India’s Radio Choklate 104 FM has opened ‘The Street Store’ – a first in the country, for the poor in Bhubaneswar on Tuesday.

It is a rent-free, premises-free clothing pop-up store where the poor and homeless can pick footwear and clothing of their choice without having to pay anything.

The concept, which first started in Cape Town, South Africa, is fast becoming a global movement, having already reached 33 cities across the world.

‘The Street Store’ was organised at the entrance of Hotel Marrion in the city from 10 am to 5 pm on and got a good response from donors as well as beneficiaries.

The station ran an on-air and online campaign for a week before the event and received hundreds of donations from the people of Bhubaneswar, which is the capital of the state of Odisha.

According to the station, as many as 605 poor people from the city walked away from the store with dresses of their choice and a broad smile.

Tanaya Patnaik, Curator, The Street Store, Bhubaneswar said: “The whole idea is to gift the poor and the homeless a dignified shopping experience. It is a wonderful concept and very simple to organize. We plan to organize more street stores and would encourage more and more people to take the initiative and host such stores in their cities.”

The official video of ‘The Street Store’ can be seen here: