Deepawali is the festival of lights, for Indians it will not only be going to illuminate the ordinary homes and streets only but its more than that. It is going to shine a spotlight onto a remarkable transformation in Indian market and values. In present time majority of people are showing preference for Swadeshi products over mass imports. They are choosing craft and tradition. They are choosing economy with identity.
This year Swadeshi is not a slogan. It is an unfolding movement, which integrates government policy, consumer behaviour and artisan capacity. In the markets of capital city Delhi and small towns, change are visible.
Strong Government Support Makes Swadeshi Real
The government has laid a foundation of Rs 13,000 crore which has been allocated through the Pradhan Mantri Vishwakarma Kaushal Samman scheme with an objective of training traditional artisans, suppling toolkits, providing certification and creating market access. This scheme will build the ability of artisans to match quality and demand by being local.
Similarly, the One District One Product (ODOP) programme has mapped 1,102 unique products across 761 districts. With this mapping district crafts receive identity, helping in procurement and also buyers can find local manufacturers. Many state governments plan fairs and procurement drives using ODOP product lists. This help connect local craftsmanship to national demand.
At the same time, procurement and digital platforms are improving. The Government e-Marketplace (GeM) has crossed Rs 5 lakh crore in gross merchandise value in a recent fiscal year. The Open Network for Digital Commerce (ONDC) has onboarded over 700,000 sellers and service providers. The Unified Payments Interface (UPI) now handles tens of billions of transactions each month. Together these platforms reduce friction from buyer to maker.
Festive Economy in Figures
According to the Confederation of All India Traders (CAIT), festive trade in 2025 may reach Rs 4,75,000 crore. These figures arise from surveys in over 35 cities and feedback from trader associations. At the same time, a Local Circles consumer survey estimates that urban households will spend about Rs 2,19,000 crore in this festive window, up nearly by 18 per cent compared to previous years.
Nearly 37 percent of urban household’s plan to spend over Rs 20,000 during the festival. Also, it finds that about 70 percent of households intend to buy from shops or local markets rather than rely exclusively on e-commerce. These numbers reveal that physical markets remain central, which benefits artisans whose goods are more visible there.
In the export domain according to IBEF and EPCH, India handicraft exports in the fiscal year 2023-24 reached Rs 31,095 crore. That shows Indian craft is globally competitive. When domestic demand grows alongside exports, craft clusters can scale sustainably. This represents a market large enough that Swadeshi shifts can matter.
From Chinese to Swadeshi: The Shift in Consumer Choice
A few years ago, Deepawali markets were dominated by cheap Chinese fairy lights and plastic decorations. But that scene is changing fast. According to the Confederation of All India Traders (CAIT) data, Indian-made products captured around 85 per cent of Deepawali market share in 2024, up from 65 per cent in 2020.
This shift is not symbolic it represents a huge economic turnaround. CAIT estimates for Deepawali 2023 were Rs 3.75 lakh crore in total business, of which nearly Rs 3.2 lakh crore was spent on Indian goods. This included everything from diyas and lighting to sweets, home décor and apparel. Consumers are now consciously supporting Swadeshi products. Urban buyers are preferring handwoven fabrics, brassware and terracotta diyas whereas rural consumers are returning to the traditional gifts of local sweets and metal utensils.
According to a 2024 report by the Indian Council for Research on International Economic Relations (ICRIER), 42 per cent of urban households actively look for “Made in India” tags during festive purchases up from 27 per cent in 2019.
Evidence That Consumers Are Choosing Swadeshi
Many consumers are actively prefer handcrafted, durable, locally made goods over cheaper mass imports. Shops report early orders for clay lamps, terracotta décor, brass puja items, handloom garments and curated gift sets. These are goods with high Indian content. Trade media highlights that several markets in major cities saw pre-booking of local craft lines earlier than before. Consumers are signaling preference in advance. That confidence reflects awareness and demand.
Export data backs this shift. When Indian crafts compete successfully abroad, it proves quality and design standards. That in turn strengthens the confidence of local buyers. These multiple strands of consumer intention, trade placement and export performance point toward a real Swadeshi trend.
Visibility Evidence from Clusters and Craft Hubs such as Khurja Ceramics and Pottery
Khurja is a historic ceramics and pottery hub. The Central Glass & Ceramic Research Institute notes that Khurja has over 494 small scale ceramic units. In recent years, design interventions, waste reuse projects and cluster support have helped its makers improve finish, reduce waste and showcase craft sustainably. These efforts improve competitiveness and help Khurja supplies reach national buyers on the occasion of Deepawali and other festive season.
Moradabad Brass and Metal Craft, export reports show that in the recent fiscal year, it contributed Rs 1,583 crore in handicraft exports. This reflects both volume and value output. Despite tariff pressures in global markets, Moradabad continues to supply both domestic and export demand.
These two clusters are examples among many others such as Varanasi for silk, Kanchipuram for sarees, Kutch for embroidery and many district craft centres catalogued under ODOP. Together they form the festival supply backbone.
How Policy is turning into Market Result
The path from policy to marketplace is becoming visible. Under the Vishwakarma scheme, artisans receive toolkits, training and market readiness aid. Scheme documents to emphasize quality improvement and defect reduction. That means a higher share of produced items get sold.
ODOP gives identity to district crafts. Buyers using ODOP lists and procurement windows gain a clear path to authentic products. States using ODOP fairs and procurement windows before Deepawali produce orders that reach artisans directly.
Platforms like GeM and ONDC connect sellers to large buyers. Quick payments via UPI reduce working capital strain. When makers do not wait weeks for money, they can scale production and accept larger orders. These actions align supply and demand. The visible result is better orders, more participation and rising incomes.
Swadeshi Deepawali is as much rural as urban. Many artisans live in villages or small towns. Their MSME registrations show how wide the base is. When orders reach village pottery units or handloom cooperatives, the income impact is immediate and visible.
Because ODOP mapping and district fairs connect small artisans with bigger buyers, the artisans are no longer hidden. When government departments or educational institutions place festival orders, an entire value chain surges. Payment systems ensure money reaches the maker quickly. Thus the festival’s economic impact diffuses into local economies, reviving entire district markets.
Festive Digital Campaigns and the New Patriotism
Social media has played a big role in this shift. Social media pages popularize hashtags like #VocalForLocal, #BuyIndian and #LocalUtsav in the run-up to every Deepawali festival. Lists of Indian products are now promoted and shared by influencers and government accounts for conscious buying.
The Ministry of Commerce’s campaign “Know Your Product, Know Your District”, launched in mid-2024, has also created new visibility for lesser-known crafts. The initiative has already profiled over 500 districts, linking them to online sales networks. This new blend of nationalism, consumer awareness and social media enthusiasm has given artisans direct access to middle-class markets that were earlier unreachable.
Growth Trends from Past Years
While we must avoid speculation, past published export and trade data show craft sectors have gradually expanded. According to government trade portals, India handicraft exports rose over recent years exports hit Rs 31,095 crore.
In the 60th Indian Handicrafts & Gifts Fair (IHGF) held in Greater Noida, around 3,000 exhibitors and 900 shops took part, drawing national and international buyer attention. This fair serves as a signal of craft export strength. These organized events and export numbers confirm that many artisan clusters are not only active but growing. Thus seasonal festival demand finds supply-ready clusters.
Conclusion: The Lamp That Burns Brighter
Deepawali 2025 teaches us something important. When policy, market infrastructure and consumer intent align, economic change becomes visible. Indian buyers are choosing local goods in measurable numbers. Maker clusters are scaling. Payment and procurement systems are doing the heavy lifting.
A clay diya bought from a district potter, a brass lamp from a traditional maker, a handloom scarf woven in a small town, all become acts of economic assertion. They transfer income to Indian hands and strengthen districts. They turn the festival of lights into a festival of livelihoods. This Deepawali is not merely about illuminating homes. It is about illuminating India path to self-reliance. May every Swadeshi diya light a spark of national empowerment.
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