Reliance Retail Ventures into Luxury Ethnic Handicraft Stores with 'Swadesh' Brand

11 Oct 2023 , 01:03 PM

Reliance Retail to launch upscale Swadesh brand stores for ethnic handicrafts in India and abroad. These stores will resemble government-run Central Cottage Industries Emporium outlets but with a luxury focus.

Reliance Retail engaging with high-end designers and artisans for strategic partnerships in various handicraft categories. Swadesh to be integrated with JioMart, Reliance’s e-commerce platform, for a comprehensive retail venture.

Plans to onboard over one million artisans and weavers by 2025, linking with JioMart and creating JioMart Haat villages. Swadesh stores to be sizable, around 30,000-35,000 square feet, and company-owned in major Indian cities.

Reliance Retail initiated the Swadesh concept with a pilot store in Mumbai, collaborating with around 10,000 artisans. The handicraft sector, though largely unorganized, is rapidly growing, with the industry expected to reach $6.21 billion by 2028.

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