Indian Government has been trying to uphold the country’s economy post the pandemic of 2020. The major initiative taken by the government urges the citizen to buy more from the local artisans and brands than to choose from international products. The initiative is named #Vocalforlocal and has been gaining a lot of momentum since its launch.
This initiative is not just going to strengthen the economy for now but also help us grow as a country in the long run.
Many Indian brands, irrespective of their size in terms of wealth, have been encouraging local goods. Reliance Industries, however, has been promoting this for a couple of years now and has now ensuring more that local artisans and goods get a platform in order to grow.
Reliance Provides Direct Employment to 30,000 Artisans
In Reliance Retails latest media release of 23 November 2020, the company has given a detailed insight into how they have supported Vocalforlocal.
As per the press release, Reliance Retail showcased more than 40,000 artisan-crafted products from over 50 GI clusters to its customers this festive season. 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 programs 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.
With a rapidly expanding portfolio, Indie by AJIO helps customers discover the best of Indian fashion and crafts and offers the convenience of delivering them right at customer’s doorsteps.
Mr. Akhilesh Prasad, President Reliance Fashion & Lifestyle said, “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.”
Life Stories
The company has also shared stories of some of the artisans whose lives have been improved due to Reliance’s efforts.
Pintoo Lal Chhipa from Udaipur is an artisan who practices natural dye hand block printing and has been trying his best to keep this Indian art alive. It’s been 4 years since he got associated with Reliance Retail. Through regular orders from Reliance Retail, he is able to support a group of 30 artisans who work with him and practices different hand block printing processes like, printing, washing, dyeing, drying, etc.
Devchand hails from a remote village of Bikaner. He has helped to generate income for over 25 women in the arid region of Thar by acting as a bridge between the local artisans and Reliance Retail. His efforts have paid off as the women have become self-sufficient and are glad to have found the platform where they can get paid for their talent.
