New Yardsticks® was founded by Namita Taneja Krul. She is of Indian origin, was born in Australia and grew up in several years developing countries. She is a Dutch national and an alumnus of Erasmus University, Rotterdam. She has worked in healthcare and with an industrial trade organization and she now works for a bank. Her professional interest is now also directed towards achieving long-term socio-economic improvement in the lives of marginalized women in India. She is convinced that ‘small changes add up to have a large impact’. As a social entrepreneur, she finds herself in a fortunate position of being able to form a bridge between resource-rich (non-)governmental and corporate organizations and potential and deserving beneficiaries in India.
The company’s name is derived from the thought that to measure the impact of social development programs, it is essential to determine and measure success by new yardsticks.
These yardsticks go beyond merely evaluating the material return on investments; they also help in the design and implementation of systems for evaluating, testing and monitoring progress including social and environmental benefits. Since these benefits contribute to the improvement of the overall well-being of beneficiaries at a grass-roots level, it is all the more important to take these into account when determining that a social-development program is successful or not.