Prime Minister Narendra Modi urged citizens to share "Get Ready With Me" videos featuring handloom products to popularize India's diverse weaves [1].
This push for social media engagement aims to modernize the promotion of traditional crafts by leveraging current digital trends to support the country's weaving community. By integrating handloom products into viral video formats, the government seeks to increase commercial demand and visibility for local artisans.
The appeal coincided with National Handloom Day, which is observed on Aug. 7 [1]. The prime minister encouraged the public to buy handloom items and use the GRWM trend to showcase the variety of textiles produced across the country [1, 2].
This initiative is part of a broader effort to promote the "Vocal for Local" campaign, which intends to strengthen the domestic economy by prioritizing indigenous products [2]. The movement to support local weaves connects to a long history of economic nationalism in India, including the Swadeshi Movement launched in 1905 [2].
As part of the celebrations, President Droupadi Murmu served as the chief guest at an event hosted by the Ministry of Textiles [1]. The event highlighted the role of weavers in maintaining India's cultural heritage while transitioning toward contemporary markets.
Modi said the effort is designed to honor the skill of weavers and ensure the vibrancy of the handloom sector continues in the modern era [2].
“Prime Minister Narendra Modi urged citizens to share "Get Ready With Me" videos featuring handloom products”
The use of 'GRWM' videos represents a strategic shift by the Indian government to bridge the gap between traditional craftsmanship and Gen-Z consumer habits. By rebranding the 'Vocal for Local' initiative through short-form video content, the administration is attempting to transform handloom textiles from heritage artifacts into trendy, everyday fashion statements to ensure the economic viability of the weaving sector.
