Bholu is a term of endearment for a small child in the Gujarat region of India where Jodie Fried's business supports local women and preserves their traditional crafts. Each cushion is embroidered by hand and each toy hand-stitched, and more importantly Bholu is a Fair Trade company with a huge focus on social responsibility. So much so that Jodie founded The Anganwadi Project to build preschools in the region and commits part of the proceeds from Bholu and its sister company Armadillo&Co to support it. Karen talks to Jodie about her love for India and the difference The Anganwadi Project is making there.

How long have you been visiting India?
I have been visiting India since 1999. I lived in India for 3 years from early 2000 where I developed a great love and deep passion for the country, its people and their culture.

What prompted you to start The Anganwadi Project?
During my time working with the Bholu artisans, I would run small art workshops with slum children, where I would head into the slums armed with water and food, along with crayons and paper. Here the children had an opportunity to be children, and have time to create and have time to have an imagination. They also received clean water and fresh nutritious food.


A group of children with their teacher in their dilapidated building.

While on a workshop, I experienced seeing 40 small children between the ages of 3 and 6 crammed into a small tin shed, no light, no ventilation and the temperatures soared around 50 degrees. This was no place for children to learn, so I suggested we rebuild a new school or "Anganwadi". 2 weeks and $1600 later, the children had a beautiful, safe, clean and cool place to learn in.

In 2006, I was fortunately able to join forces with AWF – Architects Without Frontiers Australia - and then in 2010 we incorporated The Anganwadi Project as a not for profit association with AWF Director, Jane Rothschild. Since we joined forces we have now designed and built 12 more schools with over 600 children in school, receiving education, nutrition and love.


Bholu 11, the 11th preschool built by The Anganwadi Project.

Can you describe why it was so necessary to do this?
I was so shocked by the state of where these children were expected to learn. For such a minimal cost we were able to provide beautiful and safe places for these children. The opportunity for these children to receive a better start in life would only help them make better choices in the future years to come. It was also necessary as it is proven that a child given a chance to attend a preschool will more likely to start formal primary education. We needed to take a small step at attempting to make a change to this circle of poverty and lack of education.

I saw it as my obligation to follow this through as best as I could. When you have seen and experienced something like this it is almost impossible to turn you back on a memory like that and not do anything about it.

I am thrilled to report that after 7 years of running the project that the enrollment rate of children wanting to go to school is so much higher, we can't build the schools fast enough and the turn around of the children's health and happiness is phenomenal.


A boy with a model of Bholu 11 in Ahmedabad, and a girl with her drawing; Jodie's toy designs are inspired by children's drawings. 

Is there a philosophy around what you do?
The philosophy is simple. Creating beautiful products that are handmade with love, which have a story and give back to communities in need.  Without any of this, Bholu would never have existed.

How has it affected your view of the world?
My experiences in India over the last 13 years have gifted me with greater sense of compassion, the skill to stop and reflect on what is important and to see the smaller things in life. It made me look at myself very early on in my career and to see what is important to me, and see what little others have ( and what immense happiness they can have without materialistic things) and what we really need in order to be happy.



What has been your …..

Best moment?
Oh, so many! I have such great moments when I see the incredible leaps and bounds, which the children in our Bholu schools achieve, the smiles on their faces, the things that they teach us.



Worst moment?
In one of our early workshops, I was handing out mangos to the children after a workshop and one little boy put his in his pocket and didn't eat it. He was saving it to take home to his family rather than eating it himself. The sense of responsibility and restraint at such a young age really upset me.



Most inspiring moment?
Every time I look at what The Anganwadi Project is achieving, it gives me such a high, I look at what we have achieved because of the selfless and inspiring individuals who join our team to fund their own way and work tirelessly on the Bholu Schools in the Indian slums in incredible.  The relationships and trust they form with the communities is making our project stronger and stronger every year, with hopefully many more schools to come!



What's important for us to know about Indian children?
It is very sad to know that only children from wealthy and middle class families can afford to go to a formal pre school in India.  Over 18% of children do not get any formal education at all and children from these poor families are often lack the proper nutrition. More than 43% of children in India are malnourished. Proper care, hygiene and discipline are also lacking in these children. It is proven that a child given a chance to attend a preschool will more likely to start formal primary education.

How we can help?
Spread the word!! Part proceeds from all products from Bholu and Armadillo&Co go back to The Anganwadi Project. You can also donate directly to the project's next season by donating online here (link now expired).

Find out more about The Anganwadi Project at their website or their Facebook page.