Raj Khaira founded the Pink Ladoo Project in September
2015 as her response to what she felt was the urgent need
to raise the value of women.

Raj was principally inspired by:

  1. the negative reactions to her sister's birth when she was 10;
  2. her interest in the harmful impact of sexist South Asian and non-South-Asian customs and traditions on both boys and girls; and
  3. her desire to ensure the lack of inter-sectional perspectives in the efforts to increase workplace diversity in the UK and abroad did not unfairly disadvantage South Asian women.

The Pink Ladoo Project officially launched in the UK on 11 October 2015 with the mandate of eliminating the social ills stemming from patriarchy and misogyny by dismantling the sexist customs and traditions that hold them together.