Indian-American mompreneur Avani Modi Sarkar is connecting children with their Hindu roots

Indian-American mompreneur, Avani Modi Sarkar, launched Modi Toys, with her brother Viral Modi in 2018; after her first child was born. The toys and books brand is rooted in South Asian culture and Hindu faith and was created to spark curiosity in Indian American children about their roots.
“The idea was born out of a personal need my brother and I had when we both became first-time parents eight years ago. We were looking for a soft toy that sang Hindu mantras when you squeezed its belly. It seemed like a simple enough idea until we realised it didn’t exist,” Modi Sarkar, who has been recognised by Forbes Next 1000, Inc Female Founder 100 and E&Y Entrepreneur of the Year for New Jersey, told the Times of India. She added that as an immigrant she had grown up fully immersed in her Indian culture including food, faith and language. “So we wanted to find ways to pass those similar values down to our kids. We recognised that play is a universal language for children, so creating toys that incorporated our cultural teachings seemed like the perfect solution,” she said.
Born out of a simple idea of using the power of play to make cultural education both accessible and enjoyable for the next generation of Hindu children growing up in multicultural environments; the products of the company are toys depicting Hindu deities that sing religious prayers when squeezed. The first toy that they created was of Ganesha; later Krishna, Saraswati, Durga, Laxmi, and others were added. Indian Americans were the initial and primary target market, but now Modi Toys has expanded to a global market of Hindu families. “We have shipped to over 50 countries, from Australia to the UK, Canada, Singapore, and India,” Modi Sarkar said. The toys, she added have found their way into the hearts and homes of multi-ethnic families like Priyanka Chopra Jonas’ and even devout Hindu families like the Ambanis. Moving beyond just children, the market has now turned multigenerational as well. “Our products have become sources of comfort for people of all ages during significant life moments – from couples on their IVF journeys to patients undergoing chemotherapy, and even elderly Hindus seeking comfort in their final days. The mantras' soothing vibrations transcend age,” she said.
The challenges of running a family-owned business, in a niche market segment, led to co-founder Viral Modi deciding to move to India with his family two years back. “My brother decided to be closer to our manufacturing and optimise operations. Manufacturing was our biggest hurdle – from moving to India from China. Other challenges have been maintaining quality and authenticity and fighting knockoffs,” Modi Sarkar recollected. The marketing strategy also needed to evolve as digital advertising effectiveness changed dramatically. “Perhaps the most meaningful challenge, though, is the responsibility we feel to represent Hindu culture accurately and respectfully while making it accessible to young children. Balancing cultural authenticity with child-friendly design requires thoughtful consideration with each product we create,” she said.
Modi Sarkar is also an author, who first started writing to explain complex Hindu concepts to her daughter and bridge the gap between ancient Indian tales and modern childhood experiences. Now her books have become a natural extension of the mission to make Hindu culture accessible and engaging for children. “Each plush toy comes with a corresponding children's rhyming book that draws inspiration from tales found in our Hindu theology. From imaginary stories of how Laxmi Devi chose an owl as her vahana to how Ganesh broke his tusk, each book helps bring these Hindu deities even more to life,” she said. While the toys introduce children to mantras through music, the books could add more colour and context and are designed to spark conversations between parents and children about Indian cultural heritage.
Modi Sarkar, who is the daughter of Indian immigrants and lives in New Jersey with her husband and three children, feels that running the company as a family business helps her achieve work-life balance. “My brother and I don't have official job titles, but I like to say that he is the head, I’m the heart, our parents are the soul, and our kids are the spirit of Modi Toys. We involve our kids in the business whenever possible – they inspire us with new product ideas, help us test our products, provide honest feedback, demonstrate our toys in pitches, and even become the star subject of our books,” she said. She hopes that her daughters and son, who are growing up watching her build the company, will learn entrepreneurial values. “The business has strengthened my connection to my cultural roots, which enriches our family time. We try to remember why we started this journey – to preserve our culture for our children – which helps keep business decisions aligned with our family values,” she said.