Bhubaneswar: The Government of India has launched a nationwide ‘Swadeshi Campaign’ to promote domestic demand for Indian handloom, handicrafts, and textile products. The initiative, spearheaded by the Ministry of Textiles, aims to revive traditional industries and reposition Indian-made fabrics as symbols of pride, heritage, and modern lifestyle.
Announcing the campaign, Union Textiles Minister Giriraj Singh said that the move is part of the government’s larger vision of “Vocal for Local” and Atmanirbhar Bharat (self-reliant India). The campaign will run for six to nine months and focus on increasing awareness, visibility, and sales of Indian-made textile goods across the country.
According to official estimates, India’s domestic textile and apparel market—currently valued at around US $179 billion—is expected to grow at a rate of 9–10% annually, reaching US $250 billion by 2030.
“The Swadeshi Campaign will not only empower our weavers and artisans but also inspire young consumers to take pride in Indian craftsmanship,” the minister said.
As part of the initiative, the government has urged public sector units, educational institutions, and ministries to prioritize Indian-made textiles in their procurement—such as uniforms, furnishings, and ceremonial attire.
The campaign will be closely aligned with key government schemes including the PLI Scheme for Textiles, PM MITRA Parks, and One District One Product (ODOP) to ensure sustainable growth and local employment.
Meanwhile, several states have begun hosting local fairs and exhibitions to promote swadeshi goods. In Uttar Pradesh, district-level Swadeshi Melas have been announced ahead of Diwali, while Gujarat has rolled out a 30% discount on Khadi and polyvastra products to encourage wider adoption.
Prime Minister Narendra Modi has also appealed to citizens to buy Indian-made products this festive season, stating that every rupee spent on swadeshi goods strengthens the nation’s economy.
Industry experts have welcomed the initiative, calling it a timely step to boost domestic manufacturing and reduce dependence on imported goods. However, they also stressed the need for consistent quality, modern design innovation, and better marketing strategies to sustain demand among younger consumers.
-OdishaAge
