«ET Now Swadesh» is a specialized news channel in India, operating as a subsidiary of the Economic Times, a leading financial publication in the country. While ET Now, its parent channel, provides comprehensive coverage of the Indian and global business, economic, and financial landscape, «ET Now Swadesh» focuses specifically on rural India.

The channel aims to bring a deeper understanding of the challenges, opportunities, and growth potential of rural India to its viewers. It covers topics like agriculture, rural development, microfinance, entrepreneurship, and government policies affecting rural communities.

«ET Now Swadesh» emphasizes the importance of Swadeshi, a concept promoting self-reliance and indigenous development, within the context of rural India's economic growth. The channel highlights successful business initiatives, government programs, and innovative solutions that contribute to the development of rural India.

By providing a platform for the voices and perspectives of rural communities, «ET Now Swadesh» aims to bridge the gap between urban and rural India, fostering greater understanding and awareness of the issues and opportunities facing the country's vast rural population.