Rubina Nafees Fatima, Transforming Women's Lives Through SAFA
By Afroz Khan, New Age Islam
05 May 2026
Rubina Nafees Fatima transformed lives of marginalized women in Hyderabad by founding SAFA in 2006 focusing on self-reliance, skill development and empowerment. Despite resistance and limited resources, her initiatives including Luqma and Girls on Ground have impacted thousands, promoting dignity, independence and social change sustainable.
Main Points:
· Founded SAFA in 2006 for women’s empowerment
· Focus on skill development and self-reliance
· Faced strong social resistance but persisted
· Started Luqma and Girls on Ground initiatives
· Impacted thousands of women and families
“Be a proud Muslim woman. It is the duty of every Muslim woman to contribute positively to society.”
Rubina Nafees Fatima
Slum areas are often the darkest corners of any developing metropolis, where social evils and deep-rooted conservatism exist at their peak. In such environments, women’s lives are frequently marked by oppression, deprivation, and violence. Vattepally, a slum area in Hyderabad, is one such example of backwardness. It was here that Rubina Nafees Fatima resolved to work towards improving the condition of women.
Rubina Nafees Fatima was born in the 1970s in Hyderabad, Telangana. She grew up and was educated in the same city. She graduated from Osmania University and later earned an MBA in Human Resources.
Rubina was raised in an environment where education was highly valued. Her father, a government officer, often took her to different parts of the city. As a child, when she passed through the old city areas, the poverty and the condition of women deeply affected her. She would often wonder,
“How can their lives be changed?”
After completing her MBA, Rubina successfully ran a training and placement company. During one of her visits to a slum for a survey, she met an educated woman who lacked even basic financial support and was a victim of domestic violence. This encounter deeply moved her. She realised that merely providing jobs was not enough; empowering women was essential, especially those confined within the four walls of their homes.
Rubina believes, “Break stereotypes, challenge the status quo, and reclaim the identity that has been lost.”
With this vision, she founded SAFA (Society for Aid, Fellowship and Action) in 2006. The name is also inspired by the Arabic/Urdu word ‘Safa,’ meaning ‘purity.’ It reflects the idea that social service should be carried out with selflessness and sincerity. SAFA’s model is based not on traditional charity, but on economic self-reliance.
When Rubina left her successful placement business to start SAFA, she had neither funds nor an office. She began her work in a small room. Working in Muslim-majority areas of Hyderabad was not easy; she faced strong resistance from the community.
Many opposed women stepping out to participate in such activities. Within three years of its inception, SAFA was on the verge of shutting down due to a lack of funds and manpower. However, Rubina did not give up and continued her efforts with determination.
She adopted a step-by-step approach. Initially, she went door-to-door, convincing families, especially men to allow their daughters and daughters-in-law to step out and learn skills. Though people were initially sceptical, her sincerity gradually won their trust. Being a Muslim herself, she understood the cultural and religious sensitivities of Muslim women. She designed her programmes in a way that preserved their identity.
She says, “SAFA’s approach is to bring change while respecting the cultural ethos of the community.”
Rubina identified home-based livelihood opportunities for women. She trained them in skills such as tailoring, embroidery, and fashion designing, and also helped promote their products through the Artizania platform.
For her work, she received the “Australia Award” under the ‘Women Trading Globally’ category by the Export Council of the Australian Government. In 2019, she was honoured with the “Pride of Telangana Award” by the Telangana Government.
Establishment of Luqma
The foundation of Luqma was laid during the second wave of the COVID-19 pandemic. At that time, many families had lost their primary earners. Rubina started this initiative to provide livelihood opportunities to women skilled in cooking.
Today, several women work here as professional chefs. They not only cook but also learn kitchen management and hygiene standards. Luqma is not just a business; it is also active in food charity. People can order food at subsidised rates for needy children, schools, or shelter homes.
Rubina says, “Luqma is not just about food; it is about women’s empowerment and livelihood. Most of the women working here are survivors of domestic violence, abandoned or neglected, and living below the poverty line.”
Girls on Ground
In conservative areas, playgrounds are often dominated by men. Rubina encouraged girls to play in these spaces so they could learn to claim their rights and place in society.
She believes, “Women need to express themselves—within their families and in the outside world. They should take pride in their culture, heritage, and identity.”
This initiative also faced strong resistance. Local people objected to girls playing in open grounds. However, Rubina held counselling sessions with families and explained the benefits of sports. This programme has improved girls’ physical fitness and empowered them to make important life decisions, such as education and marriage.
Since its inception, SAFA has positively impacted the lives of over 80,000 women and youth. During the COVID-19 pandemic, its efforts reached around 240,000 people across India. For her work, Vogue India recognised Rubina as a “Vogue Warrior.”
Rubina Nafees Fatima continues to work on her mission with unwavering passion and courage. Today, SAFA has established its presence at the international level, and this success is largely due to Rubina’s dedication and hard work.
She often reflects on her difficult journey by saying,
“Crossing the Musi is tougher than crossing the Atlantic.”
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Afroz Khan is a teacher by profession who writes on women, politics, communal harmony, and Islam. She holds a master’s degree in Education.
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