Exploring Cultural Anthropology's Role in Local South Asian Business' Blog Article

South Asians have an increasing impact on local businesses; as they are one of the fastest-growing ethnic groups in New York City. This community has many unique characteristics that make them stand out from others, especially in the context of local businesses.

Having experienced many challenges in their native countries and in the United States, South Asian business owners tend to rely on loyalty and trust within ethnic groups. Using language or shared religious norms, allows for a sense of loyalty in local diasporic customers. This idea of specifically catering to the community can also be seen with how these businesses are run. Many business owners prefer to employ people who speak the same language or have a shared cultural background, which helps further the ease with customers from the same community. These kinship ties have a practical aspect as well. Many of these restaurants, grocery stores, and more are family-owned and operated or with recruitment that favors relatives and community members from the same region in the home countries. This approach helps reduce labor costs, maintain cultural practices, and ensure loyalty from a management perspective.

These local businesses help play a vital role in the community. They are ways to preserve and promote cultural heritage while also adapting to American society. These stores and restaurants act as “third spaces” for owners and customers to promote their South Asian-American hybrid identity. For example, you will find stores in Jackson Heights with fusion food combinations like tandoori pizza or momo bubble tea. They also serve as hubs for immigrant communities. In anthropological terms, areas like Jackson Heights would be called ethnic enclaves. According to the National Institute of Health, an ethnic enclave is a geographical area where a particular ethnic group is spatially clustered and socially and economically distinct from the majority group. These areas help immigrants deal with discrimination, employment, housing, and feeling at home in the host country. These local businesses, in areas that are ethnic enclaves, help cultivate this cultural environment, attracting others from the same background and strengthening community bonds.

Many business owners lack the knowledge of navigating legal systems, leasing practices, and often face issues of gentrification. This is especially true for South Asian women who face low wages due to informal contracts, and limited legal protections. What is important to note is that many organizations are working to advocate for change. The South Asian Council for Social Services helps South Asian communities tackle many legal, healthcare, housing, and employment issues. Furthermore, organizations like DRUM’s South Asian Workers Center help support workers in the retail and service sectors and advocate for the labor rights of immigrant women.

It was interesting to research how local South Asian businesses are examples of anthropological ideas. The effects of incorporating these ideas are clearly seen in these communities whether they realize it or not. It's also important to note how ethnography is being used to improve the quality of life in these communities.

To read more about how ethnography was applied to better understand and help South Asian businesses', read Sophiya Khan's, Strengths and Struggles of Small Immigrant Businesses—Jackson Heights case study, M.Sc. thesis, 2018 researchgate.neteportfolios.macaulay.cuny.eduaafederation.orgindonewyork.com