ASAM was founded by three South Asian midwives: Benash, Nafiza, and Sundas. The trio first connected in 2019 at a restaurant in Birmingham, where they spent hours discussing their experiences and brainstorming solutions to the challenges faced by both the South Asian community and the midwifery workforce. This collaborative effort led to the creation of a supportive space for the community, giving rise to ASAM.

ASAM serves as a vital platform for South Asian midwifery workforce and the broader community. Over time, ASAM’s reach and influence expanded as it began to attract staff from various ethnically marginalised groups seeking support. Today, ASAM takes pride in the inclusive and diverse assistance it provides, fostering a sense of unity and empowerment among maternity professionals from all ethnic backgrounds. The platform stands as a testament to the importance of community-driven support and the positive impact of shared experiences and mutual aid.

ASAM plays a pivotal role in advocating for improved maternal and infant health outcomes within the South Asian population. Through education, empowerment, and advocacy, ASAM strives to address the disparities and challenges faced by South Asian women in pregnancy and childbirth, working towards a future where every woman and baby receives equitable and culturally sensitive care.