Masala! began in 2003 as a newspaper supplement available for AED 1. By 2020 it had grown into a 60-page monthly, and today runs as a 100-page glossy quarterly. The relaunch to a younger, more digital-first audience was Vama's vision — building not just a magazine but a community for South Asians across the UAE. Since the rebrand, Masala! has reached over 1.1 million people editorially, digitally, and socially, with 636,000+ digital impressions. To mark the 2022 relaunch, Vama hosted a celebration at Carnival by Trésind, one of the UAE's most iconic Indian restaurants.