How Celebrating Your Roots Attracts Your Tribe (and Priyanka Chopra)

Oct 21

Diwali, the festival of lights, is a time of immense joy, reflection, and the celebration of culture triumphing over darkness. It’s a moment when heritage shines brightly. And this year, for PriaVanda Chouhan, the brilliant founder of NYC's beloved Indian street food haven Desi Galli, that light shone exceptionally bright. She was chosen to cater a Diwali celebration for none other than global icon Priyanka Chopra.

This wasn't just a high-profile catering gig; it was a powerful validation of a journey built on unwavering authenticity. PriaVanda's story is a masterclass for every founder, especially those from immigrant backgrounds, on how embracing your roots isn't just an act of cultural pride—it is the most potent business strategy you possess.

From Doubt to Desi Delights The Birth of Authenticity

PriaVanda's path wasn't preordained. When she married, her own father warned her husband-to-be that she couldn't cook. But driven by a desire to connect with her heritage, she taught herself—mastering not only her mother’s recipes but her husband’s family favorites too. Inspired by Rachael Ray's accessible approach, she turned her home kitchen into a lab, developing her own style of lighter, healthier Indian soul food without sacrificing flavor.

This journey wasn't without its internal battles. As PriaVanda shared in a previous conversation with WERULE, like many founders, she grappled with imposter syndrome, the feeling of inadequacy despite evident success. But by pushing through that self-doubt and pouring her authentic self into her cooking, she created something undeniable. Desi Galli wasn't just another restaurant; it was a taste of home, a vibrant slice of Indian street culture ("Galli") in the heart of NYC.

This commitment to her roots became her unique selling proposition, earning accolades from the NY Times, Time Out, and the Village Voice long before Priyanka Chopra came calling.

The Power of the Tribe Community Over Competition

The immigrant journey can sometimes foster a sense of scarcity, pushing us to see others from similar backgrounds as competitors vying for limited opportunities. But PriaVanda's success, culminating in this Diwali celebration, highlights a more powerful truth: our community is our greatest strength.

Priyanka Chopra choosing Desi Galli is a beautiful example of the South Asian diaspora championing its own. It's a recognition that authentic cultural representation matters, and that lifting each other up creates a ripple effect far more powerful than individual competition. The United States is beautiful precisely because of this tapestry of cultures. When we band together, share our unique heritage, and support one another's ventures, we don't just preserve our traditions—we bring them to the forefront, enriching the entire cultural landscape.

This Diwali, let PriaVanda’s story be a reminder: Your culture is not a niche; it is a universe. And your community is not your competition; it is your constellation.

The Authenticity Magnet Your Roots Are Your ROI

Why was Desi Galli chosen? Because PriaVanda didn't try to dilute her vision to fit a mainstream mold. She leaned into the specificity, the vibrancy, and the soul of "Desi" culture. She built a brand that was unapologetically authentic.

This authenticity acts like a magnet. It attracts customers who crave genuine connection. It earns press from publications seeking real stories. And ultimately, it attracts opportunities—like catering for a global superstar—that generic brands can only dream of.

Overcoming imposter syndrome often involves realizing that your unique background, the very thing that might make you feel like an outsider, is actually your superpower. PriaVanda didn't succeed despite her heritage; she succeeded because of it.

A Diwali Lesson for Every Founder

PriaVanda Chouhan’s journey is a beacon, especially during Diwali. It teaches us that the path to success is illuminated by embracing who we are, celebrating where we come from, and lifting up our community along the way. Your most authentic self is your most powerful asset. Let your light shine.

Frequently Asked Questions

Who is PriaVanda Chouhan?

PriaVanda Chouhan is the owner and chef behind Desi Galli, popular Indian street food restaurants in New York City. Despite initial doubts about her cooking skills, she taught herself family recipes and developed a unique style, leading to a successful brand featured in numerous publications.

What is Desi Galli known for?

Desi Galli is celebrated for bringing authentic Indian street food ("Galli") culture to NYC. It offers traditional soul food favorites, often with PriaVanda's signature lighter, healthier, and vegan/gluten-free adaptations, without sacrificing flavor.

How did PriaVanda Chouhan overcome imposter syndrome?

In a previous conversation with WERULE, PriaVanda discussed the internal and external analysis required to overcome self-doubt. Her journey demonstrates that embracing her authentic self, her cultural roots, and focusing on her passion allowed her to push past feelings of inadequacy.

What is the significance of Desi Galli catering for Priyanka Chopra?

This event highlights the power of authenticity and community support. It showcases a successful entrepreneur being recognized by a global icon from her own culture, reinforcing the idea that celebrating your heritage can be a powerful driver of business success and that community uplift is essential.

Justyna Kedra