Dr. Rouf heads KOSHISH. The organization focuses on education, protection of children, and livelihoods for people in need, along with supporting communities take leadership initiatives, and working to minimize the consequence of conflict. His work is accrediated & rewarded as Real Hero by Reliance Foundation for establishing widow remarriage as a normalized choice with the challenges of significant institutiunal resistance. He is also the Curator in the World Economic Forum’s Hub Srinagar.