Vandana Kumar - India Currents 2023 Arts Seva Award

India Currents Magazine is the 2023 recipient of the Arts Seva Award. The Arts Seva Award is given annually to an individual or organization who has contributed significantly to the advancement of the arts. Vandana Kumar is the founding Publisher of India Currents. She founded India Currents in 1986 with Ashok Kumar and Arvind Jethanandani. She has led India Currents for the last 20 years and successfully transitioned India Currents from an ad-based, print magazine model to a nonprofit all digital model. India Currents generates hundreds of articles monthly and is supporting the next generation of journalists.

Shreya: How did you become interested in journalism? Was it always a passion of yours?

Vandanaji: My journey into journalism began in 1987 when we launched India Currents magazine. In 1986, I had just immigrated to the United States, and in those pre-internet days, it was challenging for immigrants like me from India to stay connected with what was happening in our new homeland. Finding people who shared our backgrounds and interests was a daunting task. The Indian community was much smaller then, and information about events was scattered.

My primary source of information was the local grocery store. I would see posters advertising various events, and that's how I'd learn about what was happening in the community. But it wasn't as easy as pulling out a smartphone to capture event details or making a quick call for information. I had to note down the contact numbers, return home, call from my landline phone, and then gather event details.

This struggle inspired the birth of India Currents. It wasn't a business venture driven by profit calculations; it was a practical tool we created because we lacked access to a centralized source of information about local events. In the early days, India Currents was just an 8-page black and white newsletter, featuring events like radio shows or sarod performances by Ali Akbar Khan. Little did we know that we were addressing an unmet need.

Starting India Currents was a labor of love. It was a way for immigrants like us to connect with others in the community. Those who have been in the area since those early days can attest to the fact that our Indian community was small and scattered. India Currents became the gathering place where everyone came together and shared information about their activities and how they were adapting to their new lives in America.

Immigrants, regardless of their origin, often seek familiar elements in an unfamiliar environment. For instance, when faced with limited grocery options, we had to get creative in making dishes like jhalmuri and came up with combinations like Rice Krispies and Planters peanuts mixed in with chopped onions, cilantro, green chilies, and lemon juice. If you'd suggested such ideas to a local, they'd probably find them strange. But the ways we adapted local foods and culture were shared experiences among our readers. India Currents became a platform for finding kindred spirits and navigating the challenges of being first-generation immigrants in a new homeland.

That's the story of how India Currents came into existence and how my journalistic journey began. It's a journey that has spanned 36 years. Honestly, if someone had told me back then that India Currents would become an institution lasting over three decades, I would have laughed, thinking it was a ridiculous notion. But clearly, something resonated with people, which is why we are still thriving today.

Shreya: Definitely. And it seems from what I’m hearing, that the magazine and community centered journalism really go hand in hand. Would you say that is at the core of India Currents itself? 

Vandanaji: Community-centered journalism is not just a fundamental aspect; it's the very essence of what we do. Often, I've had to clarify to people about the role of ethnic media. We not only celebrate the community we serve but also provide a window into our lives. If we don't celebrate our successes and provide opportunities to those within our community, who will?

Another core aspect of our mission is to cultivate storytellers of color for the future. Over the past three decades, we've worked with hundreds of writers whom we consider the foundation of our community. They may not have a journalism background, but they have stories to tell. They often hold day jobs as software engineers or product managers at Silicon Valley companies but also have a creative side they want to explore.

Through our internship programs and mentorship of emerging writers, many of them have gone on to become columnists in mainstream media or have published books. We take immense pride in having played a small role in their writing journeys. I believe that we helped them develop a voice and gave them confidence through our nurturing and skill development. This is another vital role that India Currents fulfills in our community.

Shreya: Continuing on that topic of being community-centered, where would you say your passion for the arts and supporting that tradition comes from?

Vandanaji: As we started on our journey with India Currents, our initial focus was on capturing the details of local events. During this time, I had the privilege of attending diverse gatherings, such as the performances by Ali Akbar Khansaab and the Festival of India, produced as a touring festival by the Indian Embassy throughout the United States. These experiences served as an awakening, revealing that I had unwittingly taken my own rich cultural heritage for granted. "What an incredible reservoir of knowledge I had overlooked in India!"

As my tenure at India Currents continued, my understanding and appreciation for our heritage grew. Over the years, I learned about Carnatic and Hindustani music, as well as the myriad classical dance forms. This knowledge grew due to the extraordinary teachers already present in the Bay Area. It was a symbiotic relationship; for instance, whenever we discovered a Kathak performance, we made it a point to feature it in our magazine. Our rationale was simple: if not us, then who? In return, these dedicated instructors found a readily receptive audience for their schools, be it in music, dance, the arts, or even language classes. Very quickly, we cultivated a dedicated and engaged readership that hungered for content related to our heritage. It was a fulfillment of that very hunger in our own lives, and we soon discovered that this hunger extended throughout the community.

This journey introduced me to luminaries such as Chitreshji, his institution, and his devoted students. While my primary interactions often revolved around the marketing aspects of their endeavors, including the dissemination of information about the school, classes, and performances, it was an honor to invite our community to become an integral part of these vibrant cultural events.

Shreya: It’s amazing to see the network you’ve been able to build with the community to bring awareness for these events. In that vein, what does it mean to you for India Currents to receive the Arts Seva Award?

Vandanaji: I was stunned when Celine mentioned this because, in all honesty, we've never been recipients of such recognition before! We've poured our hearts into community building, and at times, it seems like our efforts are taken for granted. The creation of arts-specific content takes a significant investment of resources, and our team is thrilled that our work in service of the arts is finally being recognized.

While we've received honors for our features and investigative pieces, which lies at the core of our mission, it's a testament to the extraordinary talent within our community. However, there's a unique sense of satisfaction in being acknowledged for the broader spectrum of our efforts. We ask for so little in return, making this appreciation all the more validating and heartwarming.

Shreya: Shifting focus a bit, what are you most excited about as you gear up to watch Invoking the River?

Vandanaji: I've watched the one-minute video that Celine shared, and I must say, it looks absolutely captivating. The concept of "Invoking the River" is intriguing and unique. The fusion of classical piano music with Indian classical raga is promising, and I'm genuinely curious to see how the distinct sound of the piano translates into Indian classical music.

As I've mentioned previously, my longstanding connection with Chitreshji’s school has given me a deep appreciation for the quality of their work. Anyone attending this event is undoubtedly in for a treat. I've even extended invitations to some of my non-Indian friends who may not have had prior exposure to Indian classical music and dance. I believe this event has all the makings of an elegant and enriching experience. Each of us plays a crucial role as ambassadors of our culture, and the opportunity to share this cultural gem with our local community is a true privilege.

Shreya: With that, I have my last question – what is your vision for India Currents in the future? 

Vandanaji: First of all, I want India Currents to keep going long after I'm gone. And in order to do that, we've got to figure out a sustainable business model – it can't just be a labor of love forever. The fact is, that India Currents has been documenting the history of Indian immigration to Silicon Valley for over three decades. It's been a platform for the Indian community to share their stories and has helped many new voices find their footing. So, you know, it's worth supporting.

We're looking into a reader-supported setup because depending solely on ads isn't feasible anymore. The media industry has changed and not just for us. But I see a real value in what we're doing, something that future generations can tap into. 

I've got this vision that one day, India Currents will be telling stories from communities all across the nation. It'll take some time, no doubt, but nothing important ever happens overnight, right?

Shreya: I completely agree. Believing in what you’re working towards is so important, or you wouldn’t have been able to even make it this far. 

Vandanaji: I won't sugarcoat it; it's been tough. But here's the thing, we've got some incredible folks and resources right here in our community. If people grasp the value of having their voices heard or having a space to call their own, they should also know that it doesn't take much to bring that vision to life. Over the past decade, there's been a transformation both in our community and at India Currents. There are so many individuals willing to pitch in – sharing their expertise, time, funds, and connections.

In a way, Celine and I have faced similar challenges: we've got something fantastic here, but we need to showcase it and make our case to the community. India Currents is like a treasure trove of history. For those born and raised in the digital age, it's an invaluable resource to understand how people navigated life before technology took over. It might sound like a cliche, but it's true – if we don't know our history, we're bound to repeat it.

This gets me thinking about how our community storytelling journey began. We didn't have the budget to pay writers, so we encouraged people to write, and we'd handle the editing. We didn't hire reporters for our staff until recently. You could say that, for the most part, all our content – until very recently – was a product of crowdsourcing. We've been doing this whole crowdsourcing thing before it even had a trendy name.

I'm confident that our vision for the future is achievable, and we're on the lookout for partners who share our belief in the importance of that vision.

Shreya: I’ve thoroughly enjoyed our conversation today, but that wraps up everything I wanted to ask. Any final thoughts you want to share?

Vandanaji: I'd like to leave you with one final thought – we are indeed an award-winning magazine, and it's crucial for us to be recognized as such. Just because our content is community-driven doesn't mean it lacks in quality. 

Publications like India Currents play a pivotal role within our community, and I like to think of it in terms of mirrors and windows. To those outside our community, we provide a window through which they can gain insights into our culture and way of life. To our own community members, we offer a mirror, reflecting back on who we are and what we stand for. 

For thirty years, we've been deeply immersed in the desi community, telling their stories and sharing them within. Only in the last three years have I shifted my focus to reaching beyond our immediate community. While we've excelled in sharing our stories within, if the broader world remains unaware of our existence or the significance of these narratives, we'll forever be relegated to the sidelines as second-class media.

In recent years, my efforts have centered on championing ethnic media within mainstream spaces. We've joined the Institute for Nonprofit News, and I now serve on the board of the California News Publications Association. This positions us to fill the void in media organizations by bringing the voice of ethnic communities to the forefront. It's also a testament to our achievements that I've earned a seat at the table, allowing me to make the case that our work is indispensable to the diverse California community we serve.

Shreya: It was so wonderful talking to you and hearing about your journey, and I really enjoyed learning about India Currents today. 

Vandanaji: You're very welcome, and please do convey my gratitude to Celine as well. I'd also like to extend gratitude to your organization for the invaluable work you're doing. While your medium is dance and ours is the written word, we're both champions of our culture.

INDIA CURRENTS WILL RECEIVE the Arts Seva Award at the October 8th, 6pm performance of “Invoking the River” and “13 Matra” at the Hammer Theater in San Jose.