How South Asian Americans fueled Zohran Mamdani’s NYC mayoral quest
Zohran Mamdani’s groundbreaking mayoral campaign in New York City energised South Asian communities with a potent mix of cultural resonance, progressive policies, and grassroots mobilisation
In the electrifying chaos of New York City's 2025 mayoral race, Zohran Mamdani, a 33-year-old democratic socialist with a knack for Bollywood-inspired campaign ads, pulled off a stunning upset against Andrew Cuomo in the Democratic primary.
For the city's vibrant South Asian American communities—comprising Indians, Pakistanis, Bangladeshis, and others—Mamdani's campaign was a cultural and political whirlwind.
From Hindi-Urdu videos lighting up WhatsApp groups to heated debates over his critiques of India's Narendra Modi, South Asians were both cheerleaders and critics in this historic run. Here's how they shaped the campaign, weaving a diverse tapestry of contributions, with stories and stats to match.
A South Asian surge in the Big Apple
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Mamdani, born to Indian parents in Uganda and raised in Manhattan, wasn't just a candidate—he was a cultural phenomenon. His campaign's secret sauce? A masterful blend of affordability pledges (free buses, rent freezes, city-owned grocery stores) and a social media strategy that could make Shah Rukh Khan jealous.
With 50,000 volunteers knocking on 750,000 doors across NYC's five boroughs, Mamdani's team transformed neighbourhoods like Jackson Heights, Kensington, and Richmond Hill into canvassing hubs. His viral Hindi-Urdu video, featuring Deewaar dialogues and mango lassi metaphors for ranked-choice voting, became the talk of South Asian group chats, racking up shares faster than a Diwali sweets recipe.
The numbers tell the tale: Mamdani clinched 58% of Asian votes, dwarfing Cuomo's 16%. Organisations like DRUM Beats and the Muslim Democratic Club of New York rallied working-class South Asians, many of whom felt sidelined by the Democratic party machine. Especially for Muslim South Asians, Mamdani was a rock star.
As a Shia Muslim, he spoke their language, literally and figuratively, with Urdu campaign videos and mosque visits during Ramadan and Eid. His pro-Palestinian stance, including support for the Boycott, Divestment, and Sanctions (BDS) movement, struck a chord. Tanveer Malik, a Richmond Hill mom, told The New York Times, "He gets our struggles—rent, groceries, survival".
Sumya Hoque, a Jackson Heights student, joined a 300-person group chat to rally voters. The Muslim Democratic Club of New York mobilised 5,000 volunteers, many women, who were the backbone of Mamdani's door-knocking blitz in Kensington and Midwood.
But not everyone was on board. Mamdani's sharp criticism of Modi—calling him a "war criminal" over the 2002 Gujarat riots—sparked a firestorm among some Indian Americans, with groups like "Indian Americans for Cuomo" pushing back hard. Let's dive into how each community navigated this political rollercoaster.
Indians: Pride and prejudice
Indian Americans, NYC's largest South Asian group at roughly 200,000, were both Mamdani's biggest fans and fiercest critics. His Indian heritage and Bollywood-infused campaign—think Shah Rukh Khan poses and DDLJ vibes—won hearts. Progressive Indians, particularly younger voters, swooned over Mamdani's affordability platform. Shivank Taksali, a Queens marketing manager, called his rent freeze plan "a lifeline for families like mine".
Mamdani's mother, acclaimed filmmaker Mira Nair (Monsoon Wedding), lent cultural cred, drawing in Indians who saw him as a desi trailblazer. His interfaith appearances, like a Brooklyn rally with Sikh and Jain leaders, further bolstered his appeal.
Sunita Viswanath of Hindus for Human Rights publicly condemned anti-Mamdani sentiment, tweeting a call for "unity and inclusion". The Indian American Impact Fund, representing progressive South Asians, endorsed Mamdani on 11 June, highlighting support from younger, working-class voters. Mamdani's 58% Asian vote share leaned heavily on Indian support in Queens and Brooklyn, where affordability trumped all.
But for Modi supporters, Mamdani was a lightning rod. His 2020 protest against the Ram Mandir in Ayodhya and his May 2025 "war criminal" jab at Modi were red flags. "Indian Americans for Cuomo" branded him a "Hindu-hating bigot," accusing him of bashing India to score points. The American Hindu Coalition organised a canvassing event at the Hindu Temple Society of North America on 22 June to support Cuomo, explicitly opposing Mamdani.
An op-ed in New India Abroad titled "New York Doesn't Need Division: Why Hindus and Jews Should Reject Zohran Mamdani" urged voters to turn away. Indian media outlet India Today labelled him divisive, citing his comments on the Gujarat riots. Still, his Hindi ads and cultural fluency kept many Indians in his corner, especially in diverse enclaves like Jackson Heights, balancing cultural pride with policy appeal.
Pakistanis: All in for affordability
Pakistani Americans, concentrated in working-class areas, were all in for Mamdani. His affordability pledges resonated with families grappling with high costs, and his Muslim identity sealed the deal. Urdu videos and mosque outreach, like an Eid event in Midwood, drew crowds.
A Kensington volunteer told The Juggernaut, "He's one of us, fighting for us". DRUM Beats reported 3,000 Pakistani volunteers, many women, canvassing for the first time, hitting the streets in Jackson Heights and beyond. No major opposition surfaced, making Pakistanis a reliable base.
Bangladeshis: A community awakens
Bangladeshi Americans, including many experiencing socioeconomic hardship, saw Mamdani as a champion. His Bangla-language outreach and ties to Bangladeshi Americans for Political Progress galvanised support. Organiser Kazi Fouzia said, "He spoke to our struggles—rent, jobs, respect". Tanzeela Rahman, a Bangladeshi in Midwood, felt "seen" by his identity and policies.
Women canvassers in Kensington and Midwood were a force, contributing to the campaign's 50,000 volunteers. While some Bangladeshi Hindus, like Dinesh Mojumder, a real-estate businessman, who called Mamdani a "radical Islamist" and warned of "Sharia law," opposed him, Bangladeshis overwhelmingly fueled his volunteer surge.
Nepalis: Quiet but committed
Nepali Americans, a smaller but growing community, quietly rallied behind Mamdani. His Nepali-language mailers and DRUM Beats' outreach to over 4,000 Nepali households in Jackson Heights paid off. His affordability focus resonated with working-class Nepalis, and a volunteer told the NY Daily News, "His plan gives us hope for cheaper rent". No significant opposition emerged, and Nepali canvassers added to his grassroots momentum.
The big picture: Unity and division
Mamdani's campaign was a masterclass in South Asian mobilisation, blending cultural swagger with policy substance. His 50,000-strong volunteer army and 58% Asian vote share show how Pakistanis, Bangladeshis, and Nepalis propelled him forward. Hindus and Indians, split by Modi debates, reflect the diaspora's complex identity politics.
While Hindu support was not unmixed, Mamdani's WhatsApp-fueled, Bollywood-charged campaign reshaped NYC's political landscape. As one Jackson Heights volunteer quipped, "Zohran made us feel like we're running City Hall." Whether that energy carries him to City Hall in November remains to be seen.
Hussain Samad (hsamad2000@yahoo.com) is an independent researcher and consultant at the World Bank in Washington, DC.
Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the opinions and views of The Business Standard
