Toronto's First Virtual South Asian Community

TORONTO, April 2,2000 - South Asians in Toronto form a rich and vibrant community, numbering over 500,000 in the Greater Toronto Area. They are the fastest growing ethnic group in Toronto with higher-than-average levels of education and income. And when it comes to the web, South Asians "…are one of the most advanced on-line users in North America." (Forrester Research analyst Ekaterina Walsh). Yet, until recently, Toronto's South Asian community had very little presence on the web.

Meeting the Challenge

On February 1st, 2000 MyBindi.com was launched to fulfill the growing need for South Asian resources, culture and connectivity on-line. The response has been tremendous. Within the first three weeks of its existence, Yahoo Asia featured MyBindi.com as a website of choice calling it an "excellent resource" and "fine piece of inspiration" for people planning their weddings. That same week, a South Asian Portal Indian Index commended MyBindi.com for its "pleasing colours, interesting articles….and a fun place to hang out for just about anybody." After three months, the site attracts over 100,000 hits per week - and the numbers keep on growing. As well, the site's depth and interactivity of its content continually develops and grows. While the majority of visitors come from Toronto and the rest of Ontario, a significant minority (15% - 20%) hails from U.S. and international cities.

Instant Appeal

MyBindi.com's popularity may be attributed to a number of things. The site's bright colours and cutting-edge design appeals to a young, web savvy audience. Site demographics reveal that visitors range in age from 18-35 and most have at least an undergraduate degree.

MyBindi.com, a content-based site focusing on South Asian lifestyle in Toronto, includes major areas like weddings, arts and entertainment, upcoming events and community resources. The wedding channel, MyBindi.com's most popular area, includes a month-by-month planner, mehndi patterns, proposal stories and information on religious and cultural customs.

The content, carefully chosen and written, appeals to young South Asians in the Greater Toronto Area. Local events, artists and culture are at the forefront of the site. "We don't try to be everything to all people," says Manisha Bawa, co-founder. "The beauty of the site is its intimacy - it's people, places and events that you know…everything is just around the corner."

In fact, a report by Intelliquest indicates that 40% of on-line users will rely on local sites such as Mybindi.com for resources, information and entertainment.

Finally, the site provides interactivity - a key feature for internet users. Users may listen to music clips, download movie trailers and participate in contests and opinion polls. Most importantly, the Mybindi.com bulletin board provides a platform to share experiences, voice opinions and connect with the community. Bulletin board users discuss topics like sexuality, inter-generational conflict, religion, racism and arranged marriage.

The New Web Media

Although new, MyBindi.com has already taken an active role as the local web media for South Asians, forming alliances with community organizations, newspapers and radio. MyBindi.com has co-sponsored South Asian arts and festival programming with organizations such as Dristi, the Bata Shoe Museum, Desh Pardesh and the University of Western Ontario. These opportunities have paired MyBindi.com with other alternative and multicultural media such as NOW, Eye and CFMT.

In order to stay connected with the community, the MyBindi.com team makes a special effort to appear at a variety of events for South Asians, handing out bindis and taking photos. "People love to log on and see their photo - it makes them feel like they are a part of the community, which is exactly what we're trying to achieve." This kind of PR allows MyBindi.com to get close to their audience," says co-founder Sandeep Bawa.

Content-based sites, while challenging to maintain, continue to be the most preferred destinations for web-users. According to one internet usage survey, over 70% of internet users look for sites with dynamic content, reference material and entertainment. What's more, forecasters predict that niche sites such as Mybindi.com are the wave of the future.

About the Co-Founders

MyBindi.com is the brainchild of three young adults: Manisha Bawa, Sandeep Bawa and Charles Smid. While planning their own wedding, Manisha and Sandeep became frustrated by the lack of information for South Asian brides and grooms. Tying this observation with their interest in the internet gave them their idea. Although the honeymoon was over, MyBindi.com had just began.

They approached one of their closest friends, Charles Smid, who instantly agreed to join in. "I have tremendous faith in MyBindi.com. We are all very passionate….this enthusiasm spills over to the site and I think the community feels it too," says Charles.

In fact, the threesome is inundated with emails, letters and phone calls congratulating them on their work and thanking them for making a contribution to the community. "That's what really makes it worthwhile."