Usha Parmar

Usha Parmar, Chief Executive of Sunrise Radio (Yorkshire), is a pioneering broadcaster, business leader, and campaigner for the progression of Asian communities in the UK. Originally qualifying as a teacher before becoming a project manager in the technology sector, Usha surprised many by taking on the challenge of leading Bradford City Radio Limited—trading as Sunrise Radio (Yorkshire)—at a time when the station was struggling. Through her professionalism, vision, and dedication, she revitalised the station, transforming it into a profitable, respected, and influential voice for the community.

Under her leadership, both Sunrise Radio and Usha herself have become household names, recognised for their hard work, integrity, and service. Her achievements have been widely celebrated: in 1999 she was named Asian Businesswoman of the Year at the first-ever Asian Women of Achievement Awards, followed by multiple honours in 2000 and 2001, including recognition at Manchester’s GMEX Women of the Year Awards. In 2009 she received the Service to the Community Award from ABDN, and in 2010 was presented with a special Lifetime Award by the Hindu Cultural Society of Bradford. Sunrise Radio itself was named Ethnic Media of the Year in 2001, 2002, and 2004, further testifying to her leadership and vision.

Her influence extends beyond broadcasting. Usha has been a prominent voice on issues affecting the British Asian community, from forced marriage and domestic violence to the challenges facing Asian youth. In 2011 she dedicated an entire week of programming to domestic violence awareness and later travelled to Delhi to take part in peaceful demonstrations following the tragic bus rape and murder case, reflecting her deep humanity and advocacy for women’s rights.

Committed to nurturing talent, Usha established a training programme at Sunrise Radio to address the lack of opportunities for Asian broadcasters in the UK. She has also been instrumental in driving innovation in the industry, leading Sunrise Radio to become the first UK Asian FM commercial station to launch mobile apps and extend its digital reach globally. In addition, she has played a vital role in the development of Small Scale DAB (SSDAB), securing successful multiplex applications in Bradford, Leeds, East Lancashire, Milton Keynes, and South London—work that has created new platforms for diverse and community radio across the country.

Usha’s outstanding contributions have continued to be recognised in recent years. In 2019, she was honoured with a prestigious award from University Centre Bradford College for her campaigning and community work. Most recently, in 2025, she received the Lifetime Achievement Award at the Business Power Awards, celebrating her remarkable career, pioneering leadership, and dedication to empowering communities through media.

As a single Asian mother who has overcome both business and cultural barriers, Usha Parmar stands as a role model for women everywhere. Her career reflects not only entrepreneurial success but also a lifelong commitment to social progress, innovation, and community service.