Posted by Support Team
on July 30, 2026
July has been a lot, but in the best possible way.
South Asian Heritage Month is always meaningful for us - South Asian heritage isn't something we pick up once a year and put back down again, it's literally woven into every product we make. But this year we wanted to do more than post about it. We wanted to get out, show up, and celebrate with the community that makes it all worth it.
Here's everything we got up to.
The Giveaway
We teamed up with five brilliant South Asian founded brands - Rani & Co, Pavan Beauty, Maji Drinks, The Naked Laundry, and Calling Beauty - for a joint giveaway that was honestly a lot of fun to put together.
Five brands. Five different corners of South Asian culture. One very good prize bundle. If you missed it, keep an eye on our socials - we love doing this kind of thing and it definitely won't be the last.
The Pop-Up (Our Favourite Thing We Did All Month)
This one was special. We took over a gorgeous space in Fulham alongside some seriously talented South Asian founded brands - Rani & Co, DesignerFriday, Naila Ahmad, and Noon London - for a day of products, people, and a proper celebration of Southern Asian culture and craft.
Guests came and browsed, discovered brands they'd never heard of, got their hands hennaed by the brilliant MendhiByVeer, and sipped on matcha and coffee from Noon London while they did it.
The vibe? Genuinely electric. There's something about being in a room full of South Asian founders and their communities - all proudly sharing what they've built, all rooted in the same rich cultural heritage - that's just hard to replicate anywhere else. South Asian businesses, South Asian stories, all under one roof. We've wanted to do something like this for a long time, and it delivered.
The Business Interview: Red Dot Jewels
We also spent some time with Red Dot Jewels - a UK-based South Asian jewellery brand founded in 2011 by Shalini Gupta Patel - as part of our heritage month content series.
Red Dot specialises in handcrafted Indian-inspired jewellery: bridal sets, ready-to-wear pieces, red carpet designs, bespoke commissions - all handmade in India using high-quality metals, gemstones, and pearls. They've styled some seriously impressive people, including beauty icon Kaushal. And their pick for the most timeless South Asian piece? The tikka. Honestly, hard to argue with that. In case you missed it…watch it here!
The British Airways Event: Threads of the Diaspora
We were invited to British Airways HQ to take part in Threads of the Diaspora - a South Asian street market that brought together founders, creators, and makers from across the community: food, crafts, clothing, artwork, skincare, you name it. All rooted in South Asian heritage, all under the same (very impressive) roof.
It was one of those days where you look around the room and just feel it - the pride, the creativity, the sheer breadth of what South Asian businesses are doing in the UK right now. Cultural heritage months exist for moments exactly like this, and British Airways delivered one properly.
For Delhicious, it was also a bit of a pinch-yourself moment. Being invited to represent a brand built on Ayurvedic heritage at an event of this scale - it's not lost on us how far we've come from Zara's grandmother's kitchen.
How Has Heritage Shaped Your Brand?
We also put together a conversation with three other South Asian founded brands & Zara - Pavan Beauty, Circular Threads, and Bhangra Blends - about what South Asian heritage actually means when you're building a business from it.
The honest answer - for all four of them - is that it's not a marketing angle. It's the whole thing. The products, the names, the decisions, the reason we get up in the morning. From kitchen table traditions to where we are now, South Asian identity runs through everything. Curious about how South Asian heritage shaped their brands? Watch now!
What a Month
South Asian Heritage Month is brilliant for putting a spotlight on Asian cultural celebrations, South Asian businesses, and the stories that don't always get told loudly enough. But if we're honest, the things we did this July aren't things we only do in July. The heritage celebrations, the community building, the pride in where we came from - that's year-round for us.
This month just gave us a really good excuse to turn it up a notch. And we had the best time doing it.
See you next year, South Asian Heritage Month. We'll be ready.
