Modi Toys promotes Hindu faith and South Asian culture in a fun way

Four years ago, a week apart, siblings Avani Sarkar and Viral Modi became first-time parents to daughters Naavya and Aadhya, respectively. Inspired, the new parents went searching for a way to connect their newborns to their Hindu faith and South Asian culture. Finding none, the two founded Modi Toys, a toy company focused on helping the next generation of […]

Four years ago, a week apart, siblings Avani Sarkar and Viral Modi became first-time parents to daughters Naavya and Aadhya, respectively.

Inspired, the new parents went searching for a way to connect their newborns to their Hindu faith and South Asian culture.

Finding none, the two founded Modi Toys, a toy company focused on helping the next generation of South Asians – one of the fastest demographics in America – be proud of their heritage and dual identity. 

With offices in Edison, Modi Toys is celebrating its third birthday in August. The business expanded 189% during the pandemic; as did Sarkar, who welcomed another baby, daughter Saanvi, born in March 2020, and Sarkar is readying for her third child in weeks.

“We were both entering this parenthood journey together,” Sarkar said. “We were confronting ourselves with a lot of questions that had never dawned on us before as an aunt and uncle. Now we were mom and dad.”

Modi Toys is focused on helping the next generation of South Asians be proud of their heritage and dual identity.

She admits they were worried.

“We are raising first generation Indian-American children,” Sarkar said. “How would we ensure that our kids were connected and appreciative of their heritage and their faith? We didn’t want to lose what was really important to us, really meaningful to us, and a big part of our dual identity.”

Sarkar and her brothers grew up in a culturally immersive environment in Franklin. Immigrants, she came to live in the U.S. from India at age 8; Modi was 14 and their eldest sibling was 18. 

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