Sindhuja Sura's Personal Safety Brand Makes Confidence An Everyday Reality

When Sindhuja Sura received her Digital Women Award 2025, she reflected on what the moment meant for her and for women across the country. She shared, “For me, it is a reminder of how much women can achieve when we support each other and when we create space for each other to grow."

Her personal safety brand, BoomBird, is a modern personal safety brand that creates compact, design-forward tools such as personal alarms, self-defence accessories, and smart everyday safety essentials. 

The brand aims to make safety intuitive, accessible, and part of daily life rather than something used only in moments of distress. 

Sura shared at the Digital Women Awards stage, "BoomBird came from a very small intention for women to feel safer and to feel more confident in everyday lives, and that intention being recognised on this stage feels really meaningful.” 

Sindhuja Sura: Digital Women Awards 2025

STP: What is your business and the vision behind it?

Sindhuja: BoomBird is a modern personal safety brand that designs compact, smart, and beautifully built safety essentials for everyday use.

From personal alarms to self-defence tools and smart safety essentials, BoomBird empowers women, children, and seniors to move through the world with confidence, not fear.

With an emphasis on portability, ease of use, and modern design, BoomBird bridges the gap between personal safety and lifestyle.

The brand operates through its direct-to-consumer website, offering accessible and trusted safety solutions for every walk, ride, and late night.

STP: What is your business model?

Sindhuja: BoomBird is a D2C business model with all sales currently driven through its own e-commerce platform boombird.shop, and digital marketplaces.

The brand focuses on building high customer trust and recall through strong product storytelling, influencer-driven awareness, and online performance marketing.

STP: What are your plans and opportunities for growing your business?

Sindhuja: India’s personal safety segment is at a turning point, growing rapidly as awareness, urban mobility, and independent lifestyles expand.

BoomBird is positioned to lead this emerging category by redefining safety as a daily companion rather than an emergency tool.

The opportunity lies in bridging the gap between technology, usability, and trust through products that empower individuals to take charge of their safety.

In the next five years, BoomBird aims to strengthen its D2C presence, establish partnerships with pharmacy and wellness retail chains, and expand into airport and travel counters.

The long-term vision is to build India’s most recognised name in everyday personal safety, a brand that normalises self-protection as a modern, responsible lifestyle choice.

STP: In what ways do technology and digital tools contribute to the growth, efficiency, and overall success of your business?

Sindhuja: Technology forms the backbone of BoomBird’s growth and customer experience. The brand operates on a fully digital-first model, using e-commerce tools and analytics to understand consumer behaviour, optimise inventory, and improve retention.

Platforms such as Shopify, Meta Ads, and Google Analytics are central to reaching the right audience and tracking real-time performance across touchpoints.

BoomBird’s digital infrastructure also drives storytelling through content, social media, and video campaigns that help normalise personal safety as a modern, empowering habit. CRM tools and automation support after-sales care, while digital payments and fulfilment systems allow the brand to scale without large physical infrastructure.

Technology does not just bring efficiency. It amplifies reach, trust, and agility, allowing a small independent safety brand to compete with larger players while staying close to its community and purpose.

STP: What were some key challenges you faced while building your business?

Sindhuja: Building BoomBird meant breaking into a category that did not exist in India: everyday personal safety. The biggest challenge was awareness, because people did not know such tools could be practical or modern.

From sourcing trustworthy manufacturing partners to creating educational content that shifted perceptions, every step required persistence.

Each challenge helped refine the brand, proving that even a small team can build trust and impact through consistency, courage, and clarity of vision.