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'Vocal for local' initiative by Reliance Retail's gives scope to 30,000 artisans!

Reliance Retail's is now engaging more than 30,000 artisans on their platform.

By Mridulata Sen

'Vocal for local' initiative by Reliance Retail's gives scope to 30,000 artisans!

Reliance Retail's “Vocal for local” has definitely helped a lot of Indian artisans to showcase their talents on a platform. Similarly, now Reliance Retail’s flagship initiatives, 'Indie by AJIO' and 'Swadesh' are now engaging more than 30,000 craftsmen! Yes you read it right. They have given a platform to almost thirty thousand artisans and is representing over 600 art forms across different segments of business which includes clothing, textiles, handicrafts, and handmade natural goods.

The whole idea behind is to promote local art forms and handmade products.

It is even reported that had already showcased more than 40,000 artisan-crafted products to its customers this festive season which had taken the local products and their acceptance in the market to another level.

The company even stated in an interview that- "A direct result of its three-year-old flagship initiatives - 'Indie by AJIO' and 'Swadesh' - started to provide avenues for sales and employment to local craftsmen, the programmes now engage with more than 30,000 craftsmen, representing over 600 art forms across a wide spectrum of clothing, textiles, handicrafts, and handmade natural goods".

What is “Indie by AJIO”?

Indie by AJIO is an online marketplace that provides a platform to local artisans and handcrafted products. It features a wide variety of lifestyle products ranging from apparel to home furnishing and accessories such as jewellery, footwear and many more.

The craft work which is mainly focused is Ikat, Shibori, Banarasi, Bagh, Ajrakh, Jamdani, Tangail and Chanderi.

The Indie range is sourced from over 50 GI crafts clusters across India which includes states like Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Bihar, Odisha, Bihar, Jharkhand, Telangana, Andhra Pradesh, and West Bengal.

The Geographical Indication (GI) tag gives the identification of natural produce handicrafts and signifies that the manufactured goods represent a territory, region, or locality for their unique characteristics.

What is “Swadesh”?

Swadesh is a local brand of Reliance Retail that signifies India's rich handcrafted traditions and offers around 400 types of handmade textiles, handicrafts, and agricultural products that are listed with GI. Not only that, Swadesh has an MoU with the Ministry of Textiles. Thus, it sources 100 percent authentically crafted products, directly from artisan communities.

Swadesh brand is now available across multiple platforms which includes brands like AJIO and Trends.

Akhilesh Prasad the president of Reliance Fashion & Lifestyle, said, "We are delighted that our development efforts over the last few years are now bearing strong results both in our ability to engage with an increasing number of craftsmen as well as our ability to co-create and co-curate products that are being increasingly accepted by today's consumers."

These brands help customers to explore the best of Indian fashion and crafts and get them to deliver at their doorsteps.

 "The diversity of sourcing from across the length and breadth of India has resulted not only in the creation of a stunning portfolio that is every handcraft connoisseur's dream but also in the direct employment for over 30,000 skilled artisans across the country. We will continue to grow this segment with time," Prasad said.

Also to ensure the authenticity and quality assurance the artisans registered are also a member of the AIACA (All India Artisans & Craftworkers Welfare Association) so all of Swadesh's products come with a craft mark certification such as Dabu, Chanderi weaving, Single Ikat weaving, Kutch leatherwork, Chikankari embroidery, Kashida Kari, Ajrakh, Applique, Bagru block printing, hand block printing, block printed kalamkari, Mangalgiri handloom weaving, many others.

This initiative by Reliance has definitely promoted our local artisans who never got the chance to get a platform in spite of having such huge talents. But now with this initiative, these artisans are getting the desired financial support along with a scope to see a better livelihood.


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