Bells & Whistles was founded on the belief that “when you help a woman fulfill her potential, magic happens.”

The brand offers soft furnishings for beautiful homes, which are crafted by women from underprivileged sections of society.

The overall aim is to provides gainful employment to these women, which in turn helps them enhance their economic and social prosperity and become financially independent.

Avinash Kaur, co-founder of Ikshana NGO and Managing Director of Bells & Whistles, has spent over 15 years working in the grass root social service sector.

She has held significant positions in organizations such as India Today, the National Productivity Council, USHA India, and BARCO.

With her expertise in textile design and passion for creativity, Donnabelle Kapoor leads Product Design at Bells & Whistles.

Donnabelle holds a postgraduate degree in Design Management. She has 21 years of experience in garment design, production, and sales as an ex-DGM – Design of Zodiac Clothing (domestic and international markets).

The pandemic had affected millions of people’s health and well-being, their lives & livelihoods, particularly among India’s vulnerable and disadvantaged populations.

During the early stages of the pandemic, Avinash wondered “how to help people in distress with dignity,” which sparked the formation of Bells & Whistles.

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