Reliance Retail Ltd’s ethnic handicrafts venture Swadesh has tied up with luxury fashion brand Falguni Shane Peacock; the Economic Times reported quoting an executive aware of the development

Known for mixing Western trends with Indian craftsmanship, the brand has designed and dressed global celebrities like Rihanna and Beyoncé.

‘The collaboration may evolve into a deeper strategic partnership in the near future,” the ET report mentioned.

“Our association marks a significant milestone, as it is the first time we have joined forces with an organisation dedicated to supporting skilled artisans and weavers,” the fashion brand wrote on Instagram, on its partnership with Swadesh for the India Couture Week.

Reliance Retails aims to popularise ethnic handicrafts through its Swadesh brand by opening stores similar to government-run emporium stores.

Swadesh stores retail a range of handicraft, textiles, paintings, home decor products, furniture, furnishings and gifting items.

Neeta Ambani, founder and chairperson of Reliance Foundation, inaugurated the first such Swadesh store by Reliance Retail in Telangana in November, which is spread across 20,000 sq feet.

“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,” Neeta Ambani was quoted as saying in a press release.

“Swadesh highlights the spirit of ‘Make in India’ and offers respect and sustenance to our skilled craftsmen and craftswomen,” she added.

“They are truly the pride of our country, and through Swadesh we hope to give them the global recognition that they richly deserve,” Ambani informed.

India has a large handicraft domestic and export market. A lot of the crafts are indigenous to states and regions and are created by community of artists who have been engaged in the work for generations.