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Reliance Industries Ltd. (RIL)

Updated on: Thursday, November 26, 2020, 08:52 AM IST

Reliance Retail's 'Vocal for Local' mission expands to 30,000 artisans

Reliance Retail on Monday said it showcased more than 40,000 artisan-crafted products from over 50 GI clusters to its customers this festive season in a strong push to locally-made artisanal products. "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," the company said in a statement. Indie by AJIO is an online marketplace for local artisans and handcrafted products. It features this distinctive idiom beautifully in the wide lifestyle products ranging from apparel to home furnishing and accessories such as jewellery and footwear, it said. The craft repertoire includes Ikat, Shibori, Banarasi, Bagh, Ajrakh to Jamdani, Tangail, Chanderi and many more. The Indie range is 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 Akhilesh Prasad, President – Reliance Fashion & Lifestyle. Pintoo Lal Chhipa, an artisan who practises natural dye hand block printing in Akola, Udaipur is associated with Reliance Retail for last 4 years and is committed to sustain this Indian traditional craft. Through regular orders from Reliance Retail, he is able to support a group of 30 artisans who work with him and practise different hand block printing processes like, printing, washing, dyeing, drying etc.
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https://epaper.freepressjournal.in/2903018/Free-Press-Mumbai-Edition/26-Nov-2020#page/16/2

Published on: Thursday, November 26, 2020, 08:52 AM IST
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