Label Jagruti has a legacy of more than 30 years’ in selling authentic ethnic wear clothing globally. The brand is known for its unique crafts in making and designs suited for festive and auspicious occasions. Jagruti is the prominent & most respected ethnic-wear brand in Ahmedabad, Gujarat, India . Since three decades the home grown brand has developed a unique style of its own, reflecting the ancient ethnic traditions of Indian craftsmanship in a contemporary vocabulary. Ms.Jagruti Shah’s understanding of fabrics, designs and innovative combinations of traditional crafts has created a new classicism. Today, the company is renowned for its distinctive use of colors, quality of fabrics, intricate embroideries and a gloriously rich Indian aesthetic. She has not only glorified the brand Jagruti, but also played a major role in uplifting the emotion of the whole family to work unitedly over her single vision. Jagruti began her career when she was in fifth grade, walking long distances with both hands loaded. One with the books and other with the heavy bag containing readymade clothes ready to be sold to the nearest retailer. Passionate and wanting to do more with life. She started with major sales at Hastkala Market which was the best platform for major ethnic sales. With hurdles big and small she managed to open and run a store while managing a full grown family. Love for fabric and knowledge of colours got her more appreciation. The journey is glorifying and still being written as her inclination towards fashion could not find a destination. From just selling garments to now designing fabrics, Jagruti has built a patronage of craftsmanship. Jagruti has now come up with the brand name Jagruti justifying the term ‘fashion in true sense’. The Indian touch to trendy ethnic wear in the Indian context importantly has demonstrated that hand-made products can be as profitable and even more glamorous than those made by machine.