Adding a dash of desi flavour & ethnicity to tap NRI community

The tagline: ‘Ghat aaja Pardesi’ says it all. And this Kolkata-based startupLove Desi, an arm of Bharat Earn Technology Pvt Ltd, is adding a dash of desi spices and ethnicity to its business model to tap the large Indian diaspora, spread all over the world. Love Desi is reaching out to this large and ever growing NRI community with a range of products and services that will connect them with their roots and serve them the flavour they miss, more often than not.

- RITWIK MUKHERJEE

And that’s not without a reason. Quite significantly, the global Indian diaspora is nearly 35.4 million people, which includes about 15.85 million NRIs (Indian citizens living abroad) and nearly 19.57 million Persons of Indian Origin (PIOs). This makes it the world’s largest diaspora. Key countries with significant numbers include the United States, the United Arab Emirates, and Malaysia. That's not all. Nearly 2.52 million Indians immigrate overseas each year, making it the highest annual number globally. While this figure reflects total emigration, a more specific government statistic shows that the number of people giving up their Indian citizenship has been increasing, with over 200,000 individuals renouncing it in recent years (216,219 in 2023 and 225,620 in 2022).