Protibha is a Bengali word, meaning ‘talent’. This programme nurtures the hidden potential of rural Bengali women, exploring which women in remote areas gain financial solvency, decision making role in communities and a sustainable lifestyle.

 

The vision is to establish an organization that empowers families nationwide through developing crafting skills and commercializes their handmade products globally.

 

Hence, Protibha aims to provide sustainable earning opportunities to females in rural and suburban areas through promoting existing artisans and training potential artisans to develop their crafting skills.

 

Its business strategy follows the B2C, B2B model, where it commercializes rural artisan-made products to urban and global buyers. Protibha is identified as a social business since the programme generates revenue while solving a social problem.