That’s what Tiyash Bandopadhyay, 32, a management consultant in the USA faced with a young son, trying to balance two cultures. It was an issue she and her friend Priya Nair, 31, realised most mothers faced. And so was born bloggermoms.com, a website where women like them could interact.

The site, says Bandopadhyay, is “an umbrella for parents navigating lives in multicultural mayhem.” For Nair, mother of two, the challenge lay in “maintaining Malayali traditions while enjoying American ones”.