A gifted young beadwork designer named Anvi Shah was keen to work with the rural women of Kutch who practised beadwork. Anvi’s arrival motivated Shrujan to collaborate with her in contributing to this craft with innovations in raw material, technique, design, colour ways and new products.

Shrujan introduced Anvi to the women in the villages of Hodko, Bhirandiyara and Shinay Nagar. These women were primarily from the Meghwaad Maarwaada community that has a special relationship with beadwork.
The women took to Anvi. They were open to new ideas and matched her vision with their skill at precision work on a miniature scale. What emerged was a range of necklaces with a contemporary flair. They were an instant hit.
Within a few months, the earnings of the craftswomen increased dramatically.
More and more women now embrace this craft to create jewellery and
accessories for young, urban Shrujan-lovers.