Reliance Retail expands Vocal for Local mission to over 40,000 products

This display, Reliance Retail says, is a result of its three-year-old flagship initiatives - “Indie by AJIO” and “Swadesh”.

The craft repertoire includes Ikat, Shibori, Banarasi, Bagh, Ajrakh to Jamdani, Tangail, Chanderi and many more. (REUTERS)

Reliance Retail on Monday announced that it showcased more than 40,000 artisan-crafted products from over 50 geographical indication (GI) clusters to its customers this festive season.

This display, Reliance Retail says, is a result of its three-year-old flagship initiatives - “Indie by AJIO” and “Swadesh”. The products displayed by the company included products from more than 30,000 craftsmen, representing over 600 art forms across a wide variety of industries including clothing, textiles, handicrafts and handmade natural goods.

The craft repertoire includes Ikat, Shibori, Banarasi, Bagh, Ajrakh to Jamdani, Tangail, Chanderi and many more. The company said that the Indie range was sourced from over 50 GI crafts clusters from across India - including Gujarat, Rajasthan, Uttar Pradesh, Madhya Pradesh, Bihar, Odisha, Bihar, Jharkhand, Telangana, Andhra Pradesh and West Bengal.

“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,” says Mr. Akhilesh Prasad, President – Reliance Fashion & Lifestyle.

"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,” Akhilesh Prasad, President – Reliance Fashion and Lifestyle said on the occasion.