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InsightView series opens with focus on global Desi consumers
Dr. Malik delivered a compelling presentation that dissected the immense potential of one of the world's most affluent, influential, and emotionally connected consumer segments.
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Rwittika Chakraborty - Mon, 01, Dec 2025
- 04:29 EST
- 11
Dr. Malik explained his analysis by establishing the sheer scale and influence of the diaspora. / Courtesy Photo
The Advertising Club Madras successfully launched a new, multi-part diaspora series within its InsightView program on Nov. 28, with Part One focusing on the influential Gulf Desi market (GCC Market).
The session featured an illuminating and data-rich masterclass by Indian American media innovator and social entrepreneur Dr. Tausif Malik, who is also the Indian-American publisher and editor of leading media platforms including The Desi Buzz, The MAD Buzz, and GCC Startup News, and the founder of RiseBack.org.
The session on Nov. 28 was about the critical theme, ‘The Global Desi Diaspora Market: Understanding and Engaging 40+ Million NRIs & Global Desis,’ and focused on the Gulf Cooperation Council (GCC) countries. It marked the first in a planned series, with future sessions to delve into other key regions such as North America (the United States and Canada).
Following a welcome address by the president of Advertising Club Madras (Digitally Inspired Media), Surej Salim, Dr. Malik delivered a compelling presentation that dissected the immense potential of one of the world's most affluent, influential, and emotionally connected consumer segments.
Dr. Malik explained his analysis by establishing the sheer scale and influence of the diaspora, mentioning that while the focus is often on the 40+ million Non-Resident Indians, the broader Global Desi diaspora, encompassing people of South Asian origin worldwide, numbers close to 100 million, creating a transnational market of staggering proportions.
After outlining the key characteristics of this segment, Dr. Malik used the Gulf Desi as a critical case study, describing them as globally mobile but emotionally rooted in India.
Dr. Malik then summarized the success of Danube Properties in the UAE as a masterclass in engaging this audience and highlighted the key strategies, including financial innovation, aspirational branding, cultural integration and leadership, and digital presence.
He further explained that this multi-pronged approach demonstrates how deep cultural insight, combined with financial innovation and celebrity influence, can unlock the diaspora market.
After an elaborate Q&A session, which brought in applause and appreciation for Dr. Malik’s thorough and rich presentation, Vice President of Advertising Club Madras, Umanath V, delivered a formal vote of thanks while hinting at the upcoming sessions in the series, generating anticipation for the deep dive into the North American market.
This lecture series, which focuses on promoting South Asian Desi media to advertisers and sponsors, will continue with sessions on North America, the UK and Europe, South Asia, Africa, and the Caribbean.
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