Nita Ambani, the founder and chairperson of Reliance Foundation, inaugurated Reliance Retail's inaugural Swadesh store in Hyderabad. Situated in the upscale Jubilee Hills area, the store spans 20,000 square feet and exclusively features handmade products crafted by India's skilled artisans, employing traditional techniques and local materials that have often been overlooked.
The store offers a diverse range of food products, clothing, handicrafts, and textiles from various regions of India. A unique 'scan and know' feature enables visitors to delve into the story behind each product and learn about the skilled artisans responsible for their creation.
Nita Ambani expressed in a statement, "Swadesh serves as a tribute to India's traditional arts and artisans. It represents our modest effort to safeguard and promote the longstanding arts and crafts of our nation. Swadesh embodies the essence of ‘Make in India’, extending admiration and support to our proficient craftsmen and craftswomen”.
In addition to offering a customization service facilitating customer collaboration with Swadesh to craft unique products, the store boasts a farm-to-table cafe catering to food enthusiasts, as outlined in a company release. On the inaugural ceremony of Swadesh store, she expressed the intention for Reliance Retail to extend the Swadesh concept to international markets such as the US and Europe. This expansion aims to ensure that Indian craftspeople receive the acknowledgment they rightfully deserve on a global scale.
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