“Success is not measured by what you achieve, but by the obstacles you overcome along the way.”
I was born and raised in Bhubaneswar, Odisha, a city known for its rich culture and history, but also for its spirit of growth and development. I grew up in a supportive family with loving parents and a younger sibling who has always been my strength. Family has always been my anchor, and even though I eventually ventured far from home, the values they instilled in me have been the foundation of my journey.
After earning my degree in engineering, I joined IBM, where I began building my dreams. It was a time of growth and discovery, and during this period, I met the man who would become my husband, and from the very beginning, he was my greatest supporter. When he moved to Singapore to advance his career, I followed him a few months later, filled with excitement and anticipation for the future we would build together.
However, the transition to Singapore came with challenges of its own. Finding a job and becoming financially independent in a new country was harder than I had anticipated. The struggle to find work wasn’t just about the money—it was about overcoming self-doubt and the pressure I placed on myself to stand on my own. Just as I was beginning to settle into life in Singapore, I became pregnant with our first child. Life took another turn when we moved to Australia with a newborn baby in tow, and a new chapter of complexity began.
Living in Australia brought its own lessons. I briefly joined Sydney Trains but left after three months to focus on raising my baby boy. Motherhood was both exhausting and fulfilling, but I cherished every moment, even the hardest ones. When my second child came into the world, I decided to explore a different passion—marketing. It was a field where I could merge my creativity with my engineering mindset, applying my skills in analysis and strategy in ways that felt both natural and exciting.
But let’s be real. Being a woman, working, and trying to establish a business isn’t easy. We’re expected to give equal effort at work, on par with men, while also giving 100% more at home to keep the balance. Have you ever heard a man say, “Oh, I have to balance work and home”? It’s rare. The truth is, women often have an invisible second job—tracking everything at home while excelling in their careers. We’re the ones expected to know every diary entry for our kids, remember all birthdays, buy the gifts, organise summer and winter wardrobes, decide whether the kids need shoes or boots, and even manage which sports they should participate in.
And guess what? On top of that, we can’t even afford to wallow in self-pity during our periods. There’s no pause, no break—it’s just part of the juggling act.
In 2022, my life took a heartbreaking turn when I learned that my father had been diagnosed with stage 4 cancer. The man who had always been my rock now needed me in ways I never imagined. I left everything behind to care for him, but the emotional toll was immense. Losing him in February 2023 was devastating. For months, I grieved deeply. I lost motivation, struggled to care for my family, and felt like a shadow of my former self. My greatest battle during that time was with myself.
It wasn’t until my eldest son said, “Mom, you miss Aajaa so much that you’re not yourself anymore,” that I realized I had to fight my way back. I knew my father would never have wanted me to stay broken. With the help of my husband and my two boys, I found the strength to rise again.
I decided to channel my energy into creating something meaningful. That’s how Digiware was born.
I founded Digiware with a mission to support small businesses—an often-overlooked segment in the marketing world. The concept of marketing can be too costly for many small enterprises, but I wanted to offer them an equal opportunity to reach their audience and showcase their talents. With a dedicated team, Digiware was launched, and it’s been a labor of love ever since.
But the road wasn’t easy. As a brown woman navigating a white-dominated industry, I faced challenges that tested my resolve. Still, I believe that no challenge is insurmountable if you face it with passion and purpose. Digiware has grown rapidly, and now, we’re at full capacity, focusing on website design, SEO, social media management, and branding. We’ve helped launch 5 startups, managed 3 major rebranding projects, and are working on numerous SEO and social media campaigns for small businesses.
Today, I’m proud to say that we’re busier than ever, and the trust our clients place in us continues to fuel our growth. My days are meticulously planned, my fridge stocked with homemade meals, and despite the chaos of running a business, I make time for my family every day. We stay connected, and they remain my constant source of strength and motivation.
As I look back, my heart overflows with gratitude—to God for guiding me, to my customers for trusting in me, and to my husband for standing by my side through it all.
Message From Alaka : To all the women out there juggling career and home, hear this—you are not alone. We are expected to do it all, and it’s exhausting, but never doubt your strength. Don’t let societal expectations or self-doubt keep you from pursuing your dreams. If I, a mother of two, a woman of color in a competitive industry, can build something from scratch, so can you. Let’s support each other, lift each other up, and make the business world more inclusive, one step at a time.
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