Usha Parmar is widely respected as a very successful radio executive. She combines being sales driven with being dedicated to helping the development of younger Asians.

Her career in radio began 20 years ago when she moved from the computer industry to take the helm of Bradford City Radio. She transformed this loss making company into a profitable operation within three and a half years, through a combination of a focussed strategy and entrepreneurial skill. She has also gained a majority shareholding, reducing the influence of Sunrise Radio London in all but name. Today what is now Sunrise Radio (Yorkshire)  is one of the most profitable and successful Asian stations outside of London with a 78% penetration of the Asian market in its TSA. It is down to Usha that Sunrise Radio (Yorkshire) has become an essential part of the fabric  of British Asian life in the North.

Her success has been recognised by her peers. For three years, in 2001 2002 and 2004, Sunrise Radio (Yorkshire) has won the Ethnic Media of the Year Awards. In 1999 Usha was named Asian Business Entrepreneur of the Year in the first ever Asian Women of Achievement Awards. This national award was reaffirmed when she was voted Business Woman of the Year 2000 by the Asian Business Development Network, HSBC and HM Customs & Excise. She then won Business Woman of the Year 2001 sponsored by Asian Trades Link and Business Link. In 2004 Usha was named Media Personality of the Year at the Asian Jewel Awards sponsored by Lloyds TSB. She has also been a member of the  Lord Chancellor\'s Advisory Committee.

Usha\'s success is built not only on her winning work ethic, but on her willingness to contribute to progression of the Asian Community, Being a valuable member of numerous action teams - and as a high profile speaker
>about subjects such as forced marriage, the role of women and the issues facing British Asian youth at international, national and local events.