In what is said to be the only and a direct competition for Fab-India, Reliance Foundation has launched a first-of-its-kind initiative. The store, aptly named “Swadesh” will showcase Indian fabrics designed and produced by Indian artisans. The first store has come up at Hyderabad. The only other official and national format that sells handloom clothing is the Khadi Gramodyag Bhavan under the aegis of the Union Government.
Swadesh aims to revolutionise the way India’s age-old arts and crafts are perceived globally. The stores present India to the world through its centuries-old art forms & creative expressions & pry open sustainable livelihood opportunities to be treasured in a world evolving rapidly.
Nita Ambani, Chairperson, Reliance Foundation said, “Swadesh is an ode to India’s traditional arts & artisans. It’s our humble initiative to preserve & promote our country’s age-old arts & crafts. Swadesh highlights the spirit of ‘Make in India’ & offers respect & sustenance to our skilled craftsmen & craftswomen. They are truly the pride of our country, & through Swadesh we hope to give them the global recognition that they richly deserve. That is why we are excited to expand Swadesh not just across India, but internationally, too, in the US & Europe.”
Indian artisans recently received overwhelming appreciation from guests at the Swadesh experience zone created at the Nita Mukesh Ambani Cultural Centre in Mumbai. Visitors watched & interacted with artisans at work in a special recreation of their traditional workspaces but purchased their work.
Reliance Foundation Artisan Initiative for Skill Enhancement (RAISE) centres are being set up to reach at grassroots level & contribute in sustaining regional artisan communities & enable sourcing of 600+ craft forms.
The first Swadesh store is located at Jubilee Hills, Hyderabad and is spread over 20,000 sq ft. The store will showcase a portfolio of products ranging from food products & clothing to textiles & handicrafts in different zones. Shoppers will be able to discover the story behind every product & its maker through a “Scan and Know” tech feature. The store will also have a café for food connoisseurs based on the farm-to-table concept.
