Tasveer co-founder Rita Meher: South Asian storytellers have moved from seeking representation to claiming space with confidence

For more than two decades, Rita Meher has worked to ensure South Asian stories are not merely seen but valued on the global stage. As the Co-Founder and Executive Director of Tasveer, the Oscar-qualifying South Asian film festival, she has built an ecosystem that extends far beyond screenings, spanning film funds, markets, mentorship programmes and distribution pathways. This year, Tasveer hosted the only official South Asian panel at the Cannes Marché du Film, a milestone that, for Rita, signalled something bigger than representation: ownership.

The significance of that Cannes moment lay not just in its visibility but in what it symbolised for an industry that has long existed on the periphery of global conversations. Rita says, “It was both emotional and deeply affirming. For decades, South Asian stories have existed on the margins of global cinema conversations despite the richness, scale and diversity of our storytelling traditions. To see Tasveer host the only official South Asian panel at the Cannes Marché du Film felt like a powerful shift in that narrative. Personally, it represented years of persistence and belief, not just mine, but that of countless filmmakers, artistes and communities who continued creating despite limited visibility.”

What stayed with her most was the sense that creators from the region had moved beyond seeking validation. She notes, “It marked a transition from seeking representation to claiming space with confidence. The conversation is no longer about whether our stories belong globally. It is about how powerfully they are shaping the future of global storytelling. Earlier, there was often a feeling that South Asian creators had to prove their relevance to global institutions. This year felt different. There was confidence, ownership and a sense of creative authority in the room.”

That confidence is reflected in the growing international appetite for Indian regional and independent cinema. Rita believes audiences are increasingly gravitating towards stories rooted in authenticity rather than formula. “Audiences are exhausted by sameness. They are searching for stories that feel emotionally honest, culturally textured and deeply human. Indian regional and independent cinema offers exactly that because these stories emerge from lived realities rather than manufactured formulas. A film rooted in a small village in Kerala or Assam can still move someone sitting in Berlin or Seattle because emotions like love, grief, migration, identity and belonging are universal. Ironically, the more culturally specific a story becomes, the more universal it often feels emotionally. Audiences today are far more open to subtitles, unfamiliar worlds and nuanced narratives than ever before. That openness is creating an extraordinary moment for Indian storytellers.”

The growing global appetite for these stories, she believes, reflects a much larger shift in how the region's creative output is being perceived internationally. She says, “South Asian storytelling is no longer being viewed as niche or peripheral. It is increasingly being recognised as culturally influential, commercially viable and globally relevant. I truly believe creators from our region are not just participating in global conversations but actively shaping them.”

While much of that conversation is now being influenced by rapid technological change, Rita believes storytelling must continue to remain rooted in human experience. “AI can democratise access through translation, subtitling, editing support and audience discovery, particularly for independent filmmakers. But storytelling comes from memory, emotion, history and human vulnerability. Those things cannot be automated. The challenge is to embrace technology without losing cultural nuance, emotional depth and artistic integrity. Audiences may embrace technology, but they still connect most deeply with stories that feel profoundly human.”

The driving force behind Tasveer’s growth has been a desire to address the structural barriers that often prevent South Asian filmmakers from realising their full potential. Rita shares, “The biggest barrier I repeatedly witnessed was not talent. It was access. South Asian creators have always had extraordinary stories to tell, but many lacked access to networks, funding, mentorship, distributors and international industry spaces. That is why we expanded beyond the idea of a traditional film festival. Through initiatives like the Tasveer Film Market, mentorship programmes, partnerships and funding pathways, we wanted to create long-term infrastructure rather than temporary visibility. The goal was never simply to screen films. It was to help build an ecosystem where South Asian creators could sustain careers, own their narratives and participate in global cinema conversations as equals rather than outsiders.”

Beyond cinema, Rita’s work has also extended into social justice and community advocacy. As an Adivasi woman from India, she was part of the movement that led Seattle to become the first city outside South Asia to ban caste-based discrimination. A filmmaker, producer and editor, she has also been recognised as Seattle Globalist of the Year and named a Rising Star by Northwest Asian Weekly. The commitment to access, representation and structural change that informs her advocacy continues to shape her work in culture and community-building alike.