In June 2020, Annabelle quit her corporate job to find her calling, and pursue more seriously her passion for working in the social sector. In a search to find the sweet spot where she could start her journey to this new world without hitting too many bumps, she chanced upon India Fellow, a not-for-profit social leadership program that trains socially conscious leaders for tomorrow. As an India Fellow, Annabelle is placed with Khamir, a crafts-based organisation in Bhuj, Kutch, Gujarat, that serves as a platform for the promotion of traditional handicrafts and allied cultural practices, the processes involved in their creation, and the preservation of Kutch’s culture, communities and local environment.
Annabelle is working with the team to understand the social framework, to provide local and marginalised artisans with forward linkages as well as skill development opportunities, and at the same time get a deeper understanding into the issues that plague the handicrafts sector at large. She is helping the team build a strong online presence through mediums such as e-commerce and social media, which have become the need of the hour with COVID-19 paving the way for the omni-digital consumer.