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60+ South Asian-Owned Small Businesses you Have to Shop from This Diwali and Festive Season

south asian-owned small businesses
19 min read

Diwali, the time of year when everything seems a little brighter, happier, and more hopeful (especially this year, we need all the hope we can get). This celebration of triumph over evil is celebrated with loads of diyas, fuljhadiyaan, mithai, and the sweet exchange of love and gifts between family and friends around the world.

[Read Related: 30 South Asian Brands you Need to Shop from this Holiday Season]

While we celebrate Diwali and the holidays keeping social distancing parameters in mind, it’s the best time to exchange gifts with loved ones you’ll likely see only virtually this year. Parcel them a gift from a small business you can be proud to support. And to help you with some gift ideas, we’ve compiled a list of South Asian brands you can shop from for Diwali and beyond.

As a small business ourselves, we value nothing more than companies and brands bridging the gap between our hyphenated identities and worlds. More so, we’re grateful and humbled to have worked with almost every business on the list below in a collaboration or paid partnership capacity over the years.

Not an exhaustive gift list but definitely one worth browsing. We’ve seamlessly categorized the list with children’s toys and learning tools to inclusive beauty and skincare products and must-have-statement pieces with a fusion twist. You’re bound to find a little something for yourself and all the favorite people in your life.

Cheering up the Children

In need of something for the little ones in your life? Add a touch of tradition, and the spark of festivities to their Diwali and holidays, with the gifts from the following:

Kulture Khazana 

Because you have to start them young, “mompreneur,” Akruti founded this brand to help children learn about their heritage and stay connected to their roots. (Apply discount code ‘BG15’ for 15 percent off here.)


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Bolo Bolo Baby

There’s nothing better than hearing them say “namaste” and keeping the tradition alive. Bolo Bolo Baby helps families learn Hindi and Gujrati, around the globe.


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Jai Jai Hooray 

Give them the gift of folklore with toys and tools inspired by the vibrance of our South Asian culture and stories!


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Modi Toys

Baby Ganesh®, Baby Krishna, Baby Hanuman? They have them all, plus more, in Diwali gifts that will cheer up any little one!


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Desi Babies

Bringing a taste of South Asian culture to children’s lives through books and diverse products made to make learning fun!


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Mango and Marigold Press

Sharing the power of the word, Mango and Marigold Press are telling stories of the sweet and complex South Asian experience (p.s: pre-order Brown Girl’s first-ever anthology ‘untold: defining moments of the uprooted’ via Mango & Marigold Press).


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The Heritage Supply Co. 

The right toys make a world of a difference in the life of children, especially the ones that help preserve South Asian heritage and traditions.


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Indigrow Kids

There’s never a dull moment in the house with cultural games from Indigrow Kids!


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Khaylo Toys

Looking for toys, tools, and books to make it easier to teach kids about their South Asian culture? Khaylo Toys has it all to help! Give them one of their gifts and say, “jao, Khaylo!”


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Sanskar Teaching

Teaching your little ones Hindi and Gujrati just got easier — let Sanskar Teaching look after it through their learning tools and resources.


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Bubbsi Natural Baby Skincare 

Nothing says peace-of-mind more than knowing that you’re applying all-natural ingredients on your child’s skin. Know any parents who would want to do the same? Who wouldn’t?! Bubbsi is your one-stop-shop.


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Lark Adventurewear

Super comfortable and sustainable clothing made for kids is what every parent is looking for — make a parent’s life easy and start their child off with their own collection of Lark Adeventurewear. They’ll thank you!


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With more than 115 songs, melodies, sounds and phrases, the language pad (available in Punjabi, Hindi and Gujurati) set up your little ones for success and bridges the gap between their hyphenated identities perfectly. (Apply discount code ‘BG10’ for $10 off here).


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Jhumkas and Jewels 

Know that certain someone who can’t do with their gehnas? Give these small businesses a shot and add another pair of jhumkas to their collection?


Gorgeous chooriyaan, glittering chokers, and charismatic Kundan — they have it all! (And check out their newest handmade jewelry line — Tenasati — made with natural crystals and paired with a specially curated blend of 100% pure essential oils.)


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Hyperbole Accessories

Add a handy touch to your gift this year with hand-crafted jewelry from Hyberbole Accessories — designed in California, made in India.


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This is Alaya

This one is for that bold and chic girl in your life — we all know that someone!


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ReeMat Designs

Gift a piece of statement jewelry with designs inspired by both the east and the west — it’s the best of both worlds, that’s for sure!


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The Pink Bazaar

Pieces of artisan jewelry will make for the perfect, and most memorable, Diwali gift this year.


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A modern jewelry designed for those with an eclectic taste; crafted with classic tools by artisans rooted in local traditions. Founded by Indian designpreneurs Manasvi and Rujuta, their modern jewelry is designed for those with a free spirit. (Apply discount code ‘BG10’ for 10 percent off here.)

A Feast for the Foodie!

Everything is better with a plate of food that gracefully bridges the gap between your hyphenated identity.


Help someone relish in the decadency of ice-cream and culture with a little something from Malai.


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Ahista Tea

Based in Toronto, Ahista Tea brings to mind the art of slow and savoring each moment with thoughtfulness and intention. They elevate tea experiences at Michelin-starred restaurants, boutique hotels and cafés. (Apply discount code BrownGirl10 for 10 percent off here.)

Sambar Kitchen

New-age natural South Asian-centric sauces (lemon, tomato, mango coconut, pineapple coconut and madras lentils) that you can heat up in a pot or microwave and add it to anything like rice, chicken, and even pasta (their ‘pasta & pizza sauce’ is seriously worth trying).


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Happyyyy foodie friday! ??Sumona (aka @sumonaseth_) here with my partner Binny (aka @binnyman).??????? It’s tough to replace my dad’s goat biriyani or my mother-in-law’s parathas, but we don’t always have those at our finger tips, and with our busy schedule, we can’t always cook a fresh desi meal. So, when @sambarkitchen sent us some of their new-age natural Indian sauces (lemon, tomato, mango coconut, pineapple coconut and madras lentils), we had to give them a try. You can literally heat any of their sauces in a pot or microwave and add it to anything like rice, chicken, and even pasta (their ‘pasta & pizza sauce’ is totally worth trying).?? — In all honestly, every single sauce we tried was delicious. Bin (who has Punjabi tastebuds) and me (who loves all things Bengali food) did a blind taste test and although our results were a bit pathetic (fyi, I won ??) we’re both were winners because Sambar Kitchen is now part of the #BinMona rotation.?? — ?Link in bio? to place your first @sambarkitchen order with discount code ‘BG15’ for 15 percent off.???

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Simply Mithai

The handcrafted mithais are made with reduced sugar and the flavor profiles are created with our western palates in mind. Most of all, the founder Ambreen focuses on the flavors of the products using the freshest ingredients and making each one with lots of love.


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Hand-painted chocolate bonbons for Eid?! YES, please! Our friends at @SimplyMithai are shipping out their last set of orders for next weekend’s Eid celebrations. Many of us won’t be able to see our family and friends this Eid but your loved ones will definitely love a tasty box of chocolates. Each box includes 12 pieces and four flavors — carrot halwa, pistachio, lemon (white chocolate), and caramel coconut pecan.??? — Simply Mithai’s founder Ambreen Ahmed is breaking the stereotype that mithai’s are simply blocks of sugar. The handcrafted mithais are made with reduced sugar and the flavor profiles are created with our western palates in mind. Most of all, she focuses on the flavors of the products using the freshest ingredients and making each one with lots of love.? — Don’t mean to rush y’all but today is the perfect time to place an order for your loved ones especially since many of us will be celebrating virtually. ?#LinkinBio? to place your Eid box OR browse their full collection including a gulab jamun platter, coconut caramel brownies, gajar ka halwa or their full assortment mithai platter — serving 15 to 20 people’s sweet tooth.???????

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Brooklyn Delhi

Chitra’s Brooklyn Delhi story starts like many of ours — having rejected her ‘Indianness’ during school in her small New Jersey town. Gift their plant-based simmer sauces, achaars & condiments to a foodie.


Whether you’re buying for a loved one or a new friend, macaroons make for the sweetest and memorable gift. Best part is, all of their macarons and a majority of our pastries are all made in a bakery in the Bronx.


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Woops! wishes you a Happy Labor Day! ?? ? ? ? @natchitwood

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One Stripe Chai Co

Chai concentrates are perfect for chai loves practicing social distancing. Here’s how it works: the One Stripe Chai Co formula needs to be mixed with milk in a 1-to-1 ratio, so four ounces of concentrate will make an eight-ounce cup of chai.

Desi Galli

Take a trip down memory lane with sweet and savory delicacies from your local street food vendor! They’re bringing you the taste of home, away from home.


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The Chai Box

Nothing says “Happy Diwali” better than a warm cup of chai — let The Chai Box help you make the moment special.


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Milk and Cardamom Sweets

Cakes, cookies, and mithai will add the sweetest touch to anyone’s Diwali celebrations. Don’t you agree?


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Kolkata Chai

Kolkata Chai started with a simple idea: How do we extend the authenticity, respect and tradition behind a cup of masala chai to NYC? Chai has been repeatedly bastardized and appropriated in the U.S. Theyre putting it all on the line to make sure our culture and traditions are represented accurately and honestly.

Clothing to Cherish 

Thinking of dressing up for the many virtual and intimate holiday plans that are starting to pile on? Look no further.


Empower yourself with some Ladki Power gear. Brown Girl Magazine’s exclusive label offers hoodies, crop tops, and tee shirts for you to rock — go ahead, feel stylish and unleash that #ladkipower!


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? @ridaislam ? #ladkipower

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Shop Kynah

Why wouldn’t someone love handmade attire that speaks a thousand words?


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Amu Cherian

Find home decor and scarves beautifully block printed or ice/naturally dyed. A gift from Amu Cherian will be one-of-a-kind.


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Aara by Sana

Give a gift of sustainability — pieces from Aara by Sana will not only make you stand out in a crowd but will also make you proud of supporting a brand with a strong mission.


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A brand founded for the global South Asian diaspora, WestxEast is everything chic and trendy!


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Pick up a lehenga, a fun saree, and even a jewelry piece for that special person in your life — they have it all!


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holiCHIC™ by Megha Rao

This fashion label brings contemporary pieces and fun accessories including scrunchies and belts right to your closet, making them the perfect gift for yourself (or loved ones).


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Pajama Sutra

Who doesn’t like to stay home and lounge? Help someone #LoungeLikeAGoddess with her very own piece from Pajama Sutra.


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A brand bringing together multiple conscious fashion brands, Ammarah will help you give gorgeous and well-thought-out holiday wear.


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Harleen Kaur

Clothing that’s ethically-designed and eco-conscious can never go wrong!


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Sani was founded in 2017 with the goal of increasing the visibility of South Asian craftsmanship and techniques. Now run between Delhi, India and North Carolina, Sani creates approachable-luxe, thoughtfully designed, and culturally inspired clothing and accessories.

LUKH Studio

A new online rental service dedicated to giving everyone an equal opportunity to experience South Asian culture through fashion.


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Here comes the Sun ?? @browngirlmag CEO, @tsakhuja_walia, in the Roshni Lengha. . . roshni = light

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House of Naveda

A bespoke private label influenced by a bohemian-meets-couture lifestyle. the mission is to combine hand-craftsmanship with timeless silhouettes that are versatile, allowing for both classic and fresh elements.


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meet KAIRI meaning “ocean” she’s thoughtfully handcrafted with recycled metal + infuses a delicate touch of sparkle with her crystal detail. like the soft, yet powerful waves of the sea, so is her disposition — as depicted through hammered metal shop houseofnaveda.com *** DM me a photo of you + your “I voted” sticker (or some other proof that you voted), and i’ll send you a site wide discount code for NAVEDA!*** VOTE! VOTE! VOTE! like your life depends on it! __ earrings are part of ECHO Collection by @navedathelabel x @hyperbole_accessories the styled look pashmina shawl looped through @mango necklace @indya belt worn over @zara tunic __ #houseofNAVEDA #theNAVEDAedit #NAVEDAthelabel #desiinfluencer #vote #equality #unity #womensrights #climatechange #positivity

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An ethical brand led by a female South Asian founder based in New Zealand and Fiji, who champions hand craftsmanship.


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Talented @nihaelety shows 5 different ways to style our Layla linen Jumpsuit. In partnership with @browngirlmag

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Anis Collections

Their speciality is to create custom outfits for their brides, grooms and their bridal party — keeping in mind size, shape, style, silhouette, and your unique style. While the founders of the fashion label have been busy sewing 100s of masks for their local healthcare community this year, they launched their spring/summer collection — inspired by memories of home and the many scents of rose fragrances the founder would smell around her home.


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Inspired by a memory, crafted with love … our new summer line is here. ?? Read more about the line on our blog!?? Watch the whole video on IGTV ??? ?? Vendor Credits – Instagram Handles Below ?? Planning/ Coordination – @browngirlmag / @tsakhuja_walia?? Photography – @monalimahedia ?? Videography – @kristinajmedia ?? Clothing – @anis.collections1?? Jewelry – @reematdesigns_?? Hair – @glamorousbyjuanita @laura_j_artistry?? Makeup – @emaan.makeup?? ?? Models -?? Bride/ Groom – @zinniabukhari / @salvadorestyles?? Maid of Honor / Best Man – @preetiartistry / @bhumitpatell?? Bridesmaid / Groomsmen #1 – @sincerelynasreen / @saahil.me?? Bridesmaid / Groomsmen #2 – @mrs_shc786 / @qifi92 ?? ?? •???? •???? •???? •???? •???? •???? ???? #allthingsbridal #indianfashion #wedding #decades #bride #fashion #designerlehenga #indian #indianwedding #indiangroom #southasianbride #dulhan #dulha #bollywood #custom #groomswear? ?? ??

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Riya Collective

On a mission to re-invent fashion consumption to be more diverse, sustainable, and equitable, Arian and Sarina started to become the South Asian Rent the Runway. Shop and gift sustainably with Riya Collective by renting your next desi outfit.


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real queens fix each others crowns ? outfits: @riyacollective photos by @ohshewonders

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Shop Bhav

Beyond the design aesthetic, the core message behind BHAV is to embrace your heritage, in the way you choose to. For the founder Bhavana, that comes through in designs that reflect her multicultural identity.


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Loving how @neelam19 looks in our ‘Isha’ Dress! Featuring a custom print screen printed on Tussar silk and organza sleeves, this is your go to dress for all your holiday parties! Save 25% off (+ free shipping/returns!) for a limited time with special code NEELAM25 ?? .? .? .? #shopbhav #diwali #diwaligifts #diwali2020 #diwalioutfit #indianweddingstyle #indianweddingbuzz #desistyle #southasianfashion #vogueindia #fashionblogger #southasianfashion #southasianweddings #southasainbloggers #indianwedding #indianstyle #desistyle #desilooks #southasianstyle #desifashion #aesthetically #occasionwear #luxuryfashion #silkdress #desiwomen #southasianwomen #holidayfashion #vogue #chicagoblogger #chicagofashion

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Skincare Anyone?

Nothing beats the gift of confident skin! Keep reading to see brands that will please the skincare enthusiast in your life.


Skincare based off of the ancient science of Ayurveda, Sahajan provides “high performance” products that have great results.


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Find the right hue, every single time, in each product at LIVE TINTED — cruelty-free, vegan, and inclusive.


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Ayurvedic skincare and beauty products at their best, brought to you by SOMA.


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Gift the gift of Ranavat skincare and embrace the idea of treating your skin like royalty.


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Shaz and Kiks

Know someone who’s all about their mane? Give them the present of ayurvedic and science-backed haircare products — they’ll love you!


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Does someone on your list believe in ancient rituals? Aavrani offers Indian-inspired skincare options for them to explore!


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Rella Beauty

Rella’s founder Raisa started working on the company with a focused vision of empowering womxn around the world to feel more empowered and confident, through the gift of beauty. After learning how impactful small luxuries can be, she was inspired. Her goal is to make sure Rella Beauty promotes intentional buying through good quality product with a strong, tangible social impact.


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@seeratsaini_ in DARLING. She said it herself… a perfect, warm, not too blue, not too yellow red! ??? #foryouforher

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Vasanti Cosmetics

Get the best of skincare products by shopping at Vasanti Cosmetics this holiday seaons. May I suggest their Liquid VO2 Color Correcting Concealer, specifically meant for olive skin tones and work wonders?!

Journ Beauty 

Journ — created by Sarah Shah — is skincare-focused-cosmetics that will conceal specific skin concerns for a flawless look and also help improve them over time. With five color correctors meant to conceal dark circles, hyperpigmentation, redness from acne and more, it’s the newest South Asian beauty product to gift and add to your makeup bag.

Bili Beauty

Made with natural and organic ingredients, the founder Sarah Thomas’ mission is to bring attention to India’s beautifully diverse cultures through the art and science of makeup.

Creative Crafts & More 

Give the gift of creativity to your loved ones near and far.

Masala My Life

Add a little bit of masala to your list of gifts with gift boxes, jewelry, and more (shameless plug: we’re releasing a limited time LadkiPower x Masala my Life box, stay tuned!)


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Scrumptious Wicks

You can never have enough candles — hand-poured, soy/coconut wax candles are what everyone wants to light this festive season!


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Don’t forget the right holiday card to go with your thoughtful gift — Pyarful has them all (they even have the most colorful tealights for Diwali).


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Paper Samosa

Is there a doodler in your life? Give them tees, mugs, or other accessories printed with the ultimate, South Asian-inspired doodles they’ll love!


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Teal Firefly

A special moment deserves a special gift — make their Diwali party pack the gift to give this year!


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The Cute Pista

Thinking of what unique Diwali gifts to give to your unique friends? The Cute Pista has some cutesy and fun items in store for you to check out.


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And of course, how can we forget music lovers? Give the gift of their favorite tunes to the person who can’t get enough of their sa, re, ga, ma, pa.


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Hand-painted silk hair accessories crafted in New York City — creating a wearable art piece to elevate your every day look.

Desi Chaat

A one-of-kind family game with 1,500 desi words and a ton of laughs — something we all need more of this holiday.


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Our favorite time of the year is here y’all: holiday parties, sales, gifts, and giving back. So we’re doing a little bit of everything with our 4?? annual holiday gift basket — which includes more than $1K in goodies (and we’ve tried our best to cover it all!). ??? Like every year, our holiday giveaway includes some need-to-know #SouthAsian-centric brands including @justneem, @thekatrabox, @bilibeauty, @artshreya, @culturallyinclined, @luxteacompany, @pyarful, @holichicbymegha, and #LadkiPower gear — conceptualized by yours truly at #browngirlmag, designed by @bybadal + produced by @rootsgearofficial. ?? – Entries are open WORLDWIDE and ONE lucky winner will be chosen at random by the end of the month. Enter by filling out our survey in the link above! ???? We are OVERWHELMED by the number of responses from around the world and truly are grateful for all the positive affirmations, and lots of construct feedback that we’re actively working on. ????? – So, if you haven’t filled out our annual survey in its entirety yet, take out a few minutes to give us your honest feedback on how we did this year by December 31st. We live and breathe for your love + support. ??

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Pretty Pokets

Pretty Pokets is all about helping other moms. The founder Madhu put her hardware engineer experience and understanding into re-designing bags and accessories that bring harmony between usefulness, commonsense, and fashion.


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Pretty Pokets collaborated with the amazing and beautiful Shruti! @pajamamama512 We will pick two winners! Yes TWO WINNERS! enter Now!! #Repost @pajamamama512 ??? ?It’s GiveawayTime? ? ? I don’t know about you but I’m still pretty much self quarantined. During these unusual times I’ve been hanging out with my kids a lot and we have been doing lots of fun stuff. One thing you will probably see me with the most these days is my backpack from @prettypokets. I have one in black and one in gray!! I have pretty much ditched my purse and have been using this more lately especially when I’m hanging out with my kids.? These classy small backpacks are super functional and super duper cute.? ? Today I have partnered with @prettypokets to give 2 of you a beautiful @prettypokets backpack -either the Brown backpack Diaper bag Bundle or the Small Blush Backpack (swipe to see both of those) ? ? 2 winners will be chosen!!!? 1??Like this photo and follow @pajamamama512 on Instagram ? 2??Follow @prettypokets on Instagram ? 3??Tag someone that would love one of these backpacks – it could be for you or someone you love! ? 4?? BONUS: If you share and tag us in your instastories it will count as a DOUBLE entry! ? I will randomly select 2 winners on Friday! ? U.S residents only please ? P.S Don’t want to wait to see if you have won- we have a promo code just for you for a limited time…? Enter promo code SHRUTI15 during checkout for 15% off! ? ? ? #giveawaycontest #PrettyPokets #giveaway #backpacks #backpackdiaperbag #momdaymotivation #Momlife #mommyhood #newmomgift #style #fashionstyle #fashionaccessories #fashion2020 #fashion #vouge #instyle #newborngift #babyshower #babyshop #smallbusiness ?

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And there you have it, 60+ South Asian brands you can shop small from this holiday season.