Living in the comfortable urban life of metro cities, do you ever realize that there is a parallel India that exists, one that is starkly opposite to our own idea of the country? This parallel world isn’t very far from you, too. This is the heart of India - our villages and our native communities, the remotest of the tribes and lands. Tales and Treasures is a venture started by three SBI Youth for India fellows - Saumya Omer, Kriti Gupta, and Anvi Mehta. The three were working in well-established careers in the metro cities of the country before they came across the opportunity to work in rural India for a year. Having worked in the villages of Gujarat and Uttarakhand individually, they saw a huge gap between rural artists/enterprises and the urban market. To continue working for the development of our rural counterparts, the three decided to start this venture which aims at providing a platform for rural-based enterprises as well as an attempt to create awareness of the art, traditions, and craft of the country that is fading away because of urbanization. Tales and Treasures connect artists, rural enterprises directly to urban clientele by marketing their products at the right platform. Each and every product under the venture is curated by the different groups across the country, some by using the traditional knowledge passed on through generations and others using innovative production techniques to promote sustainable consumption. We have also conceptualized workshops and excursions to the villages across India, which are hidden gems rich in their traditions, culture, and art. We spread awareness of our rich culture through tete-a-tete’s and talks, conduct art-based workshops and lead travelers to places which promise unique rural experiences.