In the heart of Coorg, Shalini Khanna Charles is transforming lives through Atithi Vriksha — a grassroots initiative that equips underserved communities with real-world hospitality skills. From tribal youth to differently-abled individuals, her mission is simple yet powerful: build employability, dignity, and hope — one life at a time.
In the lush green hills of Coorg, where mist weaves through the coffee plantations and nature commands attention, a quiet but powerful revolution is taking root. It isn’t driven by venture capital or Silicon Valley playbooks. It’s driven by purpose, persistence, and one woman’s vision to make India’s underserved populations employable in an ever-changing economy.
Meet Shalini Khanna Charles, the founder and director of Atithi Vriksha Shiksha Pvt Ltd, a social enterprise that has trained and placed over 450 individuals—from tribal communities, riot-affected areas, and differently-abled backgrounds—into hospitality careers that would have otherwise been far beyond their reach.
With a resume that includes leadership roles in hospitality education and a grounding with the prestigious Taj Group of Hotels, Shalini is not your typical startup founder. And Atithi Vriksha is not your typical startup. It’s a mission rooted in realism, watered with grit, and blooming with opportunity.
Shalini’s journey to Atithi Vriksha was not sudden. A graduate of IHM Kolkata (Batch of 1988), she began her career with the Taj Group and later became the pre-opening director of IIHM Bangalore. Her path was set within the luxury hospitality sector—until a stark realization shifted everything.
“During my time heading a private hotel management institute, I noticed that almost 90% of trained students left the hospitality industry within a year,” she recalls. “That constant churn creates an endless demand for entry-level talent. We were training students, but not retaining them in the industry.”
Her observations were backed by hard data during her time on the government’s skill development committee, where she reviewed manpower requirements for the hospitality sector. That’s when she saw the disconnect: while industries were desperate for skilled workers, government colleges were producing graduates with little to no employability training.
“I walked into classrooms full of students who had no idea what they were going to do next,” Shalini says. “And no one else seemed to be asking that question either.”
That question—what next?—would eventually become the foundation of Atithi Vriksha.
Leaving behind the security of structured academia, Shalini moved to Coorg, a region better known for tourism than training. There, she laid the groundwork for what would become a life-changing program for hundreds.
“The biggest challenge initially was awareness,” she admits. “People had either no understanding of hospitality careers or a very negative perception. They didn’t see it as aspirational.”
To overcome this, Shalini did what she does best—she connected, collaborated, and carved new paths. She partnered with the forest department and several NGOs to source students from remote tribal communities across Bandipur and Chamrajnagar.
“Transforming those young people into professionals capable of working in five-star hotels was our biggest testimony,” she says. “When people saw it with their own eyes, the narrative began to change.”
Today, Atithi Vriksha receives students through word of mouth, often inspired by the success stories of alumni who are now thriving in India’s luxury hotel chains.
What sets Atithi Vriksha apart is its laser-sharp focus on employability. Instead of long and expensive three-year diplomas, the organization offers short-term programs—ranging from Chef Training to F&B Service, Housekeeping, Front Office, and a specialized Soft Skills course titled Campus to Corporate.
“All our programs are 3 to 6 months long and focus on practical, behavioral, and communication skills.” Shalini explains. “We use role plays, repetition, and real-world simulations. We also emphasize honesty, discipline, punctuality, grooming, and attitude. These are the invisible skills that determine whether someone gets hired—or retained.”
In a world of online certificates and theoretical modules, Atithi Vriksha’s on-ground, experiential approach stands out.
Ask Shalini about her biggest milestone and she offers a thoughtful pause.
“I think I have miles to go before I can answer that definitively,” she says with humility. “But every small success is a breakthrough in its own right.”
From training differently abled individuals from the Swastha Coorg Foundation NGO to working with riot-affected youth in Manipur, her list of impact stories is long and meaningful. One particular highlight? Training 75 homestay owners in Nagaland just before the famous Hornbill Festival—bringing quality, professionalism, and pride to local tourism.
This year marks another key moment for the company: the opening of a brand-new training institute in Mysore — the Mysore Institute of Hotel Management and Culinary, launched in partnership with Atithi Vriksha. It’s a step toward scale, but done with Shalini’s characteristic caution and care.
“I don’t want to grow for the sake of numbers. I want to grow where we can do meaningful work.”
Shalini envisions a future where Atithi Vriksha expands to three more locations within the next five years, impacting at least 1,500 more lives. But for her, scale isn’t measured in square feet or spreadsheets—it’s measured in people.
She has also worked with national skilling initiatives under NSDC and partnered with organizations like FICCI FLO, Hasirudala Foundation, and Parikrama, taking employability training into communities that need it the most.
“My dream is to create more changemakers,” she says. “People who believe in the dignity of labor, who can take care of themselves and their families with pride.”
That belief isn’t just motivational—it’s operational. Shalini’s programs are affordable, localized, and tailored to rural needs, something that most traditional institutions fail to offer.
For those looking to create impact-based startups, Shalini has this to say:
“Start with a real problem. Not just something that sounds good in a pitch. If your purpose is strong, you’ll weather every storm.”
She also emphasizes the importance of partnerships and persistence.
“The forest department, local NGOs—they were critical to our early success. You don’t have to do everything alone. Surround yourself with mission-aligned people.”
Above all, she insists on staying grounded.
“Celebrate every small win. The big wins are made of small steps.”
In an age obsessed with unicorns and valuations, Atithi Vriksha reminds us of a deeper kind of success—the kind that doesn’t always show up on balance sheets but changes lives in profound ways.
Shalini Khanna Charles is not just building a company; she’s growing a movement—one rooted in the belief that every individual, no matter their background, deserves a chance to earn a living with dignity.
As her story continues to unfold—from Coorg to Mysore and beyond—it serves as an inspiration to every aspiring entrepreneur: Start where you are, use what you have, and build with heart.
If Shalini’s journey has inspired you, take the next step:
🌐 Visit the Website: atithivriksha.com
💼 Connect on LinkedIn: Shalini Khanna Charles
📸 Follow on Instagram (Founder): @shalinikcharles
📸 Follow the Organization: @atithivrikshashiksha
Whether you're an aspiring founder, a corporate CSR head, or someone looking to support grassroots innovation—Atithi Vriksha is proof that real change starts with one idea, one individual, and the courage to act.
Let’s grow employability. Let’s grow impact. Let’s grow hope.
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