‘Vocal for Local’ is a concept that urges Indians to back native products, stimulating economic advancement and self-sufficiency. It urges citizens to prioritize and advocate for goods produced locally, thereby strengthening domestic industries.
Just as in the era of the Swadeshi movement, this forward-thinking approach is dedicated to the upliftment of our local producers and artisans. It has endorsed a new identity for tribal art and skills that was not given its due and often devalued by previous governments. Vocal for Local has been introduced to bolster the nation's economy through increased employment opportunities, new revenue channels, revitalized agriculture sub-sectors, and widespread adoption of advanced technology in local manufacturing.
Just like drop-by-drop water makes a vast ocean, similarly, if every citizen of India starts living the mantra of '‘Vocal for Local’', then it will not take long for the country to become self-reliant. When all the countrymen are vocal for the locals, their echo will be heard not only in India but also all over the world.
These words of our Prime Minister Narendra Modi have never been more relevant, as facts confirm that generating income through local handicrafts and tribal arts has become more lucrative, accessing wider markets locally and geographically has become more convenient due to the hand holding by government.Recall and response to such products has immensely improved.
IMPACT;VOCAL FOR LOCAL
Embracing digitalisation, the Khadi and Village Industries Commission's (KVIC) forayed into online marketing to expand its reach across India, allowing artisans to sell their products even in the most remote areas through the KVIC E-Portal. Demand for Khadi Industries products has continuously increased over the last decade. Both production and income of artisans has skyrocketed.The sale of indigenous Khadi products crafted by artisans has witnessed an unprecedented growth of 332% from 2013-14 to 2022-23. The annual turnover of Khadi industry products in the year 2013-14 was Rs 31,154 crore, which will reach Rs 1,34,630 crore in 2022-23. Cumulative employment rose from 130,38,444 in 2013-14 to 177,16,288 in 2022-23, marking a 36% increase. Moreover, new employment opportunities increased from 5 lakh+ in 2013-14 to 9 lakh+ in 2022-23, reflecting a 70% rise.
'Vocal for Local' clarion call has trivialized the ill effects of decades-old laws prohibiting tribal communities, previously limited to harvesting forest products like bamboo. They now have ownership rights over these resources. Additionally, numerous initiatives to promote forest products, expanding the list from 12 to nearly 90 items eligible for Minimum Support Price (MSP) has been a big relief for tribals to cut across the barriers that cropped up previously due to alienation from the mainstream and justified remuneration for the products. Driven by distinct appeal and eco-friendliness, tribal craftsmanship now earns more than USD 12 crore in foreign markets. Further, sustainable livelihood boost with assured PM JANMAN outlays of Rs.24,104 crore provide all round security and stability.
The Van Dhan Yojana has widened its scope and linked forest resources with contemporary opportunities, with over 3,000 Van-Dhan Vikas Kendras and 50,000 Van-Dhan Self-Help Groups nationwide. The TRIFED-operated Tribes India outlets for marketing tribal products have expanded from 29 to 119, now featuring one lakh products.
India launched the ODOP-DEH (One District One Product-Districts as Export Hubs) initiative, referenced in the new foreign trade policy, to promote balanced regional development across its 734 identified districts to enhance exports by focusing on specific products in each district. Additionally, the establishment of the Tribal Research Institute in Visakhapatnam, Andhra Pradesh, underscores efforts to support tribal communities in research & documentation activities and training and capacity-building programmes to boost prosperity.
A new recognition was enabled through the PM Vishwakarma Yojana launched on September 17, 2023, to bolster the markets for traditional crafts, offering a new wave of optimism for millions of families reliant on manual skills and tools. This initiative attained the twin objectives of supporting these financially weak families and preserving the diverse crafts and artistic traditions of tribal communities, offering a sense of dignity.
The scheme, with a budget of Rs. 13,000 crore, was fully funded by the Central Government. With such timely support, India will leave no stone unturned to advance & dominate the global handicraft bazaars as 18 additional traditional trades get supported by ease of finance.
Artisan economy seeking long-term employment generation and sustainable growth of the sector welcomed the scheme, particularly as these targeted beneficiaries included artisans, particularly from the Dalit, tribals, backward communities or rural women whose mobility outside their communities had long been restricted due to social or cultural norms. So far, over 1,25,700 craftsmen have successfully registered to take benefits of the scheme.
With the continued emphasis and trust on the success of the Vocal for Local campaign, what the current national leadership successfully attained is fostering innovation, promotion and empowerment of businesses alike for products that never could aspire to reach big global markets and hold grounds in terms of quality.
Be it our G20 event, or the series of the India-US Visit, or the latest Ram Mandir inauguration, PM Modi has ensured that local products and craftsmanship get immensely popular internationally and in India, duly recognized for their worth. Our PM’s personal endorsement of the uniqueness of products gifted along with strengths amplified to accurately create astounding impressions on global counterparts is one of the most thoughtful gestures unseen in the past. This also showcases the 'Bharatiyata' in PM Modi and his zeal to nurture all avenues to bring the best from the nation.
Due to such visionary marketing initiatives, the morale of artisans has risen across India. Creating high-quality products has become an unimaginable fervour among artisans, who pamper customers with varied choices and are particular about GI tagging their products to increase their competitive advantage.
CONCLUSION
India's development journey over the last decade strengthens each day, with India setting new laurels in "self-reliance" or "Aatmanirbharta", and the mantra of Vocal for Local, to a big extent, has been the bedrock that fuels this spirit. For Indians, By Indians, Of Indians remains the essence of 'Vocal for Local! As a result, local industries are now the most trusted partners of the government, living through the vision of Aatmanirbhar Bharat under PM Modi’s leadership.
