Deepawali is characterised by the lighting of earthen lamps (diyas), candles, and decorative lights, which illuminate homes and streets, creating a magical and vibrant atmosphere. There is a unique relationship between Deepawali and the ‘Vocal for Local’ initiative, and this synergy showcases India’s rich heritage and promotes economic growth.
Prime Minister Narendra Modi has added his powerful voice to the ‘Vocal for Local’ campaign, urging the people of India to support indigenous businesses and promote locally-made goods. He recently shared a video featuring Rupali Ganguli, famed for her role in the Anupamaa TV serial, wherein she echoes the call to go ‘Vocal for Local’ ahead of Deepawali 2023.
In this video, PM Modi encourages the public to purchase make-in-India products during the upcoming festivals and to share selfies featuring these locally produced items and the local workers were had made such products The promise of sharing selected selfies on the NaMo App not only serves as a source of motivation but also highlights the importance of this campaign
— Narendra Modi (@narendramodi) November 6, 2023
Previously, during the 106th episode of Mann ki Baat on October 29, PM Modi underlined the significance of supporting local products amid the festive season, emphasising that this initiative can stimulate the country’s economic growth and cultural preservation.
The ‘Vocal for Local’ Campaign
“Vocal for Local” message was given by our Prime Minister Narendra Modi to encourage the local products for the speedy progress of the country and to achieve the goal of Aatmanirbhar Bharat. It seeks to promote the use of local products and support homegrown businesses. The campaign encourages Indian consumers to buy products that are made in India, thereby boosting the country’s economy and creating self-reliance. As we celebrate Deepawali, this campaign takes on a new dimension.
Promoting Local Artisans
Deepawali gifts and decorations present a unique opportunity to showcase the skills and craftsmanship of local artisans. By choosing to buy handmade Deepawali lamps, earthenware, textiles, and other locally produced items, consumers are not only preserving traditional crafts but also supporting the livelihoods of countless artisans. This aligns seamlessly with the ‘Vocal for Local’ initiative, as it emphasises the importance of investing in India’s rich cultural heritage.
To gain insights into the impact of Deepawali and the ‘Vocal for Local’ campaign on local artisans, we spoke with Rajesh Kumar, a skilled artisan known for his beautifully crafted diyas and oil lamps in New Ashok Nagar market in Delhi. He spoke about how he comes from a long line of artisans, and crafting diyas and oil lamps has been thier family tradition for generations.
Commenting on the sale of his handicrafts, he said people are now more aware of the importance of supporting local businesses, and this has led to increased sales of his products. He is happy to see that, unlike earlier times, fewer people are now buying Chinese products. For him, “It’s a great feeling!”
Thus, this campaign is particularly significant for local artisans during the festive season in following ways:
Preservation of Traditional Crafts: The ‘Vocal for Local’ campaign acknowledges the importance of preserving India’s rich cultural heritage. By promoting local products, it ensures that traditional craftsmanship and art forms continue to thrive.
Enhanced Market Access: Through this campaign, local artisans gain improved market access, allowing them to showcase their products to a broader audience. This exposure can significantly boost their income and market presence.
Economic Empowerment: Empowering local artisans with better opportunities not only sustains their livelihoods but also supports their families and communities. It aids in reducing poverty and promoting economic independence.
Quality Assurance: ‘Vocal for Local’ fosters a sense of trust among consumers, as they are confident in the authenticity and quality of locally made products. This trust further benefits local artisans by ensuring a steady demand for their craftsmanship.
The Deepawali season sees a surge in shopping and economic activity. Small and local businesses stand to gain significantly from this festive shopping spree. By opting for local products and services, consumers can help small businesses thrive and contribute to the economic growth of their communities.
In the wake of the COVID-19 pandemic, the ‘Vocal for Local’ campaign took on with a renewed sense of urgency. The campaign encourages self-reliance and economic independence, aligning with India’s aspirations to be an economic powerhouse. Supporting local businesses during Deepawali reinforces the message of self-sufficiency and a robust, indigenous economy.
Deepawali symbolises the triumph of light over darkness and good over evil. It is celebrated by millions of people across the country with great enthusiasm. Homes are adorned with oil lamps and colourful rangoli; sweets and gifts are exchanged; and prayers are offered to the goddess Lakshmi for prosperity.
One of the most cherished aspects of Deepawali is the tradition of exchanging gifts. This tradition reflects the love and bond between family and friends. These gifts often include clothing, sweets, and decorative items, which provide an excellent opportunity to promote locally made products.
Deepawali is not just a festival; it’s a reflection of India’s vibrant cultural tapestry and a testament to the unity that diversity brings. This year, as we celebrate Deepawali and light up our lives, let us also shine a light on the ‘Vocal for Local’ campaign. By choosing local products and services, we can preserve our rich heritage, support artisans and small businesses, and promote economic growth.As the Festival of Lights unfolds, let it illuminate our commitment to a stronger, self-reliant India, where local artisans, like Rajesh Kumar, are not just participants but the heart and soul of our traditions. Happy Deepawali!