odd-even car rule in the national capital was appreciated not just across the country, but by many foreign leaders as well. However, the scheme that was aimed at curbing the growing rate of pollution and traffic in Delhi, did cause the city dwellers some discomfort. Akshat Mittal's father was one of the people whose schedule was disturbed, as every other day he had to search for a friend who owned a vehicle with an odd registration number. To help his father, and millions of other Delhiites, the then 13-year-old entrepreneur came up with a web platform Odd-even.com - which helped people in New Delhi share rides in 2015. The platform helped over 60,000 people and was later sold to a carpooling company Orahi for an undisclosed amount. “When the Chief Minister declared that odd and even numbered cars will ply on alternate days, I thought about the problem people would face due to enforcement of the new rule. The idea was that many people living in the same locality might want to go to the same place, but might not be aware of each other. My website aims to bridge

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o to the same place, but might not be aware of each other. My website aims to bridge the communication gap. Besides, the platform will also help make new contacts," the young entrepreneur told YourStory during an interaction.

[caption id="attachment_22516" align="aligncenter" width="675"]Entrepreneur | Akshat Mittal | Global Indian Akshat Mittal, entrepreneur[/caption]

However, his story doesn't end here. When the pandemic forced blue-collar workers to migrate back to their native places, Akshat found another online platform, Bharat Shramik, to help the daily wage labourers look for a sustainable livelihood closer to their homes. Decorated with many awards, including the Student Entrepreneur of the Year 2020, this future leader is currently studying business economics at the University of California, Los Angeles.

Like father, like son

When he was just a toddler Akshat would sometimes just sit on his father's lap and watch him develop websites for his work. As he grew up, he too started learning about computer coding programmes from his father. A brilliant child, it didn't take long for the young entrepreneur to create a website all by himself. "I did the HTML, CSS, and JAVA coding, and my father helped me with PHP coding," explained the Global Indian.

[caption id="attachment_22517" align="aligncenter" width="639"]Entrepreneur | Akshat Mittal | Global Indian Akshat and his father at the UN Women conference[/caption]

For Odd-even.com, Akshat focussed on connecting people travelling on a similar route to reach their workplace. In fact, his website was so sophisticated that it ran on algorithms based on the age, gender, profession, and timings of commuters' travel. "All you need to do is log in and put your details, including name, registration number of the car, destination, and preferences," shared Akshat. To ensure the riders' safety, the platform also asked the user to log in through their social media platform and upload a government-issued photo identification proof.

Making an impact

When COVID stuck, Akshat was studying in standard XI. One day, while watching the news with his family, the young entrepreneur got to know about migrant workers moving back to their homes in huge numbers. While it seemed like a situation that would solve itself in a couple of days, the news about labours dying of heatstroke, accident, or even starvation moved the young boy. "I was touched by the news of migrant workers starving and dying due to hunger. While there are jobs and unemployed workers, there is no mechanism to tie them together," Akshat shared with Economic Times.

https://www.youtube.com/watch?v=mONpL9lJ24s

After a few weeks of working day and night, Akshat developed a website - Bharat Shramik - that could help with the situation. The platform uses matchmaking technology to help unemployed workers search for a job closer to their homes. The workers can register themselves on the website by calling a multi-lingual helpline number +91 8822 022 022, which is powered by Knowlarity. The platform also helps employers, who had to close operations during the pandemic, to hire a workforce from the website. The database will also be shared with the local governments to help them improve their unemployment programmes.

The young entrepreneur, who aspires to be an investment banker someday, is focussed on helping those in need. "I aspire to initiate a bigger social change in India. I noticed how there was no single repository where citizens can list all the issues that they face daily. I wish to create such a database one day," the changemaker said during a media interaction.

  • Follow Akshat Mittal on Twitter and LinkedIn

Reading Time: 6 mins

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Indian singer Aditi Iyer turns opera towards dark pop with her four-track EP Dollhouse

(January 5, 2022) As a child, Aditi Iyer was often bullied, and had a difficult time dealing with it. One day, she decided to stand up against it. Only, she chose an altogether different way of doing - Then aged 10, she wrote a song Who You Are -- her way of rising above bullying and advocating against it. The track sent out a message of how she would stand up against bullies if they were to hurt her again. Those who listened to her song were simply bowled over by the expressive lyrics. “I got lots of amazing feedback from listeners. It made me believe in myself and my abilities as a musician,” informs Aditi, the singer-songwriter who is creating waves with her brand new four track EP titled Dollhouse that chronicles the life of an abusive relationship. It released globally in August 2021, and is the second EP by this opera-trained school-going prodigy. Poignant, haunting and groovy, the lyrical intensity of the four tracks digs deep into the vastly rampant pattern of abusive relationships. It leaves the listener thinking. “Abusive relationships are a bit of a dark theme and I don’t want to shy away from dark themes. There are a

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.globalindian.com/youth///wp-content/uploads/2022/01/aditi1.jpg" alt="Indian Singer | Aditi Iyer | Global Indian Youth" width="800" height="532" />

“Abusive relationships are a bit of a dark theme and I don’t want to shy away from dark themes. There are a lot of cruel/dark things along with happy and light-hearted ones. I find abuse heartless as it manipulates the safety and love a relationship is supposed to offer,” feels the London-born.

“I have never been in an abusive relationship,” the 17-year-old answers speculation, in an exclusive chat with Global Indian.

A lot went into the making of Dollhouse which depicts the stages of an abusive relationship. Tearing Me Open is the first stage of being hurt but still unsure, Hollow is a reflective stage of questioning everything, while Withdrawals is when you finally leave the person but still want them back, and finally Your Photograph is all about the state of happiness and self-sufficiency you learn.

“I wanted each song to come together to express the complexity of human emotion in a non-preachy way,” says Aditi, who explores a range of emotions through the synth-bass hip hop vocals and touching lyrics.

The music, Aditi feels, encourages one to think deeper, and spreads awareness about the seriousness of the issue as many might be in such relationships but might not recognise the signs.

Indian Singer | Aditi Iyer | Global Indian Youth

The now Mumbaikar gave the EP a dark-pop sound with glowering synthesisers and melancholic melodies. “It just needed to sound like someone was going through a really dark time in their life, and I did not want my music to ever trivialise that feeling,” says the huge Taylor Swift fan, who also likes to listen to Hozier and Olivia Rodrigo’s thought-provoking lyrics.

The Iyer who loved singing

Aditi was born to be a musician, as she began humming at just nine-month-old! By age three, she was effortlessly reciting nursery rhymes. Then came a period where Celine Dion and Michael Jackson influenced her. Then, came the clincher, learning opera at barely eight-years-old. Once, in seventh grade, Aditi was part of a school band and gave a rocking performance by singing Sweet Child O’ Mine by Guns N’ Roses.

That operatic learning, Aditi credits her teacher Situ Singh Buehler, who helped her become versatile. “She taught me classical vocal and breathing techniques that have been critical to the way I sing, even pop. In that sense, music is universal and I wouldn’t be able to sing the way I do without my opera background. It’s a huge part of my identity,” says the soprano, who feels music lets her integrate with her passion for writing. “I often convert my poems into songs. I love how music lets me have the best of both worlds,” she adds. At 15, she even performed an opera concert at the National Centre for Performing Arts in Mumbai.

Indian Singer | Aditi Iyer | Global Indian Youth

Her musicology is human

Dark themes interest her, thus find their way into her tracks. She admits that she likes exploring different facets of life. “That includes ‘dark’ moments among happy ones. I don’t like to shy away from uncomfortable and grim aspects of life,” informs Aditi, who intends to cover similar subjects in the future, while also not restricting herself to dark themes alone.

An avid reader, the singer likes to read about people’s experiences or those of her friends that motivate. “Words have a limitation but music doesn’t. The desire to empathise with people gets me motivated to write,” says Aditi, a student of Singapore International School. While making music, emotion is one of the first things Aditi thinks of. “Every song has a story to tell and my focus is based on encapsulating every feeling properly. That is why I create expressive and visual lyrics with an intriguing melody that encourages people to join me on this journey,” avers the singer, who, after spending her early years in London, moved to Singapore and then to Indonesia before making Mumbai her home.

The alt/dark pop singer-songwriter with an opera background says her success mantra is to accept failure. “Being a musician is often unpredictable and harsh. Everyone fails and that is something unavoidable which I have to accept. I try to learn from it rather than fear it,” says Aditi, adding she has become less sensitive to criticism and failure, and her musical journey has made her more thick-skinned.

Indian Singer | Aditi Iyer | Global Indian Youth

Inspired by Taylor Swift, and her lyrics

American singer-songwriter Taylor Swift has had a massive influence on Aditi. "Since high school, I have listened to Taylor Swift, this influenced me as it helped me discover what kind of lyrical style I wanted as well as the goal of my own song writing,” informs Aditi, who feels Taylor has this very visual style of writing where one can picture everything she writes about, which is almost like telling a story. “I found that appealing and discovered my own style of writing by taking inspiration from her,” says the only child of parents who have been super supportive. In fact, she shared on Instagram a Mother’s Day outing, masks in hand, of a time in school when she felt like an outcast, “My mom stuck by me and defended me no matter how many times I was told I was a problem. and it’s because of her I’m who I am today.”

What’s next? “I am working on new music which I hope to release soon. It will have a completely different vibe to Dollhouse, more upbeat and energetic,” says Iyer, who is open to different genres. Her ultimate goal is to crossover into the international music scene. “I figure that dreaming is the first step to doing. My plan to achieve this is just to keep making music,” says Aditi, who admires Priyanka Chopra for her smooth transition from Bollywood to Hollywood.

https://www.youtube.com/watch?v=ARE99Np0hc8

Fans have been encouraging, though trolls like “you sing badly,” “comb your hair,” or “you are ugly” dampen her spirits. “Obviously, it’s bittersweet but I take the positive comments from my fans and dump the negative ones from haters,” adds Aditi, who looks to her mother for constructive feedback.

  • Follow Aditi Iyer on Instagram and Twitter

Reading Time: 6 min

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Pavia Sidhu in Dear Jassi: Love, sacrifice, and global acclaim

(June 30, 2024) Indo-Canadian actor Pavia Siddhu has been traveling from one festival to another with the cast and crew of the film Dear Jassi, which had its US premiere at the Santa Barbara International Film Festival in California this year. Last year, the film premiered at the Toronto International Film Festival (TIFF), where it won the Platform Prize. Since then, it has been screened in multiple locations across Canada, India, London, Hong Kong, Sweden, and other places. Garnering international acclaim, the film is based on the real love story of a Canadian girl and a young auto rickshaw driver from Punjab. "I am happy that people are discussing Jassi and the true story from 30 years ago," remarked the debutant actor Pavia who portrays the title character in the movie. [caption id="attachment_38452" align="aligncenter" width="461"] Pavia Sidhu[/caption] Inspired by real life heart-wrenching love story Directed by filmmaker Tarsem Singh Dhandwar, the film's story is set in the 1990s. During a visit to her extended family in Punjab, Indo-Canadian Jassi - played by Pavia Sidhu - meets auto rickshaw driver Sukhwinder - played by Yugam Sood, who lives down the street. The sweethearts fall deeply in love, but when Jassi sees

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> Pavia Sidhu[/caption]

Inspired by real life heart-wrenching love story

Directed by filmmaker Tarsem Singh Dhandwar, the film's story is set in the 1990s. During a visit to her extended family in Punjab, Indo-Canadian Jassi - played by Pavia Sidhu - meets auto rickshaw driver Sukhwinder - played by Yugam Sood, who lives down the street. The sweethearts fall deeply in love, but when Jassi sees her family lashing out at one of her cousin’s suitors, she realises there’s no easy way to pursue their relationship, and secretly marries Sukhwinder in a gurdwara.

After returning back to Canada, she kept the marriage hidden from her family while continuing to communicate and support Sukhwinder financially. A year later, her family discovered the marriage and disapproved because of the stark difference in social status, and the fact that Sukhwinder belonged to the same Sidhu clan, making the marriage traditionally forbidden.

Jassi’s family tried to persuade her to divorce Sukhwinder by offering material possessions and then resorting to physical violence. When those attempts failed, they coerced her into signing false criminal accusations against Sukhwinder, under the pretence that it would help him come to Canada. Finding out their true plans, Jassi later contacted Indian officials to retract the false accusations, explaining that she was forced to sign them.

[caption id="attachment_38453" align="aligncenter" width="758"]Indian Actor | Pavia Sidhu | Global Indian Pavia Sidhu and Yugam Sood in a still from the movie 'Dear Jassi'[/caption]

With the help of the Royal Canadian Mounted Police, Jassi escaped and flew to India in May 2000, to reunite with Sukhwinder. In June the same year, they were kidnapped by hitmen hired by her mother and uncle. While Sukhwinder was beaten, Jassi was taken to an abandoned farmhouse and murdered. Her mother and uncle were arrested in 2012.

Although it’s a heavy story, the film has its share of humour that audiences have enjoyed, along with the good storytelling and nuanced performances of the debutant actors. "I loved getting into the character. I think it made me a better person because she (Jassi) was full of love and full of light. I had to really tap into that version of myself, and I really enjoyed that. I loved the character," Pavia said after one of the screenings of the movie. 

From law to acting

Pavia began college at the age of 15 through the Robinson's Gifted Program, graduating as the second-highest ranked student in her class. At 18, she enrolled at UCLA School of Law, graduating in 2022 as its youngest student. During this time, she also won the Miss Sunfair Competition, a notable beauty pageant.

“I was focused on pursuing law,” she mentioned in an interview following the Red Sea Film Festival in Canada. Despite having acting experience in some shows, the Indian-origin actress never imagined landing a role in a film that would gain international recognition.

[caption id="attachment_38454" align="aligncenter" width="497"]Indian Actor | Pavia Sidhu | Global Indian Pavia Sidhu at UCLA LAW public affairs discussion as Miss Sunfair in 2022[/caption]

However, her mother always believed in Pavia's potential in acting and sent an audition tape of hers to India upon learning that filmmaker Tarsem Singh Dhandwar was seeking talent from Canada for the role of Jassi. Looking at Pavia's tape, Dhandwar engaged in phone conversations with her and ultimately cast her as the lead.

“I wasn't sure what I was landing into when I boarded the flight from Canada to India for the two-month shoot,” she remarked. Upon arrival in India, she met the film's cast and crew for the first time and quickly bonded with them. “Exploring Amritsar, one of India's greatest cities, was an experience that I can’t express in words,” she added, talking about the best part of the shoot.

  • Follow Pavia Sidhu on Instagram

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Pepper Content: How 23-year-old Anirudh Singla built one of India’s largest content platforms

(March 5, 2024) Back in 2020, Anirudh Singla, like his classmates, went around with butterflies in his stomach during interview season. The only difference was that his classmates were giving interviews to get placed, while Anirudh Singla was preparing to conduct them. Anirudh Singla, Rahul Mathur and Kishan Panpalia were engineering students at BITS-Pilani, and, at the same time running a company that had generated Rs 1.25 crore in revenue by the time they graduated. They are the co-founders of Pepper Content and today, their clientele includes Google, Amazon, HUL, Facebook, and P&G, to name a few, as they on-board over 100 companies every month. Some three years after the Global Indians founded Pepper Content, the company was growing at 15 percent every month, and had received funding from Lightspeed Venture Partners, one of the world's top VC firms. Theirs is a fairytale story created through good old pragmatic hardwork, persistence, failure and determination. Young and driven to entrepreneurship It all started when Anirudh Singla decided he wanted to fund his own graduation. At BITS Pilani, he realised he was surrounded by 900 students who were as smart, if not smarter than he was and he wanted to stand out.

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n. At BITS Pilani, he realised he was surrounded by 900 students who were as smart, if not smarter than he was and he wanted to stand out. "The one thing I was good at was writing," he said in an interview. He had also grown up in an entrepreneurial household, and seen his father build a $100 million business from the ground up. Singla knew about the importance of the hustle and the grind and got to work. He found a small digital marketing agency that needed 250 articles of 500 words each on car parts. "We quoted 75 paisa per word, which is around Rs 375 per article. However, the customer insisted on 10 paisa per word - you can't outsource it at that rate, no writer will agree. But we wanted a statistical advantage and we were just starting out so we negotiated it to 15 paisa per word," Anirudh recalls.

At the time, they were in the middle of exam season but Anirudh was determined to meet his goal of Rs 2.5 lakh in the next two months. He, along with Mathur and Panpalia, would write till 5 am, sleep for a couple of hours and then head out at 8 am to write their exam. After two weeks of this, they earned Rs 16,500. "It was a great feeling to have," Anirudh says.

Similarly, Panpalia had also arrived at BITS with big dreams and an entrepreneurial drive. Born in a tier-3 city named Akola in Maharashtra, Panpalia had made his first profit in the ninth grade, when he bought five kilos of produce, and sold it when the price was higher Rs 50 per kilo. "Those few hundreds I earned ignited the entrepreneur in me," he says. He would spend his time reading inspiring stories of young entrepreneurs who had made it big and like most ambitious Indian teens, wanted to make it to an IIT. He wrote the exam and was admitted to BITS Pilani, which he describes as the best thing that ever happened to him. "I entered college in 2019 and in the first year, like any tier-3 student, the first three months were bizarre. I was in a new world, full of new people and I was sure I didn't belong." He put himself out there anyway, joining entrepreneurial cells and clubs, where he happened to meet Anirudh Singla, who was just starting Pepper Content.

The cold-calling method

They built their company through cold calls and cold-emails, weeding through hundreds of rejections - not only were they very young, they were also engineering students with no experience in content. They cold called 50,000 people, and cold-emailed 10,000 others. "We didn't know the right way, so we cold called," said Panpalia. He put college on the backburner to join "a company that was not even a company," he says. His friends and family advised him not to do it, saying he should at least finish his engineering first, and that he was too young for entrepreneurship. "But I took the plunge. We needed our first 100 customers and we didn't know how to get them."

So, they pooled in their resources. "Initially it was all about customer obsession," Singla says. "LinkedIn was my Instagram. We had class till 1 pm in my second year and during that time I would send 40-50 customised LinkedIn messages to marketing heads and CFOs and everyone. That's 1,200 messages per month." Colleges have marketing teams and databases, which they also used. They were doing upto seven hours per day of just cold calling. "I learned that consistency is very important, it always compounds," he says.

Pepper Content started out as an aggregator of sorts, linking talented content creators, graphics designers and later video editors with businesses. The pandemic helped grow their business, as the gig economy expanded with it and many professionals turned to freelance works instead of structured nine to gives. They offer video production, blog writing, whitepaper content, thought leadership content, subtitling, voiceovers and infographics. "Every company is a content company," Singla states. The idea, they say, is to ensure that companies have access to the 'top three percent of freelance talent' in a single platform. Today, their company is valued at over Rs 500 crores as the global content economy is valued at more than $400 billion.

The company, which is based in Mumbai and boasts some 1,50,000 creators and 2,500 business clients, also has a library that includes blogs on content marketing and technology and how to stay ahead of the curve, case studies about their customers, e-books and whitepapers on the latest trends and marketing insights. On the SaaS side of things, they have now launched an AI co-pilot for enterprise marketers.

The AI platform

"The future isn't just AI or human intelligence, it's AI + human intelligence," Singla told Forbes. Rather than seeing AI language models like Chat GPT as a threat to businesses like his, he believes they will only help them. As companies are now scaling up content requirements in a big way, the handful of writers and creators on marketing teams will now need a certain amount of automation.

Their platform will work on keyword research, identify the right creators for the job and use data analytics tools to assess the final product. "Every piece you publish should be more intelligent than the last one," he says. The AI platform will help with the biggest struggle for marketers - organic traffic and providing returns on investment. "It will help build an SEO content strategy, content operations, content analytics and distribution," Singla explains. "Every piece you publish should be more intelligent than the last one."

  • Follow Anirudh Singla on LinkedIn.
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About Global Indian

Global Indian – a Hero’s Journey is an online publication which showcases the journeys of Indians who went abroad and have had an impact on India. 

These journeys are meant to inspire and motivate the youth to aspire to go beyond where they were born in a spirit of adventure and discovery and return home with news ideas, capital or network that has an impact in some way for India.

We are looking for role models, mentors and counselors who can help Indian youth who aspire to become Global Indians.

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