Prerna leads Urmul Desert Crafts (UDC) working with over 5000 artisans, mostly women, in the remote Thar desert in India. Through an ecosystem development, Prerna anchors strategy, operations and marketing leading a 35-member team. Blending social business and social development, UDC enhances artisanry and artisans lives while extensively working with marginalised communities including pastoralists, war refugees and farmers. Trained in advertising, Prerna has evolved into a village-based social entrepreneur.