‘Swadeshi campaign' launched to boost demand for handloom

New Delhi: The government is launching a 'Swadeshi campaign' to boost the demand for domestic handloom, handicrafts, and textile products in the country, the Textile Ministry said.

The campaign will be run across India for next 6 to 9 months. It aims to create awareness and educate people about the rich heritage of domestic products. The objective is to reposition Indian textiles as symbols of pride, style, especially among youth and urban consumers.

The campaign aims to stimulate domestic demand and reposition Indian textiles as symbols of pride, style and heritage among youth and urban consumers.

Notably, Prime Minister Narendra Modi has given a clarion call for promoting 'Swadeshi' goods. In a statement on Saturday, the Textile Ministry said the aim of the campaign is "to increase domestic textile consumption especially among urban millennial and Gen Z".

Moreover, it aims to reposition Indian textiles as symbols of pride, style, especially among youth and urban consumers. Awareness will be created through various events, social engagements and by using social media platforms. The campaign seeks active participation of various state governments. The objective of the campaign is also to expand market access, visibility, and income opportunities for weavers, artisans, and textile MSMEs.

Aligning with the vision of Atmanirbhar Bharat, it will integrate campaign efforts with initiatives like PLI for Textiles, PM Mitra Parks, One District One Product and Institutional Procurement, besides encouraging ministries, PSUs and educational institutions to adopt Indian-made textiles in uniforms, furnishings etc.

India's market size of textiles and clothing is $179 billion in 2024, which is growing at an Average Annual Growth Rate (AAGR) of more than 7 per cent per annum.