Mumbai: In an evocative tribute to India’s rich craft heritage, Swadesh—the destination for India’s finest handcrafted products—collaborated with The Times of India to deliver a truly unique reader experience. On the morning of July 25, Mumbaikars received their newspaper wrapped not in paper or plastic, but in a tactile fabric jacket—delicately finished with Kantha-inspired embroidery.
The initiative was not merely a packaging innovation, but “a homage to Indian crafts & textile tradition.” It marked the grand opening of Swadesh’s new flagship store at the iconic Eros building in Churchgate, turning a routine moment into something memorable and meaningful.
“On the morning of July 25th, Mumbai awoke to something quietly extraordinary. The Times of India arrived wrapped in a tactile fabric jacket, delicately finished with Kantha-inspired embroidery — a homage to Indian crafts & textile tradition.” the press release stated
The fabric wrap served as a tangible reminder of Swadesh’s mission—to celebrate India’s artisanal legacy through design, storytelling, and thoughtful retail experiences.
This collaboration between Swadesh and India’s leading newspaper was a celebration in itself — a gesture to mark the opening of Swadesh’s new flagship at the historic Eros building in Churchgate. It was a moment where heritage met imagination, and the everyday was transformed into a keepsake.
In bringing craftsmanship to doorsteps—“thoughtfully conceived and deeply rooted in tradition”—Swadesh reminded its audience of the beauty of handmade India, in the most unexpected yet endearing way.
With the opening of the new flagship, Swadesh now invites the public to experience the “Heart and Craft of India” at its finest—“a space where India’s finest handcrafted traditions come together in one quiet, unforgettable experience.”
Link to the video: Newspaper Video Link
