Reliance Retail’s Swadesh Store Showcases Indian Arts and Crafts
Hyderabad, November 8, 2023: Indian arts and crafts are getting a big boost with the opening of the first Swadesh store by Reliance Retail in Telangana. The store was inaugurated by Mrs. Nita Ambani, the Founder and Chairperson of Reliance Foundation. Swadesh is a project that aims to promote and celebrate India’s traditional arts and crafts globally.
Reliance Retail’s Swadesh stores not only showcase India’s ancient art and creative expressions but also create opportunities for artisans and craftspeople to earn a living. This helps in preserving these traditional arts in a rapidly changing world. It aligns with the goals of Reliance Foundation, the philanthropic arm of Reliance Industries Limited, to address India’s development challenges with innovative and sustainable solutions.
During the launch of the first Swadesh store in Hyderabad, Mrs. Nita Ambani said, “Swadesh is a tribute to India’s traditional arts and artisans. It’s our way of preserving and promoting our country’s ancient arts and crafts. Swadesh supports the ‘Make in India’ spirit and honors our skilled craftsmen and craftswomen. They are our country’s pride, and through Swadesh, we aim to give them the global recognition they deserve. That’s why we plan to expand Swadesh not only in India but also internationally, in the US and Europe.”
Reliance Foundation has been working tirelessly to support Indian artisans. A Swadesh experience zone was recently set up at the Nita Mukesh Ambani Cultural Centre (NMACC) in Mumbai. This space allowed visitors to watch and interact with master artisans and purchase their work. The event was so successful that it had to be extended due to high demand, with all proceeds going to the artisans.
As part of the Swadesh initiative, 18 Reliance Foundation Artisan Initiative for Skill Enhancement (RAISE) centers are being established across India to help regional artisan communities and art forms. This will enable the sourcing of over 600 different craft forms.
The Swadesh store, a Reliance Retail project, is a natural extension of the Reliance Foundation’s efforts to preserve India’s cultural heritage and endangered art forms. The first Swadesh store in Jubilee Hills, Telangana, is spread over 20,000 square feet and features a curated collection of handmade products created by skilled Indian artisans using traditional techniques and local materials.
Visitors can explore a wide range of products, from food items and clothing to textiles and handicrafts in the store’s various sections. They can learn about the story behind each product and its maker through a “Scan and Know” technology feature. The store also offers a special customization service for unique products and has a farm-to-table concept café for food enthusiasts.
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