Priti Tanna’s memoir addresses deep-rooted prejudices
As a creative strategist, Priti Tanna has facilitated partnerships and digital changes at conglomerates such as MTV Networks and WarnerMedia, among others. A first-generation Indian American, Tanna recently released her debut memoir, “I Married a Coconut”.
In the book, Tanna narrates how she negotiated the complex contrast between traditional Indian beliefs and the contemporary American way of life growing up. The writing speaks to those who question societal norms and are looking for a deeper appreciation of who they are.
New York-based Tanna has also volunteered to mentor women in India, Morocco, and Guatemala.
In an interview with SEEMA, Priti speaks about her formative years, career, and conquering societal challenges.
What was it like growing up in New Jersey as the child of Indian immigrants? Did your parents have different aspirations for you compared to what you desired?
It was a delicate dance between isolation, confusion, and curiosity. I didn’t realize I was different from others until society brought it to my attention, and when they did, I wanted to be anything other than Indian.
My parents focused on tangible outcomes. It’s what they knew and what they felt would garner a better life (education, financial stability, marriage, and children). They weren’t necessarily incorrect, but for me, as a child, I wondered where happiness fit into the equation.
What are some of your happiest childhood recollections that involve aspects of your Indian heritage?
Every memory that ignites a smile is tied to music, clothing, and food. From the yearly garba (Gujarati folk dance) with my parents and siblings, to passing around a puri during dinner with family and friends, to watching Bollywood movies with my parents. But the most influential memories are tied to the summers at Hindu Heritage Summer Camp. There, we immersed ourselves in culture and language with other Indian kids from across the world.
As a creative strategist, you’ve worked with notable brands like WarnerMedia and MTV Networks. What drew you toward a career in marketing? Do share a bit about your journey.
My career started in technology. My father was a mastermind with computers and several other subjects, and so we always had technology in our house. Eventually, I let my passions, which include storytelling, drive my professional career and shifted to business strategy and marketing around 2013.
What does your typical workday look like?
I am currently focused on the book and my strategy consulting work. The mornings are slow and easy: meditation, EFT (tapping), and, of course, coffee! I then map out the top three areas of focus, not necessarily to finish or complete unless there is a specific timeline.
In your engaging and evocative memoir “I Married a Coconut”, you mention that your journey has been a bittersweet symphony. You also speak of a clash of cultures growing up and how your skin color was an obstacle. Can you tell us more about that?
Misunderstandings and societal pressures fueled my Indian heritage and Western upbringing. I often found myself immersed in a process of acculturation, a negotiation between my roots and the prevailing American culture. I equated skin fairness with beauty, privilege, and opportunity and assumed these thoughts only existed within me.
Later, I would come to understand that colorism is a complex social issue with roots in America and India. Unfortunately, knowing I wasn’t the only one was disheartening, to say the least. There are significant ramifications tied to colorism that affect individuals’ self-esteem, opportunities, and overall wellbeing, and my hope is that we can collectively eradicate this narrative.
Your memoir states that you started journaling at 15. You would diarize your challenges, which included being ostracized and bullied in your community. Tell us about those experiences and how you coped.
Being bullied led to a distorted self-image and feelings of shame about my cultural background and appearance. That was my reality, and many others can relate. The only way I could cope was to retreat into my thoughts or to distract myself with stories about a world where I was respected. Writing allowed me to reshape the experience into what I wished for and aspired to feel, often concluding with a touch of teenage angst. Outside of writing, I immersed myself in other worlds via books and movies.
You embrace professional inclusion and diversity, especially for women of color. How have you championed breaking barriers that exclude women of color?
My dedication to promoting professional inclusion and diversity among women of color is embodied through mentorship, amplification, collaboration, education, and advocacy. These avenues empower us to ignite a movement with our voices. While it’s often believed that diversity and inclusion stem solely from top-down efforts, the reality is more nuanced. True transformative change in organizations starts at a grassroots level. It’s the often-unheard voices within the layers, those who connect and catalyze, who can move the community toward progress.
What drives you as an individual?
It’s multifaceted. Discovering why people behave the way they do motivates me. Helping others realize their magic, hoping they can exist without the pain of feeling unseen, also drives me. On a more tangible level, it is beauty, art, music, textures, buildings, sunrises and sunsets, and new experiences that allow me to connect to others bring me indescribable joy.
Who are your most avid supporters?
First and foremost, it’s my family. Followed by a close group of friends who are now family, and so many others I’ve met along my professional journey. I am extremely lucky to have an incredible group of supporters.
How do you unwind?
Currently, it’s movement with music, gatherings with close friends, and reading.
What’s the way forward for you as an author?
The idea of being an author has captivated me because it evokes excitement and a sense of fulfillment. While publishing a book certainly embodies both of these aspects, my essence lies in being a storyteller above all else, in any and all mediums. In my path ahead, I’d like to weave narratives that stir emotions, ignite dialogues, and encourage individuals to question their own truths.
