Hey Harmony Hustlers! Today, I’m excited to spotlight Fox & Windmill, the UK’s first independent publisher dedicated to British South Asian writers. Founded in 2021 by two inspirational women, Sara and Habiba, Fox & Windmill was born from a real need for more diverse voices in literature. As two South Asian women, they saw the gap in publishing and took matters into their own hands—creating a space where underrepresented stories could thrive.
Breaking Barriers to Publishing
1. What inspired you to start Fox & Windmill?
We started Fox & Windmill after five years of conversations about the lack of diversity in the literature we consumed. The absence of South Asian characters and voices we could relate to inspired us to bring about change in the publishing industry.
As two South Asian Muslim women, we often struggled to find a space where we truly fit in, but we both knew we were passionate about working in publishing.
This felt daunting, especially since the industry seemed so London-centric and distant from our own experiences. We also noticed that stories written by South Asian authors were often diluted to fit a pre-set narrative. We wanted to break that mould and showcase writers from all genres and backgrounds, telling their authentic stories.
The Industry & Representation
2. Did Fox & Windmill face resistance from within the industry? If so, how did you navigate those challenges?
We have been incredibly fortunate to receive support from within the industry, especially from the independent publishing scene, which has been both uplifting and encouraging.
Our mentor, Kevin Duffy of Bluemoose Books, gave us the final push we needed to register our company and has been a tremendous source of support. We are so grateful to see how welcoming and excited people have been about our venture, reinforcing the importance of what we’re doing. The independent sector, whether that be bookshops or small publishing companies, have always inspired and motivated us.
3. How does an independent publisher like Fox & Windmill differ from a traditional publishing house?
The main difference between commercial/traditional publishing and independent publishing lies in the submissions process. In traditional publishing, writers are typically expected to have an agent who specialises in their niche and will pitch work on their behalf. When submitting, you’ll most likely be communicating with a middle-tier team, and due to the high volume of submissions, it can be difficult to receive a personal response.
In contrast, independent publishing like Fox & Windmill, allows you to reach out to the submissions team directly, without needing an agent. We accept direct submissions from British South Asian writers who may not have industry connections.
4. What does submitting to an independent publisher like Fox & Windmill mean for an aspiring author, in terms of creative control, support, and opportunities?
At Fox & Windmill, for example, we engage directly with our writers, whether it’s about a submission or a general question. We work closely with our writers, offering a more personal approach.
After the initial submission, we offer to have a conversation with our writers to discuss expectations for their work and support them in getting to the final draft. We also provide creative opportunities for our writers, such as mentorship programs with established authors, book clubs, and writing groups.
5. The publishing industry has long faced criticism for its lack of diversity. Do you think meaningful progress is being made, or are independent publishers like Fox & Windmill still doing the heavy lifting?
When Fox & Windmill first launched in 2021, diversity in publishing was still very scarce. We often felt like the inclusion of writers of colour was more of a tick-box exercise, rather than true representation.
However, today we can confidently say that things have improved. We are seeing more fantasy and literary fiction being published by South Asian writers. Social media has played a huge role in pushing out recommendations and helping market these writers in a way that allows audiences to engage with their work. As a publishing house specialising in South Asian literature, we are excited to see this change.
That being said, there is still work to be done, and we are thrilled to be part of it.
6. For those who want to support diverse publishing and amplify underrepresented voices, what are some practical ways to help?
The best way to support diversity in publishing is by reading the work of underrepresented writers. Of course, buying their books is important, but even something as simple as mentioning them to a fellow reader or leaving a review can make a big difference.
Attending events and festivals that showcase diverse writers is also a great way to show support. To help independent publishing houses like Fox & Windmill to produce more diverse work, the best thing you can do is to purchase directly from their website. This helps sustain British South Asian writers and ensures more diverse literature reaches readers.
Every small action counts and collectively, these efforts can make a big difference. Most importantly, keep the conversation going!
Challenging Stereotypes in Storytelling
7. You’ve challenged mainstream publishing’s expectations of what British South Asian writers should write about. What are some of the most frustrating stereotypes you’ve encountered, and how do you ensure diverse, authentic storytelling remains at the heart of your work?
The publishing world can often box South Asian writers into narrow stereotypes. There’s a tendency to expect these writers to focus on stories about cultural trauma, immigrant struggles, or family conflict. While these topics are important and deserve to be told, it’s frustrating when it feels like it’s the only kind of story that gets attention. South Asian lives are incredibly diverse, and the stories we tell should reflect that.
At Fox and Windmill, we’re committed to pushing back against these limiting expectations. We believe in giving South Asian writers the freedom to tell stories that go beyond the expected. Whether it’s fantasy, sci-fi or literary fiction, we want to showcase a full spectrum of experiences. We take pride in working closely with our authors to help them tell their stories authentically, without forcing them into a box. By embracing diverse narratives, we not only offer readers a richer experience but also allow writers the space to be themselves and explore the full range of what they want to say.
Advice for Aspiring South Asian Writers Breaking Into Publishing
8. The publishing industry remains challenging for South Asians due to barriers like limited representation, gatekeeping, financial constraints, and cultural expectations. What advice would you give aspiring writers who feel the industry is out of reach?
Breaking into publishing as a British South Asian writer can feel overwhelming. The barriers are very real. Lack of representation, gatekeeping, financial challenges, and the weight of cultural expectations can make the whole industry feel like a closed door. However, there are ways to navigate the industry. Whether through independent publishers like Fox & Windmill, networking, or mentorship, there’s space for your story.
Your perspective is unique and valuable, and the world needs more of it. Whether it’s about your personal experience or something that’s never been told, your story matters.
9. How can they navigate these barriers and take ownership of their own narratives?
Don’t be afraid to connect with others who are in the same boat.
There are so many great writing communities, especially for South Asian writers, where you can find support and build your confidence. Sharing your work with others, getting feedback, and learning from one another can be a game-changer.
Look for mentors, too, even if they’re not in publishing right now. Sometimes all it takes is someone who believes in you to push through those tough moments. For us this was Kevin, who helped us using his fifteen years of experience running award-winning Bluemoose Books.
As for the cultural expectations, this can be daunting. Write what feels true to you, even if it doesn’t fit the mould others expect. Your story doesn’t have to look like anyone else’s, and that is what will make it stand out. Lastly, be patient with yourself. Keep learning, and most importantly, keep writing. In the wise words of our mentor, do something small every day.
10. What advice would you give to aspiring British South Asian writers who struggle with confidence in their voice and stories?
For aspiring British South Asian writers struggling with confidence in their voice and stories, our advice would be to trust yourself and embrace what makes you unique. No one else can tell your story the way you can. It’s natural to doubt yourself, especially when the publishing world can feel intimidating, but your words are valuable.
Start by writing for yourself, not for an audience or to meet some expectations. Your experiences, whether about culture, family, identity, or something more universal, are worth telling, and there’s a space for those stories. Another key piece of advice is to read widely, not just within the South Asian community but across all genres and authors. The more you read, the more you’ll see that there’s no one right way to tell a story.
As mentioned previously, connect with other writers. Sharing your work with a supportive community can help you build confidence and get feedback. Don’t be afraid to fail or to take risks with your writing. Your story is worth telling, and you’re the only one who can tell it the way it deserves to be told.
The Future of Publishing
11. With the rise of self-publishing, digital platforms, and AI-generated content, how do you see the future of publishing evolving? What role do independent publishers like Fox & Windmill play in this changing landscape?
The future of publishing is evolving rapidly, with the rise of self-publishing, digital platforms, and AI-generated content reshaping how books are produced and consumed. Self-publishing allows writers to share their work directly with readers, while digital platforms offer greater ways to market. AI-generated content may also change the way books are written and marketed, opening up new possibilities for storytelling.
However, despite this, we believe independent publishers will continue to play a crucial role in change. We’re able to take risks on unconventional or diverse stories that bigger publishing houses might overlook.
12. What’s next for Fox & Windmill? Any exciting projects we should look out for?
We’re excited to share that we will be opening submissions this year for our new collection. At the moment we are finalising details, so do keep an eye out!
Your Story Matters
Fox & Windmill is paving the way for bold, diverse, and authentic storytelling—and you can be a part of the movement.
If you’re an aspiring writer, let this be your sign to own your story. Whether you dream of seeing your name on a bookshelf or simply want to support underrepresented voices, your role in this movement matters. Buy diverse books, spread the word, and be part of the change.
Writers: Have a story to tell? Submit your manuscript to Fox & Windmill and bring your voice to British publishing. Who knows? The next big story might just have your name on the cover.
Readers: Support underrepresented voices by buying diverse books and leaving reviews—it makes a huge difference!
✨ Explore Fox & Windmill’s books: Browse here
✍️ Submit your work: Learn more
📣 Spread the word: Share this post & tag a book lover!
Let’s celebrate stories that break barriers and challenge the norm.
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Sara and Habiba’s journey proves that when you dare to challenge the norm, you don’t just make waves; you spark a movement. With their fearless energy and passion for real South Asian storytelling, Sara and Habiba are showing the world that diverse voices aren’t just a trend. They are the future.