In 1986 Samuel took the decision to set up Noah’s Ark as an alternative way of trading with local craftspeople around his hometown of Moradabad, northern India. From the beginning he was determined to ensure that artisans would be provided with the best rates available and with the support to enable them to be freed from the grip of exploitation.

The business has prospered: it now directly employs 40 people and buys goods from more than 250 other craftspeople.

And it is more than just fair wages. Noah's Ark provides education classes for 50 local children who do not have the opportunity to go to school. Each worker is given provision for school expenses, loans for house repairs and healthcare insurance. A social worker is also employed to support the wider needs of the employees and their families.