Protibha, a thriving social enterprise and the sustainable arm of It's Humanity Foundation, was first established by IHF in 2014 as a means to provide an income to the mothers of children it wished to retain into its schools. Taking the reins in 2016, Maisha has propelled the organisation to new heights of success, significantly impacting the lives of countless artisans and demonstrating the power of sustainable, community-driven growth.

Protibha began its journey to address a deeply concerning issue: the high rate of child labour and school dropouts among children in impoverished regions of Bangladesh. A 2011 FAO report highlighted the disproportionate burden on rural women, restricting their participation in formal employment due to household responsibilities and conservative societal norms. IHF's research revealed that families that solely relied on the male breadwinner, often sent their 8-10-year-old children to work in order to supplement income. This directly mirrored the alarmingly low school retention rate of under 30 per cent in IHF's education programs.

Most rural women are inherently good at crafting, and desperately needed economic empowerment. Recognising that addressing this dual need could potentially increase school retention rates, IHF established Protibha, a mere awareness program then. Through its modality, women could work from within their households, while simultaneously freeing up time for their young ones to attend school. Maisha's arrival marked a critical turning point, transforming Protibha from an awareness program into a thriving social enterprise, comprising both women and men artisans, commercialising artisanal products nationwide.

Maisha's strategic vision involved a holistic approach, addressing several key challenges. "I worked very closely with the artists to understand their techniques and to develop practical, accessible training modules. These modules were inclusive for all ages and skill levels, and formed the foundation of Protibha's impactful workshops. We wanted to extend our focus beyond skill development to also encompass financial literacy and responsible business practices, so we could succeed in empowering artisans to manage their enterprises sustainably."

Under Maisha's leadership, Protibha significantly improved artisan productivity, product quality, and market access for her products. This has led to increased income and employment opportunities for rural men and women. "At Protibha, we believe that collaboration is the key to unlocking the full potential of our artisans. I involve artisans in decision-making processes fairly regularly, because I truly believe it fosters trust and creativity," states Maisha. She prioritised continuous improvement of the brand through innovative ideas and openness within the organisation, ensuring their livelihoods and also honouring their unique craftsmanship.

Maisha's success speaks to strategic partnerships and collaborative efforts. Building upon the groundwork laid by IHF, she managed crucial support from mentors, advisors, and her dedicated team. Key programs like UNDP Springboard and Academy for Women Entrepreneurs (AWE), a project by the US Embassy, implemented by BRACU CED, further honed her leadership abilities. "I personally spent a lot of time forging partnerships with local NGOs and corporate sponsors, leveraging their resources and expertise to significantly broaden Protibha's reach and impact."

Today, Protibha thrives under Maisha's guidance. IHF has managed to pull up its school retention rate from 32 per cent to 6 per cent, a commendable feat. Her vision now centres on scaling operations, expanding product lines, and enhancing support for her artisan family. She aims to establish Protibha as a leading force in ethical consumer markets, pinning Bangladeshi heritage right on top of the national and international charts.