South Asian Heritage Month 2025: "Your culture isn’t something to hide or dilute, it’s a source of strength"

As part of South Asian Heritage Month, we’re sharing stories from our colleagues to celebrate the rich diversity, experiences, and voices within our community. It is not just a time to reflect on where we’ve come from, it’s a chance to celebrate who we are becoming. That means honouring the past, embracing the present, and continuing to build bridges between cultures, one conversation, one connection at a time.

Zubair Patel, Head of Performance & Insight reflects on his heritage, identity, and the values that continue to guide him.

Zubair said: “As someone born and raised in the UK, my South Asian identity hasn’t always been front and centre in my day-to-day life but over time, I’ve come to realise just how deeply my heritage from Gujarat, India has shaped who I am. My heritage has shaped me in ways I didn’t consciously notice—especially in terms of strong family values, respect for elders, and a deep love for food and hospitality. Being South Asian to me isn’t about ticking boxes or fitting into cultural stereotypes, it’s about carrying forward those values in everyday life, even if subtly.

“My grandfather was the first in our family to come to the UK. He worked tirelessly, often juggling multiple jobs, and saved for over 15 years before he was able to bring his wife and children over. His goal was clear and simple: to provide his family with a better life and greater opportunities. That level of sacrifice, patience, and long-term vision has left a lasting impression on me. It’s something I carry with me - an internal compass that guides how I approach life and challenges today.

“My heritage has given me more than a cultural identity; it’s given me a mindset. There’s a quiet resilience passed down through generations, a work ethic that says, ‘just get it done no matter what.’ In my career, that’s translated into perseverance and adaptability. I’ve learned to lead and communicate in diverse environments while staying grounded in where I come from. Balancing those worlds has been one of my biggest strengths.

“I still speak Gujarati, practice my faith, and stay connected to my roots through both religious and community events. It’s important to me to bridge cultures, not compartmentalise them. I want to be able to show up fully in both British and South Asian spaces. That sense of belonging in two worlds is something I value deeply, and I believe there's strength in being that connector between cultures.

“One thing I wish more people understood is how incredibly diverse the South Asian community truly is. We speak different languages, follow different religions, and celebrate different traditions. But if there’s a common thread that runs through it all, it’s the emphasis on respect, family, and perseverance. There’s so much richness within the community that often goes unnoticed.

“To young South Asians navigating life or entering the workplace today, my advice is simple: own your identity. Your culture isn’t something to hide or dilute, it’s a source of strength. When you bring your whole self to the table, you make it easier for others to do the same. That’s how real inclusion begins.

“If we want workplaces to be truly inclusive for South Asian colleagues, we need to go beyond surface-level gestures. Representation is important, yes but so is understanding. Creating dedicated spaces like South Asian or faith-based employee networks can offer meaningful support and community, and when cultural moments are celebrated thoughtfully through shared values and open dialogue, it sends a powerful message that everyone belongs.”