Jeroninio “Jerry” Almeida –
Get inspired with The moJOsh Inspirator (TM)!
moJO – inner fire, everlasting audacious spirit and proactive positive energy & potential;
JOsh – Happinezz, zealous excitement & creative enthusiasm;
Inspirator- Inspiration, Joy of Giving, Gratitude and Junoon (Heroic Passion) enabler.
Jerry is affectionately called “the moJOsh Inspirator” and “Karma Guru” by several people who have benefited from his leadership training/ coaching or THE HERO IN ME inspirational oratory programs and got dollops of moJOsh for rediscovering their junoon and purpose of life to experience the priceless joy of giving.


An eternal learner, Jerry is considered as the # 1 new thought inspirational orator, author and master storyteller who tells compelling inspirational stories of real heroes in his books and oratory programs. A mystic by nature, Jerry’s self learning and introspection of life, society and humanity as a, free thinker, practical philosopher, futurist, spiritualist and a free-spirited teacher, helps him to excel in his vocation as a motivational speaker, internationally certified leadership subject matter expert & trainer and a Life/ Executive coach. To quote Mr. Alok Saxena – MD and CEO of Elder Pharmaceuticals (Jerry’s co-speaker at the Entreprenet forum where Jerry enthralled over 500 entrepreneurs from around the world), “Jerry, your speech was pure josh and junoon. For the first time with your talk, I experienced the wisdom of Socrates, the insight of Stephen Covey and the energy of Anthony Robbins”
As a KarmaYogi, Jerry is by his avocation of choice, a firebrand social crusader, intrepid Rights ACT-ivist, and voice of dissent & conscience for human, animal & environmental rights, UN advisor, philanthropist, serial missionary entrepreneur and the worlds’ most innovative fundraiser. As a social and political scientist, Jerry has led several campaigns which have become huge movements now. He created and promoted global movements like The Joy of Giving, Right every Wrong, Laadli- Save the girl child, Karmaveer, Karmayuga, Restaurants against Hunger, One Billion Hungry with the UN, One Billion Rising and other social campaigns. In 2008, Jerry ignited the spark for the anti corruption mission with the UN globally, NO CRIMINALS in government movement and electoral reforms campaign which have now inspired other huge public initiatives across India. Over the years Jerry has been inspiring students and citizens to clean India and the KEEDA HAI KYA to clean India idea was adopted by the government for the Swachh Bharat Abhiyaan (Clean India Initiative).
In an age when most children begin to spin dreams of their career, Jeroninio (Jerry) Almeida had already begun to walk on the path of his ambition. For someone who began his training and mentoring people from the age of 16 through the advertising and first experiential marketing agency he co-founded in India. It is the belief of creating a more responsible and humane society, and a better world for all that motivated him to become a management consultant and leadership coach. Teaching and consulting with people (managers, students, teachers, CXOs, Entrepreneurs) to help them enable their immense potential, is his calling and vocation today.
Jerry has 29 years of hands-on enriching experience. He has worked on pivotal projects and ventures globally, in over 45 countries across the 6 continents in the Government, Corporate, Media, NGO and Public sectors. Jerry brings to table compelling insights enriched with his vast experience in his learner and reformer roles as a management consultant, visionary futurist and leadership coach. Given below are some indicative but compelling accomplishments of his work in several sectors.
Media & Entertainment Economy: The Impresario
In 1987, Jerry began his working career with Indian Express at the age of 16, where he was a pivotal part of the team to start the first B2B trade pages in Indian newspapers.
Jerry from a young age has been involved as a producer or promoter of commercial and cultural media/ entertainment ventures, especially in musical theatre, live events, movie premieres.
In 1991 much before the media business had started showing promise in India; Jerry pioneered the concept of movie marketing and in- movie product placements with a sports movie called Jo Jeeta Wohi Sikandar and followed this up by promoting various movies from India and Hollywood through unique marketing contests, events, merchandise and interactive campaigns.
Jerry Launched Discovery Channel in India in 1995 through his experiential marketing consulting agency and also did the first big brand advertising spend trend research in India.
Jerry created the first Reality Hunt show in India MTV VJ hunt and also the first reality contest for Rock Bands under the banner of Rocketaria – Rock – on – test. This was then followed up by the Lucky Star – real time music and movie star hunt. Jerry also organised various Rick concerts while in college.
In 1999 Jerry got involved as co-founder & CEO to start up a 150 crores media & entertainment venture which produced Indian music and movies and distributed English music and movies in partnership with Virgin/ Warner/ EMI and prominent Hollywood studios. Through this venture, Jerry also floated the first venture fund to produce meaningful Hindi Cinema, which produced movies like Pinjar.
In 2002 produced the first Bollywood movie “Ek Alag Mausam” with Nandita Das and Anupam Kher to mainstream the social issue of dignity for people living with HIV. This movie which was India’s response to the award winning Hollywood movie Philadelphia, set the trend for others to produce cause-related cinema like My Brother Nikhil and Taare Zameen Par in India.
In 2008 Jerry collaborated with Onir to co-produce the national award winning movie “I AM” to address 4 critical social issues. I AM was the first movie in India to raise funds through crowd sourcing over social media and the internet. Jerry then launched iCOZFLIX a venture fund to produce cause-related cinema.
In 2005 Jerry conceptualized and produced the first reality hunt to discover scholars in India for British Council. The show called Scholar Hunt was aired on NDTV and received huge acclaim. Chosen winners were given full scholarships for their education in premier institutions in the UK. Jerry also produce Creative Futures for the British Council in partnership with BBC.
Jerry has always been an Impresario and has created and executed the most brilliant event ideas which include the first supper theatre in India, The first LIVE music event with a monument as a backdrop, the first big ticket Broadway theatrical in India with Tim Supple.
Corporate Governance: The Professional
After graduating, Jerry moved on from Indian Express and joined ITC. Meanwhile the advertising and experiential marketing agency had achieved huge billing. However for Jerry gaining experience from working was the driving factor and thus he took up the job with ITC and was responsible as the brand manager for launching PALL MALL, India’s first blended cigarette which failed badly in India. He was then assigned the turnaround of the Gold Flake brand and is responsible for building it as the big cash cow for ITC and planned the Gold Flake kiosks as gifts for cigarette vendors to enable them get dignified business spaces and licenses as legitimate vendor.
He then moved on from ITC to launch L’oreal in India and was responsible for launching brands like Ultra Doux, Garnier and also building the business plan as a FMCG venture for L’oreal in India. He then left L’oreal to join his advertising and experiential marketing agency full time as the MD at the behest of his co-founders.
Over the past 11 years Jerry has also scripted and helped execute winning CSR strategies for several business houses which include the founding strategy for Bharti Foundation at the request of SingTel and Project Shakti for Unilever. Jerry believes that we should go beyond CSR and adopt HUMANE BUSINESS STRATEGY where CSR should become an integral part of the business model. He has created an implemented some cutting edge strategies for top business houses and the strategy has also impacted the business top line and helped the business achieve the triple bottom-line holistically. Over the years Jerry has successfully consulted and trained various corporate foundations to plan & implement their CSR strategy. He has also been instrumental for designing Blue Ocean strategies for MNCs to create cost effective health, food, nutrition & daily needs products for people living in the base of the pyramid. Read case study. http://www.businessworld.in/news/books/authors-corner/the-real-meaning-of-jugaad/1695606/page-1.html
Jerry also serves on some advisory boards of initiatives that are implemented by CII (Confederation of Indian Industry)
Entrepreneurial Journey: The Serial Missionary Entrepreneur
At the age of 17 Jerry went on to set up his business venture in advertising/experiential marketing / entertainment industry. In less than a year the advertising agency achieved a billing of 3 crores and the success motivated Jerry to venture and begin the first experiential and direct marketing consultancy (including Advertising, Events, Movie Marketing, DM, Marketing Contests and Brand Promotions) in India. This consultancy also pioneered various big ticket events and movie marketing in India. The consultancy was also responsible for launching and promoting top business and brands like Microsoft, Discovery Channel, Sun Microsys, MTV, Channel V, Hallmark, Coca Cola, Cadbury Schweppes, Whisper, Sony TV, Virgin Music, Columbia Tristar, Warner Bros, Seagrams, ANZ Grindlays, Citibank, Standard Charterered Bank, Baskin Robbins, Taj Group of Hotels, LIC, SBI, Hutchison, and many more brands. He nurtured this venture for 10 years while continuing to work and gaining experience at companies like Indian Express, ITC Ltd and L’Oreal. He took over as CEO of the company he started in 1995 at the behest of his partners at the age of 25 and consolidated the business for 2 years and sold out in 1997 to an American media conglomerate.
Jerry then ventured into various dotcom businesses including the first exclusive email service with unlimited space, first dating portal, talent hunt portal and matrimonial portal in 1996 through 1999. Due to the dotcom bust that happened Jerry lost on his investments but undeterred by the setback he moved on with another media & entertainment venture that he began at the turn of the new millennium. In 1999 as given above Jerry then launched a 150 crores start up media and entertainment company, which began the tried on professionalising movie making.
Jerry’s experiential marketing consultancy also pioneered big ticket events (including the first fundraising events around national monuments like the Gateway of India and India Gate), below the line & cause related marketing (The Magic Box on jet airways and the Proctor & Gamble- Whisper Save the blind girl child campaign were conceptualized by Jerry) and movie marketing (Jo Jeeta Wohi Sikandar was the first Hindi movie that had paid product placements and sponsored contests & events). Several others Hindi and English movies like Khal Nayak, Khuda Gawah, Phantom, Flintstones, Casino, Waterworld, also benefited from this venture. In the mid 90s, Electrolux signed a 4 crores deal through Jerry’s agency, for product placements in 10 movies with Venus Entertainment. The movie marketing business finally found critical mass in India only in 2000 almost a decade after Jerry pioneered the business idea.
Government Service : The Global Citizen Public Servant
In 2005 Jerry was invited on board as an advisor with a honorary title of First Secretary and Director for Public Diplomacy for the British Government in India. Jerry planned and implemented the “Public Diplomacy Initiative (PDI)” launch with Tony Blair’s India visit in 2005. The PDI objective was to promote the UK cutting edge as a Business, Creative Arts, Innovation & Entrepreneurship and Education destination. In this role Jerry created the UKTI business awards in partnership with CNBC to promote bilateral business relations, launched creative futures to encourage creative entrepreneurship, produced scholar hunt and positioned UK as the highly preferred destination for education, creative entrepreneurship and business.
In 2005 Jerry was also offered the role as the Dy. Head of the UNIDO (UN Industrial Development Organisation) mission in Asia, but declined the role as it meant leaving India and settling in another country.
In 2006, Jerry was headhunted by McKinsey to lead on the strategic planning for Public Health Foundation of India, a public private partnership and was an integral part of the founding team. He was responsible for recreating the overall strategic plan, creating and implementing the fundraising strategy to raise 500 crores and also to implement the ethical policy for the organisation. PHFI’s objective is to build a robust public health ecosystem in India. PHFI was funded by national and state governments who besides investing public grants also supported with 50 acres of land in 5 states. Moneys were also raised from several private donors through fundraisers in India, UK and US. In 2007 Jerry was invited to serve as an advisor by the US India Political Action Committee (USINPAC) to help improve the livelihood and living conditions for American Indians and US India Business Alliance (USIBA) to promote bilateral trade and investment.
In 2010 Jerry was also invited by the Ministry of Home Affairs to serve on the advisory board to encourage volunteers for peace and communal harmony and devotes his time voluntarily to all these causes.
In 2011 Jerry was nominated by the Ministry of Youth Affairs and UNDP to serve on the UN advisory board to work on promoting volunteerism and achieving the Millennium Development Goals.
Jerry also created iTEAM in 2005 (Institutionalised Training Employment and Advancement of the Marginalised) with USAID and other industry associations to create workforce employment for marginalised youth. The iTEAM model has now been adopted and adapted by National Skills Development Corporation and other corporate foundations and NGOs.
In 2003, Jerry was invited by the late Mr. Subir Raha to address all UN Global Compact India members in the founding event. Jerry also conducted the first workshop for UN Global Compact India, on CSR for over 200 PSU leaders. Subsequently Jerry He has trained various PSUs like ONGC, SAIL, BHEL, BP, PFC etc. through the UN Global Compact to create & implement their vision and strategy planning.
Individual Social Responsibility: The Missionary Entrepreneur and Institution Builder
In 2003 Jerry launched Karma Mitra and the Joy of Giving movement which is a huge movement in India and also being adopted the world over Jerry also produced the award winning Joy of Giving real life short movie, music video, the first of its kind initiative in partnership with MTV & Channel [V] to involve the citizens and youth with marginalised children and communities.
In 2004 Jerry founded iCONGO as the Indian Confederation of NGOs a mission to encourage social justice and inspire citizen action. Today iCONGO has become the International Confederation of NGOs a respected organisation across the world which focuses on bringing good people and voices of conscience together. Together as ONE we can RIGHT every WRONG.
In 2006 the Karma Mitra Foundation launched the Karmaveer Puraskaar- global awards for social justice and citizen action.
In 2006 we also launched the first of its kind RIGHT every WRONG conclave to bring in speakers to discuss ideas that could impact social justice. Today we have christened this as REX- Not Just TALKS, ideas for ACTION CONCLiVE and we bring in some of the finest champions of change to learn from each other in this KING of Wisdom and Culturetainment Forums.
In 2006 Jerry also founded the first ever citizen reporting and whistle blowing social media portal www.idishoom.com and in 2010 Jerry created www.hallabolo.com in partnership with UNODC to enable citizens to fight corruption by themselves by using a whistle, mobile phone and the internet.
Jerry has also successfully launched various other social ventures which includes a B2B wholesale retailing business for NGO products, a cause merchandise company, a media company, a fundraising & social entrepreneurship training foundation, a CSR/ Cause Related Marketing consultancy (works with BBDO, Publicis, Lintas and other agencies to design campaigns) and a public advocacy cinema venture fund that produced “I AM” with public funding that was raised through the internet and social media. More details on all ventures, movements & initiatives are on www.icoxchange.com
He also serves on the board of a few organisations like The Touch of Hope Foundation, SkillShare International- UK, Catholics Bishops Convention of India, WOTR, VSO UK, Goa Forgiving and War Wounded Foundation. He has also advised several international NGOS like Plan, WWF, GreenPeace, Amnesty, Aide et Action etc. to enable them, involve people as supporters in India.
In 2009 Jerry started up the social venture fund, LetzDream Foundation with Vikrant Bhargava (Party Poker co-founder), to invest through “CARING CAPITAL” in grassroots microfinance, agricultural and rural livelihoods & entrepreneur projects. He forged an alliance with the Agriculture Finance Corporation and NABARD. The first few projects were created through a strategic alliance with BNGVN founder Nileema Mishra (Magsaysay award recipient 2011). The model is to invest in communities where money is given for the first time to MALE farmers/ rural entrepreneurs based on their real time need and loans of up to 2,00,000 (5000 USD) were given sans any interest. The farmers are paying back responsibly. This successful model is now being replicated in various communities across India and has led to an integrated village development model. For the past few years Jerry has also been mentoring various social entrepreneurs and has incubated ventures to promote responsible rural tourism, a last mile rural marketing company, an education model to provide mainstream education to children and some other ventures that work with a business / revenue model.
Jerry has been the architect of various game changing fundraising campaigns and social movements, which include popular national movements like The Joy of Giving, RIGHT every WRONG, Karmaveer and Karmayuga movements. Jerry also pioneered face to face fundraising & MLM fundraising in India with Karma Mitra in 2003. These movements have been pivotal for changing the overall attitude for fundraising, philanthropy & social justice amongst the citizens of India. The RIGHT every WRONG movement created the thought leadership for national movements on climate change, electoral reforms, saying no to corruption and also inspired the No criminals campaign, Engage Voter, Lead India, Teach India, Real Heroes awards, Social Impact awards and the national anti corruption movement.
The Diwali Ramzan (communal harmony campaign that spread like wildfire and made people aware of the Gujarat pogrom), Page 3 and FTV campaigns were also Jerry’s ideas. In 2003, the International NGO that Jerry was heading in India was dubbed in media as a NEW AGE NGO for promoting efficient & effective project management. At that time Business Standard reported that to hear Jerry speak was like listening to an emerging guru. Those words have come true and Jerry has now truly emerged as a Guru who is invited to give inspirational talks at CEO/ YEO meets and AGMs. Jerry besides speaking in high profile forums invests his weekends sharing experiences with various students and grassroots communities to help them find the leaders within themselves.
In 2008, Jerry also sowed the seeds for electoral reforms and the fight against corruption in India with the UN and was the architect of the “reclaim people power” and “no criminals” campaigns during the past 2 national and state elections in India. Over the years Jeroninio has created and led several NATION BUILDING initiatives in India and globally, to create social, political, cultural and economic reformation programs/ initiatives and also create a mindset and attitudinal change to get citizens involved in the process of change. I change to change India and the world and make it a better place is the simple mantra.
Mightier than the sword : The Author
With the Karma Kurry- the Hero in Me book series Jerry has plunged into writing thought provoking inspirational stories to awaken the hero and leader within people across the globe. The Karma Kurry stories uplift the human spirit and inspire one and all with a mindset that “I CAN DO SOMETHING”. Jerry is also working on a trilogy of inspirational self help books named “Karishma - the miracle”, “Karma - the joy of giving” and “Kranti - revolutionary thought leadership” and other leadership books titled “The Hero in Me”, “Leading a Mission with a dead mouse” and “Once there was me” under The Greatness moJOsh series. Jerry also writes weekly / monthly features for magazines like Business World, Speaking Tree, Times of India, and CFO connect, Economic Times and others under the aegis of Leadership Karma series - Krishna the charioteer guides the way in the Mahabharata of life. Some of his spiritual writings have now been chosen for a book called A Beautiful World. Jerry has been extensively profiled in media nationally and globally. CNBC recently did an exclusive story on the various initiatives, ventures, campaigns and movements planned, launched, implemented & executed by iCONGO. Jerry has also inspired a story on how accountability needs to be driven in social development and this story was carried by TIME magazine & BBC globally. Jerry also serves on the advisory board of India’s premier Education magazine “Education World” and on the advisory board of Mensentock – a PR and Media Relations advisory.
Learning 2 Learn: The Eternal Learner, Coach and Consultant:
In the past few years through his chosen vocation as a leadership trainer, executive coach, entrepreneurship mentor and management consultant, Jerry has been helping people to achieve their optimum potential and joyful creative enthusiasm at work and all dimensions of life. Jerry chose the vocation of teaching to make people aware about human values, social issues and the need for each citizen to fulfil their fundamental duties.
In the recent past Jerry has also successfully led training programs for leadership development with middle, senior and top management of Fortune 500 & Fortune 100 companies, Public Service Enterprises, SMEs. UN organisations, WHO, World Bank, International missions and others. Jerry who is a voracious reader and traveler brings insights from across the world to the table as a coach and consultant. Jerry consults with various companies and organisations for Visioning, Business Strategy & Execution Planning, CSR, Cause Related Marketing, Executive Volunteering, and Blue Ocean, BOP and Social / Rural and Brand Marketing strategies. Jerry also works with various NGOs internationally to help them frame their fundraising, communications and country strategy. Jerry is also engaged with large aid agencies to help them frame & articulate their grant making strategy. Jerry also consults to help organisations write their Prevention of Sexual Harassment policy, whistle blower policy and other policies.
Besides working as a executive coach with CXOs in top MNCs, Jerry is also engaged as an / coach with some senior politicians and a few young parliamentarians in Delhi.
Jerry is also engaged as public speaking coach to train CEOs and Entrepreneurs for public speaking and presentation skills. Jerry has created a unique coaching program which helps people develop a mindset of a good speaker, gain the skills needed to become an effective presenter and speaker and the tools to help CEOs practice. Several CEOs/ CXOs have gained from Jerry’s public speaking coaching and have become Rockstar speakers.
Speak to Inspire: The Inspirational Orator
Jerry is a much sought after speaker for various forums across the globe. Jerry is a versatile orator and speaks on various topics ranging from leadership to management development, heroic stories to heroic mindset, CSR to Humane Capitalism strategies, business strategy to entrepreneurship, ethical media to online campaigns and other topics related to Social Development, Global Warming, Human Rights, Ethical Selling, Fundraising, Social & Rural marketing, Ethical Entrepreneurship, Leadership, Ethics and Values, , Fundraising, Cause Related/Social Marketing & Communications and other themes. Over the years Jerry has delivered powerful talks by invitation at global and national forums and conferences organised by the UN, World Economic Forum, World Social Forum, US High Commission, World Affairs Council, Rotary International, TED, CII, YEO/ YPO and other prestigious organisations from amongst the international community. Jerry also conducts lectures on Ethical Leadership as visiting faculty in B-schools across the globe. Jerry also delivers high energy motivational talks in large gatherings & annual meets of Fortune 500 companies and convocations of B-schools and colleges around the world. Around the globe, over 1.5 million people, have benefitted and received affirmative inspiration from Jerry’ inspiring talks and lectures.
Spread the joy of giving: The Fundraiser by Passion
Jerry is a game changing fundraiser, who with his powerful ideas changed the landscape of Philanthropy in India. Jerry advocates philanthropy for social justice where he requests people to go beyond just giving money and urges them to get involved with a cause to drive impact & accountability with aid & taxpayers money. Jerry has created powerful philanthropic ideas like RIGHT every WRONG, Karmaveer, Karmayuga, Restaurants against Hunger, Karma Kurry- the Hero In Me book series, REX and the Joy of Giving. Some of these ideas are now being adapted in places in the USA and Europe. Jerry also introduced Face to face Fundraising and MLM for Fundraising in India in 2003 with Karma Mitra – the first Donor Loyalty program and the Joy of Giving movement. As a fundraiser, Jerry has been at the helm of creating & executing ideas like the Magic Box on Jet Airways, Fundraisers at Home (Supper theatre hosted by high net worth philanthropists), the first charity lottery product in UK, crowd funding portals in India, US and UK, Thought Provoking Fundraising events & campaigns and Charity Starts on the Homepage with eBay & Chivas in 20001 – an online auction of 200 things that money cannot buy -- and other such cutting successfully implemented edge ideas. More details are on http://www.icongo.in/eventandcampaigns.html
Live the Simple, Beautiful Life: The Person
As a human being, Jerry’s philosophy of life is very simple, be minimalistic, understand what one needs and live a simple, happy, fun life of contentment and gratitude for the gift of life every day. Jerry is an idealist who does not believe in soft pedalling on issues and plainly speaks his mind out on wrongdoings in society, no matter whom or what the powers may be that he is speaking against. Jerry, who was born to Betty Lucia Torquato and Wilfred Simon Almeida in a Roman Catholic family in Goa, does not believe in any religion and feels that Humanity is the only religion one needs to practice,. For Jerry, Religion somehow has become the enemy of humanity and turned human beings against each other. Jerry believes that God is basically the Universe in which we live and Universal Principles that govern us. We must live a life by being secular, practicing human values and respecting every human being, because God is in every human being and not in any temple, mosque or church. The “JUST ANOTHER VOLUNTEER” designation on his business cards sums up the values like humility and integrity that are dear to Jerry as a person. Jerry has 4 younger siblings Effie, Archie, Liza and Maverick.
When he is not traveling to speak or conduct a leadership course, Jerry lives in Gurgaon on weekends, with his wife Jugnu Grewal Almeida and sons, Zorawar Wilfred Singh Almeida and Ransher Wilfred Singh Almeida. Jerry devotes his time between family and excelling in his role as an eternal learner, Management Consultant/ Professional Trainer & Mentor Coach, Curator for big ticket Charity Events & Knowledge Forums, Social Development Worker, Writer, Fundraiser, Philanthropist & Just another Volunteer. Jerry’s site is called www.jerrylearns2learn.com because Jerry is constantly learning to learn from the very nature of being and from every incident in day to day life, from his day to day interactions with the 1000s of new people he meets and learns with every week and month. Jerry is a firm believer and practitioner of the Socratic Learning Method and believes that we cannot teach anyone anything, but only provoke a thought process to making people think and thus help people discover the knowledge and wisdom within them. Jerry has learned several ancient sciences and continues to enrich his learning.
Jerry believes that the more one learns, the more one realises how limited one’s knowledge is and hence we must learn to learn and keep an open mind at all times. The day we stop learning is the day we end up in the box (coffin), so please do not be in a hurry to get in the box and till then keep learning by staying OUT of the box. To paraphrase Louis Armstrong from his song wonderful world “I hear baby's crying and I watched them grow, tomorrow they’ll learn much more than I'll ever know today!”
… So keep an open mind and learn 2 learn, because it is an evolving world.
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