Amid ‘zari zardozi’ artisans’ struggle due to lack of market space and recognition, and low wages, young entrepreneurs strive to break the barriers and make the craft a profitable pursuit.

Zari zardozi is a style of embroidery that came to India from central Asia in the 12th century. An ornate and sumptuous craft, it was patronised by the affluent and courtly classes. It is practised by thousands of artisans, especially women, across Shahjahanpur district of Uttar Pradesh.