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Shweta Pahuja | Global Indian
Global IndianstoryShweta Pahuja: Popularising Indian snacks in Germany through Just Nosh
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Shweta Pahuja: Popularising Indian snacks in Germany through Just Nosh

Compiled by: Charu Thakur

(April 6, 2024) In the serene fields of Bihar, the journey of the fox nut, also known as makhana, unfolds like a dance between tradition and innovation. Each year from September, the skilled harvesters begin wading through the tranquil waters of the region’s marshlands, delicately plucking the mature lotus seeds from the blooms. Once harvested, the fox nuts are carefully sun-dried on bamboo mats and then each delicate shell is meticulously hand peeled revealing the white kernels within. This superfood – which is a good source of protein and fiber along with micronutrients – has become a favourite among health-conscious people not just in India but in Germany too, thanks to the efforts of entrepreneur Shweta Pahuja, the founder of Just Nosh. “I bring snacks with Indian influence to Germany. Being a snack lover, it inspired me to bring a snack with a purpose and good nutrition to the European market.”

Fox nuts or makhana have been a part of Indian household kitchens for decades now. She remembers her mom sauteing makhana on the pan for her during her growing-up days. That’s how integral it has been to her diet and food habits and she is glad that with more people becoming health conscious, it is found at almost every grocery store. So, when she moved to Berlin with her packets of makhana, her friends in Berlin instantly fell in love with the superfood. This paved the way for her entrepreneurial journey. “The entrepreneur in me thought – why not introduce these nutritious snacks to Germany! This thought led me to find Just Nosh. We aim to provide everyone with a healthy snacking experience with our range of delicious, healthy snacks rooted in nature and culture,” the Global Indian said.

Being someone with a sensitive stomach, she launched a company that attributes free of allergens which can be enjoyed by anyone who has trouble finding a product. “Just Nosh brings healthy, vegan snacks with an Indian influence that is truly good for you. We introduce lotus seeds that are an all-time favourite in India,” she added.

Bringing healthy snack to Europe

Originally from Mumbai, Shweta moved to Germany in 2016 for love. She met her husband while studying, and marriage brought her to Berlin. Coming from an entrepreneurial family – her dad owned a company in the jewellery business, and she always wanted to start her own company. Having worked in a startup in the beverage industry, she had a fair idea of how things worked. When she moved to Berlin, she brought with her a bag full of Indian snacks – something that her new friends in Berlin gorged on. This led to the formation of Just Nosh in 2020. “A healthy and delicious diet is very important to me personally and I am firmly convinced that this is both possible together. India offers rich and, above all, healthy options, and I’m sure that with the right brand, many Indian snacks can be a hit in Europe,” she said in an interview.

However, starting a business in the midst of the pandemic came with its set of challenges. “The prices for shipping from India were very high, which ultimately affected the profit margin. In addition, I neither had the opportunity to meet my producer in person nor was I able to carry out product tests in Berlin,” she revealed adding that the first batch that was shipped to Germany was tasted by her parents for flavours.

Just Nosh

Just Nosh

Making fox nuts mainstream

Explaining the process of harvesting lotus seeds found in ponds and rivers in eastern India, she elaborated that farmers harvest the seeds once a year. “They collect the seeds from the bottom of the pond, and after the farmers are done popping the seeds, they are then taken to the factories where the producers roast and season the makhana. Once they are seasoned and packed, they are sent to Germany.” For Shweta,

Just Nosh, which is currently available in three flavours – one sweet and two savoury – is a completely Indian brand that’s shifting the snack market in Europe. Since the snack shelves in supermarkets are just full of potato chips, Shweta wanted to make new snacks known in Germany by offering a better alternative. “That’s why we chose the Lotus Pops as our first snack. They are a delicious and healthy snack hit in India and are now available in Germany for the first time. This superfood consists exclusively of plant-based ingredients, contains no sugar or additives, and is 100 percent naturally delicious,” she said. Since production takes place entirely in India, Just Nosh also makes a social contribution to the people there.

Shweta Pahuja | Global Indian

“We support the communities in India, the products are produced in India – it’s a way for me to give back to my country.”

Shweta, who loves spending time with her family, exercising, and watching movies, believes that starting a new venture can be exhausting but it is worth it. Belting out advice to forthcoming entrepreneurs, she said, “Continue towards your goals, be persistent. It’s not about the destination but the journey. It will have many hurdles but don’t give up because you will see light at the end of the tunnel.”

Having become a market fit in Germany, Just Nosh is now planning to expand and bring in more snacks with good nutritional value and quality with Indian backgrounds. “It is important for us to bring the Indian culture in which I grew up closer to the people of Europe.”

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  • Fox Nut
  • Global Indian
  • Indian Snack Brand
  • Indian Snack in Germany
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  • Shweta Pahuja

Published on 06, Apr 2024

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target="_blank" rel="noopener">Global Indian. Incidentally, Prabhdeep Singh also featured in the Forbes 30 Under 30 list.  

The other founders are Antoine Poirson, COO, and Jose Leon who is the CTO of StanPlus. 

Indian entrepreneur Prabhdeep Singh

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A single toll-free number for all geographies has made it the go-to emergency ambulance service in Hyderabad, Bengaluru and several other cities. 

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[embed]https://twitter.com/singhofstanplus/status/1434471001669058569?s=20[/embed]

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Indian entrepreneur Prabhdeep Singh

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yderabadi.   

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[caption id="attachment_20162" align="aligncenter" width="568"]Indian HR expert | Pradeep Gopi | Global Indian | Pradeep with his family[/caption]

The challenging ‘states’ of mind 

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Pradeep Gopi

He joined a talent acquisition company Aimployment Services, and it was just a matter of time before he impressed one of its biggest clients, NIIT Technologies and became their HR business partner. “For the next year and a half, I learned a lot about global HR from ground zero,” he adds.

Global workforce 

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Missing his roots

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[caption id="attachment_20163" align="aligncenter" width="575"]Indian HR expert | Pradeep Gopi | Global Indian | With his family on a cruise in the Bahamas[/caption]

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[caption id="attachment_20165" align="aligncenter" width="602"]Indian HR expert | Pradeep Gopi | Global Indian | Cricket fans Pradeep and his wife at an IPL match in Bengaluru[/caption]

He follows Indian cricket keenly, and is a huge fan of the Royal Challengers Bangalore IPL franchise. Dilpasand Silk Palace shut down a few months before the pandemic, and currently is an empty dilapidated structure, unlike Pradeep’s dreams for the future of Indian start-ups… robust and humane.

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of turning my proficiency, experience and expertise into a profession and a business,” says Aparna, whose artisanal chocolate studio boasts of 35 flavours in chocolate alone, including a broad range of truffles and bonbons among others.

She says the artisanal chocolates, desserts and breads, stand out for their craftsmanship, taste profile and of course, the large variety, which provides an unparalleled chocolate experience to the patrons. Her firm also offers artisanal bread besides an extensive spread of desserts.

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Hit by Covid

With the launch happening a month before Covid hit the world and led to a lockdown, Aparna's newly launched business suffered a major blow, but she emerged unscathed. "Before we realised adversity struck us out of the blue and we had to come to terms with the unforeseen challenges and the impact that it had on the brand, financials, team and pretty much all our plans,” recalls the ZUCI founder.

However, she and her team were resilient and confident of what they set out to be and do, which is make a difference in the Hyderabad chocolate market and introduce global quality with a touch of local flavours and a large variety of them, that would cater to every Indian palette. "Once the world began unlocking, we got back to business with renewed energy,” says Aparna, who leads her team of 120 staffers who directly work with her.

Once ZUCI established a strong brand presence in Hyderabad, Aparna expanded the business with the launch of her own F&B brand, The Bougainvillea, a premium global cuisine restaurant.

 

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So what’s with the name ZUCI ?

ZUCI, pronounced as “Shu-chi” originates from the Sanskrit word “Shudh” which means “Pure”. “Purity in the products, process, thoughts and intent is what it represents and what we stand for. We wanted the name to resonate with our core values and beliefs and wanted it to be an Indian name,” informs Aparna who received the Prime Insights Women Achiever of the Year Award, 2022 and IIHM Ladies behind economical boost award, 2022.

Nothing but the best

When it comes to chocolate making, Aparna settles for nothing but the best. “We spend a lot of time on researching, trying out different combinations and have a rigorous process that ensures quality, hygiene and perfection of our products,” says the chocolatier.

Aparna Gorrepati | Global Indian

The award-winning entrepreneur is always looking out to try new flavours, new brands and also randomly tastes her own products to ensure they meet all the standards. “A good chocolate ultimately boils down to the quality of the ingredients used, the origin of the cocoa, the percent of cocoa solids, the presentation, texture, and most importantly the flavour and taste,” elaborates Aparna, who received the Times Food & Nightlife – Best Chocolatier Award for four years consecutively since 2021 besides the Best restaurant award 2021 and Best entrepreneur award 2022.

Busy Bee

Aparna’s routine varies by each day. The week usually starts with a detailed WBR (Weekly Business Review) with her leadership team, where they analyse and review the past week’s sales, highlights, lowlights and a deep dive into the root cause analysis. “Through the week my time is split between monitoring customer service, product quality, customer feedback/ experience and a lot of projects involving innovation, new product launch, packaging, marketing and planning for events,” says the first-generation entrepreneur.

Additionally, she always takes time out to interact with key customers and seek their feedback and build relationships.

Chocolate making

Aparna’s tryst with chocolates began when she started learning chocolate making as a hobby in Hyderabad. "That's when I understood the difference between compound and chocolate,” says the chocolatier, who realised that most of the so-called chocolate that she was consuming was actually compound, which is unhealthy. Her son too was consuming the same, which piqued her interest to learn chocolate in depth.

 

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“In my mind, I wanted my son to have access to quality and healthy chocolate which is couverture and not compound. One thing lead to the other and before I realised I was smitten by the science and art of chocolate and decided to master it in-depth,” smiles Aparna, who moved to Mumbai to learn the basics of chocolate making from a reputed institution.

Eventually, in search of advanced and formal training, Aparna enrolled herself for a diploma in Chocolate and Pastry arts from the prestigious Ecole Ducasse in France. Learning from the experts who have worked on chocolate for decades was a great experience for her. “It exposed to me to the science of chocolate, the technical aspects, the right tools and technology to use for creating great end products,” says Aparna, who also worked with a 100+ year-old world-renowned Chocolate Brand in France. It provided her a chance to put her skills to use while understanding the nitty-gritty of the chocolate business in a real-world environment.

During this period, she also got opportunities with Master Chefs in Belgium and USA and learnt the craft directly from them. Back in India, she worked with one of the largest chocolate manufacturers producing Industrial chocolate in both marketing and R&D.

Hyderabad girl

Aparna’s childhood was spent in premier schools and colleges in Hyderabad. She studied at Rosary Convent and then did her B.A. (Political Science) from St. Ann’s college. “I was a sportswoman and was an active volleyball and handball player (National level)," informs Aparna, whose husband Chaitanya is a CXO at an MNC.

Aparna Gorrepati | Global Indian

In her growing up years, like other kids, she too had access to a variety of chocolates and candies. Moreover, whenever family visited from abroad, it was a custom to bring along loads of chocolates - which were very different in taste, texture and flavour from the regular chocolates available in India.

Stint at GE

Prior to taking the plunge into chocolate making, Aparna worked as a soft skills trainer at GE for many years. She was training employees of various corporates on a range of behavioural skills that included communication, leadership, team building and assertiveness.

“This experience helped me connect with a large number of employees across locations of the corporates and understand human behaviour, that immensely helps me in my interactions with all my stakeholders,” she says.

Chocolates & India

Chocolate industry in India is growing at a rapid scale. “India is likely to see a double digit growth for the next decade and dark and luxury chocolate market is growing at an even higher pace,” informs Aparna.

She says the current chocolate consumption in India is still lower at 200 gms/person against the 5kg/person in Europe. "Given the economic prospects of India over the next decade, I am very confident of the chocolate market seeing continued growth.”

Aparna Gorrepati | Global Indian

ZUCI in more cities

Revealing her future plans, she says, "We will soon be launching a wider range of chocolate and confectionery products and taking ZUCI to more cities, beyond Hyderabad.” Aparna, who has been a natural foodie, has always been interested in trying new cuisines, flavours and combinations.

When not busy making chocolates or supervising ZUCI, Aparna, a professionally trained stained glass artist, loves to paint. “I’m also working on opening an Academy in Hyderabad, which is a personal project with a chocolate company. It should be ready in the next couple of months,” informs Aparna.

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Story
Ganna Smirnova and Bharatanatyam amidst Russia-Ukraine War

(September 8, 2023) Ukraine’s Ganna Smirnova embodies unwavering resilience and indomitable courage in the face of the Russia-Ukraine war. One of Europe’s well-known Bharatanatyam dancers, Ganna was shaken but bravely chartered a new path. Having moved to Hastings, Ganna has been teaching Bharatanatyam in the UK, and is also contributing to a cultural project that unites the creative worlds of India, Ukraine, and the United Kingdom.  “Namaskaar, I am living in the UK. I moved here one year ago with my nineteen-year –old twin daughters Catherine and Elizabeth Rajhans because of the war,” Ganna Smirnova says, as she connects with Global Indian.  The leading European Bharatanatyam dancer has performed and taught extensively for more than two decades. She has graced prominent stages around the world with captivating performances that have enchanted audiences and critics alike.   “Apart from teaching here in the UK, I am also involved in a cross-country cultural project exploring English medieval writing paired with the famous Ukrainian poems through the language of Indian classical dance,” she says. This project is a collaboration with ExploreTheArch, an organisation in Hastings, and Kyiv’s Indian theatre, Nakshatra.  [caption id="attachment_44653" align="aligncenter" width="510"] Ganna Smirnova[/caption] Art and the war  Ganna founded Nakshatra in

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minent stages around the world with captivating performances that have enchanted audiences and critics alike. 

 “Apart from teaching here in the UK, I am also involved in a cross-country cultural project exploring English medieval writing paired with the famous Ukrainian poems through the language of Indian classical dance,” she says. This project is a collaboration with ExploreTheArch, an organisation in Hastings, and Kyiv’s Indian theatre, Nakshatra. 

[caption id="attachment_44653" align="aligncenter" width="510"]Indian Art and Culture | Ganna Smirnova | Global Indian Ganna Smirnova[/caption]

Art and the war 

Ganna founded Nakshatra in 2003. Although she has moved to the UK for the time-being, her theatre stands tall amidst the war. It is being looked after by one of her disciples, Victoriya Burenkova. “In 2014, an opportunity to teach at the Jawaharlal Nehru Indian Cultural Centre led me to stay in Moscow for extended periods of time. But I used to visit Kyiv regularly. During that time, I had handed over Nakshatra’s baton to Victoriya so that Nakshatra’s functioning remains unhindered,” Ganna, shares. 

It was just after seven months of her relocation to Kyiv from Moscow that the Russia-Ukraine war broke. However, Ganna continues to support and advise Nakshatra and Victoriya online. “Due to the war, some of the Nakshatra students left the country, but those who chose to stay remain actively involved. Their dedication not only keeps them mentally resilient but also prevents them from succumbing to the prevailing sense of despair in Ukraine during these trying times,” she says. 

“Victoriya is a graceful dancer, an inspiring teacher, and a dedicated organiser. She deserves special recognition for her unwavering commitment to dance and her role in fostering this resilience despite the numerous challenges,” Ganna says, in praise of her disciple.  

Ganna’s journey in flashback 

During her time as a student in Ukraine, Ganna immersed herself in Eastern philosophy and actively engaged in the practice of yoga, Tai-zi-chuan, and Shigun. She learned ballet and Ukrainian national dance under the tutelage of the acclaimed dancer Lilya Melnichenok. 

After earning an ICCR scholarship to learn Bharatanatyam in India, she came to New Delhi where she spent five years between 1998 and 2003 learning the classical Indian dance form from her Guru Smt Jayalakshmi Eshwar. 

https://www.youtube.com/watch?v=KknX7JLQkEc

 

She also received training in Carnatic vocal music from Guru Vasantha Sundaram, studied Chhau, a semi classical dance with martial and folk traditions, under the guidance of Guru Janmey Jai Sai Babu, and gained introductory knowledge in Kuchipudi from Guru Seetha Naagjyothi. She also learned the basics of Sanskrit, Indian mythology and philosophy, the history of South India and yoga.

“Under the influence of my studies, and daily communication with my gurus, new habits formed and gradually changed my lifestyle and even the process of thinking,” she remarks, adding “From my own experience, I realized that the constant practice of Bharatanatyam as Natya Yoga, and especially its spiritual aspect - Abhinaya, based on a deep sense of bhakti, transforms the adherent’s consciousness.” 

Taking Indian classical arts forms to Ukraine 

 “After finishing my study in India, I felt the need to share my expertise with those who had an interest in Indian art forms in my country. When I returned to Kyiv in 2003, I started teaching Bharatanatyam at the Centre of Aesthetic Education of Kyiv State University,” she shares. “Following that, I established the Nakshatra Indian dance theatre group and led numerous performances. In 2010, Nakshatra was honoured with the title of Ukraine's National Amateur Collective, an accolade it continues to uphold.” 

Since founding Nakshatra, Ganna has tirelessly devoted herself to fostering a deep appreciation of Indian art and culture. Her unwavering dedication has been centred on creating substantial cultural awareness of India in Ukraine, creating numerous pioneering milestones in this endeavour. 

[caption id="attachment_44655" align="aligncenter" width="776"]Indian Art and Culture | Ganna Smirnova | Global Indian Ganna Smirnova's students[/caption]

“With the support of the Indian Embassy, we implemented a very interesting and successful project for several years – the annual Nrityaanjali international dance festival. Over the years, it was attended by many famous Indian dancers, and professional performers of Indian classical dances from other countries as well,” she tells. The purpose of the creative and informative project was to show the possibilities of adapting Indian classical dance to the needs of modern society in the global world. “A regular guest of honour at our festivals was the writer and dance critic late Padmashri Sunil Kothari.” 

Nakshatra also held the Raganjali music festival, where stars such as Hariprasad Chaurasia, Pt. Ronu Mazumdar, Pt. Debu Chaudhury, Ustad Amjad Ali Khan, and others performed. “We wanted citizens of Ukraine to see the best of Indian classical art,” Ganna remarks. 

Under her guidance, Nakshatra has introduced Indian classical dance and yoga lessons in various cities across Ukraine. She brought renowned gurus to conduct master classes in Indian art forms. It orchestrated festivals showcasing Indian classical dance and music, curated exhibitions featuring the works of Indian and Ukrainian artists, and facilitated students' journeys to study Indian arts in India. 

Embarking on a global journey 

As time passed Ganna started taking the magic of Bharatanatyam to prestigious venues like Berlin, Moscow, London, Lisbon, Milan, Colombo, Kandy, and Prague. “I also taught Bharatanatyam in dance groups founded by my students in Odessa and Crimea, which were then part of Ukraine".

[caption id="attachment_44662" align="aligncenter" width="796"]Indian Art and Culture | Ganna Smirnova | Global Indian Ganna Smirnova's troupe[/caption]

"We organised many interesting performances that took place not only on theatre stages, but also in significant historical places, such as the ruins of the ancient Greek temple of Apollo and the ancient Greek amphitheatre in Chersoneses (Sevastopol, Crimea). There have been occasions when Odessa, Crimea and Kyiv’s artists have collaborated and performed together in big events in Kyiv,” she says. 

For the love of India 

Despite leaving India after her five-year ICCR-sponsored training, Ganna's heart always yearned to return to the country, this time seeking to deepen her enrichment. She fondly refers to her second sojourn in India from 2007 to 2015 as a pivotal chapter in her creative journey. 

 “I was travelling across India, from north to south and from west to east. I was fascinated by the cultural diversity of traditions of different regions of this vast country and the warm hospitality of its inhabitants,” she remarks. 

From the lively streets of Ahmedabad in the west to the tranquil landscapes of Imphal in the east, and from the bustling city of Chandigarh in the north to the enchanting charm of Pondicherry in the south, the danseuse immersed herself in the captivating beauty and artistic richness of the country. 

Her pursuit led her to perform at prestigious cultural gatherings such as the Mahabalipuram dance festival, Modhera dance festival, Taj Mahotsava, Rajgir dance festival, Uday Shankar dance festival, Natyanjali dance festival in Chidambaram and Thanjavur, the Bharath Kalachar Dance Festival, and the Dasyam Festival, to name just a few. 

[caption id="attachment_44660" align="aligncenter" width="821"]Indian Art and Culture | Ganna Smirnova | Global Indian Ganna Smirnova[/caption]

Traveling from one district to another, by rail and road, Ganna immersed herself in the living traditions of folk culture. She encountered the soulful street singers of the Bauls in Bengal, listened to the captivating tales of Tamil storytellers, marvelled at the vibrant folk dancers of Rajasthan and Gujarat, delved into the artistic ambience of Shanti Niketan in West Bengal, and had the privilege of meeting the custodians of the exquisite dance styles of Uday Shankar and Rabindra Nritya. These experiences quenched her creative thirst and left an indelible mark on her artistic journey. 

She earned recognition from esteemed cultural institutions and Sabhas in Tamil Nadu – the place from where Bharatanatyam originated. “The vivid hues of Rajasthan, the perpetual lushness of rainy Shillong, Kerala's verdant hills and cascading waterfalls, Tamil Nadu's awe-inspiring temples, the serene ambience of Nagar, the Sun God's revered shrines in Odisha and Gujarat, the formidable fortresses of Agra and Delhi, the tranquil ashrams in Rishikesh and Pondicherry, the illuminating lights of Ganga-puja in Varanasi, the peaceful Shanti Niketan groves, the bustling sari emporiums in Chennai, the vibrant celebrations of Durga Puja in Calcutta, the enchanting Mysore fairy-tale palace, and a myriad of other cherished memories form a vivid and sparkling kaleidoscope in my mind,” she says. 

https://www.youtube.com/watch?v=OyyUlV139fo

 

 India – a part of her identity 

Ganna Smirnova has also written a book, ‘Indian Temple Dance – Tradition, Legends and Philosophy’. “It’s the first of its kind in the whole of CIS region which received appreciation from scholars and academicians alike for its depth and quality,” she mentions. “To me, India is a country of sacred ideas, mystical transformations, where the metaphysical and everyday life are inextricably linked. It’s a place where tradition and modernity complement and enrich each other, and where the Platonic ‘world of ideas’ and ‘world of things’ are not yet disconnected and people feel the presence of the divine,” she explains. 

Deeply in love with the memories of her late husband, who was an Indian, the Bharatanatyam danseuse has been working and living in Hastings with her twins. “They are studying classical music (harp) in London at Trinity Laban Conservatoire, and are my only family here. I miss my country, Ukraine and would like to go back once the situation gets normal.” Ganna signs off.  

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About Global Indian

Global Indian – a Hero’s Journey is an online publication which showcases the journeys of Indians who went abroad and have had an impact on India. 

These journeys are meant to inspire and motivate the youth to aspire to go beyond where they were born in a spirit of adventure and discovery and return home with news ideas, capital or network that has an impact in some way for India.

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