They say you can’t repress an idea whose time has come, and Roooh (as it’s popularly known) took root in Shruti’s hometown itself. It gives underprivileged women the skills they need to bloom as artisans, crafting and creating beautiful Indian ethnic wear including traditional and contemporary sarees, lehengas and suits, all with elegantly and painstakingly executed embroidery and other embellishments. The driving principle behind RooohServe is to ensure that artisans are paid fairly and give the customer value for money.