It all started with a beautifully crafted stuffed elephant, handmade by the talented women of Anoothi India—a social enterprise that empowers marginalized women through skills training and economic opportunities.

When Ant Stone, G Adventures’ Director of Marketing, EMEA, came across one of these elephants, it sparked an idea that would lead to a powerful collaboration. What if Anoothi India could create a special batch of elephants to be showcased at travel events? The idea took off, and soon, a limited-edition herd of G Adventures elephants stole the show at Destinations: The Holiday and Travel Show—one of London’s biggest travel events.

Over 1,000 G Adventures-branded elephants were handcrafted by the women of Anoothi India. It took months of dedication, but it paid off, the elephants became one of the most talked-about features of the event!

Visitors could take home an elephant by donating to Planeterra, making a G Adventures booking, or simply engaging in a meaningful conversation with the team at the booth. Each elephant came with a tag sharing its Anoothi India’s powerful story, bringing this meaningful connection to their new owners’ home.

Anoothi provides women—many of whom are survivors of violence—with opportunities to build a better future through vocational and life skills training. While selling handmade products helps, adding community tourism to their work gave them a new way to create sustainable income.

However, to host visitors and offer meaningful experiences, they needed additional funding to improve infrastructure and facilities. In 2024, Planeterra partnered with Anoothi India to support these goals, providing a grant to address their most pressing needs. The funds helped add a shaded seating area, upgrade walking paths, and improve visitor facilities—making the experience more comfortable for both travellers and artisans.

The grant also helped upgrade Anoothi India’s screen printing unit, something they had been wanting to do for a long time. Now, travellers visiting them can take part in a hands-on block printing workshop, learning the traditional techniques behind these beautiful textiles. And yes—they can also purchase iconic souvenirs, including those beautiful stuffed elephants!

Since September 2024, more than 1,800 travellers from G Adventures tours have visited Anoothi India, bringing direct support to the women behind this incredible initiative.

“I cannot thank Planeterra enough for opening up this possibility for us. We had this skill—a treasure of artisans working with us. More (women) wanted to join and we wanted to take them but we needed an outlet for them and for their products and Planeterra has provided that to us- We have expanded since.” — Jaimala ji, Founder & Managing Director, Anoothi India

Anoothi India has been an amazing community partner in more ways than one. At GX India 2024, they generously hosted the Planeterra Marketplace, where nine community partners showcased their products and shared their stories with travellers, industry leaders, and supporters. Read more about GX India, here.