Our Brand Story

This is not an ordinary business story that talks
of success and money. But a story woven with
threads of compassion and selflessness. Long
story short, it all started with a group of college
students back in 2014, who committed them-
selves to be a ray of hope for the less privileged
in society.
Fulaij and his close-knit circle of friends,
Naseef, Fairooz, Falah, Shyma, Shabnam, and
Shameer met Kulsu, a vibrant 6 six-year-old
daughter of a couple from Odisha, at an um-
brella-making camp organized by the Institute
of Palliative Medicine in Kozhikode which
changed their perspectives about life. The pro-
gram which was a part of rehabilitation activi-
ties meant for patients suffering from chronic
illnesses stirred the hearts of these college-go-
ing youngsters to think compassionately dif-
ferently. Moved by the orientation received
from IPM, and realizing that life is not the
same for everyone, these teenagers decided to
spread awareness and raise funds for palliative
and the education of Kulsu. Their journey
began with humble acts of kindness – volun-
teering at the Institute of Palliative Medicine,
organizing fundraising events, and spending
time with those in need.
United by their deep-seated empathy and a
collective drive for social good, they found
themselves drawn to the realm of palliative
care and charitable initiatives, which even in-
cluded an International Conference. One of
the initiatives included “Because I Care”, a drive
to spread awareness among students about
palliative care and to mobilize resources for ex-
tending the organization’s services to more
patients needing palliative care. Another nota-
ble initiative was Operation Sulaimani, a free
food program, meant to enable those who
cannot afford a meal to have food with dignity
and to avoid food waste in the city of
Kozhikode.
With each initiative, they grew more deter-
mined to create meaningful change in their
community. Witnessing the transformative
power of compassion ignited a spark within
them, spurring a desire to do more, to do