Request for Proposal Website Design

Girl Effect India is seeking a Website Design Agency to work in close collaboration with our in-house Product and Creative team to redesign the Girl Effect India page under Girl Effect Corporate website. This new and revamped microsite, which represents Girl Effect's India brand, needs to be strategically repositioned to -

- Act as a showcase for Girl Effect's India programs.
- Reach funders, donors, CSR leads/managers, and ecosystem partners.
- Communicate our impact, ethos, and expertise across thematic areas such as sexual and reproductive health, tech-facilitated gender-based violence, mental well-being, immunization, etc.
- Provide a youth-facing but professional platform that CSR managers, investors, funders, and NGOs can engage with.

Girl Effect (GE) is an international non-profit that connects girls to the resources and support they need to overcome barriers, see themselves differently and unleash their full potential. We believe that the most powerful force to break the cycle of intergenerational poverty is GIRLS. When you connect GIRLS to what they need, unleash the limits communities set for them, and change how girls see themselves- they change the world. That's the Girl Effect.

Our approach redefines what girls think they can and should do. We do this by building digital and media technologies that girls want, trust and need.From chatbots and applications to chat shows and TV dramas, our approach uses modern technologies to reach girls where they are today.

Our reach is 23 million and counting.

We are girl centered. We engage girls through evidence based social and behavior change. We meet girls where they are today, in the spaces, on the platforms and channels they trust and love. We work with governments to transform systems to work for HER.

We reach girls across the world, where they are -online and offline, to support them at the critical moments in life when choices around their health, education and economic future need to be made.

We use our expertise in behavior change science to motivate and equip girls with information and support to help them see a different future for themselves, act on those choices, and drive greater demand for the opportunities and services available to them.

Chhaa Jaa in India, Tujibebe in Tanzania, and Yegna in Ethiopia are some of our youth brands. They exist across multiple channels - digital ( Meta, Google and other SM platforms), TV, radio, print and offline. Where required and relevant, we also use white label brands for specific campaigns.

In 2019, Girl Effect launched Chhaa Jaa, a digital-first youth programme that helps girls in India build the confidence to make choices and changes in their lives - from accessing information about her body and services around her, to negotiating about education choices or whether to use contraception. Chhaa Jaa was designed keeping in mind adolescent girls between 17-19 years, currently in higher education, and accessible online via mobile, whether girls own or borrow a mobile phone.

Over the last four years, we have invested in setting up key online assets and infrastructure and on-ground interventions that can be leveraged to deliver programmes under a range of thematics for older adolescent girls. We have also included young girls and boys from ages 18-24 years old, as well as parents of young girls. We have built a multi-product digital and offline ecosystem of products - across broadcast and interactive features such as podcasts, vox pop, mini series to Bol Behen (our AI chatbot), as well as on-ground activations through our Gully Youth Lab in Delhi and Mumbai.

Girl Effect India is seeking proposals from qualified website design and development agencies to revamp the Chaajaa website, which represents Girl Effect's India brand. The current website is largely a program repository aimed at young girls, our program beneficiaries.

The primary role of the agency will be to transform Chaajaa's website from a program repository to a strategic program showcase platform. The current website is built on an outdated technology platform that no longer meets our needs for scalability, user experience, and ease of content management. We aim to migrate to a modern, secure, and scalable CMS - with a strong preference for WordPress or a similar platform - that supports our future requirements.

This new website should clearly communicate -

• About Us - The GE programme in India
• The breadth and depth of programs (digital + on-ground), including Bol Behen Chatbot, Immunization Chatbot, Gully Youth Lab, Vox Pops, podcasts, mini-series, etc.
• The impact and outcomes of our work.
• Opportunities for partnership and collaboration, and donate
• Media coverage, publications, and thought leadership.
• Ensure a mobile-first, user-friendly, visually compelling interface.
• Provide a framework for easy landing page creation for new campaigns and initiatives.
• Ensure long-term maintainability and timely updates with minimal technical overhead for internal teams.

The selected agency will be responsible for:

Website Strategy & UI/UX Design

• Conduct stakeholder workshops to understand Girl Effect India's goals, audience, and brand identity.
• Develop information architecture and navigation strategy for a clear user journey.
• Create wireframes, mood boards, and UI design prototypes.
• Ensure design aligns with Girl Effect's global brand guidelines and unique identity.

Content & Multimedia Integration

• Collaborate with internal content and creative teams to integrate:
  Program narratives, photographs, videos, graphics, and publications.
• Create custom graphics or design elements where required to enhance storytelling.

Post-Launch Maintenance & Support

• Build landing pages for future campaigns as needed.

1. Website strategy & UX recommendations
2. Wireframes and final design prototypes
3. Complete final files handover to technical team for web development
4. Landing page creation and design as per need

Most importantly, we need you to ensure that you have a lens that is youth-friendly & fun, body and sex-positive, gender inclusive, trauma-informed and adopts a rights-based approach towards girls and young women.

We seek an experienced agency with:

• Proven expertise in Wagtail or similar CMS development.
• Strong understanding of SEO-first website design and development.
• Experience in the impact sector, nonprofit, or CSR-focused websites.
• Ability to combine narrative design, UI/UX excellence, and technical build.
• Capacity for long-term partnership and ongoing collaboration.

Skills and expertise:

• You are based in India with fluency in Hindi, Hinglish, and English, both written and spoken
• Experience in creating health-related content/behavior change content production in the field of health and immunization, sexual and reproductive health and rights and economic empowerment would be a massive bonus.
• Project Management: Ability to effectively manage projects, coordinate teams with diverse skill sets, develop project strategies, and ensure successful execution from start to finish.
• Local Market Knowledge: Strong understanding of local trends, investment landscape, and cultural nuances to tailor creative solutions that resonate with the target audience in the Indian market.
• Time and Budget Management: Proficiency in delivering projects on schedule and within budgetary constraints, ensuring efficient allocation of resources and adherence to financial targets.
• Creative Ideation: Skill to generate innovative and unique ideas aligned with our objectives and target audience (potential donors and partners), fostering creativity and pushing boundaries to deliver outstanding creative work.
• Strategic Thinking: Ability to analyse client goals, target audience preferences, and market trends to develop a strategic approach that drives results and provides effective creative solutions..
• Branding and Storytelling: Capability to craft compelling brand narratives and storytelling techniques that effectively communicate Girl Effect India's message, create emotional connections, and build brand loyalty.
• Visual and Design Skills: Strong aesthetic sense and knowledge of visual communication principles encompassing photography, videography, and visual effects, enabling the creation of visually appealing and impactful website design.
• Technical Proficiency: Familiarity with the latest creative production tools and technologies, including design software, video editing tools, and content management systems, to ensure efficient and high-quality output.
• Collaboration and Teamwork: Demonstrated ability to collaborate effectively with clients, creative teams, copywriters, designers, and stakeholders to bring ideas to life, fostering a collaborative and productive work environment.
• Basic safeguarding and digital safeguarding knowledge are a plus.

Proposal Submission
Your proposal, should you be interested (Max 10 pages), should cover the following:

• Portfolio - Please showcase previous work that you consider to be relevant. This can be related to our brand or similar brands, similar TG, with the not-for-profit, etc.
• As part of your application, please include a link or PDF of your portfolio of recent work, highlighting your abilities and experience relevant to the role, with specific examples of how you work, think, collaborate, and contribute to great design outcomes.
• Please note that we are unable to accept any applications without a portfolio.
• Credentials/CV: experience, or bios of key individuals who would be involved in the engagement.
• Proposed Approach including milestones and development process
• Project Plan & Timeline discovery, design
• Reference - Provide contact information of at least three references for similar contracts serviced in the past, with a description of the service provided and the contract periods of performance.
• Information on additional Services Please provide any information on additional services that you believe would be pertinent and align with GE's mission, vision, and values.

Financial Proposal

• A breakdown of the financial proposal in INR, indicating the project fee broken into various components and all applicable reimbursable expenses. A detailed breakdown of design and landing page design costs.
• All applicable taxes should be quoted separately.

Technical and Financial proposals will need to be submitted as separate documents. Financial bids will not be opened until the technical evaluation, and then only for those proposals deemed qualified and responsive.

In their Technical proposal, the bidder must demonstrate an understanding of the requirements described in the RFP and demonstrate how the bidder will meet the requirements of the evaluation criteria.

Please note that Girl Effect is not liable for any costs incurred during the award/contract preparation, submission, or negotiation of the award/contract. All submitted documentation and/or materials shall become and remain the property of Girl Effect.

VALIDITY of the proposal shall be for 90 days from the date of bid closure.

The consultant will report to the Senior Product Manager, India, and will work in collaboration with the Create and Tech team.

The agency should be based in India and or should have extensive experience working in India.

• The website design is expected to take 3 months, with landing page updation on a need basis
• The agency's assignment period is from February 2026 to April 2026

• Terms of reference published: 17th December 2025, Monday
• Deadline for proposal submission: 11th January 2026, Sunday
• Contracting and briefing: End January 2026
• Project commencement: First week of February, 2026

The criteria against which proposals will be evaluated are listed below:

Technical Evaluation

• A deck outlining your proposed approach and project plan/timeline based on the shared brief [20 %]
• Evidence of high-quality work in Website design, digital branding, content messaging, and functionality as presented through the firm's portfolio [30%]
• Interpretation and understanding of this TOR - [10%]
• Experience in carrying out similar assignments in the past [10%]
• Evidence of a minimum of three contactable references - [5%]

Financial Evaluation

• Value for money/proposed budget breakdown - 25%

To apply for this opportunity, please submit a proposal by email with the subject line Proposal for Website Design: India to [Confidential Information]by 11th January 2026

All materials/documents arising from this consultancy work shall remain the property of Girl Effect

Girl Effect India is obliged by the Indian tax authorities to ensure all taxes are charged where applicable. Applicants are advised to ensure that they have a clear understanding of their tax position regarding provisions of Indian tax legislation when developing their proposals.

You may be required to undertake safeguarding checks. Shortlisted consultants will be assessed on our organizational values at the interview stage. The successful consultant will be expected to adhere to our safeguarding policy. We encourage you to read and understand our safeguarding policy, the executive summary of which can be found Here. We have zero tolerance for all forms of violence against children, beneficiaries and staff.

GE reserves the right to determine the structure of the process, number of short-listed participants, the right to withdraw from the proposal process, the right to change this timetable at any time without notice and reserves the right to withdraw this tender at any time, without prior notice and without liability to compensate and/or reimburse any party. GE shall inform ONLY successful applicant(s). The process of negotiation and signing of the contract with the successful applicant(s) will follow.

Please note: We will evaluate only proposals submitted following the application process outlined in the RFP and using our specified email address ([HIDDEN TEXT]).

Girl Effect is committed to equal opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, marital status, disability, gender, gender identity or expression. We are proud to be an equal opportunity workplace.

We are committed to building an organization that is increasingly representative of, and works extensively with, the communities that we serve. To this end, due regard will be paid to procuring consultancy service organizations and individuals with diverse professional, academic and cultural backgrounds.