1. Inspiring and encouraging South Asian families to focus on changing
one tradition in particular:

the custom of only celebrating the birth of a child by distributing sweets within the community if that child is a boy.We want parents to open the conversation on gender-equality and take a stand against sexism at the earliest opportunity
in their daughters' lives, so we inspire and encourage South Asian families to distribute Pink Ladoo when a girl is born.


By encouraging families to celebrate girls’ births by distributing Pink Ladoo (or any other sweet) to their families and friends we ensure:

  1. those families open the conversation on gender equality at the earliest point in their daughters’ lives;

  2. that the topic of gender-equality enters the homes of everyone receiving those sweets; and

  3. that members of the South Asian community are actively participating in the creation of new traditions and customs that value women.

For us, it's not just a Pink Ladoo, it's the symbol of a protest against South Asian gender-biased customs.

2. Sharing examples and stories of women who have taken a stand against
other sexist customs:

Whether it’s a mother giving her daughter away at her wedding or 3 granddaughters performing their grandfather’s last rites, the stories we share are of real South Asian women breaking the mould by fulfilling roles traditionally reserved for men. We encourage families to stand up against other sexist customs by sharing examples of those who already have.

Deviating from the norm and doing things differently can be daunting. By sharing these stories we try to make it easier for everyone to challenge the status quo.