Sabras Radio, one of the UK’s longest-running commercial Asian radio stations, is celebrating a landmark 30 years of independent broadcasting.
Launched on 7 September 1995, the station has been a lifeline of culture, entertainment, and community connection for South Asian audiences across the Midlands. But the journey of Sabras began long before that date — over four decades ago — in the humble studios of BBC Radio Leicester and later, Leicester Sound.
Picture: Supplied
At the heart of Sabras is Don Kotak, its founder and managing director, whose broadcasting journey began in 1976. Then a young chartered accountancy student with a passion for radio and music — both Western rock and Bollywood — he helped pioneer South Asian programming on BBC Radio Leicester in response to the arrival of Ugandan Asian refugees.
“It was about giving the community something of their own,” he says, “a voice, music they missed, and information they needed.”
The name “Sabras” — meaning “all tastes” — perfectly encapsulates the vision: a station that celebrates the diversity of South Asian culture, from Bollywood and Bhangra to Gujarati folk and Indian pop. While it officially launched as a standalone commercial station in 1995, the brand first took shape in 1982 during short Asian segments on Leicester Sound. The decision to bid for and win a full broadcasting license in 1993 changed everything.
“We were the only ones doing what we did in those days,” Mr Kotak reflects. “And from day one, we knew there was a demand. We were playing Bollywood music at a time when it simply wasn’t available elsewhere. People tuned in immediately.
“We reached 92% of the local Asian population in the early days — Rajar even recorded the highest-ever listening hours to a radio station in that era.”
Yet it wasn’t just passion that kept the station going — it was resilience. “This started as a hobby, not a business,” he explains. “We had no public funding like the BBC, and we weren’t getting rich — most presenters were volunteers with a travel allowance. But we had a mission and a loyal community behind us. That’s what kept it alive.”
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That hobby has now turned into a Midlands institution. Sabras remains the only commercial Asian radio station dedicated to serving the East Midlands, covering cities like Leicester, Nottingham, Loughborough, Coventry, and parts of Birmingham. It still boasts a strong, loyal audience and a committed team — many of whom have been with the station since its early days.
And Sabras has been a launchpad. “We’ve had presenters go on to the BBC, ITV, and major London stations,” says the founder proudly. “We’re proud to have been the starting point for so many careers.”
To mark the 30th anniversary on September 7, Sabras is hosting a special event at Leicester’s Athena— not as a commercial celebration, but a heartfelt thank-you to listeners, advertisers, and supporters who’ve been part of the journey. “It’s not about the station — it’s about them. We’ve always said: without the listeners, there is no radio station,” said Mr Kotak.
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Over the years, Sabras has pioneered several firsts. It was the first Asian station to install microphones directly into places of worship so that religious ceremonies could be broadcast live without requiring clergy to travel to the studio. “That’s a legacy I’m proud of — bringing faith and community together via the airwaves.”
The building that houses Sabras is a converted former church, lovingly restored by the founder even before the station was officially launched. “I bought the building and prayed we’d get the license. Thankfully, it worked out. It’s a place of solace, and a perfect home for Sabras,” he reflects.
Sabras’ awards line its walls — community recognitions, local accolades, and industry honours — but the founder insists that the station’s longevity is its greatest achievement. “To run a commercial Asian radio station for 30 years without government support is something we’re very proud of. We’ve stayed true to our roots while adapting with the times.”
In today’s changing media landscape — with digital streaming, podcasts, and niche stations on the rise — Sabras is preparing for the future. “Ofcom says 52% of all listening is now digital. Audiences are more fragmented, especially with new faith-based and online radio stations popping up. But we have a strong foundation, and we’ll adapt.”
The station is already exploring more digital initiatives and on-demand content to meet younger, tech-savvy listeners where they are.
After 30 years on-air (and over 40 since its humble beginnings), Sabras Radio remains a pillar of South Asian life in the Midlands — not just broadcasting sound, but sharing stories, preserving culture, and connecting generations.
“It was never just about playing music,” the founder says. “It was about giving people a sense of home. And I think we did that.”
