A diamond in the rough – is what each untrained craftswoman or craftsman means to the volunteers of Shroff Self Help Centre – a NGO that offers vocational training to people who are skilled in traditional craft - yet lacking in enterprise. Excel Crop Care Limited supports SSHC to enable these artisans in enhancing their self-esteem and elevating their livelihood. Most of the working groups belong to an underprivileged section of society and have no means to market their skills. SSHC assists them with marketing and sourcing opportunities. SSHC utilizes the prevalent skills, trains the women and men to create contemporary handmade merchandise. The handmade products such as women’s accessories, handicrafts, home furnishings, toys and stationary articles are finding new markets and now being sourced by internationally renowned fair-trade brands.