FIRST ASIAN FELLOW FOR
THE INSTITUTE OF DIRECT MARKETING

Mrs Lopa Patel, Managing Director of DMS DIRECT Ltd and Editor of award-winning Asian Lifestyle portal Redhotcurry.com, has become quite possibly the first British Asian Fellow of the Institute of Direct Marketing (IDM).

Lopa, who has been a member since 1994, attained the Diploma in Direct Marketing in the same year. She said on her election "Lifetime learning and training are my mantra and I hope to work with the Institute in opening up a career in direct marketing to many young British Asians." She stated "that the visibility of Ethnic Minorities in the decision and policy-making process of Britain's Institutes and Associations is an important step in helping open up the Corporate Sector".

The IDM was founded in 1994 and is now Europe's largest education and training body devoted to direct and interactive marketing services - a sector worth some £2 billion* per annum to Britain's economy.

Lopa, who is of Indian descent but comes from East Africa, explained, "like most young Asians at the time, I chose to study a science degree to please my parents. Although my first job was with a company that manufactured chemicals, I sought a role in marketing from the outset."

Lopa believes that young Asian women in particularly should forge a career in direct and interactive marketing, as unlike more established industries, there are fewer barriers to reaching the top. "Even in downturn, this sector is always on the lookout for good direct marketers. The IDM can help you learn and hone your skills very quickly so it is easier to stand out. There is greater scope for applying your innovation and creativity skills and I think clients and agencies will give you greater responsibility far more quickly than in other industries. ".

The issue of ethnic minorities in Advertising and Marketing has come to the fore in recent months. In September 2003, The Institute of Practitioners (IPA) launched an online guide to ethnic diversity in the UK. Its report highlighted the glaring shortcomings of the British Advertising industry in which ethnic minorities make up only 4% of the workforce, more than two thirds of whom are in IT and Finance support disciplines. London, the hub of the British Advertising industry, is further under-served with ethnic minorities representing 31% of the population in the Capital.

Lopa's second business venture, Redhotcurry.com, has built from scratch an online portal that supports the South Asian community in the UK. Launched in November 2001, the site has achieved great popularity among the UK Asian community and with non-Asians alike. "I was only able to start Redhotcurry.com because of the skills I had acquired from direct marketing; from the IDM Diploma, training courses and member events I have attended over the years", said Lopa.

"A career in direct or interactive marketing can be hugely rewarding. For young Asians, the industry offers the double opportunity of career progression and entrepreneurship - the industry thrives on many SME's and self-employed or freelance workers. It has also become a more "respectable profession" in the minds of older Asians, being ranked alongside banking and computing!" Lopa added, "When I first started in marketing, my mother told everyone I was a saleswoman; when I set up DMS DIRECT she told everyone I ran a print shop, but now she tells everyone I am in Marketing. That is an industry achievement in itself!"

Ends

* Figures from the Direct Mail Information Service (http://www.dmis.co.uk).

NOTES FOR EDITORS:

BIOGRAPHY OF LOPA PATEL

Lopa is Managing Director of DMS DIRECT Ltd - a business-to-business database management, mailing, storage & fulfilment and response handling company - which she founded with her husband and co-director Amit Patel in 1991. Before this she was on ICI's fast-track graduate training scheme gaining experience in export sales, product management and marketing communications. She joined ICI after attaining a joint honours degree in Biochemistry & Applied Molecular Biology from the University of Manchester Institute of Science & Technology (UMIST) in 1986.

Her professional skills lie in marketing; direct marketing, database management, IT, and e-commerce. Apart from now being a Fellow of the Institute of Direct Marketing (IDM), she is also a member of the Chartered Institute of Marketing (CIM), the Institute of Directors (IOD) and The Marketing Society. She has attained a Diploma in Marketing (1991), a Diploma in Direct Marketing (1994) and is one of the few Chartered Marketers in the UK (1998).

A high-resolution photograph is available to go with this story from the link below:
http://www.redhotcurry.com/about/pressroom_photos.htm

ABOUT REDHOTCURRY.COM

Redhotcurry.com is a celebration of Asian life in the UK with an informative collection of in-depth articles on race, culture, entertainment, religion, food, curry, ethnic fashion and beauty, all written with a South Asian perspective. The site covers news, views, money, business, entertainment, food and drink, health, style, sports and travel with interactive discussion groups, on-line chat, web based email and a comprehensive searchable UK South Asian restaurant directory.

http://www.redhotcurry.com

For further details contact:
Katy Howell
Immediate Future Ltd
01932 706 810
katy.howell@immediatefuture.co.uk

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