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The year was 1969. <a href="http://www.businessinsider.in/searchresult.cms?query=kutch&amp;sortorder=effectivedate">Kutch</a> had already endured five years of drought. Famine and cries for help was everywhere. 
 It was also the year that <keyword id="3020053" type="UNKNOWN" weightage="100" keywordseo="Chanda-Shroff">Chanda Shroff</keyword> travelled from <a href="http://www.businessinsider.in/searchresult.cms?query=mumbai&amp;sortorder=effectivedate">Mumbai</a> to her native place <keyword id="6361801" type="COMPANY" weightage="100" keywordseo="Kutch">Kutch</keyword> along with the Ramakrishna Mission to help in the <a href="http://www.businessinsider.in/searchresult.cms?query=drought&amp;sortorder=effectivedate">drought</a>-relief efforts. 
 
However, they encountered a difficulty when they reached Dhaneti village. 
 
The Ahir community and several other communities in Bhuj’s villages were reluctant to accept the help packages and instead insisted on being given work instead. 
 
While trying to reason with them, Chandaben noticed the beautiful <a href="http://www.businessinsider.in/searchresult.cms?query=embroidery&amp;sortorder=effectivedate">embroidery</a> on their clothes and realised that all these communities, right from the Jaths to the Meghwaads had one thing in common- the intricate <keyword id="9925" type="UNKNOWN" weightage="100" keywordseo="embroidery">embroidery</keyword> done by their women. 
 
As an experiment, she bought 30 <a href="http://www.businessinsider.in/searchresult.cms?query=sarees&amp;sortorder=effectivedate">sarees</a> worth Rs 5,000 and asked 30 different women to work on them as their canvas, adorning it with their embroidery. 
 
Once completed, these sarees were taken back to Mumbai and sold at an exhibition, with demands for more. 
 The proceeds were given to the women and thus her temporary experiment took a more permanent shape in the form of <keyword id="3355044" type="UNKNOWN" weightage="100" keywordseo="Shrujan-Trust">Shrujan Trust</keyword>. 
 For the last half-a-century, this Bhuj-based NGO has been leading the charge for <keyword id="112877" type="UNKNOWN" weightage="100" keywordseo="Women-empowerment">women empowerment</keyword> in the Kutch region. 
 
Apart from providing the women a source of income, the trust has also dedicated itself to reviving the age-old art of making unique hand-embroidered Kutch craft. Though, the artisans in this region have been practicing this craft for generations, it was Shrujan that turned this ‘heritage into a source of income.’ 
 
 
 “From helping 30 women, we have, over the last 40 years, helped more than 22,000 in 120 villages… and revived the art, as well. For the women the greatest advantage was that they could earn without leaving their homes. It's been more than an earning. It has helped their self-esteem, dignity, positioning in the household. Their children are educated,” says <keyword id="1039499" type="UNKNOWN" weightage="100" keywordseo="Ami-Shroff">Ami Shroff</keyword>, daughter of Chanda Shroff, who has now taken over the reins. 
 
Today, Shrujan Trust is working with 4000 women from 12 different communities who are living in 120 villages. 
 
As Shrujan’s popularity grew, they started receiving requests from many women who did not know embroidery. The organisation facilitated their training by getting none other than the women from other communities to train them. This served two purposes for them- they got more women involved in the art besides pushing the ones who already knew embroidery to do even better. 
 
“We always push them for quality. They are made to understand that when their work is of good quality, we can command a better price for it. If the quality drops, the money they earn from it drops as well,” says Ami. 
 
 
 
However, the sale of the products does not in any way affect the income of these women who are paid as soon as their work is completed. 
 
Once Shrujan zeroes in on the artisans, their production team takes the raw materials to the homes of these women. "We get our raw material from the weavers directly while the embroidery threads come especially from Bombay to ensure that they doesn’t bleed,” explains Ami. After the products are completed, they are either sold in exhibitions or from Shrujan’s store. 
 
According to Ami, these women earn anywhere between Rs 3,000-5,000 a month. “Many of these women are either farmers or cattle herders. They do not embroidery all day, every day. For them, this is an alternate income,” she explains. 
 
They do find themselves taking on the role of primary bread winners during calamities and often earn more during that period. 
 
That’s not all. These women who have no formal education can yet do fine embroidery work called ‘Soof embroidery’ which is based on mathematical calculations. Thus, the complete embroidery is done on calculations which they keep doing in their mind while working on multiple pieces. 
 Taking their initiative a notch higher, Shrujan Trust also initiated an ambitious studio called ‘The Living and Learning Design Centre (<keyword id="3334709" type="UNKNOWN" weightage="100" keywordseo="LLDC">LLDC</keyword>)' in Bhuj. 
 
 
 The nine-acre LLDC not only houses India's biggest craft's museum which displays the embroideries of the communities of Kutch but is also an active hub for <keyword id="6493896" type="UNKNOWN" weightage="100" keywordseo="Crafts">crafts</keyword> which are present within the Kutch region. 
 
Their aim as always is to preserve and revive this heritage craft and give it back to the generation that has not seen it. 
 
“We want to ensure that these women view it more than as a way to earn. They shouldn’t lose the connect that their ancestors had,” says Ami. 
 
Just last month, Shrujan conducted workshops and got two designers to help local artisans elevate their skill of embroidery, learn new techniques and also create new designs based on their old embroidery methods. Age old designs have also been preserved from different communities of Kutch, so that these artisans learn and practice these embroideries and gain expertise. 
 
The studio also acts as a creative place where the artisans come up with new and innovative designs never seen before. She also wishes to train individuals in the 22 crafts of Kutch at the Centre’s craft studio. At present, it runs workshops that are open to all who want to learn the crafts – regardless of whether they have a background in them. 
 
When asked about the biggest challenge that Shrujan Trust had to face, Ami is quick to reply. 
 
 
 
“Garnering publicity about these crafts individually and not just collectively is a big challenge, Apart from that, getting people to stop trying to bargain when it comes to prices is another problem. If you don’t argue about the prices when you go to a designer shop, then why are you arguing about the same when you are buying from these artisans?”

This NGO has been single-handedly empowering the women
of Kutch for the last 46 years

<ul><li><keyword id="119472" type="ENTERTAINMENT" weightage="20" keywordseo="Lux">Lux</keyword>'s latest campaign is conceptualised by <keyword id="8761090" type="LOCATION" weightage="20" keywordseo="wunderman-thompson-south-asia">Wunderman Thompson South Asia</keyword>. </li><li>The film is a sneak peek into the lives of Virat and Anushka.</li></ul>Lux, the leading soap brand from the house of <keyword id="45009" type="CITY" weightage="20" keywordseo="Unilever">Unilever</keyword>, has roped in <keyword id="11786992" type="UNKNOWN" weightage="20" keywordseo="power-couple-Anushka-Sharma-and-Virat-Kohli">power couple Anushka Sharma and Virat Kohli</keyword> for its latest film, as part of its ‘Chand Sa Roshan Chehra' campaign series. Conceptualised by Wunderman Thompson South Asia, the campaign continues to build on the proposition of ‘skin glow’, from a modern and socially relevant standpoint. The film is a sneak peek into lives of Virat and Anushka, and has all the glamour associated with it, reinforcing the brand’s heritage as the soap of choice for film stars. The story narrates the effect of Anushka's glow from Lux on Virat. Anushka plays along to get the answer from Virat who breaks into the song Chand sa roshan chehra and dances to it. Virat and Anushka do a modern version of the Shammi dance with aplomb and Virat appears to be completely in awe of Anushka's glow. The story captures their modern day chemistry - they are playful and celebratory about each other. This campaign has been adapted by leveraging region specific iconic songs rooted in the region’s popular culture like Sohag Chand in Bengali, Chanda kinta Chanda in Kannada and ilaya nila polikirathu in Tamil and so on. Chief Creative Officer, Contract India, Sagar Mahabaleshwarkar, said, “The idea here was to bring the magic back to the brand by giving a sneak into celebrities lives. The constant effort is to make the story real to the celeb’s life and bring out the chemistry between a man and a woman. The story is simple where the man is mesmerised by her glow which is possible because of Lux soap.” Severine Vauleon, Global Vice President, Lux, said, “The challenge given to the team was to relaunch Lux and communicate the benefit of moonlit glow by giving the brand a fresh perspective which is modern and culturally relevant. Whilst there was a brand story to be told, we wanted to narrate it in an engaging manner. And to do so for audiences across regions, nothing better than leveraging popular culture with multiple language songs which depict ‘moonlit glow’ that’s compared a woman's beauty to the moon.” Kishore Tadepalli, Managing Partner and Sr Vice President, Wunderman Thompson, Mumbai, added, “This film is part of the campaign conceptualized by Wunderman Thompson South Asia, where the agency explored the thought of creating a locally tailored campaign for multiple regions within the country with multilingual songs, that brought alive the brand’s proposition of comparing a woman's beauty to the moon, an oft used metaphor in Indian cinema.” Credits: Team Wunderman Thompson Managing Partner and Sr VP – Kishore Tadepalli VP &amp; CSD – Roneeta Ghosh AVP &amp; CSD – Aditi Shivdasani CCO – Sagar Mahabaleshwarkar VP &amp; Sr Creative Director – Anupam Basu Sr Creative Director – Vijay Solanki Sr Consultant (Art) – Manan Mistry Agency Producer - Firdaus Bohari CSO – Rohit Srivastava NPD – Shaziya Khan Team Unilever- Lux Global Brand Vice President- Severine Vauleon Global Brand Director- Ankush Wadehra Brand Manager - Neha Chawla Brand Manager - Garima Garg Assistant Brand Manager - Angad Saxena PRODUCTION TEAM Director(s) / DOP(s): Brendo &amp; Gonfiantini GG C/O GREAT GUNS (UK) *Executive Producer: Manoj Shroff Equinoxfilm (Mumbai) Producer: Mathew Alden GREAT GUNS (UK) Producer: Kate Phillips (UK) Production Manager: Marian Mikhail Red GREAT GUNS(UK)

Lux's latest campaign features power couple Anushka Sharma and Virat Kohli

If you want to look elegant and suave this wedding season, you should check out these hand embroidered collection crafted by artisans of Kutch. 
 
The collection of sarees, cholis, stoles, kurtis, blouse pieces, etc are hand embroidered and the colour combinations are magical. 
 <keyword id="246912" type="ORGANIZATION" weightage="20" keywordseo="Shrujan">Shrujan</keyword> Trust, a Bhuj-based not-for-profit organization, has brought all the connection under one roof and the exhibitions have been held at many places, including Delhi. It is currently ongoing in Mumbai. 
 The exhibition will also feature a special high end collection designed by Late Chanda ben Shroff, founder of Shrujan, and <keyword id="6" type="ENTERTAINMENT" weightage="20" keywordseo="fashion">fashion</keyword> designer Sudha Patel. 
 
Check out these hand crafted sarees, cholis, blouse pieces, dupattas, stoles, etc to take the wedding season wear a notch higher

Check out these exquisite, hand embroidered wedding attires by craftsman from Kutch and they quite elegant

You Searched For "Chanda Shroff" and got 3 results

This NGO has been single-handedly empowering the women of Kutch for the last 46 years

Poulomi Das

Lux's latest campaign features power couple Anushka Sharma and Virat Kohli

BI India Partner

Check out these exquisite, hand embroidered wedding attires by craftsman from Kutch and they quite elegant

Akanksha Jain

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