NRI Pulse Founder Veena Rao Shares Her Vision for South Asian News Outlets
“Women of color represent less than 8 percent of US print newsroom staff. I look forward to seeing more diversity and inclusion in newsrooms.” Today’s woman dreamer, Veena Rao, is an award-winning Indian-American journalist and author. She is the founder of NRI Pulse, and author of Purple Lotus. A true trailblazer, she is first Indian woman to edit and publish a newspaper outside India. In this inspiring Women Who Win interview, she shares her vision for South Asians in the news/media outlets, and her recent experiences as a novelist. Enjoy!
You are based in Atlanta, and are the Editor/Publisher at NRI Pulse Media Inc. You have been a writer/journalist for many years. Tell us your story? What excites you about the media world?
I am a newspaper journalist by profession. Before I moved to the US, I worked for several years on the news desk of Indian Express, one of the largest circulated Indian newspapers. When my family moved to the US, I continued working for South Asian publications.
In the summer of 2006, a friend suggested that I launch a newspaper. Holding a newspaper of my own in my hands seemed like an exciting idea! What I did not know back then, was the nurturing the baby would need—the sweat, toil, and disappointments that would be part of the journey.
But I believe in persistence. We survived by keeping our overheads low and providing content not found elsewhere. Stories about men and women in our community and their activities form a large chunk of our coverage, and this ensured that our copies were picked up month after month.
The Limca Book of Records (the Indian version of the Guinness Book of Records) recognized me in 2010 as the first Indian woman to edit and publish a newspaper outside India. This honor has validated my efforts at running a quality publication.
I think I am a newshound by nature. My enthusiasm for news has not dimmed in 16 years. I wake up every morning raring to go—gathering news, writing or editing reports, attending events, and planning the future of NRI Pulse. And I am excited to lead, what could possibly be the only all-women-run South Asian news publication in the country. Our team is as passionate as I am about bringing news to people as it happens.
2. You've written many pieces, and been a part of many stories. Is there a particular article or project you are most proud of?
The articles are too many to list, but I am most proud of stories that have made a difference in somebody’s life, or illuminated an issue. In the past year, I have interviewed an Indian American woman who was swindled off her savings by a cyber romance swindler, and wanted to tell her story so others could be alerted. I have raised awareness on the story of a physician and mother of small kids who was sentenced to 63 months in prison for a crime she says she did not commit. My team has worked on in-depth stories that shine a light on racism and discrimination. We have interviewed political candidates to enable the community to make informed decisions about whom to vote for. The list gets longer every year.
3. What is your mission with NRI Pulse? Why do you think is it important to have a South Asian media house? What was the need you saw?
I launched NRI Pulse because the community did not have a news publication back then. The market was full of feature magazines, but no publication that focused on news. Every community needs a news publication to help it grow stronger and widen its outlook; to provide a platform for its people to share their stories, concerns and aspirations. We work hard at raising awareness on issues that affect us all, while also acting as a bridge between the South Asian and mainstream American communities.
4. What is one thing you would like to see change for women in the media/journalism space?
Women of color represent less than 8 percent of US print newsroom staff. I look forward to seeing more diversity and inclusion in newsrooms.
5. You are certainly a busy woman! What's next for Veena Rao?
My team and I are committed to serving our community in better ways for many more years. I also have a second career as a novelist. My debut novel, Purple Lotus, which released two years ago, is still going strong. I am working on my second novel which is set in small-town Georgia. I write about immigrant women finding themselves in America because I am an immigrant woman who found herself in America.
Bio: Veena Rao is an award-winning Indian-American journalist and author. Purple Lotus, her recently released debut novel, is a 2021 American Fiction Award winner, a 2021 Georgia Author of the Year finalist and an award-winning finalist in the multicultural and women’s fiction categories of the 2021 International Book Awards. She is the founder, publisher, and editor-in-chief of NRI Pulse, an Atlanta-based newspaper that serves the South Asian communities of the US. She has been recognized by The Limca Book of Records (the Indian version of the Guinness Book of Records) as the first Indian woman to edit and publish a newspaper outside India.
Veena is devoted to advocating for victims of domestic and sexual abuse as a board member of Saris to Suits, an Atlanta-based non-profit. She is also passionate about promoting South Asian literary voices in the US through her news publication and as a program coordinator for the Tasveer South Asian Film and Literary Festival.