#WeAreSouthQueens - Jyoti Bindra
Our second feature for #WeAreSouthQueens is Jyoti Bindra, Owner of Vikhyati Inc.
Born and raised in Calcutta, India, Jyoti Bindra migrated to New York City in 2007. she founded Vikhyati inc, a women-run, woman-owned clothing boutique. together, Jyoti and her mother sanyog run the business which previously was located off of Atlantic Avenue in Richmond Hill and relocated to 106th Street and liberty Avenue four years ago. Being a woman herself, Jyoti feels deeply connected to her clients who she views as an extension of her family and friends. She sees her clients as the best part of her job.
What was your inspiration?
"I always liked colors and fashion. I got this from my mom who was the main inspiration to start this entire company. She and my brother (who lives in Europe) pushed me to launch this. They've always encouraged me to believe that Yes, I can do it. I can get into this business. before coming to the United States, I used to work in the Bollywood industry, specifically the Bengali film industry."
Like many businesses, Vikhyati Inc. was impacted by the COVID-19 pandemic. "We mostly did online orders during COVID. The best part about our online business is that we provide shipping for free anywhere in the United States. there is no minimum purchase amount. We do not charge for shipping. If you cannot reach us at our location, we still want you to be able to shop with us. social media, mainly instagram, has driven our clients to us."
Jyoti has also given back to her community and society at large. She worked with community members including South Queens Women's March Founder and Director Aminta Kilawan Narine to distribute cloth masks across NYC and beyond: "During the COVID -19 pandemic, we started donating free masks all over the United States. Shipping was free and every mask was free. From then to now, if anyone comes into our store for a mask, we do not charge them - regardless of if it is a designer mask or a regular cotton mask. We used each and every yard of cotton fabric we had in this store to make those masks. To date, we have distributed over 5,000 masks all over the U.S."
What do you love about this neighborhood? "I love this location. It's very homely. You even see people bringing in food for us. The name is right: It is Little Guyana. It is also home to different communities. You have Punjabi people, you have Bangladeshi people; all of the communities here are so kind."
How many people work with you? Where do you get your fabrics and other items?
"I have four to five seamstresses working with me currently. Most are housewives who are unable to leave their homes to obtain work. I try my best to give my maximum business to them. I import a lot of fabric and various items from India but we make most of our clothing here."
What kind of advice would you have for young women entrepreneurs? "If you actually want to do it, do it from the heart. Also, if you connect with others, you will learn and you will grow."
