By a correspondent
Located on Gerrard Street East in Toronto, the Gerrard India Bazaar is the oldest Indian and South Asian marketplace in North America.
Famous for its vibrant colours, spices, and lively energy, it stands as a symbol of multiculturalism, resilience, and community spirit. Its history reflects a celebration of heritage and a journey through challenges that continue to shape its future.
Early history
The Gerrard India Bazaar began in the early 1970s when entrepreneur Gian Naaz opened Naaz Theatre, showing Bollywood films. The theatre became a cultural hub, drawing South Asian immigrants from across Toronto. Entrepreneurs soon opened shops, groceries, and restaurants catering to South Asian tastes, creating a thriving, close-knit community.
As the area flourished, it gained official recognition as the Gerrard India Bazaar, becoming a vital connection to immigrants’ homelands and fostering a strong sense of community and identity in Toronto’s east end.
Challenges Over the Years
Despite early success, the Bazaar has faced challenges due to demographic shifts, changing immigration patterns, rising costs, and competition from e-commerce and big-box stores. Aging infrastructure added further strain, making upkeep costly. However, community members, local government, and organizations have consistently collaborated to overcome these obstacles.
Revitalization through Marketing Campaigns and Streetscape Activities
To revitalize the Gerrard India Bazaar, business leaders launched marketing campaigns to modernize its appeal while preserving its heritage.
The creation of the Gerrard India Bazaar BIA marked a pivotal step, as it has championed local businesses, secured funding, and driven initiatives that support both economic growth and cultural preservation.
Tasneem Bandukwala’s Leadership and Vision
Since joining the Gerrard India Bazaar BIA in 2016, now as Executive Director, Tasneem Bandukwala has been key in revitalizing the Bazaar. Her leadership balances preserving cultural heritage with modern strategies to attract younger and diverse audiences, driving resilience, growth, and community pride.
Event-Driven Marketing and Community Engagement
Understanding the value of inclusivity, Tasneem has expanded the Gerrard India Bazaar’s events to engage Toronto’s multicultural population year-round. Celebrations now include Diwali, Eid Iftar, Christmas, and Baisakhi, alongside the annual *Festival of South Asia*, fostering cross-cultural engagement and strengthening community ties.
Now in its 23rd year, the *Festival of South Asia* is a vibrant celebration featuring dance, music, food, and art that showcases the Bazaar’s cultural richness. As a cornerstone event, it attracts diverse groups, draws over 250,000 visitors annually, and drives significant revenue for local businesses, solidifying the Bazaar as a must-visit destination in Toronto. The festival’s growing popularity and community involvement are key to its success.
Enhancing Streetscape and Public Art Initiatives: With a focus on aesthetics, Tasneem has championed streetscape improvements like decorative banners, enhanced lighting, sidewalk benches, and cultural murals, transforming the Bazaar into a visually captivating, Instagrammable destination that attracts both locals and tourists.
The 2024 *Universal Hello Public Art Campaign* exemplifies Tasneem’s use of public art for cultural expression and community connection. Featuring large, vibrant greeting cards with South Asian designs, this initiative celebrated diversity, attracted visitors, and fostered pride within the community, enhancing the Bazaar’s charm as part of Toronto’s multicultural mosaic.
In February 2023, the Gerrard India Bazaar hosted *The Frozen Heritage*, Canada’s first South Asian-themed ice sculpture event. Featuring intricate sculptures inspired by South Asian culture, it transformed the Bazaar into a winter wonderland, celebrating heritage and attracting numerous visitors. Recognized with TABIA’s “Events Award 2023,” this event showcased traditional artistry alongside winter festivities.
In 2022, the Gerrard India Bazaar launched the “Glow in the Dark” exhibit, featuring luminous installations that enlivened the streets at night and attracted visitors. Recognized with TABIA’s “Creative Solutions Award 2022,” this project highlights the Bazaar’s commitment to blending cultural heritage with contemporary art, boosting foot traffic and celebrating South Asian culture as part of ongoing revitalization efforts.
Leveraging Digital Marketing for a Modern Audience: Tasneem has spearheaded the BIA’s digital push, using social media platforms like Instagram, Facebook, Tiktok to expand the Bazaar’s reach. These campaigns engage younger audiences and attract new visitors, showcasing the Bazaar’s unique cultural landscape.
Achieving Recognition and Securing Awards: The Gerrard India Bazaar’s dedication to heritage preservation and modern adaptation has earned multiple awards from TABIA and OBIAA for its creative marketing, public art, and streetscape projects. These accolades recognize Tasneem’s strategic vision and highlight the Bazaar’s impact on Toronto’s economy through vibrant cultural initiatives.
Forging Strategic Partnerships and Funding
The BIA has successfully secured grants in recent years for streetscape improvements, public art, and enhanced security, boosting the Bazaar’s visual appeal and reputation as a dynamic, evolving neighborhood. Through Tasneem’s efforts, these grants have supported beautification and infrastructure projects that strengthen the Bazaar’s vibrancy and financial sustainability in Toronto.
Generational Shift: A New Era for Business Ownership
Today, the Bazaar is witnessing a generational shift as new business owners—second-generation South Asians, students, and recent immigrants—are taking on the responsibility of running shops and restaurants.
With the older generation gradually retiring, this new wave brings fresh perspectives, ambition, and a commitment to revitalizing the Bazaar’s legacy. There’s a renewed sense of hope for the future, and as the saying goes, “It only takes one hopeful heart to uplift everyone around”. These emerging business owners embody this positivity, injecting new life into the Bazaar while honoring its storied past.
Looking Forward: A Vision for the Future
The Gerrard India Bazaar is poised to thrive as a cultural and commercial district, with the BIA focused on beautification, pedestrian enhancements, and infrastructure upgrades to boost accessibility and appeal. Tasneem’s vision emphasizes growth alongside cultural preservation, leveraging partnerships with local government and other BIAs to foster economic development. Her approach combines sustainable landscaping, public art installations, and digital marketing, positioning the Bazaar as a vibrant, resilient South Asian hub in North America. Tasneem’s dedication to community and culture ensures that the Bazaar will continue to be a celebrated and adaptive landmark in Toronto for years to come.
Conclusion
The Gerrard India Bazaar has transformed from a single theater into one of Toronto’s most cherished cultural destinations. Through a combination of community dedication, innovative marketing, and strategic partnerships, the Bazaar has managed to preserve its unique identity while evolving to meet the needs of a changing world. With ongoing efforts to revitalize its streetscape, celebrate its heritage, and engage the community, the Gerrard India Bazaar stands as a testament to the enduring spirit of Toronto’s South Asian community.
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