Chairperson of Reliance Foundation Nita Ambani has launched the first ‘Swadesh‘ handicrafts store in Hyderabad, aimed at supporting and promoting Indian craftwork.
“‘Swadesh’ is an ode to Indian art and artisans. It is wonderful to start our journey of ‘Swadesh’ from Hyderabad. India has a rich history of culture and tradition. So, Swadesh is a humble tribute to artisans of India,” says Nita Ambani at the launch event.
She also met Sania Mirza, PV Sindhu, Namrata Shirodkar and others at the launch of the first standalone Swadesh store at Alcazar Mall, Jubilee Hills, Hyderabad.
According to the press statement, Swadesh stores will not only present India to the world through its centuries-old art forms and creative expressions but will also pry open sustainable livelihood opportunities for artisans and craftspersons to ensure that their work continues to be treasured in a world that is evolving rapidly.
The intiative is in line with the objective of Reliance Foundation, the philanthropic arm of Reliance Industries Limited (RIL) and is expected to enable the sourcing of over 600 craft forms.
The first Swadesh store in Jubilee Hills is spread across 20,000 sq ft and will showcase a 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 the products ranging from food products and clothing to textiles and handicrafts in the different zones. They will be able to discover the story behind every product and its maker through a “Scan and Know” technology feature.
The store also have a special customization service that helps customers collaborate with the Swadesh team to create unique products, the store boasts a café for food connoisseurs based on the farm-to-table concept.
