The Noonchi brand was created by an ordinary mom of a toddler, who licked play dough from the supermarket. A mother who was tired of discarding play dough which dried out in just one day. Through experiments in her home kitchen, she unravelled the secret of the original, world-famous soft play dough and replaced all the dubious ingredients with safe plant-based components. She also devised a method to make the play dough long-lasting.