On Thursday, Reliance Retail announced the debut of ‘Swadesh’, a dedicated artisan-only store format that will feature agriculture and food goods, handlooms, clothes, textiles, handicraft, and handmade natural products.
According to Reliance Retail, this will improve its “hand-made in India” campaign and give a global platform for craftsmen and marketers of handcrafted products. It is expected that the first Swadesh store would open in the second half of 2022.
“Reliance Retail’s handicraft brand Swadesh is spearheading the idea, which envisions an artisan-only dedicated store format for handcrafted products from around the country,” the company stated.
In addition, Reliance Retail, a subsidiary of Reliance Retail Ventures Limited (RRVL), is looking into additional alliances with state governments in order to build a strong, vibrant, and long-term ecosystem. A Memorandum of Understanding was inked with the state government on Thursday at the Bengal Global Business Summit in Kolkata.
Handmade textiles, handicrafts, agriculture products, and other artisanal merchandise will be available at the Swadesh store, which will be sourced directly from artisans.
“Swadesh will also create a worldwide marketplace to connect Indian craftsmen and dealers of original handcrafted products with consumers all over the world,” the statement added.
RRVL Director Isha Ambani commented on the development, saying that the future of Indian arts and crafts is set for an exciting stage. “We see a huge opportunity for our country’s artisans in co-creating and curating handcrafted Indian products for the global market. To take advantage of this opportunity, Reliance Retail is collaborating with a variety of government agencies to help popularise diverse local art forms both domestically and internationally “she stated.
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