Shalini Beriwal
From an ordinary housewife to a packaging specialist, Shalini Beriwal has made a long journey. She has created a niche for herself in the trousseau and gift packaging segment and now plans to spread her wings to work for Rajasthani artisans who excel in their art but lack the commercial platform.
From Amritsar to Delhi via Kanpur
Born and brought up in a traditional family in Amritsar, Shalini got married and shifted to Kanpur where her life was that of a typical Marwari Bahu. "I was a content woman, with an understanding family. In the mean time, I learnt the intricacies of art and craft and the creative instinct in me came out. In 2001, I shifted to Delhi when I realised that I am a free bird," narrates Shalini. 
Creative bend
In Delhi, Shalini ventured into her unrealised dream of packaging. With creativity in abundance, a chance request from a friend exposed her to the world of packaging which in due course gave birth to what is today one of the country's biggest brands in trousseau packaging — Magnificence.  The label was officially launched in 2003 at one of the most renowned exhibitions 'Celebrating Vivaha'.
"My friend had asked me to help her daughter in packaging stuff and while doing so, I realised that this is what I wanted to do and god has been kind to me," recalls Shalini.  
Self-learning
She started her work with one sample set of packaging and took loan from her uncle to buy a stall in Vivaha exhibition. Shalini shares, "Our family was going through tough times then. I decided to stick to packaging and my family supported. We started the work from house and my husband, kids and I would spend hours cutting the ribbons, making bows and completing the work. I ran to Sadar and Kineri Bazar innumerable times, made a fool of myself by paying double the amount but the efforts finally paid off. Gradually I realised the mantra of less hard work and more smart work." 
Work for her roots
As of now, Shalini is concentrating on the Rajasthani artisans who though nationally acclaimed are lacking a professional platform. "The Indian government is doing a lot of work by providing them concession and space but what they lack is regular work. I want to make them commercially visible. I am planning to organise a Karwachauth festival where Rajasthani artisans will come up with their specially worked juttis, julkaris, etc. I asked them to circulate their visiting cards so that people can contact them directly," says Shalini.
She is also associated with Akshaypratisthan where many disabled under privileged artists do very interesting work.  
Thoughts to work upon
"There are a lot of people who need to start working from home and M.A.P.P. (Magnificence Academy of Packaging Professionals) can help them. A complete trainers' book is also being prepared by our team to help those who are willing to make a career in this field," she says.
—Meghna jain