Seven Sisters Development Assistance
Echoes from the grassroot
GROVE STUDIO -
Pioneering Social Entrepreneurship and Creative Impact in Assam
– Rhea Hussain
Brief Abstract
The article revolves around business development in the form of a start-up based out of Guwahati with the vision of building a creative community that could possibly create impact at different stages of engagement or projects taken on. The Grove Studio identifies itself as a creative agency, rather than any other conventional marketing or advertising entity. The power that holds in on the aspect of impact with visual communication adding value with the element of empathy is what the Grove Studio and its Founding members wish to work towards. Looking ahead, Grove Studio remains committed to creating impact through words, actions, ethics, and campaigns. It believes in driving positive change by combining creativity with a strong sense of purpose, aiming to inspire social transformation and empowerment in Assam and beyond.
Grove Studio as a concept is an ideation of the fresh mind of Rhea Hussain. With a background in political science from the Indraprastha College of Women, University of Delhi, she subsequently planned to do her Masters in social work, especially livelihoods and social entrepreneurship. Also having done an MBA, her objective has always been to create an impact in any way possible.
The idea of Grove Studio was sparked by her sister, Rhyma, who has a background in visual communication and design thinking. Her vision was to create a community that would foster collaboration and growth within the North East of India, starting from their hometown. Despite the challenges posed by the pandemic, there was a surge in them to establish Grove Studio in 2021 to further build on the narrative of community building and harmony. Having said that, rural immersions have been an eye-opener in terms of community building, livelihood generation, and entrepreneurship through the lens of socio-economic mobility. The idea at any point is to be able to sustain oneself and the community through business development.
Rhyma’s Projects Through her Lens, Design Perspective, and Creative Vision
Empathy drives their approach, influencing every project and interaction they undertake. Rhyma also had the opportunity to explore the Mising Community in rural Balipara, located in Assam. Her vision was to showcase their culture and how the designs in their artefacts, their clothing, and their everyday life have led to an amalgamation of the core of visual communication and storytelling. The Mising Project was about branding the women weavers in a Mising community located in Balipara while documenting their traditional designs. Even though it was Rhyma’s thesis for her Master’s at Srishti Manipal Institute of Art, Design and Technology – they continue to incorporate her process of implementing design thinking into their processes at Grove Studio.
Guwahati as an Inspiration
Guwahati, in Assam, has always been a fascination for Rhea as an individual. The city’s vibrant culture and the state’s rich heritage have been a constant source of inspiration. Having had the opportunity to travel and experience the world outside of Guwahati and Assam, she was exposed to new possibilities for innovation, ideation, and growth. These experiences broadened her perspective and ignited a desire to bring transformative change to her home state. As she says, “The question that kept cropping up in my head was – how am I going to deliver to the place that I was born and brought up in? After I moved out of Guwahati, fighting with every ounce of conviction in me to move away – I realized there was so much more potential than we knew of.”
One of their early successes was partnering with the Assam Investment Advisory Society (AIAS) as their first client. AIAS focuses on educational development in rural Assam, particularly in the forest fringe areas. Working with a non-profit organization aligned perfectly with their vision of incorporating empathy into their work. This collaboration allowed them to explore innovative marketing strategies that resonated with the community’s needs.
The success of their work with AIAS paved the way for other conceptual ideas, such as the Metro Thrift Pop-Up in collaboration with Guwahati Hub, an entity of the Global Shapers Community curated by the World Economic Forum. This initiative brought together local entrepreneurs, artists, and the community to promote sustainable fashion and support local talent. They also engaged with other nonprofits, assisting them with their marketing plans and designs.
“The Metro Thrift Pop-Up came around at a time when I thought I needed something to do on my own – something thought-provoking – something which could be called a novel idea in Guwahati. That’s when Metro Thrift Pop-up came around and I was lucky to have the support of my colleagues at the Guwahati Hub, Global Shapers – which is an initiative of the World Economic Forum. Ideating, marketing, designing, and collaborating, led me to think independently. But I thoroughly enjoyed the support, the encouragement, and the learning. And I was pleasantly surprised to see Guwahati’s response.”
Through these experiences, they realized the importance of social entrepreneurship. They aim to pitch this concept to their clients as they grow, emphasizing the significance of creating social impact through innovative approaches. Their goal is to bring about social transformation through behavioural change and empowerment, regardless of the project’s scale.
The journey of Grove Studio has been a blend of successes and challenges. In the past two to three years, they have encountered numerous obstacles, but each failure has been a stepping stone towards growth. They have learned invaluable lessons from their setbacks, allowing them to refine their strategies and improve their offerings. The ratio of success to failure has been 2:1, and they embrace these experiences as opportunities for growth.
“One of our core principles is creating impact through words, actions, ethics, and campaigns. We believe that meaningful change can be achieved by combining creativity with a strong sense of purpose. Our projects are designed to address pressing social issues while promoting sustainable practices and community engagement.”- Rhea
As they move forward, their vision for Grove Studio remains steadfast. They are committed to creating a lasting impact through their work, driven by a mission to bring about positive change. They continue to explore new avenues for growth, leveraging their expertise in visual communication, design thinking, and marketing to empower communities and inspire social transformation.
In conclusion, Grove Studio’s journey as a startup entity has been marked by a relentless pursuit of innovation, empathy, and social impact. Their work with various organizations and initiatives has demonstrated the power of creativity and collaboration in driving positive change. As they look to the future, they remain dedicated to their mission of creating a meaningful impact through their projects, bringing about social transformation and empowerment in Assam and beyond.