In tune with local lores: Reliance Retail’s first standalone Swadesh store opens in Hyderabad

BySF Business & Tech Desk

Published Nov 09, 2023 | 2:06 PMUpdatedNov 09, 2023 | 2:39 PM

Nita Ambani inaugurated the first Swadesh store by Reliance Retail in Telangana. (Instagram)

Nita Ambani, Founder and Chairperson of Reliance Foundation, inaugurated the first Swadesh store by Reliance Retail in Telangana on Wednesday.

The initiative aims to revolutionise the global perception of India’s age-old arts & crafts. 

Uplifting the artisans

Swadesh stores will not only present India to the world through its centuries-old art forms but will also open sustainable livelihood opportunities for artisans. It will ensure that their work continues to be treasured in a world that is evolving rapidly. 

 

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Speaking at the launch, Ambani said, “Swadesh is an ode to India’s traditional arts and artisans. It’s our humble initiative to preserve and promote our country’s age-old arts and crafts. Swadesh highlights the spirit of ‘Make in India’ and offers respect and sustenance to our skilled craftsmen and craftswomen. They are truly the pride of our country.” She added that through Swadesh, they hope to give the artists the global recognition that they deserve.

“That is why we are excited to expand Swadesh not just across India, but internationally too,” she noted.

An immersive experience

As a part of the Swadesh initiative, 18 Reliance Foundation Artisan Initiative for Skill Enhancement (RAISE) centres are being planned across India. It will ensure reach at grassroots level and contribute in sustaining regional artisan communities and art forms. It will also enable sourcing of over 600 craft forms.

Spread across 20,000 sq ft. the Swadesh store in Jubilee Hills, Telangana will house an eclectic collection of carefully curated products made entirely by hand by India’s skilled and talented artisans using long forgotten techniques and local materials.

Visitors will be able to browse through an exhaustive portfolio of products ranging from food products and clothing to textiles and handicrafts in the different zones within the store. They will be able to discover the story behind every product and its maker through a “Scan and Know” technology feature.

There’s also special customization service that helps customers collaborate with the Swadesh team to create unique products. Besides, the store boasts a café for food connoisseurs based on the farm-to-table concept.

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