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Sheba Nandkeolyar talks about her journey from a migrant to an Australian business leader, the future of diaspora/multicultural marketing, bilateral business opportunities and the power of cultural intelligence in business ... .in conversation with Mukul Varma.

Sheba Nandkeolyar is a force in Australia’s business, bilateral, and cultural landscape. As the Founder and CEO of MultiConnexions Group, Australia’s leading multicultural, international, and diaspora marketing agency, she has helped shape how brands and the government connect with diverse audiences. Her career spans leadership roles at McCann, Ogilvy, and Interpublic Group, as well as key positions on boards across government, corporate, and community sectors. She was the first woman to be appointed the National Chair of the Australia India Business Council (AIBC), founded its Women in Business Chapter, is the Chair of the DE&I Council and Global VP of the International Advertising Association (IAA) and IAA Australia President. 

Q.You migrated to Australia in 2000. What was the defining moment that set you on the path to becoming one of the country’s most respected voices in multicultural strategy?

A.Thank you, Mukul, for your kind words. I’ve always been passionate about culture and a believer in multiculturalism. But with Australia’s incredible diversity and strong growth in the overseas-born population kicking off, our future audiences and the future of marketing was evident to me. Cultural insight was not just a nice-to-have — it was a business imperative. When I arrived, I noticed a gap between how brands communicate and how diverse audiences actually thought, felt, and behaved. That gap was also an opportunity. In this context, the seed of MultiConnexions sprang to life. I am grateful for the trust — earned from clients, communities, and a team that believed in inclusive storytelling.

Q. You’ve redefined how brands engage with Australia’s culturally diverse population. What’s your core marketing philosophy?

A. Culture is not an afterthought — it is strategy. You can’t genuinely engage with a multicultural nation like Australia (where 51% of the population is born overseas or has one parent born overseas) with generic messaging. Authenticity, respect, and relevance are non-negotiable. That means brands must move beyond token3

ism and really understand the communities they’re speaking to. That’s how loyalty is built.

Q. You’re known for mentoring international students, migrants, and start-ups. Why is this so important to you?

A. Because I’ve been there – despite having significant experience and qualifications, I initially found it challenging to break into mainstream Australian marketing and advertising sectors. It can be hard to find your feet in a new land. Mentoring is my way of giving back — but it is certainly also rewarding. Whether it’s helping students with career guidance or advising migrant-led start-ups, I always tell them: your background is not a barrier, it’s your superpower. Instead of seeing migrant experiences as a limi3

tation, I see migrants as more resilient, determined, and bringing a unique global perspective. I encourage all new migrants looking to succeed in the Australian business world to use your cultural fluency and international perspective to innovate — that’s where your edge lies.

Q.  As the first woman National Chair of the AIBC, how have you seen the India–Australia business dynamic evolve over the past decade?

A. The transformation has been significant. The Australia-India Economic Cooperation and Trade Agreement (AI-ECTA), signed in 2022 after a decade of negotiations, has been transformative. Ten years ago, we were just warming up. Today, the relationship is robust, dynamic, built on mutual trust, people-to-people links, and shared values. Education and technology are some of the strongest bridges, but the real shift has been in mind-set — we see each other as long-term partners, not just trading nations. The Indian diaspora in Australia plays a pivotal role in strengthening bilateral ties. There’s untapped potential, especially in the SME space, and we need to support more mid-sized businesses to scale internationally.

Q. What are the most exciting areas of potential collaboration between India and Australia right now?

A. Education remains a bedrock. But beyond that, clean energy, cyber security, agro-tech, AI, and critical minerals stand out. There’s also scope in STEM, creative industries, and sports diplomacy. Both countries have unique strengths — collaboration should play to those.

Q. You support Prime Minister Modi’s call for foreign investment in India, yet we haven’t seen a huge Australian rush into the Indian market. Why?

A. Like the earth’s tectonic plates, the Australia-India relationship has moved slowly but with unstoppable force—now reshaping the landscape of trade, strategy, and opportunity. India is a market that demands commitment, cultural understanding, and long-term vision. Australian businesses tend to be cautious — and sometimes underestimate India’s diversity and complexity. That’s changing slowly, especially with the India-Australia Economic Cooperation and Trade Agreement, but we need more India literacy in the boardroom. I have seen a strong uptick in MultiConnexions business advisory and cross cultural services as more and more Australian businesses look to understand India.

Q. Has the Indian diaspora played a significant role in Australia’s progress?

A. Undeniably. Indian Australians are one of the most highly educated and professionally accomplished migrant groups here. They’ve contributed not just in IT and medicine, but across academia, entrepreneurship, media, and the arts. The community’s strong work ethic and professional expertise have been instrumental in driving innovation and economic growth. Their success is Australia’s success — and their presence has also deepened the bilateral relationship between our two nations.

Q. You’ve been a regular delegate at Pravasi Bharatiya Divas. What’s your view on the Indian government’s engagement with the diaspora?

A. I am honoured, humbled, and extremely grateful to the Government of India for inviting me to PBDs. PBD is an excellent initiative and a powerful vehicle to harness the potential of the global Indian diaspora. Our Indian diaspora members play a role as India’s global ambassadors. We bring with us relationships, experience, investment, credibility, and influence. Interactions at PBD and other forums provide structured, ongoing engagement. The Indian government truly listens, force speak on global critical skills shortage and the Indian diaspora. I did state loud and clear that India will be the biggest supplier of skilled & professional workforce for the world.

Q. You’re an advocate for gender diversity. Any stories that stand out in your journey of empowering women?

A. One moment I treasure is seeing a young woman from a migrant background — who I mentored early in her career — become an agency leader herself. There are countless such stories. Through the IAA and other platforms, I’ve worked on initiatives that promote leadership pathways for women across sectors. Real empowerment is about access and amplification — ensuring that women’s voices are not just heard but respected and acted upon.

Q. And what can Indian entrepreneurs gain from setting up in Australia?

A. Plenty. Australia offers a stable economy, transparent governance, access to the Asia-Pacific market, and a multicultural consumer base. For Indian start-ups, especially in tech, wellness, and education, it’s an attractive launchpad for global expansion — and a great place to build diverse teams and new ideas.

Q. You’ve also been a Brand Ambassador for Cricket Australia. Do young migrants still connect deeply with the sport?

A. Absolutely. Cricket is more than a game — it’s a cultural bridge. Young migrants see it as a pathway to belonging, and there are now formal talent pipelines, academies, and scholarships supporting them. Cricket is evolving, and so is its fan base — more inclusive, more dynamic.

Q. What’s next for Sheba Nandkeolyar in your business world?

A. We are currently working on developing a solar activated clean drinking water bag with our R& D partners the Global innovative Centre for Advanced Nanomaterials, Australia (GICAN). This embodies the true essence of our bilateral relationship -a rewarding partnership with Australian R & D and manufacturing to be based in India to amplify the vision of Make in India. This project was inspired by PM Modi’s vision of Clean Drinking Water for All, which he shared with us when we hosted him on his 1st visit to Australia. The India launch is scheduled for early 2026 and will then be followed by launches in a few more countries including Africa. We are excited as we will be addressing one of world’s biggest challenge that of lack of access to clean drinking water by over 2.2 billion people. If we can leave the world a better place for our future generations – we would have achieved our purpose.

Q. Any concluding thoughts?

A. I believe multiculturalism and international perspectives along with globalisation are the future of business. In a globalised world, those who can navigate cultural nuance will lead with empathy, authenticity, and impact — diversity isn’t just good for society, it’s essential in today’s business world.