Dr. Martens x Diet Paratha: A Story Like No Other
For Diet Paratha founder Anita Chhiba, success really does take a village. With 154K followers (and counting), her village is admittedly bigger than most, but her own sense of fulfillment—both personal and professional—is all but meaningless without others to share it with. “Life is miserable without community,” she explains. “It feels so inspiring and supportive… so crucial to success. I feel forever indebted.”
Born in New Zealand to Gujarati parents, Chhiba moved to London in 2017 and started Diet Paratha the same year as a means of championing South Asian creatives the world over. Since then, the platform has evolved from an Instagram account to a full-service, creative agency—hosting talks and mentorship programs and offering creative opportunities for its members. Chhiba doesn’t care for takedown culture—instead, she curates a space where brown creatives can shine on their own terms without the weight of stereotypes. Far from the snark of the account its name riffs on, Diet Paratha's aim was always to shift the narrative from cancellation to celebration. From its Diwali campaign for H&M to collaborations with Byredo and Burberry, Diet Paratha has become a cultural moodboard of what’s possible when the script flips.
Having grown up with Dr. Martens, Anita’s connection to the brand goes way back. "I got my first pair, the 1460 boot, 10 years ago, and I wore them religiously for three years straight," she recalls. From work to parties, and even to weddings, the boots became her everyday staple—praising their versatility and cultural significance. For Anita, the 1460 boots represent a full-circle moment in her creative journey, reflecting the unapologetic individuality that defines her life and career.
A self-proclaimed cowboy, Chhiba navigates the world with tenacity and a sharp eye for spotting what’s next. It’s no surprise, then, that the iconoclastic Dr. Martens boots are among her footwear favorites. To celebrate the release of the brand’s 1460 ‘Like No Other’ campaign and the shared spirit of joyful rebellion, we caught up with Chhiba in London to talk about building a community doing it Like No Other.
What did starting Diet Paratha mean to you?
I didn’t know it back then, but it was a much-needed cultural reset! Its presence heavily contributed to a new beginning for South Asian art and culture in the mainstream. Unearthing stories and celebrating people and movements that aren’t often given their flowers felt—and still feels—so important. So that remains the mission! Although we’ve evolved on a news and social commentary front since then, too.
How do you balance the cultural significance of what you do with your platform with the artistic freedom of the creatives you feature?
This is an easy one. I’m super intentional and curated in the way I post. If I don’t love it or it doesn’t feel interesting to me or the team, it doesn’t go up!
How do you nurture that sense of connection among your audience and the artists you collaborate with?
With the audience, the girls that get it, get it. And that’s exactly who Diet Paratha is for. With projects, I’m a huge believer in letting the experts and heads of each department influence the way a project is shaped. That is, after all, why we go to them in the first place.
What’s your relationship with London like? How does the city influence your sense of self, beyond just your work?
London made so many of my dreams come true, so it's a very special place for me. The people and the work being produced here consistently remind me and inspire me of all the greatness to be had and enjoyed.
How would you describe your style in 3 words?
Whatever I want!
How do you stay grounded in your work while also making space for your own growth as an individual?
Because my identity, passion, and culture are wrapped up in so much of my work, it works as a bit of an ecosystem, consistently feeding itself.
Dr. Martens is deeply rooted in the UK's subcultures. How do you see that community-driven, rebellious spirit mirrored in your work with Diet Paratha?
Dr. Martens symbolizes an incredibly empowering energy for me. Docs have built a strong, loyal community over the years through different subcultures and parts of the world. It’s iconic, loud, proud, and you can really put your own stamp on them and be whoever you want to be — which is why they speak to so many walks of life. This definitely mirrors the work I do for Diet Paratha. I really just have fun with it and do what I want.
What’s next for Diet Paratha?
As always, we’re gonna keep giving the people what they want and stuff they didn’t even know they needed.
