Culture
NEW JERSEY : Mantra-Singing “Modi Toys” By NRI Siblings, Coming Soon To India
NEW JERSEY : For Avani Modi Sarkar and Viral Modi, everything new begins with a prayer to Ganesh. So it was natural that the first plush religious toy they designed was of the Hindu elephant-headed god. Their initial stock was snapped up in two weeks.
Gradually, they started making mantra-singing plush toys resembling other Hindu deities that they sell online to customers in dozens of countries.
The siblings, who emigrated to New Jersey from India when both were children, started Modi Toys in 2018 after realizing their own kids and those of other Hindu immigrants would be growing up in America without the cultural exposure needed as a foundation for faith.
Now the company aims to target one of the biggest potential markets for its products- India-with “Made in India” tags.
Modi Toys plans to shift manufacturing to India to avoid the supply-chain disruptions that its Chinese manufacturers experienced during the pandemic, and to allow it to make the toys entirely out of recycle materials, something it couldn’t do in China.
The pivot to India also opens up Modi Toys to more potential controversy. It was the subject of critical feedback after being featured on Humans of Bombay’s social media pages by users concerned that toys made in the likeness of Hindu gods could be disrespected by children.
Modi Toys stayed out of the online debate, but fans rallied to the company’s defense, arguing their kids have a greater appreciation of religion thanks to its products. Viral Modi says his and Avani’s 4-year-old daughters have been taught to treat their plush toy deities with care.
“They call it ‘Jai Jai,'” he says, referring to a phrase used by Hindus to greet the gods. “They fold their hands. They hug them.”
Modi Toys is going after a niche piece of the global toy industry, which is worth $95 billion, according to the Toy Association Inc., a U.S. trade organization. The siblings, who sell the toys online and in temple gift shops in the U.S., are working to get their merchandise in brick-and-mortar chains that cater to Indian immigrants in America.
The company is still small, but it’s growing and is profitable, the founders say. They got started with $25,000 of seed capital, and bank loans have been the only outside funding so far. Revenue rose three-fold during the pandemic and the company has sold some 40,000 items to date, they say.
The brother-sister duo work full-time at the company alongside a handful of part-time employees, contractors, and freelancers. Viral handles manufacturing, logistics, operations, and legal matters, while Avani takes care of the marketing, brand partnerships, and anything customer-facing.
Viral quit his consulting job two years ago to focus on the toy business, and Avani made the switch after being laid off from her corporate travel job late last year. “In retrospect,” she says, “I think it’s one of the best things to have happened to me.”
Advice for entrepreneurs from the founders of Modi Toys:
Go slow and steady: “There is so much coming at you when you first start out because you realize there’s so much you can do. I can go into retail, I can go into trade shows, I can approach this person, that person. And it can become really overwhelming,” says Avani. Neither of the co-founders had a toy background and had to learn on the job.
Don’t compare your Chapter 1 with someone else’s Chapter 10: “What’s meant for you will come to you. You’ve got to have the patience but obviously have a plan and a vision behind it,” Avani says.
Consider customer requests: “There are definitely some good ideas that come in that help us with our product development,” Avani says. Modi Toys now offers a Bluetooth speaker for its plush toys, at the request of customers who wanted to play recordings to their children, including voice messages from deceased family members.
Culture
NEW YORK: Diwali At Times Square: Indians Mark Festival Of Lights Ahead Of US Polls
NEW YORK: Celebrations sparkled up the Times Square in New York City yesterday as the Indian community and several US citizens gathered to observe the Hindu festival of lights.
The event featured performances from various cultural groups. Among the notable attendees were Mayor Eric Adams, New York State Assemblywoman Jennifer Rajkumar, Senator Chuck Schumer and Consul General of India in New York, Binaya Pradhan. Ms Rajkumar has been a key advocate for recognizing Diwali as a school holiday in the USA throughout.
Mayor Adams took to social media platform X (formerly, Twitter) to address the event.
“Proud to be with our Hindu brothers and sisters today for the annual Diwali at Times Square celebration as we push away the darkness and welcome in light all across our city,” he wrote.
What better place to celebrate the festival of lights than in the Crossroads of the World?
Proud to be with our Hindu brothers and sisters today for the annual Diwali at Times Square celebration as we push away the darkness and welcome in light all across our city. pic.twitter.com/VauEgY14IO
— Mayor Eric Adams (@NYCMayor) October 20, 2024
The official Twitter account of the Consulate General of India, New York also shared pictures of the glamourous celebrations on social media.
Diwali @ TimesSquare : Indian American Community & American Friends join together at Times Square to celebrate Diwali.@narendramodi @PMOIndia @MEAIndia @IndianEmbassyUS @IndianDiplomacy @diaspora_india @binaysrikant76 pic.twitter.com/kylTXrtbni
— India in New York (@IndiainNewYork) October 20, 2024
Neeta Bhasin, founder of Diwali at Times Square, also played an instrumental role during the celebration. The festivities culminated in a ceremonial lighting of diyas (lamps), symbolizing hope and renewal.
Diwali has been celebrated in the heart of New York City since 2013. As attendees gathered to witness this moment, they were reminded of the festival’s core values and its ability to unite diverse communities.
CG @binaysrikant76 joined friends from Indian-American Community & American friends to celebrate Diwali; Spl thanks to Senate Majority Leader Senator @SenSchumer , Mayor Eric Adams @NYCMayor , Assemblywoman @JeniferRajkumar for joining & to main organiser of the event Ms. Neeta… pic.twitter.com/Ul7gsLoiYb
— India in New York (@IndiainNewYork) October 20, 2024
Diwali has also been officially recognized as a school holiday in New York City last year. About 4.4 million Indian origin people reside in the US with persons of Indian origin constituting the third largest Asian ethnic group in the US, according to ANI. New York, San Francisco and Chicago metropolitan areas are places in the USA which have the highest population of the Indian community in the country.
Another event to commemorate Diwali was organised by the Indian Consulate in Pennsylvania.
Deputy Consul General @varunjeph joined the Diwali celebrations by Khalsa Asian American Association in Upper Darby, Pennsylvania along with members of the Indian diaspora and Asian American community.
Thank you @UpperDarbyPA Mayor Ed Brown and PA State Senator Tim Kearny… pic.twitter.com/6LzwVJ3FR1
— India in New York (@IndiainNewYork) October 20, 2024
Deputy Consul General Varun Jeph joined the Diwali celebrations by the Khalsa Asian American Association along with members of the Indian and Asian American community.
While the festive spirit, through such events and recognitions, continues to exhibit an attempt at endeavours towards fostering a spirit of unity and equality, the Asian American Pacific Islander (AAPI)’s recent report showed another side of South Asian experiences. As reported by Reuters, the AAPI study shows that South Asian people in the US have been facing alarmingly high levels of hate ahead of the 2024 elections, which transcends not just to the common people but also to heavyweights such as Kamala Harris, and Usha Vance. Such celebrations of South Asian festivities thus do their bit in bringing together the diverse communities in a dazzling show of vibrant unity across the globe.
Last year, Prime Minister Narendra Modi sent a video message to ‘the attendees, emphasizing the festival’s role in promoting unity and goodwill. He stated that Diwali serves as a reminder of the victory of good over evil and the importance of knowledge over ignorance. He has also highlighted the importance of the Indian community in the US and referred to them as a ‘living bridge’ connecting the two places. Diwali falls on November 1st this year.
Culture
NEW YORK: “You Are India’s Brand Ambassadors”- PM Modi Thanks Indians Settled In US
NEW YORK: Prime Minister Narendra Modi recently addressed tens of thousands of Indian-Americans in a grand community event at the Nassau Coliseum in Long Island. The chants of “Modi, Modi” filled the stadium as the prime minister walked on stage to address people of Indian origin.
The Prime Minister started his speech with the chants of “Bharat Mata ki Jai!”. He began by saying that even the ‘Namaste’ has gone from being local to global, and credited the Indians settled overseas for it.
A series of cultural performances entertained the people gathered at the stadium, who were enthused as they waited for the Prime Minister’s arrival.
During his speech, Prime Minister fondly recalled his previous community events in the United States – 2014 at the Madison Square Garden, 2016 in San Jose, California, 2018 in Houston, Texas, 2023 in Washington and now in Long Island.
He credited the Indians settled in the United States. He said that they have been the bridge between the two nations and have helped strengthen the India-US relationship. He said “you all have come seven seas apart, but nothing can ever take the love of India away from your hearts and souls.”
He said that people from different parts of India may have settled overseas – here in the US too and have become US citizens, but “the sentiment that brings us all together is, ‘Bharat Mata ki…(Jai! chanted the spectators)’.”
“This sentiment is what keeps us united, and this is our biggest strength, no matter where we go in the world,” he said, adding that “It is this sentiment that helps us be peaceful, law abiding global citizens – what makes India proud of its children – and makes the world realise that India is the world’s ‘Vishwa-Bandhu’.”
Calling the Indians settled in the United States ‘Rashtradoot’ (Ambassadors), the prime minister thanked the Indian community in the United States for the respect India has earned in that country, adding that “It is our Indian values and culture that makes us One.”
Culture
WASHINGTON: Dhruvi Patel From US Wins Miss India Worldwide 2024
WASHINGTON: Dhruvi Patel, a Computer Information System student from the USA, has been declared the winner of Miss India Worldwide 2024, the longest running Indian pageant outside of India.
Dhruvi aspires to be a Bollywood actor and UNICEF Ambassador.
“Winning Miss India Worldwide is such an incredible honour. It’s more than a crown – it represents my heritage, my values, and the opportunity to inspire others on a global scale,” Dhruvi said after her crowning in Edison, New Jersey.
Lisa Abdoelhak from Suriname was declared the first runner-up, while Malvika Sharma from the Netherlands was adjudged the second runner-up in the same race.
In the Mrs category, SuAnn Mouttet from Trinidad and Tobago was the winner, with Sneha Nambiar the first and Pawandip Kaur from the United Kingdom the second-runner up.
In the Teen category, Sierra Suret from Guadeloupe was crowned Miss Teen India Worldwide.
Shreya Singh from the Netherlands and Shradha Tedjoe from Suriname were declared the first and second runners-up.
The beauty pageant is organised by New York-based India Festival Committee and is headed by Indian-Americans Neelam and Dharmatma Saran.
The crown is celebrating its 31st anniversary this year.
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