When friends Shouger Merchant Doshi, Aditi Kapur and Ragini Vakil got together to start the Pinwheel Project back in 2017, their aim was to host an exhibition that was curated by mothers for mothers. "The goal was to bring great quality products to the forefront by gathering them together under one roof, where mothers could be educated about various products and services in the market, so they can make informed decisions for their children," shares Merchant Doshi. Having made a name in offering tailor-made parenting essentials and amenities through six editions in Mumbai and Kolkata, the trio decided to take the pop-up online owing to the pandemic, with the Festive DigiEdit 2020 going live today.

(From left) Ragini Vakil, Aditi Kapur and Shouger Merchant Doshi