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Farzana's doll inspires Brit Muslim children
Tuesday, 12 October, 2010 07:39:25 AM
The director of Desi Doll, that makes first of its kind dolls teaching in two different languages, Farzana Rahman basically belongs to Peshawar in Pakistan. Her father is an ex diplomat while her husband is in investment banking business. She herself was once attached to investment banking but a few years back she ended up in doll business while searching a doll that could teach her daughter her mother tongue Urdu. Wearing an all time beaming smile on her face, she came across many hurdles in setting up her business but overcame all of them thanks to her determination and is now very successfully running her on line business of Desi Doll through media and Internet along with her daughter and twin sons. The Asians talked to her about her journey from Desi to Muslim Doll.
The Asians: Please tell us about yourself?
Farzana Rahman: My father was a diplomat. I was born in this country. Being a diplomat my father had to serve in different countries. His last posting was in London. After retiring from service he started his business in this country and did not return to Pakistan. We basically belong to Peshawar but now our relatives have settled in Islamabad and Karachi. I visit Pakistan very rarely. We are four brothers and sisters and I am the youngest of them.
The Asian: How did you turn to Doll business?
Farzana Rahman: I had been in Investment Banking. After graduation I joined a French bank then switched over to an American bank and remained in this profession for 12 years. After three months of the birth of my elder daughter I admitted her in full time Day Care centre and resumed my job. I used to leave her at the centre at 8.30 in the morning but I felt very strange while dropping her there. After the birth of my twin sons I started thinking doing my own business from my home but I had no idea what to do. I also gave a thought to start chicken franchise. In the meantime I decided to teach my daughter Urdu and I browsed on Internet to find a toy with the help of which I could teach her Urdu. I could only find a DVD for learning Hindi but I could not like it. I decided to make such a toy by myself and started sketching in my spare time and searched on Internet some manufacturer who could make some samples out of these sketches. I decided to leave my full time banking job to pursue my plan. I discussed the idea of a talking doll with my friends who liked it. I knew that there was a demand for such a doll as my Urdu and Hindi speaking friends and acquaintances were also interested in teaching their children their mother tongue with the help of such a toy. I spent much money in search of a better design and technology. It had really been a challenging task.
The Asians: After Desi Doll how did you conceived the idea of Muslim Doll?
Farzana Rahman: I was on a flight to China when the idea crept in my mind about a Muslim doll. I thought why shouldn’t I make a Muslim doll that could teach Islamic manners and recitation. I decided to use many cartridges in different languages in one doll. I discussed the idea with my designer in China and we started the work. Now I am preparing to manufacture talking puzzles and alphabets.
The Asians: Wasn’t making of bilingual doll difficult?
Farzana Rahman: Yes it is but this is its specialty. I made recording in Urdu, Hindi, Italian, English, Gujrati, Russian and many other languages.
The Asians: What is the duration of the cartridges?
Farzana Rahman: In more than four minutes recording, the doll teaches numbers, colours and small conversations in two languages. Besides five or six small limericks of nursery level are also recorded. At the start a British company agreed to investment on the idea but later backed out. I then myself found a designer in China and prepared the samples and recording.
The Asians: How did you find a designer in China?
Farzana Rahman: I searched a designer and a manufacture on Internet and then went to China to make the samples.
The Asians: How did you name Desi and Muslim Dolls? Did you start with both?
Farzana Rahman: My first idea was of bilingual Desi Doll that could talk Gujrati, Urdu and Hindi. Later I started with French, Russian, Italian and other languages and retained the name Desi Doll as it had become my brand name despite it seemed strange for a while that the name Desi would not be much suited with other languages. Similarly I changed the logo for Muslim Doll to differentiate it from Desi doll but retained the name Desi. Muslim dolls teach children prayers, Quranic Surah and their English translation to help children to memorise them. Dress of the Muslim doll is of Islamic style to tell the children about Islamic culture.
The Asians: By giving a doll name as Muslim doll, aren’t you isolating yourself from the society?
Farzana Rahman: No. Instead I am creating harmony. Media are always giving negative impression about Islam and through Muslim doll I am trying to remove this wrong impression by highlighting the good and positive aspects of the Islamic culture. The children take this doll to their schools. Muslim doll wears a Hijab around her head which the children love to show others. Some parents make their girls to wear Hijab in a very early age and they started thinking themselves somewhat different from others but this doll by the name Amna helps them to become part of the society. They do not feel shy and speak of their identity with pride. If we have dolls with black, white and ethnic background why can’t there be Muslim dolls that also speak of the diversity of the society.
The Asians: Your doll is made of cloth and not of plastic material. What is the reason?
Farzana Rahman: Yes these are made of soft cloth so that the children could feel easy in carrying them.
The Asians: How did you visualize the shape of the doll?
Farzana Rahman: I made a thorough research before taking any decision. I studied different types of dolls available in various shops and stores. I also gave thought to quality and packing and imagined what form of doll my children would like. In my opinion the doll should be soft that the children could hug and sleep with them.
The Asians: What difficulty did you meet in manufacturing, marketing and popularizing your product?
Farzana Rahman: I had always been optimistic about my idea. To me it was the need of the hour therefore I decide straight going into business without giving it a second thought. I faced no problem in the first phase of the business. However, there was some reservation about its marketing whether children and their parents would like it or not. The other problem was of its price which was fixed at £25. There were doubts whether parents could afford it or not. But on the other hand I had to cover designing, manufacturing, shipment cost and other expenses. Therefore I decided to fix a price that could be suitable for me and the customers and the retailers could also have their share.
The Asians: How was the response from the customers?
Farzana Rahman: Very encouraging, especially from mothers who through emails and letters thanked me as the doll helped their children in memorising Sura Fateha, etiquettes and prayers.
The Asians: Where from do you get the most orders?
Farzana Rahman: Presently I am receiving orders from Britain. I am also receiving emails from Indonesia for marketing my doll. I want to improve logistic so that the shipment could directly go to America, Indonesia and Australia.
The Asians: How many dolls you manufacture in one year?
Farzana Rahman: I have sold 25 to 30 thousands dolls in three years as I do marketing and accounting alone. Some time I could not fulfill the order because of shortage of stock. Its demand is increasing day by day.
The Asians: How do you manage your family and business life?
Farzana Rahman: Definitely it’s a challenging task. When I was a child I could not understand how my parents managed their job along with four or five children. We have to maintain balance as nothing is impossible. But you have to sacrifice. My husband has been very helpful to me. He took one year leave from his job to help me in setting up the business.
The Asians: Would you like to give some tip to women sitting in their homes?
Farzana Rahman: My only advice to them is that don’t feel shy of doing any job no matter how small it may be. Many toys which were made by women for their children became very popular. If you have some skills bring it out and utilize it for your betterment.
The Asians: Please tell us about yourself?
Farzana Rahman: My father was a diplomat. I was born in this country. Being a diplomat my father had to serve in different countries. His last posting was in London. After retiring from service he started his business in this country and did not return to Pakistan. We basically belong to Peshawar but now our relatives have settled in Islamabad and Karachi. I visit Pakistan very rarely. We are four brothers and sisters and I am the youngest of them.
The Asian: How did you turn to Doll business?
Farzana Rahman: I had been in Investment Banking. After graduation I joined a French bank then switched over to an American bank and remained in this profession for 12 years. After three months of the birth of my elder daughter I admitted her in full time Day Care centre and resumed my job. I used to leave her at the centre at 8.30 in the morning but I felt very strange while dropping her there. After the birth of my twin sons I started thinking doing my own business from my home but I had no idea what to do. I also gave a thought to start chicken franchise. In the meantime I decided to teach my daughter Urdu and I browsed on Internet to find a toy with the help of which I could teach her Urdu. I could only find a DVD for learning Hindi but I could not like it. I decided to make such a toy by myself and started sketching in my spare time and searched on Internet some manufacturer who could make some samples out of these sketches. I decided to leave my full time banking job to pursue my plan. I discussed the idea of a talking doll with my friends who liked it. I knew that there was a demand for such a doll as my Urdu and Hindi speaking friends and acquaintances were also interested in teaching their children their mother tongue with the help of such a toy. I spent much money in search of a better design and technology. It had really been a challenging task.
The Asians: After Desi Doll how did you conceived the idea of Muslim Doll?
Farzana Rahman: I was on a flight to China when the idea crept in my mind about a Muslim doll. I thought why shouldn’t I make a Muslim doll that could teach Islamic manners and recitation. I decided to use many cartridges in different languages in one doll. I discussed the idea with my designer in China and we started the work. Now I am preparing to manufacture talking puzzles and alphabets.
The Asians: Wasn’t making of bilingual doll difficult?
Farzana Rahman: Yes it is but this is its specialty. I made recording in Urdu, Hindi, Italian, English, Gujrati, Russian and many other languages.
The Asians: What is the duration of the cartridges?
Farzana Rahman: In more than four minutes recording, the doll teaches numbers, colours and small conversations in two languages. Besides five or six small limericks of nursery level are also recorded. At the start a British company agreed to investment on the idea but later backed out. I then myself found a designer in China and prepared the samples and recording.
The Asians: How did you find a designer in China?
Farzana Rahman: I searched a designer and a manufacture on Internet and then went to China to make the samples.
The Asians: How did you name Desi and Muslim Dolls? Did you start with both?
Farzana Rahman: My first idea was of bilingual Desi Doll that could talk Gujrati, Urdu and Hindi. Later I started with French, Russian, Italian and other languages and retained the name Desi Doll as it had become my brand name despite it seemed strange for a while that the name Desi would not be much suited with other languages. Similarly I changed the logo for Muslim Doll to differentiate it from Desi doll but retained the name Desi. Muslim dolls teach children prayers, Quranic Surah and their English translation to help children to memorise them. Dress of the Muslim doll is of Islamic style to tell the children about Islamic culture.
The Asians: By giving a doll name as Muslim doll, aren’t you isolating yourself from the society?
Farzana Rahman: No. Instead I am creating harmony. Media are always giving negative impression about Islam and through Muslim doll I am trying to remove this wrong impression by highlighting the good and positive aspects of the Islamic culture. The children take this doll to their schools. Muslim doll wears a Hijab around her head which the children love to show others. Some parents make their girls to wear Hijab in a very early age and they started thinking themselves somewhat different from others but this doll by the name Amna helps them to become part of the society. They do not feel shy and speak of their identity with pride. If we have dolls with black, white and ethnic background why can’t there be Muslim dolls that also speak of the diversity of the society.
The Asians: Your doll is made of cloth and not of plastic material. What is the reason?
Farzana Rahman: Yes these are made of soft cloth so that the children could feel easy in carrying them.
The Asians: How did you visualize the shape of the doll?
Farzana Rahman: I made a thorough research before taking any decision. I studied different types of dolls available in various shops and stores. I also gave thought to quality and packing and imagined what form of doll my children would like. In my opinion the doll should be soft that the children could hug and sleep with them.
The Asians: What difficulty did you meet in manufacturing, marketing and popularizing your product?
Farzana Rahman: I had always been optimistic about my idea. To me it was the need of the hour therefore I decide straight going into business without giving it a second thought. I faced no problem in the first phase of the business. However, there was some reservation about its marketing whether children and their parents would like it or not. The other problem was of its price which was fixed at £25. There were doubts whether parents could afford it or not. But on the other hand I had to cover designing, manufacturing, shipment cost and other expenses. Therefore I decided to fix a price that could be suitable for me and the customers and the retailers could also have their share.
The Asians: How was the response from the customers?
Farzana Rahman: Very encouraging, especially from mothers who through emails and letters thanked me as the doll helped their children in memorising Sura Fateha, etiquettes and prayers.
The Asians: Where from do you get the most orders?
Farzana Rahman: Presently I am receiving orders from Britain. I am also receiving emails from Indonesia for marketing my doll. I want to improve logistic so that the shipment could directly go to America, Indonesia and Australia.
The Asians: How many dolls you manufacture in one year?
Farzana Rahman: I have sold 25 to 30 thousands dolls in three years as I do marketing and accounting alone. Some time I could not fulfill the order because of shortage of stock. Its demand is increasing day by day.
The Asians: How do you manage your family and business life?
Farzana Rahman: Definitely it’s a challenging task. When I was a child I could not understand how my parents managed their job along with four or five children. We have to maintain balance as nothing is impossible. But you have to sacrifice. My husband has been very helpful to me. He took one year leave from his job to help me in setting up the business.
The Asians: Would you like to give some tip to women sitting in their homes?
Farzana Rahman: My only advice to them is that don’t feel shy of doing any job no matter how small it may be. Many toys which were made by women for their children became very popular. If you have some skills bring it out and utilize it for your betterment.
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