Ami Shroff - INDIA

From summer trainings at NGOs to working as an intern with an Agro company in the border region of Kutch, Ami Shroff had a varied journey before officially joining Shrujan in 1998 as a project coordinator. Shrujan, the family-run not-for-profit, Social enterprise was founded in 1969

in Kutch by her mother, Chanda Shroff, to revive & revitalise the crafts of Kutch and provide a dignified home based income generating opportunity to the women of Kutch & Banaskantha.

Ami’s main responsibility was to work at the grassroots level and also lead the “Design Centre on Wheels” project for the organization, the very first mobile museum in the world and the making of more than 1200 master embroidery panels, showcasing 16 different styles of embroideries

from 12 embroidery communities of Kutch.

Her deep commitment to the work of Shrujan Trust led to the genesis of the first of its kind research and documentation project in the Kutch region, entitled "Pride and Enterprise” which documented and researched the embroidery crafts in the Kutch region. For this initiative,

Chandaben Shroff, the founder of Shrujan and also Ami’s mother, received the Rolex Award in 2006.

Today, Ami has taken forward her mother's vision by championing another successful project

under the Shrujan Trust: The Living and Learning Design Centre (LLDC).

LLDC is a Living Crafts Museum in Kutch, spread across a 9-acre campus, at par with international museums in terms of both collection and display capabilities. LLDC houses 3 galleries with rotating shows on the embroideries & crafts of Kutch and the world, one of India’s best archive

storage system holding a collection of more than 10,000 artefacts. Hands on crafts experiences and craft demonstration for visitors, a Library & studio for artisans, designers and artists to collaborate on projects and products which would be put in the open domain for the younger

generation to learn from.

Ami intends to profile LLDC as a melting pot for arts and crafts enthusiasts and craft experts from around the world, and a place where everyone, regardless of background, can be empowered with the power of creativity and art.

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@lldcshrujan