DBS Foundation, The/Nudge Partner to Uplift 85,000 Rural Homes

DBS Foundation has partnered with The/Nudge Institute and committed SGD 9.98 million (₹65.56 crore) over four years. Through the DBS Foundation x The/Nudge Institute’s Economic Inclusion Programme, it aims to provide alternative, dignified, comprehensive, and sustainable livelihood opportunities for underserved households.

This partnership will support The/Nudge Institute in enabling the economic inclusion of approximately 85,000 low-income households in Gujarat and Jharkhand, in line with its goal of supporting greater financial stability. It aligns with DBS Foundation’s commitment to uplifting the lives and livelihoods of vulnerable communities. Guided by its dual focus of providing essential needs and fostering inclusion, DBS Foundation equips the underserved with access to the likes of food, education, healthcare, as well as the skills needed to thrive.

The Economic Inclusion Programme empowers women from remote, disadvantaged rural communities to drive long-term well-being for their families. It focuses on those with annual incomes below SGD 400, no assets or savings, and limited access to loans. Using an evidence-based graduation approach, the programme adopts a structured intervention comprising consumption and livelihood grants, along with a 150-week skill-building initiative. It addresses key challenges faced by the women and their households, such as irregular earnings, nutritional deficiencies, lack of access to formal credit, and exclusion rooted in gender norms.

Karen Ngui, Head, DBS Foundation and DBS Group Strategic Marketing and Communications, said, “At the DBS Foundation, we’re committed to uplifting vulnerable communities and helping them move towards brighter, more sustainable futures. Beyond meeting essential needs, this programme by The/Nudge Institute will also focus on closing critical gaps such as financial literacy, thereby empowering beneficiaries to build resilience and long-term stability. We’re proud to partner with The/Nudge Institute to drive inclusive and lasting growth.”

Atul Satija, CEO and Founder, The/Nudge Institute, added, “Through this partnership with the DBS Foundation, we aim to enable skilling and foster a culture of self-reliance. By empowering underserved communities, especially women in rural areas, the goal is to create a replicable economic mobility model. This programme is a step towards achieving a more inclusive society, where opportunity is accessible to all.”

The DBS Foundation x The/Nudge Institute Economic Inclusion Programme supports women through household-level livelihood planning, enabling them to pursue at least two steady income streams. Skill development will be provided in agriculture—such as vegetable cultivation and kitchen gardening—livestock-based activities including dairy farming, goat rearing, and poultry farming, and micro-enterprises such as tailoring, running provision stores, and traditional crafts like handwoven products, bamboo and cane work, and earthenware pottery. Beneficiaries will also gain access to formal services such as microfinance and government welfare schemes.

A key pillar of the initiative is financial and digital literacy—enabling participants to navigate banking systems, develop savings habits, access anti-scam education, and build familiarity with emerging digital tools. The programme focuses on helping households cope better with daily stressors, access nutrition, and strengthen self-esteem through community-led interventions. Over time, the programme aims for households to diversify income, increase earnings and savings, ensure access to at least two nutritious meals daily, and participate in social welfare schemes. It also promotes greater independence for women, enabling them to contribute meaningfully to their families and lead development initiatives in their communities.

This partnership with The/Nudge Institute is one of several impactful initiatives supported by DBS Foundation as it deepens its efforts to drive inclusive growth. In 2024 alone, DBS Foundation committed SGD 88 million to launch 15 new programmes across its key markets, helping vulnerable communities to progress towards a more secure and sustainable future. This is part of DBS’ broader commitment of up to SGD 1 billion over a decade to this purpose, starting 2024.

In India, DBS Foundation has also partnered with Haqdarshak Empowerment Solutions to improve access to social security for 500,000 individuals — empowering them with critical knowledge of welfare entitlements and building pathways to financial inclusion for over 50,000 nano-entrepreneurs.