In 1994, she founded the Wildlife Protection Society of India (WPSI) with the aim of helping to avert India's wildlife crises by providing support and information to combat poaching and the escalating illegal wildlife trade – particularly wild tigers, for which Belinda has had a lifelong passion. In her capacity as WPSI's executive director, she travels the length and breadth of India to assist and support conservation efforts and to help enforce the law. In June 2003, Belinda followed in the footsteps of her parents and was appointed an OBE for her "services to the protection of wildlife and endangered species in India".