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For her, conscious living entails preserving the planet's biodiversity and caring for needy and sick animals. Towards this, she has led partnerships between PureCult? and not-for-profits such as Compassion Unlimited Plus Action (CUPA) and Centre for Wildlife Studies (CWS). Before PureCult?, Roopa started the Tejas Foundation, that provides effective, technology-led, learning solutions to underprivileged children. Since 2011, the foundation has helped students of government schools improve math proficiency, and benefit from digital technologies. Before she entered the realm of social causes, Roopa worked for a decade as an engineer and software quality specialist in the corporate sector after graduating from REC Trichy, India. Roopa is a pet parent to a 6 year old shihtzu and in her free time, Roopa composes music with her son and loves to read. She intends to take PureCult?beyond manufacturing clean alternatives to building a community of 'ZeroHeros' who practice and promote zero harm to the environment. Sumit Anan