This 11 July 2026 marks an important milestone in the journey of DesiYUP. Fifteen years ago, what started as a bold idea evolved into an international cultural platform dedicated to creating space for artistic expression, cultural exchange and showcasing the diversity of the Sarnami-Hindustani and Indian Diaspora in the Netherlands.
When DesiYUP was founded, the vision was simple: to produce meaningful cultural events and create opportunities for stories, artists and traditions that were often overlooked within mainstream cultural programming. At the time, there was no roadmap. The intricacies of concert production, ticketing, technical operations, dealing with artists, fundraising and audience development were all unfamiliar territory. What existed instead was curiosity, determination and a willingness to learn through experience. And to be very honest, we were just impulsive!
Like many entrepreneurial journeys, DesiYUP began with trust. The first investment came not from an institution or venture capital fund, but from family, my mum. It was a vote of confidence in an idea whose potential was still largely unknown. The goal was modest: organize one event, break even and continue. If it failed, we would accept the lesson and move on. Fortunately, that first step opened the door to something much larger and 15 years later we have created a strong legacy.
A defining element of DesiYUP’s growth has been partnership. From the very beginning, Ashis Mathura, founder of Flamboyant Media, became the backbone of the organisation’s foundation. While I have often served as the public face of DesiYUP, Ashis has been the steady force behind the scenes, safeguarding the digital infrastructure, managing technological challenges and ensuring operational continuity.
Every cultural institution depends on people whose contributions remain largely invisible to the public. Their work creates the conditions for creativity to flourish. Over the years, the balance between artistic vision and operational resilience has enabled DesiYUP to grow from a small initiative into an internationally connected platform.
Over the past 15 years, DesiYUP has produced concerts, festivals, documentaries, educational programmes, children’s book and cross-cultural collaborations with embassies and government institutions. Along the way, one principle has remained constant: art and culture possess a unique ability to build bridges between communities, challenge assumptions and create meaningful encounters across social and cultural boundaries.
This mission feels more relevant today than ever before. As societies become increasingly diverse, the need for cultural spaces that foster dialogue, representation and belonging continues to grow. DesiYUP has sought to contribute to that landscape by creating opportunities for artists and audiences to engage with multiple perspectives, identities and traditions.
The annual Eindeloos India Festival is perhaps the clearest expression of that vision. Through music, storytelling, film, visual arts and community engagement, the festival demonstrates how culture can serve as a catalyst for connection and mutual understanding. It has become a platform where tradition and innovation, heritage and contemporary expression, local communities and international artists converge.
As we celebrate 15 years of DesiYUP, we also find ourselves entering a new chapter.
On 1 October, DesiYUP will transition into a private limited company (BV), reflecting both the maturity of the organisation and our ambitions for the future. This development is not simply a legal transformation; it represents a strategic step towards expanding our impact and creating new opportunities for artists, cultural entrepreneurs and creative talent.
For much of the past 15 years, the focus was on creating and producing our own initiatives. Going forward, our ambition is broader. We want to build an ecosystem that supports the next generation of creators. A space where artists, curators, filmmakers, writers and cultural innovators can experiment, collaborate, learn and grow.
The future of DesiYUP is not only about producing cultural programmes. It is about nurturing talent, strengthening networks and creating sustainable pathways for artistic development.
The fourth edition of the Eindeloos India Festival therefore serves as more than a celebration of what has been achieved. It is also a moment of reflection. What role can DesiYUP play over the next fifteen years? How can we leverage our experience, partnerships and platform to empower others? And how do we continue contributing to a cultural landscape that values diversity, excellence and meaningful exchange?
Fifteen years ago, DesiYUP started with a single event and a simple question: could this work? Today, we look back with gratitude at the journey so far and forward with optimism to the possibilities ahead.
The next chapter begins now!
With Love
Mahesvari