Today we have Kshama Alur of indigrow, an online store that sells contemporary Indian-themed books & games, on The Mag. Learn more about how indigrow started, why representation is so important, Kshama’s favorite products from the store and much more!

Introduce yourself and your beautiful brand for kids.

Hi There, I’m Kshama, Chief of All Things at indigrow. indigrow is a delightful place where you can rediscover the magical world of India with little ones you love. We make culture fun through our stories, books, games and songs. It’s a little slice of diversity in your home every day.

What inspired you to build indigrow? And why the focus on books/games/stories for kids?

It all started when we found out we were going to be parents. Well, we were already fur baby parents to two adorable puppies. But now, it was time to be a human parent. After a missed period, a little morning sickness and an emotional ultrasound, we knew there was a little heartbeat inside of me. I held my husband Richard’s hand tightly, and right from that very instant, I started dreaming of how I want to raise this little thing. A kind, curious, happy child. Someone that would light up our world and be a positive influence to everyone around.

Having grown up India, that was what I called home. But it hadn’t been for many years. 16 years, 5 diverse countries and 4 great jobs later I now lived in Singapore, with my most wonderful South African husband. This kid was going to be half South African, half Indian, born in Singapore and will probably live in many other countries. In this increasingly global world, I felt roots were important. Roots ground you, they’ve always grounded me. I dreamt of passing on my roots, my memories and my childhood. I dreamt of places we visited, food we ate, festivals we celebrated, games we played , music we listened to, sounds of the street - I dreamt of the simplicity, the delight, the love.

I dreamt beyond mythology, folk tales, villages and old world India. I wanted to share with my child the India I grew up in. A relatable, contemporary India. Filled with soul and fun.

But most importantly I wished for my child to grow up in an inclusive, kind world. I wanted him to connect not only to India but different cultures across the board. I wanted to play my part in creating awareness around contemporary culture and make it accessible and delightful for parents and kids around the world!

The focus on books, stories, games and songs for kids really came from the thought of moulding little people when they are exactly that - little. I called upon my best friend, soul sister and passionate early childhood expert to come on board this journey. Together we wanted indigrow to be a culture destination for kids where pedagogy meets culture. With a focus on early childhood. we wanted to create an eco system or universe from a child’s point of view. Hence the interconnected, linked and progressive books, stories, games and songs. A hands on, screen free, tactile way of connecting families, sparking conversations and making culture come alive. We also hope to dive into other cultures in the future!

Why is representation so important? What are a few ways parents of all ethnicities can make their kids world more inclusive?

Representation helps to inspire and create an impact on kids. As early as 0 years old. It provides a mirror to identity and shapes how the little one views himself or herself. It allows for human connections to be built , and acts as a window to the world. We worry so much about a well rounded, balanced, nutritious food diet don’t we? So why can’t we be as conscious about a well rounded, diverse emotional diet in terms of the way we shape our children’s play time and bed time? In this increasingly global world, connecting with others who are not exactly like us, will make for a kinder, inclusive world. For ALL our kids.

A few way parents can make the world of their kids more inclusive:

Diversify your book shelf and play room. Both yours and your kids. Expose your kids to different characters and stories , of different backgrounds. There are a multitude of delightful books out there.
Use childhood curiosity to facilitate teachable moment: When your child asks a question about something he sees Or hears that’s different ( skin colour, height, hair, language, disability) take the time to explain it in a simple, kind manner. It will make a world of difference instantly!
Organize multi cultural play dates if possible and use screen time as a means to expose kids to diversity
Lastly, be a role model. Children see, children do. Right? So make sure you are interacting with a more diverse world, breaking down silos, being kind and empathetic. Appreciate differences in an obvious way. Your kids are sure to follow.

What are three items in your online shop you’d gift to friends and loved ones right now?

Colours of India Story Book (Koko the Crow): A heartwarming story about Koko a little black crow who goes on a colourful journey to eventually become comfortable in his own skin. More than a book - its a conversation about diversity and confidence.

Puzzle Huddle: Children’s jigsaw puzzles featuring diverse characters
Pink is for boys : A timely picture book for toddlers that breaks down gender stereotypes and encourages kids to enjoy what they love to do!