She didn’t want to be a “poor brown actress in the white world”. So despite majoring in theatre and communications in the UK, advertising became the “sensible choice” for Anjula. The shift from advertising to being the CEO of desihits.com was a “wonderful accident” for her. “My husband and I are second generation British South Asians. We spent our lives fusing two cultures, music in particular,” she says. After moving to the US, Anjula found people were quite clueless about the UK fusion music scene. “This fusion of all genres of music creates a sound and culture that reflects the bi-cultural and eclectic lifestyles young desis are living across the globe. It started as a short radio programme, which was a runaway success, so the website was born.” The website is an entertainment and lifestyle hub for anyone curious about desi culture. “We are beginning to work more closely with both US and Indian film studios to promote films online and also collaborating with western and Indian celebrities. It’s an exciting phase.”