Prime Minister Narendra Modi urged Indian citizens to share "Get Ready With Me" videos featuring handloom weaves on social media [1].
This initiative seeks to modernize the promotion of traditional textiles by leveraging current digital trends to reach younger audiences. By integrating ancestral crafts into viral video formats, the government aims to increase the visibility of local artisans, and create sustainable economic opportunities for weaving families [2].
The call for social media participation comes ahead of National Handloom Day, which will be observed on Aug. 7 [1]. The Prime Minister used an Instagram reel to encourage the public to showcase their handloom attire, framing the digital trend as a way to celebrate the country's cultural heritage [2].
National Handloom Day celebrations will include an event featuring President Droupadi Murmu as the chief guest [1]. During the proceedings, the government will present awards to handloom artisans to recognize their skill, and contribution to the industry [1].
The campaign focuses on the intersection of technology and tradition. By encouraging "GRWM" content — a popular short-form video style where creators film their dressing process — the administration hopes to transform handloom garments from ceremonial wear into trendy, everyday fashion [2].
Supporters of the initiative said the move could provide a direct boost to the handloom sector. Increasing demand through social media visibility is intended to benefit the families dependent on these weaves, ensuring that the economic rewards of the craft reach the weavers themselves [2].
“PM Modi urged Indian citizens to share "Get Ready With Me" videos featuring handloom weaves on social media”
This strategy represents a shift in how the Indian government promotes indigenous industries, moving from traditional state-sponsored exhibitions to influencer-style digital marketing. By targeting social media trends, the administration is attempting to bridge the gap between rural artisans and urban youth, potentially diversifying the consumer base for hand-woven textiles in a competitive global fast-fashion market.
