South Asian Brand Discovery - September Spotlight: Soul Tara

This month’s discovery takes us into the world of healing, ritual, and deep spiritual intention. Meet Asmi, the soul behind Soul Tara, a South Asian-founded wellness brand that blends ancient wisdom with modern mindfulness tools. I first came across Soul Tara through the Jazba Collective, and what immediately drew me in was Asmi’s presence, calm, intentional, and deeply rooted in personal growth. Her journey, like so many of ours, is a reminder that healing and self-discovery don’t follow a straight path. Every product she creates is an invitation to pause, reflect, and reconnect with yourself.. From journals inspired by years of personal healing to aura sprays infused with energy work, Soul Tara is a heartfelt invitation to slow down, go inward, and reconnect with your highest self.

Soul Tara is also part of our fabulous Diwali Giveaway — running through September 17th — where you can win over $500 worth of products from 17 amazing South Asian brands. You can participate here

We sat down for a chat—and here it is.

Tell us your story.

My healing journey started back in 2009 when my parents unexpectedly passed away within a few weeks of each other. Through my healing journey, I became a yoga teacher, sound healer (traveled to Nepal for my first training), Pranic Healer and have studied mantras, ayurveda, Sanskrit, self-development, and more. All the while, I was continuing my day job in corporate America; I’ve worked in consulting, finance, and technology. Over time, I’ve realized that it didn’t matter what job or industry I was in; I eventually became disillusioned with hustle culture, toxic productivity, and chasing material accomplishments. The goal of Soul Tara is to bring easy-to-use, accessible products that make esoteric wisdom accessible to our modern lives.

What does the name “Soul Tara” mean to you?

Soul Tara is a reference to my interest as a spiritual student - “soul” is the English word to capture what it is beyond the physical body that is us, and “tara” is the Sanskrit word for star. Soul Star is the chakra that is about 12” above our head and connects to higher realms and divine energy. The company name reflects my experience as an Indian American and the ultimate goal of Soul Tara to help bring each of us closer to supreme consciousness.

What inspired your first product, the Cosmic Starlight journal?

At the end of 2021, the world was bouncing back from Covid, and I wanted to reconcile my spiritual and esoteric studies with my modern life. I created a set of questions to ask myself at the end of the year, ahead of the new year, and the first version of Cosmic Starlight (back then called Transitions) was born. My original idea was two-fold: 1) reimagine new year’s resolutions so that rather than try to be someone else on January 1, I wanted to redirect my energy and set my vision for the new year 2) I really enjoyed answering The 36 Questions that Lead to Love from the NYTimes with my husband (back when we were dating) and thought there should be a version of that for myself. Once I had the first set of questions at the end of 2021, Amit and I filled out updated versions of it at the end of each December. At the end of 2023, after working on these questions for a few years, I felt the calling to turn them into a journal that I could share with the world.

How do heritage and healing intersect in your products?

I’m Indian-American, and my husband/co-founder is Indian. India is the land of yoga, and there is so much wisdom there, from pranayama to asana to mantra to energy healing to chakras and more. And yet we find that neither of us knew much about chakras until we started studying energy healing. Through learning these tools, we have changed our lives and want to share that wisdom with others. Every single product we create is based on energy healing principles and spirituality; everything is rooted in deep tradition. While journaling may be a more new-age tool, reflecting on our character, habits, and decisions is found in most ancient traditions. In yoga philosophy, there is svadhyaya, the study of the self. My family is Jain, and I remember my mother and grandparents practicing Pratikraman daily, where one seeks repentance for non-meritious thoughts, words, and deeds. Cosmic Starlight is our modern version of these ancient practices. Essential oils have a long-standing history in Ayurveda and other energy healing modalities, including Pranic Healing; our aura sprays and bath salts are based on energy healing principles, and each custom blend has a specific effect on the energy body (aura + chakras) and is infused with healing energy.

What makes Soul Tara different in the wellness space?

As a WOC-founded wellness company, we are on a mission to make Soul Tara your inclusive destination for wellness. We want everyone to feel welcomed, valued, and seen at Soul Tara. I have been in spaces where I haven’t always felt welcomed, including in some of the trainings I’ve done. But I’ve had those experiences so that I can bring what I have learned to my community, and that extends beyond people who look like me or live near me to anyone and everyone. We believe each person deserves access to these tools to improve their life and to grow and heal.

Which product do you recommend for new soul friends discovering SoulTara, and why?

We believe that Cosmic Starlight is the perfect way to begin your journey with Soul Tara. The prompts in this guided journal are a distillation of 15+ years of my healing journey. We have gotten positive feedback from both newbies and experienced wellness seekers. Cosmic Starlight meets you where you are in your journey and has tools and rituals to help you transform at your own pace.

What’s something most people don’t know behind the scenes?

Amit and I have a special process where we infuse our aura sprays and bath salts with three different kinds of healing energy. We use a version of the opening invocation and closing invocation from Cosmic Starlight to bookend the process; for us, it’s a sacred ritual and way to connect with each person who buys our products.

Do you have a customer story that truly moved you?

We had a stranger buy 10 journals last holiday season because she wanted to gift them to her friends and have all of them fill it out together. That is exactly the kind of community experience we want to encourage with Cosmic Starlight.

How can our community support Soul Tara right now?

Please follow us on IG @_soultara_ and sign-up for our newsletter https://soultara.co. We are launching the next version of Cosmic Starlight on September 25th and will offer some great bonuses to those who purchase on launch day!

Thank you to Asmi for sharing her story and for the deeply intentional work she does through Soul Tara. This blog is part of the South Asian Brand Discovery series curated by Tinted Heritage — a modern Indian home decor and gifting brand rooted in culture, tradition, and storytelling.

If you’re new here, explore our collections at tintedheritage.com or follow along on Instagram @tintedheritage.

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Our stories and our brands are stronger when we uplift each other. If you know of a South Asian brand we should feature, please don't hesitate to reach out. This is just the beginning.

More brands. More stories. More connections. Stay tuned for next month’s discovery.