Juhi Yasmeen Khan is a prominent corporate social responsibility (CSR) consultant and philanthropy activist in Dubai with her sphere of activity covering the whole of the United Arab Emirates.
Hailing from India, Juhi attributes her success and achievements to the values of empathy, hard work and commitment imbibed from her family and her home country.
Juhi is also a fashion guru, and entrepreneur who believes committed actions can make a difference on many big issues such as environment, poverty, health, education, and family welfare of the underprivileged.
Juhi is a winner of many awards for her outstanding social service. She is also the founder and CEO of Future Philanthropist CSR Initiative Company besides heading ventures such as JYK Community Services, and Weekender trading, and a patron to many women's self-help groups.
In an interview with G. Kalyan Kumar, Editor of Business Views, Juhi looks at the thriving CSR scenario in Dubai where businesses are very proactive in CSR and charity actions.
The CSR work in the UAE is also acknowledged and honored by apex trade bodies like Dubai Chamber. The CSR Label of the Chamber is one among them. Some of the recent awardees on CSR include Mashreq Bank, ABB, Dubai World Trade Center, Emirates Gas, Emrill Services, Apparel Group, Chalhoub Group, Enova, Information Fort, Zulekha Hospital, AF Construction, Ducab, Empower, Centena Group, Tristar Group, National Bank of Fujairah, Himatrix Group, Aramex among others.
Juhi’s professional experience covers many areas including business development, public relations, and marketing. These have amplified her organizational capabilities contributing to the CSR sector in Dubai.
Excerpts...
You are a popular and successful professional in the corporate social responsibility (CSR) sector in Dubai and UAE. What are the factors that contributed to your consistent success as a CSR and philanthropic activist?
One of my mantras in CSR activities has been not only helping the needy but also being kind to them. Often times we see organizations aiding individuals and trying to address their needs and concerns by supporting them with resources or funds, but the emotional support they need could be missing.
On a logistical level too, I am quite spread out and well recognized by governmental and non-governmental organizations that assist me in many ways including identification of the potential recipients of philanthropic action through their, channels, procedures, and systems.
Juhi Ji, you have won many awards. Can you share some details of the top awards you have won in the UAE and elsewhere?
It is a great privilege to be honored for the work I have done although the work is its own reward. I have received many awards throughout my career. One award that is more special to me has been the ‘Women of Influence in the Arab world 2021’ that recognized the 50 most influential women in the Arab World and was given by the prestigious publication ‘Arabian Business’ & ‘CEO Middle East.’
I have also received the “Legends in Leadership Award” in the ‘Leaders for Change’ category by the UN Global Development Goals & UN Action Campaign in 2021.
Mention must also be made of the award by ‘Global Trade Chamber, Florida, USA’ as one of the ‘100 Successful Women in Business 2021’ and mentioning my name in the book title ‘100 Successful Women in Business 2021’ on Amazon.
Can you please throw more light on your Indian background in terms of family, education, and the influence it had on your personality and work?
I grew up in a family of five children. My parents were very loving and supportive. I learned the value of kindness right from my childhood thanks to my mother and father. My father was a Judge in India and his career oversaw the protection of the legal rights of individuals and justice. This was a major inspiration for me as a little girl to strive for bigger things in life driven by a passion to help others as my father did.
Regarding my college education, I chose Psychology and fashion has been another area of interest as a means to create art. This helped me to understand people and ascertain their ideas, and observe their personalities via expressions, actions, and beliefs.
Being an Indian is a larger roster of things, I believe. It is also beautiful as your personality gets shaped by its amazing diversity in terms of cultures, lifestyles, cuisines, and people.
I think this diversity and open-mindedness of India has broadened my vision and enhanced my professional life while connecting with people from all cultural backgrounds.
To what extent your educational and professional background has contributed to your work?
Psychology helped me in the pursuit of my goals in the charity sector. It also gave me additional strengths like analytical skills. My association with numerous organizations lent me the finesse to interact with people from different backgrounds. I think these have collectively contributed to my success in the professional field as well as a member of society.
Is there any law in UAE on CSR spending for companies like the one in India?
The UAE encourages citizens and firms to act charitably by choice and not by law. All facets of the CSR dealings in the UAE are transparent and experienced hands manage them for the best outcome and quality.
As a core Islamic value, UAE wants to promote the ideology and responsibility of helping others in need. It is also a principle of spreading kindness and prosperity as part of the vision of H.H Sheikh Mohammed for this great nation.
What are the main social areas supported by CSR? Is it food, education, housing, or health?
CSR touches many social areas but the key areas had been food, education, housing, and health. Although these are the primary areas of our activities, our CSR actions are moving to many other areas as well. As I mentioned, our focus is on bettering the experiences of one’s life, rather than filling the resource crunch.
For example, we host gatherings of laborers and present them with gifts, desserts, and other essential items to make them happy and feel positive. Meeting their needs and giving a positive experience is very rewarding, as you know if they are happy even for a few moments, our efforts become truly valuable.
What is the process chain by which you take up a CSR project and execute it until completion? How long a project operation lasts?
Firstly, I meet with the representatives of the organization, looking to sponsor a project. Then discuss all things they want to achieve through that project. Estimates are planned before brainstorming innovative ideas on how to execute them before wrapping up the action plan.
I also consult the government representatives to see the feasibility of what has been proposed and to see whether they are within the ambit of the law. It must also satisfy the stakeholders involved. Once things are in place and get the green light, the steps for the project’s execution will be outlined.
On the question, of how much time an average project takes up, I must say it depends on the size of the project and can range from days or weeks. Some projects get done within a few days while others may expand to months depending on the resources, timelines, and execution patterns.
How do you identify the potential beneficiaries as a CSR consultant for a certain company in the UAE?
Luckily for us, the UAE has a certified catalog of various beneficiaries who are listed with various registered Charity organizations. The database of needy families and individuals comes in handy to us. Many needy individuals also contact us directly.
Here in UAE, the majority of the beneficiaries of philanthropy include residence-visa holders and nationals. We have to identify what the charity organization wants to achieve and how far it matches the needs of the beneficiary while balancing the overall goals of the project.
From your perspective what are the core qualifications essential to become and sustain a successful CSR consultant?
There are at least two important qualifications that can make a successful CSR consultant. The first is the ability to know the needs of people, and the second is the right perception of the user audience. Of course, there are logistic needs as well, such as awareness of the legal framework of the charity action and contacts with institutions within the government, and other charity organizations.
This knowledge is very crucial as it goes beyond the name or number inscribed on a piece of paper. It is comprehending a particular human being of emotions and feelings who are seeking our help. We must connect not only with the partners in the professional world but also with the recipients whom we help to the best of our ability.
What are the other professional activities you are involved in beyond CSR consultancy?
Apart from CSR, I am a counselor to young entrepreneurs looking to start their businesses. I give them mentoring on how to be successful in their fields. I have created the Happiness Market and The Friday Market as a means to encourage local vendors and home-grown entrepreneurs to showcase and sell their wares and promote their businesses.
I have also hosted many charity events as a way of giving back to the community, in addition to the structured corporate CSR programs.
What are the upcoming plans?
As for the new programs in the pipeline, I want to train more people in the CSR field and expand the recipient base by bringing in more needy people.
I feel thankful to all for having helped me in my work all these years. To accomplish the goal of reaching out to more people to teach about CSR and philanthropy, I have launched an initiative called ‘Future Philanthropist’ as a vehicle for mentoring, guiding, and teaching individuals that will hone the inner philanthropist and make them useful to the society.
Through this medium, I hope to use my long experience and domain knowledge to nurture the next generation of philanthropists to add more good Samaritans.
What is your message to philanthropy professionals in the CSR domain?
My message for professionals in the CSR domain is to act sustainably and stay committed to the plank of promises and ideals of our forefathers and revered leaders. As you know, actions speak louder than words. In order to manifest our productive efforts in the lives of people first, we ourselves have to become the change that we wanted to see in the world.
In the process, never feel afraid to try and fail. Learning from mistakes and working together are important pillars to building a better future. Let me conclude by saying that I am on a mission to create more and more “Future Philanthropists.”
