Sometimes all that is necessary to lift women and girls up is to stop pulling them down.” These words by Melinda Gates resonate deeply with Elca Grobler, the founder and director of My Choices Foundation. Established in April 2012, My Choices Foundation (registered as Her Choices Trust) is headquartered in Hyderabad, India, operates across 10 states in India, and has a presence in Nepal and Bangladesh.
Through its initiatives, My Choices Foundation seeks to empower women and girls to live a life free from violence, abuse, and sexual exploitation. For Elca, this is not merely a mission but a calling—a deeply personal journey fueled by a ‘righteous anger’.
It all began when Elca Grobler, a passionate advocate for the rights of women and girls first set foot in India. Today, more than a decade later, her vision has touched and transformed thousands of women, children and families.
Through Operation PeaceMaker, My Choices Foundation has peacefully resolved over 21,000 domestic violence cases and reached more than 455,000 women and children through prevention programs.
Through Operation Red Alert, the Foundation has conducted over 10,000 Safe Village Programs, directly benefiting more than 4 million people across vulnerable communities.
These numbers represent more than statistics—they represent lives saved, families restored, and futures reclaimed. Yet, Elca’s mission is far from over. Read on to discover the remarkable journey of Elca Grobler, the founder who turned her calling into a movement for lasting change.
From Finance to Social Impact: A Journey of Purpose
Elca Grobler’s story is one of transformation. Armed with an honors degree in Econometrics and Mathematical Statistics, a CFA, and an MBA from the Australian Graduate School of Management, she began her career in the finance and banking industry. Fifteen years later, she transitioned into social impact, joining Opportunity International Australia to work on empowering developing communities through microfinance. In 2011, Elca’s life took a pivotal turn when she and her family relocated to India. It was here that her calling became clear. “Each of us carries a unique purpose, a ‘seed’ planted in our hearts,” Elca shares. “For me, this seed has always been about social justice, particularly for women and girls. The injustices they face fuel my righteous anger and drive my work.”
Her resolve was further strengthened by harrowing statistics: globally, one in three women experiences physical or sexual violence, and in India, a woman is raped every 20 minutes. Moreover, child marriage continues to plague the country, with UNICEF reporting that one in three of the world’s child brides lives in India. These realities underscore the urgency of My Choices Foundation’s mission.
The Birth of My Choices Foundation
When Elca began engaging with women’s groups and local NGOs in India, she was struck by the prevalence of domestic violence—a topic shrouded in silence. She realized that efforts toward financial or educational empowerment could not succeed without addressing this foundational issue. “Domestic violence isn’t just a personal problem; it’s a systemic issue that hinders the progress of women and their families,” she explains.
This insight led to the creation of Operation PeaceMaker, the Foundation’s first initiative. Designed in collaboration with local women, the program employs evidence-informed, culturally sensitive approaches to address domestic violence. It focuses on counseling, mediation, and involving the entire family—including the perpetrator—to establish lasting peace.
Recognizing the interconnected challenges facing women and children, Elca launched a second initiative, Operation Red Alert, to combat sex trafficking. This program was informed by an 18-month research study that analyzed trafficking’s supply and demand dynamics and won the prestigious ESOMAR Best Paper of the Year Award in 2016. Key outcomes were the Good Father campaign, which emphasizes the role of fathers in protecting their daughters and the behaviour change communication tool, comic book for the Safe Village Program.
Challenges and Triumphs
Building an NGO focused on women’s and girls’ rights in India is no easy task. “A dream is something you want to do, but a calling is something you have to do,” Elca reflects. The Foundation’s early days were marked by resistance, particularly from communities reluctant to address domestic violence openly. Yet, by working closely with local leaders and respecting cultural nuances, My Choices Foundation earned trust and fostered meaningful change.
The Foundation’s success lies in its grassroots approach. Operation PeaceMaker trains local women as PeaceMakers to conduct awareness sessions and provide survivors with access to legal aid and counseling. Similarly, Operation Red Alert’s Safe Village Program educates communities on the risks of trafficking through storytelling and interactive sessions, creating a sustainable network of vigilant community members.
Stories of Resilience and Hope
Every life touched by My Choices Foundation is a testament to the resilience of women and girls. One particularly poignant story involves a woman who, after 14 years of silence, found the courage to share her story with a PeaceMaker. “She endured abuse to protect her children, but after receiving our support, she stood up against the violence,” Elca recounts. “Witnessing that transformation, from silence to strength, is what drives us.”
Another unforgettable moment came when a 14-year-old girl called the Foundation’s helpline to report her parents’ plans to force her into marriage. “Her bravery to speak out against societal norms leaves an indelible mark on us,” Elca says. “It’s moments like these—when a girl finds her voice—that remind us why we fight.”
Driving Sustainable Change
Changing deeply entrenched cultural norms requires a multifaceted strategy. One significant challenge is the societal acceptance of domestic violence; a National Family Health Survey – 5 revealed that nearly 54% of Indians believe it is justified for a man to physically discipline his wife. “Patriarchy dominates societal structures, dictating the role and value of women,” Elca observes. “Our work aims to dismantle these harmful norms and create an environment where women and girls can thrive.”
To achieve this, My Choices Foundation involves community leaders and male allies in its programs. “We’ve learned that sustainable change requires collective action,” Elca says. Collaborating with government agencies, law enforcement, and local volunteers ensures the Foundation’s initiatives are both effective and scalable.
A Vision for the Future
The ultimate goal of My Choices Foundation is to create a safer, more peaceful India where women and girls can make the choices to live their lives free of abuse, violence and sexual exploitation. “Our work is not just about addressing immediate needs but about building foundations for long-term societal transformation,” Elca emphasizes.
Over the past 13 years, My Choices Foundation has been part of countless inspiring stories—stories of courage, transformation, and hope. Together, they have become a powerful force for good, a catalyst for change, and a champion of justice. They give a voice to the voiceless and are building a legacy that will continue to impact generations long after the individuals they serve.
“We are inspired by the courage of the women and girls we serve. Their strength fuels our mission to create a world where every individual has the right to live without abuse and fear.” – Elca Grobler
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