Dr Purnima Devi Barman Among Mad Over Marketing’s Most Impactful Women of 2025

KAKALI DAS

In 2025, Mad Over Marketing, popularly known as M.O.M, curated a special global list of women who created a meaningful impact across different fields. Among those featured are the Indian Women’s Cricket Team, Maria Corina Machado, Tailor Swift and many more. But the name that stands out for India and especially for Assam is Dr Purnima Devi Barman. She is the only Indian featured in TIME Magazine’s Women of the Year 2025 list, and her recognition comes not from power or popularity, but from years of quiet, determined work to save a bird that many people once feared or ignored.

Dr Purnima Devi Barman is a wildlife biologist from Assam and the founder of the Hargila Army, an all women conservation movement. Through her work, she has helped protect the Greater Adjutant Stork, locally known as Hargila. This bird is one of the most endangered storks in the world.

At one point, it was on the verge of disappearing completely from Assam. Today, because of her efforts and the collective strength of rural women, the Hargila population in the state has increased from just 115 birds to more than 1,800. This recovery is considered one of the most inspiring conservation success stories in recent times.

The word Hargila in Assamese means bone swallower. The bird is a scavenger and feeds on waste and carcasses, playing a crucial role in keeping the environment clean. Yet for decades, it was misunderstood and treated with cruelty. Many people believed the bird was a bad omen or a carrier of disease. Nesting trees were cut down, birds were chased away, and chicks were left to die. Dr Purnima saw this not just as a wildlife crisis, but as a social and cultural problem rooted in fear and lack of awareness.

Instead of blaming communities, she chose to work with them. She understood that real conservation cannot happen without people’s support. She began going from village to village, speaking especially to women. She explained why the Hargila mattered and how it helped nature. She listened to their concerns and respected their knowledge. Slowly, trust grew. Women began to see the bird differently. They began to feel connected to its struggles.

This connection became the foundation of the Hargila Army. Today, the movement includes more than twenty thousand rural women across Assam. These women protect nesting trees, guard chicks, rescue injured birds, and spread awareness in their communities. For many of them, this work has also brought confidence, income opportunities, and a sense of pride. Conservation, in this case, became a path to women’s empowerment.

Dr Purnima is lovingly known as Hargila Baideu, which means Hargila Sister. This name reflects the bond she shares with the women and the bird she works to protect. She is not seen as an outsider or only as a scientist. She is seen as family. Her approach is deeply human. She believes that empathy is the strongest tool for conservation.

One of the most important parts of her work is educating children and young people. She often explains how different the life of a bird is compared to the life of a human child. If a child needs food or care, parents usually provide it quickly. Life, though not perfect, is relatively safe. But for a Hargila chick, every day is a struggle.

Dr Purnima tells children how hard it is for Hargila parents to find food. The birds must search lakes and wetlands for fish. Water bodies are shrinking, fish are becoming scarce, and competition is high. Feeding their babies is not easy. It is full of challenges and danger. Sometimes humans disturb them, throw stones, or chase them away. Humans also take a large share of the fish, leaving very little behind.

There are also many tragic stories. Sometimes the Hargila mother never returns to her nest. She may have been electrocuted by power lines, killed deliberately, or lost in an accident. When this happens, the chicks are left helpless. Through these examples, Dr Purnima teaches a powerful lesson. The life of a bird is far more difficult than we imagine. We think birds are free because they can fly, but in reality, their lives are fragile and uncertain. Compared to them, human life is much easier.

According to Dr Purnima, the Hargila is the most beautiful bird in the world. Beauty, she believes, is not about colour or elegance alone. It is about purpose and resilience. The Hargila cleans the environment and survives against all odds. By changing how people see this bird, she has helped change how they see nature itself.

Her journey has not been easy. She faced resistance, disbelief, and even ridicule in the beginning. Convincing people to protect a bird they feared was a slow process. But she did not give up. She believed that change takes time and patience. Year after year, her work began to show results. Nesting trees were protected instead of cut. Festivals began to celebrate the bird. What was once seen as a curse slowly became a symbol of pride.

The impact of her work has been recognised globally. In 2022, Dr Purnima Devi Barman received the Champions of the Earth Award for Entrepreneurial Vision, which is the highest environmental honour given by the United Nations. She has also been awarded the Green Oscar Award for her outstanding contribution to wildlife conservation. These awards honour not just her scientific knowledge, but her people centric approach to saving nature.

Her inclusion in TIME Magazine’s Women of the Year 2025 list is another powerful recognition. It brings international attention to a story rooted in rural Assam. It proves that global change can begin at the grassroots. It also shows that women, when trusted and empowered, can lead some of the most effective conservation movements in the world.

Dr Purnima Devi Barman’s story is not just about saving a bird. It is about changing mind-sets, building compassion, and reminding us of our responsibility toward the natural world. At a time when climate change and biodiversity loss threaten life on Earth, her work offers hope. It shows that coexistence is possible. It shows that one person, guided by empathy and supported by community, can protect life and inspire the world.

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