Reliance Retail to launch handicrafts brand ‘Swadesh’

This is in support of the “Handmade in India” programme.

Reliance Retail will be launching handicrafts brand “Swadesh,” which features artisan-only products, in line with the “Handmade in India” programme.

The first Swadesh store is expected to open its doors in the second half of the year. It will offer a wide range of products, including handmade textiles, handicrafts, agriculture products and other artisanal merchandise.

“Our standalone handicrafts destination store format, Swadesh is now on the anvil and will present India through its Art and Crafts and it will showcase everything from Apparel, Home Textiles, Home décor, Furniture, Jewellery, Wellness products and more,” said Isha Ambani, Director, Reliance Retail Ventures Ltd.

“We see a great opportunity for the artisans of our country in co-creating and co[1]curating handcrafted Indian products for the world. To realise this opportunity Reliance Retail is partnering with various government organizations to help popularize various local art forms, both nationally and globally.”

Amongst the partners, Swadesh has already signed undertakings with are the Ministry of Textiles, Department of MSME & Textiles, and the Government of West Bengal.

It has also aligned with Reliance Foundation by establishing an enabling and sustainable ecosystem for artisans across the country by setting up the Reliance Foundation Initiative for Skill Enhancement (RiSE) centres in different states. The centres will leverage the existing network and schemes of the Handloom/Handicraft ministry.