Reliance Retail launches new initiative to showcase handcrafted products

23 April 2022, Mumbai:

Reliance Retail is embarking on several new initiatives aimed at showcasing authentic handcrafted products and promoting the rich Indian art forms globally.

The initiatives are designed to help revive various traditional Indian art and craft forms, provide a sustainable livelihood for hundreds and thousands of artisans and craftsmen in the ecosystem, and present a new platform to take the timeless Indian crafts to consumers across the world.

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The program is being spearheaded by Reliance Retail’s handicrafts brand Swadesh, which envisages an artisan-only dedicated store format for Handcrafted products from across the country.

The first Swadesh store is expected to open in the second half of the current year and will house a wide range of products including handmade textiles, handicrafts, agriculture products, and other artisanal merchandise sourced directly from artisans.

Swadesh will also build a global marketplace to connect Indian artisans and sellers of authentic handmade products to consumers across the world.

Swadesh aims to present India to the world through the lens of its rich arts, handicrafts, and handlooms.

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It will be a collection of carefully curated products, part of the rich legacy of India’s heritage that come alive in the hands of our supremely skilled and talented craftspeople.

Swadesh aims to create a unique eco-system for reviving languishing crafts and enhancing the skills of the creative communities by providing skill enhancement /design training, capacity building workshops that will ensure sustainable livelihoods for artisan communities.

Reliance Retail has been actively involved in engaging with and patronizing artisans all over India to source authentic, handcrafted products thereby promoting the rich Indian heritage and sustaining the livelihoods of artisans.

This endeavor has only become more sharply focused with the conceptualization of a new Swadesh platform under the lifestyle and fashion segment.

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