The launch of #TIMETORECONNECT with dobiQueen

DOBIQUEEN EMPOWERS WOMEN TO RECLAIM THEIR TIME THROUGH IT'S #TIMETORECONNECT INITIATIVE

In light of the ever-changing work landscape and the struggles that working women go through daily, dobiQueen Malaysia officially launched its #timetoreconnect campaign today which was supported by the Ministry of Women, Family and Community Development, and in partnership with ReKindle Therapy and CARING MOMS. To promote awareness of the energy and time demands of household chores, women are recommended to wisely prioritise building strong family relationships.

Women often find themselves burdened by the societal expectation that house chores are solely their responsibility, likely influenced by their upbringing. What often goes unrecognised is that these seemingly "routine and easy" tasks result in both physical and mental stress, not to mention the significant time investment they require—approximately 90 hours per month.

 

 #timetoreconnect official launch

A 2021 UNDP Issue Brief highlighted that the unpaid work performed by women today amounts to a staggering $10 trillion of output per year, roughly equivalent to 13 percent of global GDP. This raises the question: How can we address this invisible phenomenon?

Meet the panels

Recognising the gravity of this issue, Franzeene Nadia A/P Rajasegaran, the Assistant Director, Strategic Partnership Division, Department of Women Development from the Malaysian Ministry of Women, Family, and Community Development, said, "Women wear many hats indeed, but we should break the stereotype that when house chores are mentioned, it's automatically the woman’s job. #timetoreconnect is a timely reminder, and it matches our mission to increase women’s capacity and involvement in various fields. Shared responsibility is vital for the well-being of the whole unit that we call family!"

 

Empowering women together

“When I was growing up, I saw how much my working mother struggled when it came to juggling her time between office work and house chores. She was constantly exhausted after finishing up the house chores and the little time that I had with her affected me drastically during my childhood. This is why I am committed to delivering a seamless and effective service through dobiQueen, in the hopes that families will have more #timetoreconnect with their loved ones,” shared Nini Tan, Co-Founder of dobiQueen.

 dobiQueen Co-Founders, Nini Tan and Tan Seng Lee

Driven by a constant desire to optimise time, Nini persistently pioneers this often overlooked yet essential service. Her latest innovation, the 6-Hour Laundry Service by dobiQueen, revolutionises the industry in Malaysia. Customers can conveniently drop off their laundry outside their unit and receive it back, impeccably washed, dried, and folded within just 6 hours.

Empowering messages in a deck of specially curated cards were given to guests.

Time for some self-reflection and self-love.

#timetoreconnect prompts women to reassess their use of time for house chores in order to prioritise actions that yield long-term benefits for themselves and their loved ones.

 

“After hearing multiple stories shared by women on our platform, I understand the problems that many mothers face in today’s context. House chores are most of the time predominantly a woman’s responsibility and as a result, we’ve seen many women struggle and find it impossible to find the time to do basic things, for instance attend an upskilling course that will be beneficial to them,” shared Shera Ann Bosco, Founder of CARING MOMS.

 

Some of the attendees at the launch

"As we navigate the demands of work and juggle various responsibilities, we often put aside spending time with our children, thinking we can make up for it later. Our children’s growth will not wait for our timing. The time to build relationships, to create memories, and to influence their growth and values is now. In our busy lives, it can be as simple as reading them a story, having a heart to heart, eye to eye conversation by asking them how their day was, showing interest in what they are doing or engaging in their favourite activities." shared Alycia Lum, Marriage & Family Therapist from ReKindle.

Embracing the #timetoreconnect initiative, dobiQueen invites all women to take some time off their busy schedule and to unlock the potential for small yet impactful changes in their lives through a set of captivating questions. Follow @dobiqueen on instagram to view the questions, get ideas on how to build stronger relationships and actively participate in this conversation.

Watch the video here

About dobiQueen

Founded in 2015 by Nini Tan and Seng Lee Tan, dobiQueen aims to lessen the burden of everyday chores by providing easy and convenient services for a faster, cleaner laundry alternative. With over 75 outlets throughout Klang Valley, dobiQueen offers a range of services for a wide variety of laundry types without hidden costs, including coin-operated self-service laundry and same-day pickup and delivery. Each dobiQueen guarantees consistent, high-quality services using ELECTROLUX Professional equipment and the finest detergents from Dynamo and Downy. For more information, visit www.dobiqueen.my

CEO & CO-FOUNDER PROFILE-  Nini Tan

 “When we allow ourselves to shine, we give others permission to shine too.” 一 Nini Tan

 

A problem solver at the core, Nini is constantly looking for ways to improve the world around her. Personal growth and development is fundamental to her, and she derives the greatest pleasure from seeing others grow, thrive and reach new heights of self confidence.

 

This is evident from the business she has decided to pursue after a personal experience at her local laundromat, and the way she nurtures her own team - all with empowerment, especially for women.

HOW DOBIQUEEN WAS BORN

Nini saw the burden daily chores have on the average person, especially the mundane task of washing, drying and folding clothes. Although laundry is a simple task, it can take up a significant amount of time, especially for housewives and working mothers, thereby distracting them from more productive activities they could do for themselves and/or their families.

 

The mission of dobiQueen is to turn laundry into a hassle-free task that guarantees consistent, high-quality results with every wash. In an effort to ensure quality washes, she has gone into painstaking detail to provide customers with the best washing materials and hardware.

 

Nini has brought her experience in sales and marketing at Procter & Gamble and Hong Leong Bank to innovate the laundry experience into a customer-centric venture that eases Malaysians' daily tasks. From the highly trained in-outlet supervisors to assist customers with their laundry to providing pick-up services that ensure complete satisfaction.

 

EXPANDING TO EMPOWER MORE PEOPLE

Dedicated, smart, and constantly improving, Nini Tan hopes to give her customers the opportunity to become their best selves by lightening their daily chores and giving them more control over their time.

 

Through Nini’s leadership, dobiQueen which was founded in 2015 has become a multi-serviced laundry solution provider with over 75 outlets throughout Klang Valley. Key to her success has been her team who she continues to nurture and develop.