The newly opened shop at the iconic Eros Cinema building at Churchgate is christened ‘SWADESH’ which translates as ‘my country’. A concept once popularised in 1906 by Bal Gangadhar Tilak, Jamshedji and others The Bombay Swadeshi Cooperative stores was founded to promote Indian handicrafts. Know known as The Bombay Store, it remains a popular shop for Indian handicrafts.

Over time, many such stores have flourished like the various State Emporia that promoted handicrafts from each State, Cottage Industries and the Khadi & Village Industries Commission which has re-invented itself as Khadi Indiahttps://khadiindia.gov.in/.

And then we have stores like Contemporary Arts & Crafts which are privately owned.

The latest entrant in this field is none other than SWADESH, an enterprise by Neeta Ambani of Reliance . The shop is on the ground floor and first floor of the movie theatre which continues to function as a movie theatre.

Entering the shop, one is struck by the serene calmness, the enticing fragrance of Jasmine, and the sheer, clean, uncluttered look. Of course the prices are a bit steep but then that is to be expected considering the shop is not only marketing goods but also providing a story behind the various crafts. On top, you can enter a museum of sorts which has priceless articles on display.

Huge wooden carvings of Gods, bronze statues, brass lamps, earthenware, carpets , attars, skin care products, bed linens, traditional paintings on cloth and glass are just some of the things on display.

So if you are looking for a happy shopping experience, do drop by Swadesh.

Ciao,