MUMBAI: Yeh Rishta Kya Kehlata Hai fame Lataa Saberwal has launched an inspiring initiative. Lataa has started a jewellery store online named Lataa’s Swadesh, which focuses on motivating rural art.

Talking about her new venture, Lataa said, ‘It is like a dream come true for me, as I have always wanted to do something like this but was always caught up with shooting and family commitments. Finally, now, I have managed to launch my jewellery brand online and I’m ecstatic about it.’

Lataa’s Swadesh deals with tradition jewellery and promotes art from Indian rural areas. Lataa believes that India has a wide range of talent and that it’s better to promote authentic art instead of imported jewellery.

Sharing more about the inception of the idea, Lataa added, ‘I am an avid traveller and have travelled the entire country. During my travel spree, I realized there’s a lot of talent and potential in rural areas in terms of their jewellery art and designs.’

The beautiful actress added, ‘I have kept the prices of the product quite low for customers, and all the jewellery is directly purchased from the rural people, ensuring that they get their due for their hard work and talent.’

Lataa also said, ‘I’ve started with jewellery and, with time, intend to also get into traditional sarees and clothes.’

We asked her if she has received orders from her Yeh Rishta family, to which Lataa laughed and said, ‘Although they haven’t ordered, they really have supported me in my venture by promoting it. I am so glad that everybody is supportive. I’ve also started getting orders.’

Have a look at the e-store at https://lataasswadesh.ecwid.com.

Way to go, Lataa!