“All my wildest dreams have come true,” states Anita Chhiba. The 32-year-old founder of Diet Paratha has certainly made an impact. What began in 2017 as an Instagram account to celebrate and spotlight underrepresented South East Asian talent, has grown into a cultural powerhouse. Featuring a diverse range of voices - from underrepresented musicians and authors to models, artists and more - the result is a beautifully curated collection of art that challenges the status quo. Diet Paratha is home to a strong community of followers engaging in big conversations and an impressive mentorship programme – Family Tree Mentoring - which pairs individuals with established brands and key industry figures.

Growing up in New Zealand and of Gujarati Indian descent, Chhiba didn’t see people like herself reflected in mainstream media. “I kind of resented who I was from an identity perspective for over half of my life,” she says. “New Zealand wasn’t exactly set up to nurture that side… You’re just trying to navigate the very tricky world on your own.” Her experience has fuelled Diet Paratha’s success today. “I think that people really think this is all just fun and games, which it is a lot of the time, but there’s a lot of passion and hard work and dedication that goes into these culturally competent communities that make people change,” she says. “I don’t think people realise how much it takes to nurture a community and start coming up with projects that can really change the narrative.”

Of course, Diet Paratha is a clever play on the viral Instagram account, Diet Prada. Chhiba switched out the luxury designer name for ‘paratha’ a South Asian flatbread; a food associated with family, community and culture. But there are some big differences at play. Whilst Diet Prada has built its name on cancel culture, acting as a ‘fashion watchdog’ of sorts, Chhiba has built a community out of collaboration, celebration and support. “It’s the complete opposite of Diet Prada,” she confirms. “It’s flipping cancellation into celebration. I really cannot stand the people that take to the internet to bear their grievances… so I wanted to create a space free from the shackles of cancellation and assimilation.” 

And it’s working. It’s 46k strong community snap up spots in her Diet Paratha + Friends speaker series in hours. The comments sections are filled with positivity and praise for the work highlighted. And beyond the platform, Chhiba’s expertise is being sought-out by some of the biggest names in the business.

Her latest venture? Joining The Creative Council. Over the next few months, Chhiba will be curating a series of projects that will continue the Diet Paratha conversation into FLANNELS X. The first? An in conversation with Megha Kapoor, head of editorial content for Vogue India. Didn’t bag a ticket? Keep your eyes on our social account for a sneak peek of the night.