The Pink Ladoo Project was founded by Raj Khaira in 2015 and is an organisation on a mission to eradicate gender-based South Asian practices, customs and traditions. The Pink Ladoo Project was established to change one tradition in particular: the custom of families only celebrating the birth of a baby by distributing “ladoo” (traditional Indian sweets) within the community if that child is a boy. We introduced the pink ladoo to be given to members of the community to announce girls' births, as a way of finally starting a custom to celebrate females in South Asian culture. South Asian families are being encouraged and inspired to distribute Pink Ladoo to their family and friends to celebrate a girl's birth.

W: https://www.pinkladoo.org/ | FB: https://www.facebook.com/pinkladoo