Arooj is a Co-founder of Gharpar Tech Private Limited, an online marketplace that connects beauticians to clients seeking high-end beauty services at home. Gharpar aims to solve the labor exploitation inherent within the beauty industry in Pakistan by increasing the average income of beauticians. Previously, Arooj was the Marketing Manager at the British Council, and spearheaded the launch of the British Council Libraries. She is a graduate from the School of Oriental and African Studies, with a bachelor’s in Social Anthropology and master’s in Anthropology of Development.