Bareilly is a city in Bareilly district in the northern Indian state of Uttar Pradesh. Located on the Ramganga, it is the capital of Bareilly division and the geographical region of Rohilkhand. The city is 252 kilometres (157 mi) north of the state capital, Lucknow, and 250 kilometres east of the national capital, New Delhi. It is the seventh-largest metropolis in Uttar Pradesh and the 50th-largest city in India. Bareilly also figured amongst the ambitious 100 Smart City list in India.

Bareilly is famous for Zari work. In Bareilly district, there are more than two lakh zari artisans, who earn a daily wage of Rs 100-300, depending on the nature of work and the number of hours, while the firm owners earn a revenue of nearly 20% of the production cost. Once the zari firms provide their stock to outlets, they later export it to other countries. If the production cost of one sari is Rs 50,000, it is sold in outlets and exported at double the actual price. Even many residents of Bareilly buy the same stuff from metro cities at high prices, unaware that it was made here. Even all the renowned fashion designers of the country have artisans who are natives of Bareilly. It is the local artisans based in Mumbai and Delhi who are doing base work for designers and other renowned brands. However, artisans here are paid throwaway prices.

Our mission is to create a direct chain between customer and artisan. We are taking appropriate steps for providing marketing facilities and promotion of zari craft of Bareilly, organizing artisan training camps, design workshops and marketing linkage programmes.