Pink Ladoo Project

The Pink Ladoo Project is the award-winning, globally acclaimed campaign smashing patriarchy by empowering women and changing South Asian culture across the diaspora. The campaign aims to inspire South Asian families to abandon the tradition of only celebrating the birth of boys and to raise the value of girls by celebrating the births of boys and girls equally. Families are being encouraged to celebrate the births of their daughters by distributing Pink Ladoo (Indian Sweets) within the community. The Pink Ladoo serves as a conversational tool, opening dialogue on the problems emanating from male preference culture and encouraging the South Asian community to engage in the subject of gender-equality. So far, the campaign has created awareness about the need for both individual and collective engagement when elevating the status of women. It is not just a Pink Ladoo, but the symbol of a wider protest against South Asian gender-biased social norms. The campaign has been featured in various publications on TV, online and in print including, The Times, BBC Breakfast, Sky News, CBC News (Canada), Global News (Canada), the Guardian, Stylist Magazine, Vice magazine, The Metro, India Today and The Lawyer. To date, data from just 3 sweet shops reveals that the births of thousands of girls have been celebrated with Pink Ladoo since the campaign's launch.