What Shrujan does

Shrujan is a non-profit social enterprise founded in 1969 by Chanda Shroff, headquartered in Bhuj in the Kutch region of Gujarat, India. It aggregates the output of more than 2,000 craftswomen across 66 villages, specializing in hand embroidery, Ajrakh block printing, and traditional weaving, and produces apparel, accessories, and home decor. Its core capability is the preservation and commercial application of 46+ traditional embroidery styles through a network of master artisans and craftswomen.

The organization sells directly to end consumers through its own e-commerce platform and six retail stores across major Indian cities, with international shipping to 14+ countries. Pricing spans Rs. 900 to Rs. 45,000 across approximately 174 products, and the portfolio is segmented into the core range plus the Heritage and Avinya sub-brands targeting premium and contemporary segments respectively. A custom gifting and collaborations service adds a B2B and bespoke revenue layer.

Shrujan also operates the LLDC (Lokayatan Loksahitya and Devbhasha Centre) museum and cultural institution, anchoring its identity as a custodian of Kutch craft heritage. Revenue is generated via retail markup on handcrafted goods rather than wholesale or licensing, with the non-profit structure reinvesting surpluses into artisan welfare and heritage programs. The 51-100 employee base supports a small but multi-channel operation.

Name

Shrujan

Legal name

Shrujan

Website

https://shrujan.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

51–100 employees

Short description

Shrujan is a non-profit social enterprise founded in 1969 that works with 2,000+ craftswomen across 66 villages in Kutch, India, producing and selling hand-embroidered apparel, accessories, and home decor through e-commerce, 6 retail stores, and international shipping.

Ownership category

akta.pro rank

Product category

Artisan Handcrafted Textiles

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Textile Bag and Canvas Mills (31491)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Decorative & Soft Furnishings Manufacturing (Cushion Covers/Throws/Quilts) (IMAOAKAG)

Keywords

• Hand embroidery textiles
• Artisan apparel
• Traditional Kutch crafts
• Handcrafted home decor
• Sustainable fashion

Headquarters

HQ city

Bhuj

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: E-commerce and retail store sales of handcrafted textile products including apparel (tops, dresses, pants), accessories (bags, dupattas, stoles, shawls), and home decor (cushion covers, wall hangings). One-time purchase model with prices ranging from Rs. 1,200 to Rs. 45,000.
2. Corporate & Institutional Gifting: Custom handcrafted gift projects for organizations marking milestones, partnerships or special occasions. Also wedding and occasion gifting, and custom commissions with specific colors, materials or craft techniques.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Shrujan designs, produces and sells handcrafted textile products—apparel (tops, dresses, pants), bags, accessories (dupattas, stoles, shawls, mufflers) and home decor (cushion covers, wall hangings)—created by more than 2,000 craftswomen across 66 villages in Kutch, India, using traditional embroidery styles (Mutwa, Ahir, Sodha Pakko, Jat Garasiya, Khudi Tebha, Neran, Pakko, Soof), Ajrakh block printing with natural dyes, handloom weaving, and tie-dye techniques. The organization also runs the Living & Learning Design Centre (LLDC) museum and offers custom gifting services for corporate and individual occasions.

Product overview

Shrujan is an Indian social enterprise and e-commerce brand founded in 1969, specializing in handcrafted textiles and traditional crafts from the Kutch region of Gujarat. The company offers a unified platform of hand-embroidered and handwoven apparel and lifestyle products, organized into main product lines: Tops, Dresses, Pants, Bags, Home Decor, and Accessories. The portfolio includes two distinct sub-brands: Heritage (heirloom-quality traditional textiles) and Avinya (contemporary collaborative artworks). Shrujan also operates the Living & Learning Design Centre (LLDC) museum and offers custom gifting services. The company works with over two thousand craftswomen across sixty-six villages, preserving traditional embroidery styles including Mutwa, Sodha Pakko, Khudi Tebha, Ahir, Jat Garasiya, Neran, and Pakko embroidery.

Differentiator

Problem solved

Functional benefit

Brands

• Avinya: A collaborative initiative by Shrujan and LLDC, Avinya meaning innovation and beauty in Sanskrit, brings together traditional artisans of Kutch to create artworks driven by their own stories, expressions, and artistic language. Each piece is co-created by two to three artisans.
• LLDC (Living & Learning Design Centre)

Products and services

• Tops Handcrafted tops made from handloom-woven cotton and other natural fabrics, adorned with traditional Kutch embroidery styles such as Mutwa, Sodha Pakko, Khudi Tebha, and Ahir embroidery. Targeted at conscious consumers seeking unique, ethically produced apparel.
• Dresses Handcrafted dresses crafted from textiles including Khadi, modal, and silk, featuring hand block printing and discharge printing techniques with traditional embroidery details. Aimed at consumers who value heritage craftsmanship in everyday and occasion wear.
• Pants Handcrafted bottoms including cotton denim, linen, and Mashroo fabric pants in various styles such as Mutwa pants, tulip pants, and skirt pants. Designed for consumers seeking traditional textile-based bottoms.
• Bags Hand-embroidered bags including pouches, hand bags, crossbody bags, potli bags, and tote bags featuring traditional Kutch embroidery styles. Targeted at consumers seeking handcrafted accessories.
• Home Decor Home décor items including cushion covers and wall hangings featuring hand embroidery and handloom weaving techniques from Kutch artisans. Aimed at consumers decorating their homes with culturally significant textiles.
• Accessories Textile accessories including dupattas, stoles, shawls, and mufflers handcrafted using traditional embroidery techniques from Kutch communities. Catering to consumers seeking heirloom-quality traditional accessories.
• Heritage Collection Limited-edition heirloom textiles carrying the depth and detail of Kutch's craft traditions, intended to be collected, preserved and passed on. Targeted at collectors and connoisseurs of fine handcrafted heritage textiles.
• Avinya Collaborative initiative by Shrujan and LLDC that brings together traditional artisans of Kutch to create artworks driven by their own stories, expressions, and artistic language. Each piece is co-created by two to three artisans. Targeted at art collectors and design enthusiasts.
• Living & Learning Design Centre (LLDC) A museum and cultural institution dedicated to the crafts of Kutch, with galleries, research programmes and archives that explore the region's living traditions. Functions as a visitor experience and research centre.
• Gifting & Collaborations Custom handcrafted gifting projects for organisations and individuals, including corporate gifting for milestones and partnerships, wedding and occasion gifting, and custom commissions with specific colours, materials or craft techniques.

Quantifiable outcome

• Providing dignified livelihood to 2,000+ craftswomen in remote villages
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• LLDC (Living & Learning Design Centre)coreOthersA museum and cultural institution co-founded by Shrujan, dedicated to preserving, documenting and sharing the rich craft traditions of Kutch. Features galleries, research initiatives and archives exploring materials, processes, histories and communities sustaining these living traditions. Serves as space for learning, dialogue and exchange for artisans, students, researchers and visitors. Website: shrujanlldc.org

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shrujanindia
• Instagraminstagram.com/shrujanindia
• Pinterestpinterest.com/shrujancreations
• Xx.com/shrujanindia
• LinkedInlinkedin.com/company/shrujanindia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shrujan