We didn't start this brand to save the world. That's not a thing one small brand can do.
We started it to share something of ourselves — and to pass on what little we can to people who are doing the real work, on the ground, every day, without fanfare.
The Organisation
At Hope Joy Love partner with Braj Bhumi Group, a global NGO working on the ground in Uttar Pradesh India sharing free meals for all, 7 days a week and 365 days a year (or 366 in a leap year!).
Small. Local. Quiet. No performance. Just service.
How we found them
We found them the way you find most things that matter: not through a search engine, but through people.
Some of our dearest friends run a small retreat centre in Wales. They also run a UK registered charity. They were the ones who first told us about Vrindavan and the work happening there. They've been with us through thick and thin, and are some of the best people in the world.
Through them, we found Braj Bhumi Group, where one of us lived and volunteered for a year and a half during the pandemic.
Another of us visited at the end of the pandemic — not at our strongest, not able to do the physical work, but close enough to see what love looks like when it's not performing for anyone.
The people at Braj Bhumi Group are just like our friends in Wales. Quiet. Real. Serving without spectacle and holding the biggest hearts.
We send what we can, monthly, from our own pockets. It's not a lot, but it's ours.
What we pass on
We don't use percentages. Percentages sound clean but they don't connect you to what actually happens on the other side.
We use meals.
At the time of writing (April 2026) one meal costs 140 INR to produce.
That's roughly $1.50 — at today’s rate.
For every purchase you make:
Digital wallpaper = 1 meal
T-shirt = 2 meals
Hoodie = 5 meals
That's it. No complicated math. No fine print. Just: you buy something you need, and someone somewhere gets a meal.
A note on where your money goes
From Hope Joy Love, every penny of every donation goes only to food distribution. Vegetarian meals. No exceptions.
If you’ve visited their site then you’ve seen that Braj Bhumi Group does other beautiful work — education, preserving sacred texts, caring for cultural heritage. That work matters deeply, but we know not everyone shares the same spiritual beliefs. And that's fine.
Feeding someone is something everyone can agree on.
So that's what we do.
On changing the world
We can't change the world. Neither can you. Neither can anyone who's honest about it.
But we can share a meal. And then another. And then another.
And we can build something that helps other people build something too — whether that's a new life for themselves, or just a slightly better Tuesday.
That's why we're here. That's why we'll keep passing it on.
With hope, joy and love —
Grow with us.