A Profile of Yasmin Choudhury, Founder of Lovedesh

High res 300 dpi YC let's travel-right side Lovedesh

This week I interviewed Yasmin Choudhury, winner of the Entrepreneur of the Year at the British Muslim Awards for her social entrepreneurship business, Lovedesh. Waking up early to talk to me on a Saturday morning, Yasmin was full of energy, despite the time. She jumped straight in with the background on how Lovedesh started. During a visit back to her father’s homeland in Bangladesh, Yasmin felt that she wasn’t experiencing the true Bangladesh; she wanted to know more about the journeys and lives of the locals there. She took action and decided to get out into the community to talk to them. Understanding how it felt to be ostracized from a community, she began to build friendships with the women around her. Yasmin says, ‘What do women do when they get together? They talk and cook!’ Being involved in the grassroots of the society gave Yasmin a new perspective and introduced her to the arts of her heritage that she hadn’t experienced before.

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On returning home, she began thinking of a way to empower those women and ‘put pennies in their pockets’. Yasmin believes economic empowerment can help to change the lives of these women which is why Lovedesh is an entrepreneurship and not a charity. The Bangladesh she had experienced was not always represented in the West. This led to her developing Lovedesh and its sister charity, Amcariza. Yasmin’s aim for Lovedesh is to help the West see the Third World in a different way, to ‘To smash the stigma that surrounds these nations.’

One example Yasmin now incorporates into Lovedesh is a ‘Lovedesh Dawat.’ (Dawat in Bengali means an invitation to eat food prepared in your honour.) This is a dining club with the mantra that ‘if a great dining experience of a ‘Third World’ nation starts from within your home turf in the UK, you are more likely to be open minded in visiting it.’ The hope is to introduce people to a side of Bangladeshi culture that isn’t often promoted. Another taste experience is Lovedesh’s Wood Fire Curry, cooked ‘using spices smashed on a granite slab and then roasted in hot oil over a live wood fire’, replicating how the food is made in Bangladesh.

If tasting isn’t for you, Lovedesh also provides a fashion and design rangeYasmin has worked with ‘remote Bangladesh weavers and artisans’ to create product ranges which include bracelets, bags & purses. This has the added benefit of allowing neglected techniques and handicrafts to form part of a business venture for the locals in unique designs aimed at the Western audience.

If you would rather jump straight in and experience Yasmin’s cultural hotspots first hand, Lovedesh Voyage provides boutique trips including a ‘unique 13 day escorted tour on the trail of the Royal Bengal Tiger’.

To say Yasmin is hands on is an understatement; from live curry trials around the UK where she shows you how to cook, to hand-cutting leather bracelets, Yasmin is out and about, displaying her passion and representing the ‘Third World’ in a new light through Lovedesh.

To read the full article visit Muslimah Media Watch

Published by Shereen Malherbe

Shereen Malherbe is a writer & author. Her novel, Jasmine Falling has been voted as one of the top 20 Best Books by Muslim women. Her second contemporary fiction novel, The Tower, was published by Beacon Books on April 2019. Her first children's book, The Girl Who Slept Under The Moon is out now.

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