A brand of modesty
From its modest beginning in the late 1960s, Shrujan has grown into a globally renowned brand that offers a range of products from bags, belts, cushion covers, dupattas, stoles and kurtas to mobile covers, mufflers, quilts, saris, shawls, skirts, tops and wall hangings. Shrujan outlets showcase products which are embellished with a fabulous lineup of crafts like aari, aahir, chakan, gotanv, jat fakirani, jat garasiya, kambiro and khuditebha, katri, kharek, mukkko, neran, pakko, rabari and soof, which are the specialities of the Kutch region. Amiben Shroff reveals in detail the growth and work of Shrujan over the decades in an exclusive Q&A with Meher Castelino.
Fibre2Fashion: Please give a little background about Shrujan.
Fibre2Fashion: How are the different products divided among the artisans?
Fibre2Fashion: Are orders taken or are they made regularly?
Fibre2Fashion: Who designs the crafts, and how long does the designing take for each product?
Fibre2Fashion: How many new designs are created every day/week/month?
Fibre2Fashion: Who are the customers for the crafts and how are they informed about the new collections?
Fibre2Fashion: Are the products sold in India or also exported?
Fibre2Fashion: What type of promotions has Shrujan done to help the artisans?
Fibre2Fashion: How many exhibitions has Shrujan held so far?
Fibre2Fashion: Does Shrujan supply to other outlets around the country?
Fibre2Fashion: Tell us about the tie-up with Pamela Easton and how will it help Shrujan?
Fibre2Fashion: How was the response to the Easton/Shrujan tie-up during Lakmé Fashion Week?
Fibre2Fashion: You hold exhibitions in India. Do they help Shrujan financially?
Fibre2Fashion: Does Shrujan advertise regularly?
Fibre2Fashion: How many exclusive Shrujan outlets does the company have in India?
Fibre2Fashion: How many franchisee outlets does Shrujan have?
Fibre2Fashion: Do you have well-known designers working with you?
Fibre2Fashion: Who guides the women in designing the products?
Fibre2Fashion: What is the pricing for the Shrujan products?
Fibre2Fashion: What is the marketing and advertising strategy for the products?
Fibre2Fashion: What is the budget for promotions of the Shrujan brand?
Fibre2Fashion: Shrujan has been in business for several decades. What have been the challenges for the brand?
Fibre2Fashion: What is difficult or easy to make a brand known in the beginning?
Fibre2Fashion: What is the production like? How many pieces of each product category is made in a month?
Fibre2Fashion: What are the different fabrics used for the products?
Fibre2Fashion: What are the different types of crafts that are highlighted in the products?
Fibre2Fashion: There is a lot of competition from different NGOs now in the craft field. How does Shrujan handle it?
Fibre2Fashion: What are the future plans of Shrujan regarding retail, designing and promotions?
Fibre2Fashion: Is there anything else that you would like to add?
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