Empowering Maharashtra's tribal communities through local livelihoods (VIDEO)

When the COVID-19 lockdown was implemented in Mumbai, one of the worst-affected communities was migrant workers, many of whom were forced to pack up and return to their hometowns overnight. They travelled on overcrowded buses, auto-rickshaws, and trains—risking everything to reach the safety of their homes. 

“While we were all sitting in the safety of our homes trying to figure out what exactly is happening around us, this one group of people were on the streets. That's when I thought that something must be done for them in their villages so that they do not have to migrate to the cities in the first place. That's when NeevJivan Foundation was born,” shares Proteek Kundu, founder & director of the organisation. 

His mission is to create alternative sources of income in rural areas through micro-businesses. “We work with tribal communities in the Palghar and Nashik districts, helping them set up micro-businesses related to poultry farming, goat farming, masala making, papad making, pickle production, crab farming, beekeeping, sanitary pad manufacturing, among others,” explains Kundu, who has over 25 years of corporate experience.

Currently, 90 micro-businesses are operating successfully across Palghar and Nashik, run by more than 900 women. These ventures are not only providing income to the women who manage them but also generating employment for others in their villages. “The vision over the next five years is to establish 1,500 such businesses, positively impacting the lives of at least 25,000 women,” he shares.

Over time, Kundu and his team have developed a five-pronged approach. This includes teaching vocational and entrepreneurship skills, how to source funds, guidance on starting micro-businesses in their villages, and building market linkages. “All these concepts that we learnt in a business school are taught to them through fun games, case studies, group discussions, market interactions, and the like so that the concepts get ingrained into the mind of the beneficiaries at one go,” he explains.

He emphasises that market linkage is a critical element. “Many rural livelihood projects fail because they can’t connect with customers. So we support the women for at least 12 months to ensure they can reach customers both online and through physical distribution channels. Once the business stabilises, they manage it independently,” he adds. The broader goal is to create sustainable sources of income that eliminate the need for migration to cities.

Anu Prasad, founder and CEO, India Leaders for Social Sector, shares, “Through NeevJivan Foundation, he’s working with tribal women in rural Maharashtra to build something many of us take for granted — the ability to earn a dignified living without having to leave home. The work they do is deeply rooted in the idea that people shouldn't have to migrate to cities, leaving behind their families and communities, just to survive. They’re not just teaching skills — they’re creating real opportunities for women to become entrepreneurs, to build small businesses, and to stay rooted in their own villages. It’s such a powerful reminder that prosperity shouldn't be confined to cities. It should exist wherever people are. What I admire most is the heart behind it — this belief that people matter, that they shouldn’t have to uproot their lives for a chance at a better one. That’s the kind of thinking we need more of.”

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