THEBUSINESSBYTES BUREAU

BONGAIGAON, JULY 13, 2026

Reinforcing its commitment to sustainable community development, NTPC Bongaigaon has launched Project SRIJAN, a unique Corporate Social Responsibility (CSR) initiative aimed at creating sustainable livelihood opportunities for rural artisans while preserving the rich indigenous cultural heritage of the region. The project will equip beneficiaries with market-oriented skills in eco-friendly toy making and embroidery, blending traditional craftsmanship with contemporary livelihood opportunities.

NTPC Bongaigaon has signed a Memorandum of Agreement (MoA) with Zankla Foundation, the CSR arm of Zankla Studio, for the implementation of Project SRIJAN. The agreement was signed in the presence of Arnab Maitra, Executive Director and Head of Project, NTPC Bongaigaon; V. Jayanarayanan, Chief General Manager (HR, CSR, LA & R&R), NTPC Limited; and P. K. Sahu, AGM (CSR), NTPC Limited. Amit Kumar Asthana, Head of HR, NTPC Bongaigaon; Kirat Brahma, Founder of Zankla Foundation; officials of NTPC Bongaigaon and representatives of the Foundation were also present.

Project SRIJAN will initially benefit 15 selected participants from two project-affected villages of NTPC Bongaigaon. The beneficiaries will receive structured training and capacity building in eco-friendly toy making and embroidery, enabling them to develop skills that can translate into sustainable livelihood opportunities. Beyond skill development, the project has been designed as a comprehensive livelihood intervention, providing continuous handholding, mentoring and guidance to help participants establish long-term income-generating activities.

The project also includes a systematic framework for beneficiary identification, implementation planning, documentation and regular monitoring to ensure effective execution and measurable outcomes.

A distinctive feature of Project SRIJAN is the active involvement of the Bardwi Shikla Ladies Club of NTPC Bongaigaon. The Ladies Club will work closely with the women beneficiaries, providing continuous encouragement, mentorship and interaction even after the completion of their training, helping them transform their newly acquired skills into sustainable livelihoods.

Project SRIJAN will leverage the expertise of Zankla Studio, an Assam-based creative and social enterprise founded by designer Kirat Brahma. Deeply rooted in the traditions of Northeast India, the studio collaborates with artisans, weavers, designers and storytellers to create handcrafted products that combine contemporary design with cultural narratives. Its portfolio includes sustainable woven soft toys, heritage-inspired products and other handcrafted creations that promote artisan empowerment while preserving traditional skills.

Through its initiatives, Zankla Studio has nurtured over 70 artisans across different communities and directly supported more than 30 livelihoods. The studio is particularly known for its heritage-inspired soft toys based on Bodo culture, folklore and local narratives, using design as a medium to introduce indigenous traditions to wider audiences. An alumnus of the National Institute of Design, Kirat Brahma established the studio after returning to Assam with the vision of preserving culture while creating meaningful employment opportunities for local artisans.

Speaking on the occasion, Arnab Maitra underscored the importance of CSR initiatives that create lasting opportunities at the grassroots. He said the region's rich indigenous traditions and artistic heritage possess immense potential for livelihood generation when supported through structured skill development, creativity, sustained mentoring and appropriate market linkages.

Kirat Brahma expressed his gratitude to NTPC Bongaigaon for supporting the initiative and highlighted the transformative potential of indigenous art and sustainable craftsmanship in creating dignified livelihoods. He said Project SRIJAN seeks to nurture local talent while developing eco-friendly products inspired by the region's cultural stories, motifs and heritage, thereby integrating livelihood generation with cultural preservation.

Under the MoA, NTPC has approved financial support of up to ₹15 lakh, excluding applicable GST, for the 12-month project.

Through Project SRIJAN, NTPC Bongaigaon aims to establish a sustainable model where skill development is complemented by continuous mentoring, local creativity is linked with economic opportunities, and the region's rich indigenous heritage becomes a source of both cultural pride and lasting economic empowerment.