The rise of the #reclaimthebindi movement has caused a lot of division in the South Asian American activist community. Some say white girls wearing bindis to Coachella is oppressive to them. Others say it’s fine, desis always embraced cultural sharing, and ask why young desi activists are creating bindi politics.
Personally, I don’t say bindi at all. I’m South Indian. Many South Indians say pottu. But in my regional accent, I say it more like bottu. However, the language is not even the biggest issue in this debate. These young women did not invent bindi politics and bindi politics did not start with white girls at Coachella. Bindi politics have been around for centuries and is one of the greatest forms of gender-based oppression in our society. I know. I am the daughter of a widow.
I am not just a daughter of any widow. I am the daughter of a Hindu widow. And to be a Hindu widow is to be an outcast. To be a daughter of a widow is to share in her shame. To be fair, I have been quite privileged in this journey compared to most women in my spiritual tribe. My family is from the city so my mother’s circles leaned more progressive. Yet, even as a young child, I was very acutely aware that all the other Indian aunties my mother’s age wore bottu. They are a dazzling display of South Asian beauty and femininity. All the other women wore them, except my mother.
I was four the first time I asked my mother why she didn’t wear a bottu when all the other women did. She had just taken the subway home after a long day working a minimum wage job trying to raise three fatherless girls of color in a country that wasn’t her own. She didn’t answer me. All she did was break down and sob.
It wasn’t until my mother’s older brother’s wife immigrated to the U.S. I learned what the secret whispers were about. I always knew I was less. I always knew I was inferior. I always knew I didn’t have a voice. I always knew even the nicest aunties and uncles looked at me with sad pitying eyes while they brought me candies and small gifts trying to make up for something. I just didn’t know why.
But I was beginning to learn. Seeing my uncle and his wife together helped me realize my mother was alone. Seeing my cousin with her father helped me learn I had no father. Seeing my aunty interact with my mother helped me learn that in Hindu society, widows are abused. My aunty was nothing like the other bottu-wearing aunties who looked at us with sad pitying eyes and even encouraged my mother to wear a bottu.
“To hell with those customs! You are an Indian woman! It is your right!” our downstairs neighbor would say.
No, my aunty was a different type. She was an old school matriarch and wife of the oldest son of the family. She said the right words on the outside to fit in with our progressive-leaning circle. But behind closed doors, she was a monster. Being from a progressive circle won’t save you from widow abuse.
My aunty and uncle lived with us and every day it was abuse. Every day she told me I had bad karma. Whenever I misbehaved she told me this was why my mother was a widow. I was four years old at the time. She took my mother’s money, made demands in the apartment my mother paid the rent for, and always accused me and my fatherless sisters of casting an evil eye on her daughter. She would try to influence other families not to include us in their marriage ceremonies because of the bad luck we may bring the bride.
I used to hate weekends because I had no school to escape home from. One day, when no one but me, my sisters, and my mom were home, my mother took one of my aunty’s bottus out of the little cardboard and cellophane package. She placed it on her forehead and admired herself in front of a mirror. My aunty unexpectedly burst in through the front door and saw. She humiliated my mom and accused her of bringing bad luck to the family. I listened as my mother cried herself to sleep that night. I cried myself to sleep too.
One day, a handsome uncle visited from Europe. He was a former co-worker of my uncle’s. He remembered my mother from those days. He stayed and asked my mother to marry him. She said yes. We were saved from our shame. My mother’s community celebrated with such great sincerity. My mom was a trailblazer. She was breaking taboos and it was a win for desi women everywhere. She was hailed as a hero. And she started wearing a bottu again. Except the celebration didn’t last.
It wasn’t long after my mother and stepfather got married he started sexually abusing me. I didn’t hate it at first. Mainly because I was too innocent to know what was going on. I was an attention-starved child who never saw her mother because she was always working, was being raised by an aunty who abused her, and had no father to call her own. It was nice to know someone knew I was alive.
But very quickly I realized something was going terribly wrong. I was afraid of the nighttime. I was afraid of being alone. I was afraid my new dad who I loved dearly would pay me another secret visit. I was ten years old when I had my first suicide attempt. The first of many that were to come.
My mother caught me and stopped me. She was crying asking why I would do such a thing.
I don’t know, I told her. I am unhappy. You don’t love me anymore now that you are married! I shouted.
Should I tell her? I was going to tell her.
Please, my mother pleaded. Please try to get along with your father. He is the only reason why we have anything. A place to live, enough to eat, status in society, it’s the only reason why I am wearing a bottu. Do you want me to stop wearing a bottu again?
No, I didn’t. I remembered how lonely and miserable my mother was in those days. So I didn’t tell her. I just quietly tolerated the sexual abuse because I didn’t want her to be alone again. I knew since the day I was born that I was an outcast. I knew I was less. I knew my place was to be humble and that I didn’t deserve a voice. I was lucky someone married my mother at all. Who was I to expect anything more? Who was I to complain? This is how I spent my childhood. By the time I got to college, I was completely dead inside.
However, in my young adult years, something amazing happened to me. I met a young man and he loved me. I shared my story with him. He didn’t think I was less. He didn’t think I belonged in the shadows. He thought I was special and felt lucky to have me. I came alive again. His parents loved me and spoke highly of me.
So he thought it would be fine when he told them that he loved me and wanted to marry me. But he was wrong. His parents loved me as the strong, hard working girl who overcame extreme obstacles in her life. But they did not love me as a bride for their son. This is when I learned what Indian aunties and uncles meant when they said a boy or a girl was “from a good family.” This is when I learned that I was not.
I never did get married in the end. I just don’t know if it is for me, really. With everything I went through in my life, I am put off by the whole institution. This makes my mother cry. She always says she never wanted me to be alone like she was. She feels like it’s her fault. She also knows about the sexual abuse now and blames herself every day she did not stop it. I often wish I never told her. I see the guilt is killing her. But it was not something I could keep a secret forever.
Seeing young desi women, mostly high-caste, well off, from privileged families, marching to “reclaim the bindi” is a very triggering experience for me. Each hashtag re-traumatizes me.
There are the obvious problems with the “movement.” One, it promotes northern supremacy with the use of the Hindi word bindi. It erases all the other cultures that also use a form of the bindi, including several East African and Middle Eastern cultures. It leans into the belief only Hindus wear bindis.
But most harmful, it is a form of historical revisionism. It tells a narrative where all desi women proudly wore bindis and bindi politics started with white girls at Coachella.
In addition, it paints the picture that privileged western desis are the victims of these politics. When the truth is bindi politics are as old as Brahminism and the real victims are the widows of South Asian society, especially in the most rural areas, at the hands of South Asian society. The widows who are standing up against this and fighting and claiming their rights to wear bindis or bottu or pottu or whatever it is that they call it are the true heroes. They are reclaiming the bindi. They are the ones we need to stand behind.
All this said, I understand why young desi women are reclaiming the bindi. We live in a white supremacist world where anything non-white is constantly being attacked, demeaned, and disparaged, while the same so-called liberals completely ignore the acts of violence they perpetrate on the non-white world. Defending our culture is a means of survival for us. And the same white world that thinks we are one dimensional non-human wants to appropriate the beautiful things our culture produced.
I often hold back from writing about social problems in the South Asian community, because even our narratives are snatched up and appropriated. A white feminist somewhere will get her hands on it, most likely retell it, make a reputation for herself a journalist, build her own career, take the story I told for the sake of my empowerment, and use it to disempower me more. If you are one of the white feminists I am talking about and you are reading this—I have this to say to you. Yes, I have been shamed in my society for things outside of my control. But I am also shamed in your society every moment I step out of my home simply for not being white. Your white supremacy won’t save me.
As I said before, I am amongst the more privileged of my spiritual tribe. Highly educated, living in the west, from a progressive circle from a city. I am loved and respected in my local desi community. I also have escaped widow stigma to a great degree because I am not surrounded by people who have that type of mentality. But not everyone is as lucky as I am. Though there is a rising consciousness about widow abuse, so many young women, especially in the most rural areas of South Asia are being left behind.
As a South Asian feminist, I have to be honest and admit South Asian feminism often overlooks the most oppressed South Asian women, especially in rural areas. The widow stigma is real and it murders your soul. The abuse is a daily non-stop event. Just because a considerable number of us have it better now doesn’t mean we can leave these women behind.
So many of us are so concerned about whether or not white girls get to wear bindi or pottu butwe are erasing the existence of the multitudes of South Asian women who are not able to wear them at all. Bindi politics are one of the most horrific systems of oppression against women in our own society. It is a form of violence against women, especially aimed at some of the most vulnerable members of South Asian society-South Asian widows.
My mother’s best friend is a widow. There are obvious reasons why they are such close friends. She is much younger than my mother. And like many widows of her generation growing up in urban areas, she never stopped wearing her bindi.
“Fuck all of them,” she says if anyone challenges her. “I am not illegitimate. I have my family, my friends, and my god. And I will wear what I want.”
She takes shit from no one and raised her children to feel no shame. She also extends a helping hand to other women in her position and works to empower them. Now she is reclaiming the bindi.
Maneesha C. is a writer, activist, poet, and South Asian feminist. She worked for many years as a women’s rights activist and cares deeply for the empowerment of women that mainstream feminist movements often leave behind, particularly women who are poor and the ethnic other. She regrets to have to write this piece under a pen name. However, she is doing this because the story she is sharing is also her mother’s story and her mother does not want public exposure. Maneesha wants to respect her wishes because she believes women who have been victimized should always have ownership of their narratives and to disregard that is another form of violence against women.
I first started writing it for submission to a competition with the Borough Press. I wasn’t sure what story I wanted to write because I felt obligated to write certain stories or write in a certain style. I pretty much got fed up and started questioning myself. When I put pen to paper and got serious, the story that came out was a story of grief not necessarily specific to my life. I knew I wanted it to be about a family going through grief for decades, and how grief can arrest and impact the family structure.
When you first started writing, which part of the story came out?
It was the very first chapter. The first three chapters of the book came naturally. What you read in the book is untouched from the first draft that I submitted. I knew it was about a family that was going through grief. I knew I wanted it to take place between Trinidad and Toronto because I was born and raised in Trinidad and lived in Toronto. I wanted that sort of cross-generational mixture of family in the book as well – to see how each generation dealt with grief.
Did you always want to be a writer?
I don’t think I knew. It’s just one of those things that you think is impossible, so there’s no point dreaming about it. But when I was a young girl in Trinidad, I imagined myself carrying a leather briefcase and I don’t know why, but I knew I was going somewhere important, and I had something important to do. I always loved writing, but the truth is people get in the way and they dissuade you. It’s all around you – that the arts is not a viable career and if you pursue it, you have a 95% chance of failure. But after working 10 office jobs in three years, I’m like, ‘I’m not happy,’ so this is actually the failure. I knew I needed change.
How do you navigate the space of being told that art is not a viable career, especially in the Indo Caribbean community?
Those challenges were around me all the time. It wasn’t even my family, but it even comes from friends and acquaintances. When you’re young, being an artist is hard, and you’re told there’s no point in doing it. I listened to people who said that, and got office jobs and did what everyone else was doing because apparently, that was the way to be happy. Five years passed by and I realized I wasn’t happy and I should have never listened to those people. I started writing. I started doing something that made me happy and treated it as a serious craft. I did not treat it as a hobby, but as something that was going to pave my path. I really worked in a tunneled vision. So I never told anybody what I was doing – I didn’t want to be dissuaded. I had to be my own champion. I know that doesn’t sound healthy, but back in 2012, I didn’t know about community.
Cassandra, the main character is a writer, like yourself. How much of Cassandra’s story is your story?
My family is very supportive of my writing and it took some time for them to get there. Like many families, they kind of saw it as a hobby. Once they saw that I got published, they took it more seriously. Now, they are supportive of my writing and I think in the book, Cassandra’s family is not that supportive. They just weren’t interested in her writing, which is why she didn’t talk about it. It is a little bit reflective of my own experience.
It wasn’t based on a true story. That is something I get asked often – a lot of people say ‘she’s Trinidad and you’re Trinidadian.’ The places I wrote about are from my memory, but the plot itself is fiction. I wanted to challenge myself to write something truly fictional. I grew up in a household of strong Trinidadian women. I wanted to write about strong Trinidadian women, the roles they play, their histories and their backgrounds. The characters aren’t necessarily based on anyone particular in my life. Overall, it was a joy to imagine and write it because each one of these characters are very different from the other.
The novel has nine major female characters and at most three major male characters. Why did you want to tell a female-driven story?
I grew up in a family of predominantly women, and most of my Caribbean friends also grew up in families of predominantly women. They really are, in my experience, our caretakers. For me, my family and my friends, our mothers are our worlds – we love and admire them. Family is their priority; raising their children is their priority. I wanted to write about Trinidadian women because I wanted to tell each of their stories. I want more Indo Caribbean and Caribbean women in fiction. I think anything that I write will always be about Caribbean women. I want to contribute to that field of literature. I have such enormous respect for them; all the sacrifices that they’ve gone through to bring their kids to new countries – some of them single moms. There’s nothing else I really want to write about, to be honest.
One of the other things I noticed was keen attention to the setting. How many of these precise details came from your own life, if any of them?
For Trinidad, a lot of it is based on my memory of the island and my home there. But I did have to turn to my family for specific details that I thought I may have imagined. Because I grew up mostly in Toronto. I was insecure about writing about Trinidad, so I went back to my mom and my family, who lived there for over 40 years. In terms of the house in Toronto, some of that is from my experience and some from imagination. I’ve written and talked about this book before, “The Poetics of Space” by Gaston Bachelard, which examines the psychology of houses. I tried to construct a house that would accommodate the psychology of the characters. If the house seems very detailed, it’s because I made it so, to accommodate certain secrets and people’s personalities.
Why explore the psychology of a house?
It’s not an original thought, but I think the way space is organized around us, or the way we organize ourselves in a space dictates physical behavior. If you’re in a wide open space and you don’t know anyone, that can seem intimidating. If you’re in a closed space, that can also seem intimidating. I tried to organize the space to give each character privacy from the other, but then once they were in a common room, it really changed the dynamics of their interactions.
What makes a family?
I think people who have been through challenges with you for years make a family. That’s not even a blood thing – I have friends that are like family because we’ve been through things together over decades. It’s people you’ve experienced highs and lows with, but managed to stick with throughout the years. But ‘family’ can also be people who you haven’t talked to for years, who you’ve had a fragmented relationship with. For those sorts of relationships, it can be an unhealthy loyalty or a wondering of what could have been.
The book doesn’t have a happily-ever-after ending. Why?
Not ending the story in a neat little package was very important to me. I think there’s a certain expectation in storytelling by readers that a story needs a conclusion. And, to me, this is not what actually happens in the real world. The reasons people read a book are different – some people are reading for escapism, others are to better understand cultures and other people – so it depends on the reader and what they’re looking for. In literary fiction, readers are more open to an inconclusive ending because literary fiction can take things to a darker, more serious place than other genres. If I wrapped up the story with a nice little bow, it would be untrue to what this family has gone through. I wanted to show how unsolved issues can pan out. I didn’t want to take the story from a sad beginning to a happy ending. Not all stories end happily.
What do you want readers to take away from “Wild Fires?”
I set out to write a story that had a universal theme. I wanted to feature a somewhat normal story with Caribbean characters. It wasn’t centered around race or indentureship because a lot of the Indo Caribbean literature that I’ve read has been – and rightly so. That’s where I learned about our history and our stories. But that was not a story that I wanted to tell first because it was not the story that was closest to my heart. When I started writing, I realized the story was really about grief. I wanted to show Caribbean women and Indo Trinidadian women, in a universal light. We are a result of these histories yet go through normal things like grief, secrets and family dysfunction.
Following the publication of “Wild Fires,” Jai is pursuing her Master’s at Oxford University as a Kellogg’s Scholar. While attending school, she’s looking to write a short story about Caribbean joy to contrast the dark themes of her debut novel and portray Caribbean women in unrepresented ways.
“Wild Fires” is available in Canada and the UK and will be available in the U.S. in Spring 2023.
January 18, 2023January 18, 2023 9min readBy Arun S.
Neha Samdaria is the founder and CEO of Aam, a new type of fashion label. Aam’s mission is to change the way womxn with the hourglass and pear-shaped body types shop for clothing. The word Aam means ordinary in Hindi. The community consists predominantly of womxn of colour with naturally curvier hips. Aam has a low return rate of 3%. The team at Aam has built sizing charts and tested them over a 10-month period. The clothing was made with sustainable materials in ethical factories. If you are struggling to find clothes that fit appropriately check out Aam today. Continue reading to learn more about Neha Samadria’s company Aam!
What were your personal struggles with shopping for clothing that fit and how did these experiences inspire you to start a company?
I have what you would call a “pear shaped” body, meaning my hips and thighs are wider than my upper half. I’m 1-2 sizes bigger on the bottom than on the top and for years, I’ve struggled to find clothes – especially pants – that fit me correctly. Too tight on the hips? Size up. Too loose on the waist? Wear a belt. My entire life, I felt alone in my struggle. Eventually, the pant shopping experience became so unpleasant that I started avoiding them entirely – choosing to opt for dresses, skirts and stretchy leggings instead.
When I arrived at Stanford Business School in 2016, I learned that I was far from alone in my experience. 1 in 4 American women – predominantly women of color – shared my struggles. And when I dug deeper to understand why, I uncovered the bias-riddled foundation of size charts in the United States. When I learned that the fit issue was systemic and rooted in bad data, I felt inspired to do something.
You’ve had a range of experiences working in consulting, marketing, as well as completing an MBA program. How have these range of experiences helped you start a company?
On a practical level, acquiring a range of skills helps with the various hats you have to wear as a CEO. On a daily basis, I am a strategist, marketer, fulfiller, accountant and designer. But the biggest thing I feel I’ve gained is an approach to tackling new problems. One of the toughest things about being a solo Founder is that the buck stops with you. You have to have faith that even if a problem is brand new and well outside your area of expertise, you’ll be able to forge a path forward. My life before Aam gave me a lot of practice in that.
Have you faced adversity as a newcomer in this space?
The biggest adversity we’ve faced is in marketing and sales. As a bootstrapped e-commerce business with no outside investment, it’s been tough to compete with large retailers with big marketing budgets. How do you get noticed as a small brand? Through trial and error we’ve found success in niche influencers who are excited by the problem we’re solving and are keen to support, in-person markets and events, and organic, word of mouth referral. We’re also beginning to partner with marketplaces and small retailers, to expand our brand reach.
Who are some mentors and leaders you look up to and what characteristics do they possess that you sought to emulate while starting your own company?
My biggest mentors are bootstrapped entrepreneurs who built up their businesses brick by brick. My father is one such example, and I have a handful of folks in my circle who have done the same. I find their grit and scrappiness inspiring; most of them don’t have a professional degree and gained their business acumen on the field.
I also admire kind and supportive leaders; team culture is one of the most difficult things to nail, and you have to be intentional from the beginning. I had a wonderful boss at my first job out of college. He knew how to nurture the strengths of his direct reports and wasn’t afraid to task them with challenging, meaningful work. Crucially, he was always there as our safety net in case we had questions or needed help along the way. I’ve tried to build the same type of ethos within Aam.
Do you see Aam as a strong contender in the fashion industry helping a wide variety of individuals?
I do! We’re one of the only brands catering to pear and hourglass shapes, perhaps because the fit issue is so fundamental and expensive to fix (see Q7). But beyond this, we’re one of the only brands that focuses on fit – period. The entire industry – from runways to fast fashion brands – is focused largely on design, when poor fit is actually the #1 driver of returns. Aam’s return rate is just 3%, vs. an e-commerce industry standard of ~30%. We can make the industry more customer-centric and less wasteful by investing in the early steps of proper sizing and fit testing.
In terms of helping a “wide variety” of individuals, Aam is a niche brand that is committed to helping the 1 in 4 women with curvy hips and thighs. I don’t plan to expand to other shapes at this time because I believe that in order to add value, you can’t be all things to all people. Our community has been underserved for almost 100 years and we’re here for them.
What made you decide to name the company Aam?
“Aam” means “ordinary” in Hindi, my native tongue. The company’s approach to design – starting with the consumer, and designing entirely for her – runs counter to the industry. My goal with this business is to make this consumer-centric approach to design more “ordinary,” giving power back to the women who wear our clothes, and elevating their voices on a global stage.
What is the process of rethinking fit standards?
Modern size charts are based largely off of a 1939 study that surveyed 15,000 women across the U.S. This study was flawed for several reasons including: 1) it relied on bust measurements, assuming women are proportional throughout and 2) it excluded women who were not Caucasian from the final results, thereby underrepresenting body shapes that are more commonly found among women of color.
At Aam, we’ve rebuilt a fresh dataset of 314 women across the U.S. who have pear and hourglass shapes, and are using this dataset to inform all of our collections. By fixing bad data, we’re addressing the root cause of poor fit and rethinking fit standards.
Where do you feel the fashion industry can improve?
There are big opportunities for improvement in supply chain, fit and inclusion.
On the supply chain side, there’s still a long way to go when it comes to ethics and sustainability. There are great auditing standards out there (SEDEX, OEKO-TEX, GOTS, for example), but only a small percentage of factories are certified. In 2021, as I was building out my supply chain in India, I visited factories that spanned the full gamut, from regularly-audited, responsible manufacturers to those who enforced 14+ hour daily shifts and refused even chairs for their workers to sit on. Brands are engaging in conversations about diversity and inclusion but it’s often on the consumer side; few are willing to be as transparent when it comes to their supply chains, where women of color are disproportionately exploited. As consumers, one easy thing we can all do is check the Ethics & Sustainability page of the brands we love. Do they talk about certified factories, third party audits and following sustainability standards? If not, we have the power to ask – why?
I’ve shared a bit above about the issues surrounding fit – it is the single biggest driver of returns, an issue that has been plaguing retailers for decades. It’s costly, harms the environment and (in the long term) hurts your brand. I believe that investing in better upstream processes – improved size charts and more rigorous fit testing – will lead to huge improvements down the line.
And finally, inclusion. One of my pet peeves is seeing brands design styles that are clearly intended for straight shapes and small sizes and then scale them up to mid and plus sizes claiming that they now design “for all bodies.” Putting ill-fitted pieces on models of different shapes and sizes doesn’t mean you understand or care about that customer. We should be asking ourselves – what does this customer really want? How is this garment going to make her feel? How can we design FOR her, first and foremost? This is being inclusive in a real way.
As a CEO of a company what is your daily routine?
My day starts the night prior, when I write down my priorities for the upcoming day. I use this great planner by Kindred Braverly that helps break down my activities into bite size segments. I’m not a morning person and part of my team is based in India (with a flipped schedule), so I usually start my date late around 9am.
First, I workout, so I can feel like I’ve accomplished something early in the day. Then, I grab breakfast, coffee and start work around 10:30. I start with the highest priority items on my list, which can range anywhere from sales and marketing to strategic planning and design. I work in 1hr increments with 10-15 mins of break in between. During these breaks, I’ll step outside, hydrate or crank up some music and just free dance. I try to get away from a screen, so I can return to my work with fresh eyes.
I then have a hard stop from 7-9pm to spend time with my husband, and then I’ll usually squeeze in an additional hour or two of work with my India team, before heading to bed.
Early in my Founder journey, I started tracking productivity patterns during my week. For example, I’m usually less productive on Mondays than I am later in the week. So I try to schedule more interesting, strategic work early in the week in order to stay motivated. I also work a half day on Sundays, to take some of the pressure off of the following week.
As there are many companies interested in fast fashion, how does your company differ in terms of sustainable materials and ethical factories?
Responsible production is one of our brand pillars, so we think about it in each step of the process. All of our suppliers must be third-party certified for ethical working conditions from one of the leading, global certification programs (more info here).
Additionally, we use sustainable fabrics in all of our collections. For example, we work with organic cotton (vs. regular cotton), which saves water and is made without toxic pesticides. We work with new fabrics, like lyocell, that can emulate the handfeel and durability of less sustainable fibers without the environmental footprint. In our most recent collection, we introduced premium deadstock wool, which is fabric that was produced in excess by brands and would have otherwise gone to waste. We also ensure that all of our dyes are free of Azo compounds (several of which are carcinogenic) via rigorous testing.
On the production side, we rely on a combination of third-party audits as well as personal, first-party checks. I’ve spent days in each of our factories, observing the working conditions and interacting with the team.
On the packaging side, we spent a great deal of time thinking about how to recycle and reuse. Each Aam pant comes inside a reusable cotton cover, inspired by the beautiful saree covers you see in southern India. This cotton cover is placed inside a fully recyclable box, with a simple packing slip and card. There’s no excess paper, bubble wrap, or cardboard.
I’m proud of where we are in terms of ethics and sustainability – and I think we can still do better!
We would love to hear some testimonials from previous customers.
“I have paid hundreds of dollars for ‘custom fit pants’ from various brands, and none of them fit quite as well as this pant did straight out of the box.” – The Flex Waist Pant, Size S
“This pant is amazing!! It is so lightweight and breathable… the material is so soft and silky, it feels like you’re wearing PJs but they look like elegant chic work/business pants.” – The Wide Leg Pant, Size M
“Never have I ever been able to easily pull a pair of pants over my thighs. I have ALWAYS had to jump to pull my pants up comfortably. These pants are amazing.” – The Crop Pant, Size L
“I can tell these are Aam pants instantly from how they taper at the waist. No other pants do that.” – The Limited Edition Wool Wide Leg Pant, Size S
Where do you see the company expanding in terms of different types of clothing offered?
I see bottoms as the biggest area of need, so we’ll first expand to other types of bottoms or clothes with bottoms: skirts, dresses, jumpsuits, potentially underwear and swim. Then, we’ll start expanding into other categories.
What is the toughest part of running your own company?
Staying motivated and showing up every day – even the bad days. As a Founder, there’s no one to answer to, no fixed schedule, and progress can sometimes feel very slow. There are weeks where I feel frustrated because I keep missing targets. Other weeks, we get a string of wins. It’s important to detach myself from both types of outcomes (wins and losses) and take neither very personally. This helps me commit instead to the process and just focus on the next small step forward.
But, easier said than done!
Lastly, what do you hope individuals take away from this interview with Brown Girl Magazine?
I’ve read Brown Girl Magazine for years and am so honored to be featured. I hope folks reading this feel inspired to tackle whatever problem – small or large – that they understand innately. Personal experience is a powerful motivator and difficult for others to replicate.
Tina Singh, formerly known as Mombossof3 online, understands how to make her presence known in the parenting space. Seven years ago, she set out to create and share content related to motherhood, and there’s been no looking back since. Singh has mastered the idea of evolving with the times and the needs of her audience while staying true to her number one role in life — mom!
As she navigated her personal and professional life through the lens of a parent, she came across a void that just wasn’t being filled. So, in typical Singh style, this mom of three put her entrepreneurial hat on and got down to creating a solution for Sikh kids who struggled to find a helmet that fits over their patkas (a small cloth head covering).
The problem was personal — all three of Singh’s sons wear patkas and just couldn’t find the right helmet for their safety — and so the solution had to be homegrown. Enter, the Bold Helmets.
Singh gave Brown Girl Magazine an exclusive interview in which she talked about the Bold Helmets, the change in her journey since she’s become a public figure, and what it was like to innovate her very first product!
Here’s how it went:
Let’s start from the beginning. How did this idea come to mind?
This idea has been in my head for many, many years — over five years. I had issues with my kids and having helmets fit them after they turned age four or five.
I worked as an Occupational Therapist, in the head injury space, so I was always the one saying, ‘Okay kids, you’re gonna have to tie your hair in the back, do braids, or something in order to put on a helmet properly because I’m not gonna let you go down these bike ramps without a helmet!’ That’s just not okay for me.
So I talked to my husband and said, ‘there’s gotta be another way this works.’ So we did all the things that parents in situations like these do — they hollow out the helmets, some people go as far as cutting holes at the top of the helmet — you do what works. But I had in my mind an idea of what I think the helmet should look like based on what a patka looks like, and what my kids look like. I then found an engineer to draw it out for me to bring [my idea] to a place where I can actually take it somewhere and say, ‘Okay, how do I make this?’
But, yes, it started mainly with my kids and facing that struggle myself.
You mention that this idea had been brewing in your mind for over five years. How long did it take you to actually bring it to life?
To this point, it’s been about two and a half to three years. I let it sit in my mind for a while. Winters come here in Canada and then we forget about it again until we have to go skiing, and then there’s another problem, right?! I did let it lay dormant for a bit for sure, but once I made the commitment to do it, I made up my mind to see it all the way through.
You recently pivoted and changed the name of the product to the Bold Helmets. Can you talk me through how you came up with the new name?
Bold Helmets became the name because they’re designed to be bold, to be different and who you are. I also think that the way the helmet is made, even though it’s made with Sikh kids in mind, there are other applications to it. I do think that taking the Bold Helmets approach embodies its [the product’s] uniqueness and really focuses on being bold and who you are.
And the Bold Helmet is multi-sport, correct?
This helmet is certified for bicycles, kick scooters, skateboards, and inline skating. It is not a ski helmet. So every helmet you use for a different sport has a different safety certification or testing that it has to go through. So, this helmet is called ‘multi-sport’ because it covers those four sports but I wouldn’t take this helmet and use it for skiing. I’d have to make sure that this helmet, or a helmet like this, gets certified for various other standards for other sports.
Makes sense! I want to change the course of the conversation here a bit and talk more about how you pivoted from Mombossof3 to innovating your very first product. How was that experience?
So what I did throughout this journey was that I went from marketing myself as ‘mombossof3’ to ‘Tina Singh’ because I was sharing more of my life’s journey as my kids were getting older and in an effort to respect my children’s space as well, and letting them decide how much — or how little — they want to be involved with what I was doing online. And part of that was about the journey of what I was doing next, and the transition came naturally to me.
I think right now, truthfully, I’m struggling in the space where I kind of have a shift in audience and so my usual, everyday self that I share on social seems like it doesn’t work. I feel like I need to find a new balance; I will always be true to who I am, and I will never present myself as something that I’m not. But, just finding a space for me to continue creating content while also taking on this new endeavor with Bold Helmets, is important right now.
Aside from this struggle of finding that new balance, what is that one challenge that really sticks out to you from this journey?
I think my biggest challenge being an entrepreneur is finding that balance between my responsibilities as a parent, which is my number one role in my life and there’s no one that can take that role for me — my husband and I are the only parents — and passions outside of that.
Do you think it helped that you were creating a helmet for Sikh children so it allowed you to pursue your passion but also work with your kids in some capacity since they inspired the whole idea?
I never thought of it that way, but yes actually, it did! So all my entrepreneurial projects have involved my kids. Even now they were involved in picking the colors, all the sample tests we did they tried the helmets on! They’re probably sick of it since they’re constantly trying on helmets, but I get their opinion on them. Even as we pivoted with the name, we involved them and got their feedback on it also. So, they were involved in very large parts of this project.
And my husband is also a huge part of this project. He’s been heavily involved in this process, too!
You have a huge online presence, and I know that you’re probably not new to trolling and bullying that comes with being on social media. More recently, Bold Helmets was subject to a lot of backlashes. Is there something that you took away from this recent experience? Was it different this time around?
The extent to which things got was different this time around and that’s not something I have faced in the past. But I have been in the online space for about seven years now, and I’m accustomed to it. I think what I learned this time around is that sometimes silence and reflection is the best thing you can do. Sometimes reflecting and not being defensive on feedback that you get — and this may be something that comes with age as well as experience — is best.
But, I’m happy with the pivots we made, the feedback we’ve gotten, and the way we’re moving forward.
You mentioned that this isn’t your first entrepreneurial venture. But each experience teaches you something different. What did you learn while working on Bold Helmets?
I learned to be okay with taking things slow. I’ve never been that person; I’ve always jumped the gun on lots of things. It’s understanding that it’s ok to slow down and recognize that things have to just run their course.
And while the interview wraps up there, there is more to come with Singh on her journey! Catch Lifestyle Editor Sandeep on Instagram LIVE this Saturday, January 28, at 10 a.m. EST, as she has a more in-depth conversation with Singh on Bold Helmets and more!
In the meantime, Bold Helmets are available for pre-order now, and as a small token of appreciation, Canadian pre-orders will get $10 off their purchase until the end of January 2023!