HDFC Bank’s flagship CSR initiative, Parivartan, aims to drive holistic rural development through partnerships with grassroots organizations. From 2019 to 2022, the Parivartan HRDP project was implemented by Urmul Trust in the western desert regions of Rajasthan, focusing on livelihood enhancement, women empowerment, financial inclusion, and enterprise promotion. The initiative directly impacted FPOs, SHGs, and artisan communities, helping them build sustainable income streams through handcrafted and agro-based product development.
One of the key outcomes of this multi-year engagement was the launch of the ‘Marugandha’ brand—celebrating the identity, skills, and craft heritage of rural Rajasthan.
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As part of the Marugandha Livelihood Initiative supported under the HDFC Bank Parivartan CSR project and implemented by Urmul Trust, a unique and culturally rooted intervention was conceptualized: the Camel Café at Pokhran, Jaisalmer. As part of the Marugandha livelihood initiative under the HDFC Bank CSR Parivartan project, the Camel Café was established in Pokhran, Jaisalmer, to promote camel-based products and generate sustainable livelihoods for camel herders. The café aimed to celebrate the culture of Rajasthan’s desert communities by offering camel milk-based beverages, ghee, and handmade soaps, while serving as a tourist attraction rooted in local identity and traditions.
UnderGrads LLP played a pivotal role in bringing this café to life—managing everything from end-to-end branding and marketing to hands-on design and execution. The team designed the café’s identity, menu cards, and product packaging, conducted professional photoshoots of camel products, and created storytelling content for social media platforms. UnderGrads also adopted a camel named Jacob as a symbol of their deep commitment to the cause, further enhancing the emotional and cultural appeal of the initiative.
Before engaging with UnderGrads, the project faced several branding and marketing-related challenges: