NurtureFuture: A student’s vision to revolutionise parenting

Utsha believes the prize money is just a small step toward developing NurtureFuture, but it has inspired him to work even harder. Photo: Courtesy

Parenting in today's society has unique challenges, and many parents struggle to bridge the gap between values, family bonding and modern lifestyles. 

Utsha Dutta, a student of the department of Tourism and Hospitality Management at the University of Dhaka, believes he has found an innovative solution with his project 'NurtureFuture'. The platform is designed to guide parents through the complexities of parenting in the modern era. 

Utsha's vision is clear: to integrate technology with personalised parenting advice, creating a new standard for parental guidance.

The inspiration for 'NurtureFuture' came from Utsha's own upbringing. "Growing up, I shared everything with my sister, from toys to responsibilities, and my parents instilled values in us without pressurising," he recalls. 

"When I see today's parenting, there's a stark difference. Many kids lack values and family bonding. The negative news all around the media about youth reflects the challenges in parenting today. That's what drove me to think about creating NurtureFuture," says Utsha.

Utsha's platform helps parents overcome challenges in today's fast-paced, digital world. It offers one-on-one video calls with experts, providing scientific, practical, and proven methods to strengthen family bonds and support healthy child development.

Structuring such a unique solution was not without challenges. Utsha first brainstormed the idea at a restaurant, where a casual conversation with friends sparked the initial concept. 

Sharing it with others, however, brought mixed reactions. "Some mocked the idea, while some appreciated it. My biggest concern was why society would accept and trust NurtureFuture," he says.

To address these concerns, Utsha devised a cost-efficient model involving stakeholders like neurologists, psychologists, gynecologists, and researchers on fixed salaries. This approach ensures quality while maintaining affordability. "Since NurtureFuture is a digital platform, leveraging technology makes it both scalable and cost-effective," he added.

Although Utsha's academic background lies in Tourism and Hospitality Management, it is his personal enthusiasm that shaped 'NurtureFuture'.  "I've always been interested in business case studies and problem-solving," he said. 

Winning several business case competitions and working as a branding head at an EdTech company equipped him with the skills to conceptualise and market such a service-oriented platform.

To illustrate the potential of his idea, Utsha draws a parallel to bKash, Bangladesh's first FinTech startup. "Just like bKash created its own market, NurtureFuture is pioneering a new sector where parenting meets technology," he says. 

Collaborating with multinational corporations, local businesses, and daycare centers, Utsha plans to build the market from the ground up. "Once the base is established, results and profits will follow," he added optimistically.

At this stage, NurtureFuture remains as an idea, but Utsha's focus is on filling the gaps in existing parenting resources. "Most platforms offer generalised advice, but parents need exact, personalised guidance," he said. His platform will cater to both individual consultations and broader group sessions for common concerns.

"My target customers are millennials who have entered parenthood. They are tech-savvy and open to solutions that improve their lives," he says. Positive feedback from this demographic has bolstered his confidence. By focusing on millennials in nuclear families and those with a decent standard of living, Utsha aims to make sound parenting guidance accessible and impactful.

Being one of the nine finalists at the TBS Graduate Scholar Hunt 2024 was a significant milestone for Utsha. While he believes the prize money is just a small step toward developing NurtureFuture, it has inspired him to work even harder. "It's a big project that will require significant investment, but this recognition motivates me to keep going," he added.

For aspiring student entrepreneurs, Utsha emphasises the importance of looking beyond profit and has a simple yet profound message to the aspiring entrepreneurs: "Observe society carefully and address its challenges. When your focus is on creating solutions that genuinely benefit the community, success will naturally follow."

If he could send one message to parents considering NurtureFuture, it would be: "Children are like mirrors. Whatever we do and say, make sure we're a good reflection for them."

The Scholar Hunt, organised by The Business Standard and TBS Graduates, debuted last year as a flagship competition. Divided into three categories — Business Administration, Architecture, and Engineering and Technology — it encouraged students to think outside the box and craft solutions with tangible, real-world impact.