New Delhi: As Diwali, the festival of lights, approaches, Prime Minister Narendra Modi is not just illuminating homes but also encouraging a radiant future for India's local entrepreneurs. In a recent push for the 'Vocal for Local' initiative, PM Modi is urging citizens to embrace the spirit of self-reliance by choosing 'Made in India' products for their festive celebrations.

The call comes at a crucial time, just days before 'Dhanteras,' a day traditionally associated with buying gold and other items. PM Modi's appeal goes beyond the conventional rituals, aiming to infuse a sense of pride in supporting the tireless efforts of the nation's entrepreneurs.

In a social media campaign launched on the NaMo app, the Prime Minister invites people to not only purchase locally made products but also share their choices through selfies with the product or its maker. The campaign intends to create a digital thread of positivity, showcasing the diversity and creativity of Indian goods. The NaMo app has become the focal point for citizens to actively participate in the movement, fostering a sense of community and shared celebration of India's entrepreneurial and creative spirit.

The emphasis on 'Vocal for Local' is a strategic move to boost small and medium enterprises, especially when faced with competition from foreign markets, particularly China. The Confederation of All India Traders anticipates a significant surge in trade amounting to around Rs 50,000 crore on 'Dhanteras,' attributing this growth to the increasing preference for Indian goods over their Chinese counterparts.

PM Modi's call to prioritize local products echoes the broader vision of an 'Atmanirbhar Bharat' (self-reliant India). The campaign extends beyond the purchase of goods; it is about fostering a sense of national pride, supporting local talent, and preserving traditional craftsmanship.

To amplify the message, an advertisement featuring popular television stars Rupali Ganguly and Gaurav Khanna has been released, urging consumers to give local brands a chance. The advertisement cleverly uses the popular characters from the TV show 'Anupamaa' to convey the essence of the 'Vocal for Local' movement.

As India inches towards becoming a global manufacturing hub, PM Modi's consistent promotion of the 'Vocal for Local' initiative aims to create a sustainable ecosystem that empowers local businesses and artisans. This Diwali, it's not just about lighting lamps but also kindling the flame of self-reliance and celebrating the indomitable spirit of the nation. /BI/