A culture of kindness and paying it forward at CopyLove

At CopyLove, if there is one thing we believe in as a team, it is in building a sustainable, equitable world, and with our work. We don’t just say this because it sounds nice and trending. But we actually walk the talk. How??

For every invoice we raise, mind you, every single invoice, big or small, monthly or project-wise, to a new company or an established MNC, we donate 1% of the billing amount to authentic animal welfare organisations that go out of their way to help sick, injured and at-risk street animals.?

This is an initiative by Gunjan Pai, our founder and CEO, whose incredible journey and commitment to spreading goodness around inspires us every day. In her words, we present to you today a part of her story you may never have heard before. Once you read this, you will know what makes us who we are today and what we will always be.

"For as long back as I can remember, I have been an animal lover. I quit red meat as a 10-year-old by choice, while hailing from a meat-loving family, and converted to a vegetarian as an adult. I also had a pet dog as a growing teen. The seeds of kindness to animals may have been sown then. But my pay-it-forward journey did not begin with animal welfare.

In 2004, I taught voluntarily at an orphanage in a church in Mumbai. In 2012, when a friend started an NGO for first-generation learners of the slums of Mumbai, I extended support as a communications specialist at zero cost. Today, Angel Xpress Foundation is a registered not-for-profit organisation; ten years on, I am still their Communications Consultant pro-bono. My team and I work on their website, event-based campaigns, posters, and more. We also work for select NGOs at zero costs. In a personal capacity, I mentor and conduct free knowledge sessions for entrepreneurs in my area of professional expertise.

Despite these initiatives, I long felt a nagging sense of discontent. Every time I saw an injured animal on city streets, I’d ensure I got help – but could not do anything further. Later I saw these instances up-close on platforms like Instagram - but longed to help.

Five years ago, my now-late husband and I rescued a dying Indie pup with our own hands. It took tremendous hard work to revive the maggot-infested puppy and give it a chance to live. Eventually, we adopted her, and she became family.?Not for a moment did we think of adopting an exotic breed instead, or giving her up to a shelter. This first-hand experience of rescue and adoption changed me as a person. It fired me to do more for these animals. But I was not sure how. I had to be practical. Work was the priority.

During this time of personal turmoil, a dear friend recommended that I do the next best thing. I could not do animal rescue and welfare work myself, but I could facilitate those who do it. The rescuers’ community are in dire need of monetary support.

That’s when I started donating in a personal capacity about four years back. Once Copylove started generating a sizeable revenue, I officially made monetary contributions to those working in animal welfare – albeit randomly.?

In 2021, I standardised this by implementing an initiative where 1% of every invoice we bill goes to animal welfare organisations, activists or individuals. Every quarter, we calculate the total revenue and make a corresponding payment to select organisations.

The truth is, paying it forward, in my personal and professional life is not something I do – it is who I am. When I look back at my pay-it-forward footprints, I see consistency and intent. I lend a hand to as many causes as possible and perpetuate the same culture of kindness in my company."

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