Reliance Foundation Founder and Chairperson Nita Ambani inaugurated the first ‘Swadesh’ store by Reliance Retail at Hyderabad in Telangana on Wednesday.
Reliance Retail’s Swadesh stores will present India to the world “through its centuries-old art forms and creative expressions” and 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, a release said.
“This is in line with the objective of Reliance Foundation, the philanthropic arm of Reliance Industries Limited (RIL), to play a pivotal role in addressing India’s developmental challenges through innovative yet sustainable solutions,” it said.
Swadesh aims to revolutionise the way India’s age-old arts and crafts are perceived globally, born out of Reliance Foundation’s “long-standing commitment to promote traditional artists and artisans” and Nita Ambani’s vision of “creating a platform to showcase their talent and skill to a wider audience”.
Speaking at the launch of the first standalone Swadesh store in Hyderabad, Nita Ambani said Swadesh is an ode to India’s traditional arts and artisans.
“It’s our humble initiative to preserve and promote our country’s age-old arts and crafts. Swadesh highlights the spirit of ‘Make in India’ and offers respect and sustenance to our skilled craftsmen and craftswomen. They are truly the pride of our country, and 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 and Europe.”
As a testimony to Reliance Foundation’s efforts, Indian artisans recently received “overwhelming appreciation” from both domestic and international guests at the Swadesh experience zone created at the recently launched arts and culture space, Nita Mukesh Ambani Cultural Centre (NMACC) in Mumbai.
Originally scheduled as a three-day event, the NMACC Swadesh exhibition in May had to be extended due to unprecedented public demand, visible in the extensive number of footfalls and daily orders placed with the artisans, the entire proceeds of which went to the artisans, the release said.
In addition, as a part of the Swadesh initiative, 18 Reliance Foundation Artisan Initiative for Skill Enhancement (RAISE) centres are in the process of being set up across India “to ensure reach the grassroots level and contribute in sustaining regional artisan communities and art forms”. This is expected to enable the sourcing of over 600 craft forms.
(ANI)
