Shrujan’s journey began in 1969 when Kutch was ravaged by drought. Mumbai-based Chanda Shroff volunteered for drought-relief work in the village of Dhaneti.
Today, more than two thousand craftswomen in sixty- six remote villages are part of the Shrujan family. Their economic and social empowerment comes from Shrujan’s commitment to ensure that the craft has an urban market appeal and is sought after by those who cherish the work of the hand. In this way, for the past fifty years and more, Shrujan has ensured livelihood and, in doing so, also helped safeguard a precious cultural heritage.
She observed that the women dressed in exquisitely embroidered traditional clothing were reluctant to accept charity. It was her genius that recognized that the very skill that the craftswomen possessed could empower them; that, for the first time, embroidery could become an income-generating, dignity-providing resource.