Model & Strategy

India will continue to add 1 million people to its workforce every month for the next 15 years, most of whom come from impoverished backgrounds. Its growing economy with a massive skill-deficit provides real opportunity for underprivileged youth to escape the cycle of poverty, through gainful employment. However, imparting livelihood training alone is proving to be insufficient. Hard skills are critical for employment, but not sufficient for longer term impact, due to high attrition, low salaries, lack of career advancement and low productivity.

The/Nudge aims to address these gaps by focusing on sustainable poverty alleviation by building a strong 360-degree life, learning and economic foundation for the poor in residential “Gurukuls”, along with placement assistance, and a lifelong support system called Life/Guard. The Gurukul’s Program in Life Management (PLM) is designed for at-risk youth (18 years and above) from underprivileged backgrounds. The Gurukul program is designed to take the demand for skilled personnel as an opportunity to nudge people out of poverty by providing holistic training with life and literacy components, which complements hard skills and creates sustainable impact towards the goal of seeing a poverty-free India.

Nudge logo
At a Glance
Founded: 2015
Economic Empowerment
Location of work: International, Asia
The/Nudge Foundation
Nudgeville, C9
1st C Main Road, Sector 6, HSR Layout
Bangalore, 560102
Getting ready for life
Atul Satija headshot
Meet Atul Satija

Atul Satija is the Founder & CEO of The/Nudge Foundation. After 17 years of starting, scaling and turning around various businesses in some of the largest and most respected organizations globally, he decided to start The/Nudge Foundation to fulfill his passion of working on inequality and social issues facing India.

Atul continues to support InMobi as Chief Business Advisor, where he was previously responsible for global sales, marketing, business-development and operations as its Chief Revenue Officer. Over his 5-year stint at InMobi, Atul helped scale the organization from a small startup to a global leader in mobile advertising. Prior to InMobi, Atul was the Head of Mobile Business for Japan & Asia-Pacific, and Head of Business Development for India at Google. Atul has also done various sales, consulting and business development assignments across telecom and technology companies including Adobe, Samsung and Infosys.

Atul served EndPoverty, another nonprofit as Chairperson for two years, working on various poverty related issues including water, sanitation, education, skill-development, sustainability and women empowerment. Atul holds a Masters in Business Administration (MBA) from Indian School of Business and B-Tech from National Institute of Technology.

Impact

To date, The/Nudge has graduated 1,600 students and is currently training over 2,700 students per annum across 9 Gurukuls. Student drop-out rates after the first week are less than 4% and job placement rates at 99%.

While 63% of students were previously unemployed, salary increases for previously employed graduates have on average been around 37%. The/Nudge is currently building a large training facility that will support the organization’s aggressive growth goals depicted in the table below.

  • Proud Gurukul graduates! Thank you @kpmg and @HSBC for believing in us and helping transform the lives of these you… https://t.co/ne743C2vYS
  • Panel discussion where students share their stories and our plumbing trainer adds his perspective at the Gurukul Gr… https://t.co/t6eCrdUL3g
  • Mr Partho Bandopadhyay, MD @KPMG GDC, delivering his keynote address inspiring the students to continue to focus on… https://t.co/uLsfqGQFyY
  • RT @LOT_ETNow: Tonight on Gamechangers we feature @thenudge_in, a non-profit organisation running skill development programs to alleviate p…
  • RT @jp_dharani: The smile on the faces of these students!! The feeling was unexplainable! 373 students graduated out with a job! The atmosp…
  • "You are fortunate to be joining the workforce at a time when India is making great strides towards development. Ma… https://t.co/HN56p6kjyc
  • Padma Bhushan Shri B. Muthuraman cheers our students on to careers in growth oriented sectors, and a life out of po… https://t.co/1q0m6f71b0
  • The camera doesn't do justice to the energy in the room! Gurukul Graduation. 373 Students. Ready For Life! Thank yo… https://t.co/NbAqoxZ6dy
  • And finally, the big moment... the result of 3 months of unbelievable grit and self belief. Our graduates step out… https://t.co/BYpTbv0CHk
  • And here it goes... the moment the students have been waiting for. The graduation certificate distribution. The Gur… https://t.co/7yZJXoq3je
  • Dr Meenu Bhambhani, CSR and Sustainability Head, @Mphasis Ltd - our first Gurukul partner that enabled us to get of… https://t.co/3OwpcECimu
  • Graduating students performing a heartwrenching yet beautifully enacted mime to showcase the typical journey of a y… https://t.co/xvBhXThUOG
  • What's graduation without some mime and dance!! #endpoverty #readyforlife #togetherwecan
  • Akkai Padmashali, Ashoka Fellow and 1st transgender person to be awarded the Karnataka Rajyotsava Award, delivering… https://t.co/oLDplIjvUU
  • Kannada Power Star, philanthropist and actor, Mr Puneeth Rajkumar encouraging the 373 graduates and expressing his… https://t.co/BVuxlUSg2g
  • Guess who walked in to celebrate the graduation ceremony of 373 students of our Gurukuls in Bangalore. Thank you si… https://t.co/yKV5n75El1
  • Nudgesters and the extended family of The/Nudge are warming up for our BIGGEST GRADUATION EVER!! 11 batches of stud… https://t.co/vddmrfVFqH
  • RT @CNBCTV18Live: As Kerala starts to rebuild post #KeralaFloods, we look at the 'Culture Of Giving' in India. @ShereenBhan talks to Sudha…
  • Proud graduates from the @BookASmileIndia Gurukul!!