Ayi Diwali Ayi Diwali Ayi Diwali 🌸
Hey you,
Fairy lights lag gaye kya? Mithai fridge mein fit ho gayi?
Aur vo WhatsApp group bhi photos se bhar gaya na — "Happy Diwaliiii!!"
But between all that noise, tell me honestly…
Kabhi lagta hai roshni ke beech bhi thoda andhera hai?
Maybe you’ve been too busy being “fine.”
Smiling for selfies, being the responsible one, making sure everyone else feels festive.
But when you finally sit on your bed, kapde utar ke makeup pocha ke,
the silence feels heavier than the jewelry you wore all day.
If you felt that — this letter’s for you.
Because Diwali’s not just decoration, it’s safai — andar ki bhi.
Every year the universe hands us a jhaadu and whispers,
“Beta, yeh sirf floor ke liye nahi hai.”
That’s what diwali means to us.
🌸 Here’s a fun exercise :
Rewatch the music video of our “Chamak Chamak” song, and this time, with lyrics. Little hints and clues for you to take away. The song is a gift from us to you - a mantra, a permission slip - to shine brighter, to be bolder, to sing louder. And to wear your confidence with grace - like a bindee kurti.
And yes, have the laddoo. You’ve earned it. 😌
Share your fav lyric line from the song, tag #BindeeChamakChamak + @iwearbindee.
Best ones will go on our story! Welcome to the light, saheli!
And P.S, the founders read all mails. For love, rants, or anything else, email us. Bindee is listening. 💖
— Your Saheli from Bindee 🌸
Instagram : @iwearbindee | X : @_Bindee | www.bindee.in
🌸🌸🌸🌸🌸
If you haven’t joined our inner circle group already :
🏆 This week at Bindee
Bindee is not just an IndianWear brand that makes cute corset kurtis. We are a movement of Indian girls who are united by identity, fashion, community and art. A sisterhood of women who are more than what they seem on the outside.
A still from “Chamak Chamak”
🌉 Chamak Chamak : The fastest music video shoot! In 4 days we shot, edited and packaged the music video! Right on time for Diwali! We hope you loved it!
👑 Kurtis : We are prepping for the launch on 31st october. Our tailors are gearing up!
🙈 Community : Our first whatsapp group is full?! 🥹 So many Bindee girls! Guess we need a new one!
🌸 Did you know? The word Bindee comes from “bindi,” a symbol that once meant silence, devotion, and the third eye — we turned it into self-expression. Bindee now means desi girl sisterhood, and ofcourse, killer kurtis!
Till next time,
Saheli squad,
Bindee 🌸