Swadesh Launches at Mumbai’s Iconic Eros Cinema: Nita Ambani Leads Reliance’s Celebration of Indian Craft
Mumbai, July 25, 2025 — In a momentous blend of tradition, art, and modern luxury, Reliance Industries, under the leadership of Nita Ambani, has officially launched the flagship store of its luxury artisanal brand Swadesh at the newly restored Eros Cinema in Mumbai. The grand opening on July 25 marks a significant cultural and commercial milestone, setting a new benchmark for India’s luxury retail and heritage preservation.
Swadesh: A Tribute to India’s Timeless Artistry
Swadesh is not merely a retail brand—it is a movement, a celebration of India’s rich tapestry of crafts and artisans. Founded by Reliance Industries as part of its cultural and social commitment, Swadesh supports local weavers, craftsmen, and traditional makers across the country. The brand brings these centuries-old crafts to a modern audience, reimagining them through exquisite design, storytelling, and immersive retail experiences.
From Banarasi silks and Pashmina shawls to tribal pottery and hand-carved wooden decor, every product at Swadesh represents heritage, sustainability, and refined craftsmanship.
“Swadesh stands for the soul of India—our traditions, our artisans, our identity,” said Nita Ambani, who has been instrumental in conceptualizing and bringing this vision to life. “To house this legacy within an architectural landmark like Eros is a dream realized.”
Eros Cinema: A Cultural Icon Reimagined
The Swadesh flagship is housed within the storied walls of Eros Cinema, a Mumbai landmark built in 1938. Designed by renowned architect Shorabji Bhedwar, Eros is a jewel of Art Deco architecture—a style that once defined Bombay’s cosmopolitan skyline.
After being closed in 2016 due to structural wear, the cinema underwent meticulous restoration and was reopened to the public in 2024. The transformation preserves its stunning exterior and vintage aesthetics while incorporating a modern IMAX theater and luxury commercial spaces. Reliance’s decision to locate Swadesh within Eros reflects a deeper cultural intention—to fuse the past with the present, art with commerce.
Above: The historic Eros Cinema, a cornerstone of Mumbai’s cinematic and architectural heritage.
The Grand Opening: A Cultural Showcase
The unveiling event on July 25, 2025, was marked by an elegant ceremony attended by dignitaries, artists, designers, and media. Leading the ceremony was Nita Ambani, joined by her daughters Isha Ambani and Shloka Mehta Ambani, in what many described as a celebration of India’s creative roots and future aspirations.
Traditional rituals were performed to bless the space, followed by a curated walkthrough of the store showcasing handcrafted textiles, accessories, homeware, and art installations from across the country. The flagship location has been thoughtfully designed to create an immersive environment—combining contemporary aesthetics with rustic materials, hand-painted murals, and artisanal motifs.
A dedicated space within the store also hosts live artisan demonstrations, allowing visitors to witness the intricate processes behind traditional Indian crafts.
Nita Ambani’s Vision: Culture, Community, and Commerce
This launch is part of a broader mission led by Nita Ambani, who continues to play a pivotal role in reshaping India’s cultural landscape. As chairperson of the Reliance Foundation and director on the board of Reliance Industries, she has championed initiatives in education, arts, heritage conservation, and rural development.
Swadesh is one of her most personal ventures—born from the belief that India’s artisans are not only preservers of tradition but also innovators of design.
“Artisans are the heartbeat of our culture. Through Swadesh, we want to create a platform where they are not just celebrated but economically empowered,” Ambani stated in an earlier interview.
This approach is reflective of the evolving face of Reliance Industries, which is increasingly investing in businesses that merge legacy with innovation—whether in retail, media, culture, or technology.
Conclusion: A New Chapter for Indian Luxury
With Swadesh’s flagship store now open at Eros, Reliance Industries has etched a new chapter in India’s luxury and cultural narrative. It’s a space where heritage meets luxury, where commerce uplifts community, and where India’s soul is on display for the world to admire.
As Mumbai’s skyline continues to evolve, the rebirth of Eros as a beacon of culture—with Swadesh at its heart—stands as a shining example of what’s possible when vision, legacy, and innovation unite.
📍 Visit Swadesh at:
Eros Cinema Building, Churchgate, Mumbai
Open 7 days a week | 10 AM – 9 PM