Bhubaneswar: Odisha has joined the nationwide ‘Swadeshi Campaign’ launched by the Ministry of Textiles to promote domestic demand for Indian-made handloom, handicraft, and textile products. The campaign, part of the government’s Vocal for Local initiative, aims to strengthen traditional industries, empower artisans, and showcase India’s cultural craftsmanship to younger generations.
The state’s renowned Sambalpuri, Bomkai, Kotpad, and Nuapatna handlooms are expected to play a central role in this campaign, with local weavers’ cooperatives and self-help groups being mobilized to increase production and visibility.
Odisha’s Textiles and Handloom Department has announced plans to organize Swadeshi Melas and handloom exhibitions across major cities including Bhubaneswar, Cuttack, Sambalpur, and Berhampur to promote locally crafted sarees, fabrics, and handicrafts. The government is also coordinating with educational institutions and public sector bodies to encourage the use of Odisha-made textiles in uniforms and official events.
Speaking about the initiative, Handlooms and Textiles Minister Nityananda Gond said,
“Odisha’s weavers are the pride of the state. The Swadeshi Campaign will open new markets for their work and help preserve our centuries-old weaving traditions.”
As part of the national drive, the Centre has projected India’s domestic textile market to grow from US $179 billion to US $250 billion by 2030, driven largely by campaigns like this one.
In Odisha, handloom clusters such as Bargarh, Barpali, and Cuttack’s silver filigree hubs are expected to benefit from new demand generation and marketing opportunities. The campaign will also emphasize online promotion of Odisha’s crafts through digital platforms and e-commerce tie-ups.
Prime Minister Narendra Modi has urged citizens to buy locally made products during the festive season, saying that every purchase of swadeshi goods contributes to India’s self-reliance.
Local artisans and designers have welcomed the initiative, calling it a timely step to revive the handloom sector after pandemic-era disruptions. “This will help artisans get fair prices and better exposure to national markets,” said a weaver from Bargarh district.
With Durga Puja and Diwali around the corner, the Swadeshi Campaign is expected to bring renewed attention to Odisha’s handloom heritage—where tradition, artistry, and national pride blend into every thread.
-OdishaAge
