A visionary social entrepreneur and TEDx speaker, Rubina is the Founder & Director of SAFA, an NGO transforming marginalized communities through education and livelihoods since 2008. Her work has impacted over 80,000 youth and women, equipping them with skills, connecting them to welfare schemes, and creating sustainable income opportunities.

Under Rubina's leadership, SAFA has launched two pioneering social brands—Artizania and Luqma—focused on dignified livelihoods for women. With four skill training and livelihood centers in Hyderabad, the organization continues to foster inclusive communities and economic independence.

Rubina's professional journey spans over three decades, including founding the Explorer Travel School (2000–2007), a first-of-its-kind professional travel education institute in Andhra Pradesh, and gaining international experience as a travel professional in the Middle East (1988–1999).

She is the recipient of several prestigious honors, including the Sadguru Gnanananda Fellowship, Digital Women Award, Samvidha Award, FICCI FLO Woman Achiever Award, Pride of Telangana Award, and the Australia Award. Guided by her belief that empowered women are key to building strong, inclusive nations, she continues to champion women’s economic participation as a catalyst for lasting social change.