In 2011, Elca left a career in Investment banking and finance to follow the call she felt to serve women and girls in India by working for their empowerment. She and her family moved to Hyderabad, India and in 2012, founded My Choices Foundation.
Since then, My Choices Foundation has grown to become a national leader in addressing domestic violence and sex trafficking in India, and is recognised internationally for the ingenuity and impact of its work. Under her leadership, My Choices Foundation has helped peacefully resolve over 11,061 cases of domestic violence and has equipped over 2.4 million individuals living in high-risk areas across 8 states, to stay safe from sex trafficking.
Through its anti-trafficking initiative, My Choices Foundation has established the first national helpline exclusively for trafficking, and is leading the coalition effort to prevent sex trafficking.
Elca has been awarded the 50 Most Impactful Social Innovators award and AGSM Alumni Award for Social Impact and Public Policy for her work in India. The Red Alert Research Paper, which she co-authored with behavioral architects of Final Mile, won the 2016 ESOMAR award for excellence in market research and has become a seminal document for anti-trafficking program development. Under her leadership, My Choices Foundation has won several awards for its creative campaigns addressing gender based violence.
2017, My Choices Foundation was awarded the VR For Good project by Oculus and Facebook and created the world’s first VR documentary on sex trafficking. The film, titled Notes To My Father, was showcased at Sundance Film Festival and made its world premier as an Official Selection at SXSW Film Festival, March 2017. In 2018, Elca was awarded the title as one of the 100 Sparks of hope, by The Elders (The Elders are independent Global leaders working together for peace, justice and human rights, founded by Nelson Mandela)
Also in 2017, of 17, 000 alumni over the last 40 years at the AGSM Business School, Elca Grobler was chosen to be profiled and recognised in a short video directed in India. Not long after that, Elca was honoured by UNSW for social Impact and Public Policy out of 290,000 graduates in 146 countries. Since then, for three consecutive years in a row 2018, 2019 and 2020, Elca was recognised as one of the 100 most impactful CSR Leaders, by World CSR and World sustainability congress and World federation of CSR Professionals.
Elca is a loving wife and mother of three children. In her spare time she enjoys and appreciates the outdoors and cycling with friends and her family. She is a keen violin player, mountain biker, rock climber and photographer. Elca and her family have made a long term commitment to India, in terms of their time, passions, resources and skills.
Elca lives by the words of Bryan Stevenson: “We have to be willing to do uncomfortable things, to do inconvenient things—that’s when the world changes
IFSC CODE : KKBK0000203
MICR No.: 110485046
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