Growing exposure ensures the preservation and nurturing of this indigenous industry, the potential of which was left untapped owing to neglect. "Popularising these designs in urban markets enables the craftswomen of Kutch to help them find much-deserved recognition globally, further strengthening this sector and also sets an example for the Indian handicraft industry, which is one of the largest employment providers in the country," says Shroff.

The traditional bridal wear set in silk and modern khadi silhouettes embroidered with traditional Kutchi embroidery from different communities will take centre stage, she adds. The collection will be designed by Sudha Patel, Swati Dalal and Shroff.

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