Chasing Desi Dollars

Their roots are on the Indian subcontinent; their wallets are here. Why companies are catering to a hot minority: Desis

Jay Sean is an hour late, but the crowd gathered in the makeshift studio at MTV's Times Square headquarters doesn't seem to mind. Twenty-some twenty-somethings are sitting around the edges of the room when the spiky-haired British R&B; star finally enters, causing more than one girl to lean forward. Sean is miked and seated in front of an MTV logo reminiscent of the Taj Mahal. The camera rolls, and the interview begins. Sean talks about being a kid and starting a band in England with his cousin, recording their first demo tape in his bedroom and being swooned over. He also...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!