Avani Modi Sarkar, an Indian-American entrepreneur, co-founded Modi Toys with her brother Viral Modi in 2018 after becoming a mother. The brand, which creates mantra-singing plush toys and children’s books, is designed to introduce Hindu culture to young Indian-American kids growing up in multicultural environments.
“The idea stemmed from a personal need,” Sarkar shared, explaining how she and her brother wanted a soft toy that played Hindu mantras when squeezed. However, when they found nothing like it on the market, they decided to create their own. Modi Sarkar, recognized by Forbes Next 1000, Inc Female Founder 100, and E&Y Entrepreneur of the Year for New Jersey, emphasized that her upbringing in a culturally rich immigrant household fueled her mission.
The first toy they launched was of Lord Ganesha, followed by Krishna, Saraswati, Durga, and Lakshmi, among others. Though initially targeting Indian-American families, Modi Toys has since expanded worldwide, shipping to over 50 countries, including Australia, the UK, Canada, Singapore, and India. The brand has even gained recognition from celebrities like Priyanka Chopra Jonas and found a place in the homes of prominent Hindu families, including the Ambanis.
Interestingly, the appeal of these toys has extended beyond children. “Our products have become sources of comfort for all ages—from couples on IVF journeys to cancer patients undergoing chemotherapy, and even elderly Hindus seeking solace in their final days,” Sarkar noted, highlighting the emotional connection people have formed with their products.
Running a family-owned business in a niche market came with challenges. Viral Modi relocated to India two years ago to optimize operations, particularly after transitioning manufacturing from China to India. Maintaining quality, ensuring authenticity, and tackling counterfeit products have been ongoing hurdles. “Perhaps our biggest challenge is representing Hindu culture accurately while making it accessible to children,” she said.
Beyond toys, Sarkar is also an author. Initially writing to explain Hindu concepts to her daughter, she now publishes children’s books that complement Modi Toys’ products. Each plush toy comes with a rhyming storybook inspired by Hindu mythology, helping parents engage their kids in cultural storytelling.
Living in New Jersey with her husband and three children, Sarkar believes balancing work and family is easier with a family-run business. “My brother and I don’t have official job titles, but I say he’s the head, I’m the heart, our parents are the soul, and our kids are the spirit of Modi Toys,” she said. Involving her children in the business, she hopes they will inherit both cultural pride and entrepreneurial values. “The business has strengthened my bond with my roots, and that enriches our family life,” she concluded.
