Ifti is the founder of Bideshi, a Bengali-focused cultural lifestyle brand delivering educational content and apparel for the South Asian diaspora. Built around his short-form videos, Bideshi has grown a community of over 110,000 through deeply researched storytelling on Bengali history, language, and identity.
He founded Bideshi to address the underrepresentation of Bengali heritage within the broader growth of South Asian representation. Alongside Bideshi, Ifti serves as a Product Manager for Consumer New Product Development at American Express.