The Bharatiya Janata Party on Thursday unveiled a three-month nationwide drive to promote the use of swadeshi products, seeking to embed the principle of “har ghar swadeshi” across Indian households.
Launching the campaign on the birth anniversary of party ideologue Deen Dayal Upadhyay, and scheduled to conclude on the birthday of former prime minister Atal Bihari Vajpayee, BJP leaders said the initiative aims to encourage citizens to prioritise products made in India, including those produced by foreign companies operating domestically.
Addressing a press conference, BJP national general secretary Arun Singh said, “Har ghar swadeshi is central to building an Aatmanirbhar Bharat, and the party will work to connect every household with the campaign.” He emphasised that the drive is not about boycotting any product but about giving preference to Indian-made goods.
Singh outlined a detailed plan for the campaign, including over 20,000 “Aatmanirbhar Bharat Sankalp Abhiyan” events, more than 1,000 fairs, and 500 “Sankalp Rath” to promote indigenous goods. Celebrities and social media influencers will be engaged to spread awareness, while meetings will be organised with youth, women and traders.
Also read: Take pride in 'swadeshi' products: PM Modi's appeal to Indians
The campaign highlights swadeshi as a historical pillar of India’s freedom movement and as a contemporary driver of economic self-reliance. Singh pointed to Prime Minister Narendra Modi’s “vocal for local” push, citing a surge in khadi product purchases, the rise of mobile manufacturing units, and reduced imports of certain items such as toys.
“The Modi government has taken a series of measures in its tenure for Aatmanirbhar Bharat,” Singh said, noting infrastructure spending of over ₹12 lakh crore, compared with ₹2.5 lakh crore under the UPA government. He added that the NDA government has created five times more employment than its predecessor and highlighted Mudra loans benefiting over 52 crore people to the tune of ₹32 lakh crore.
Traders will be encouraged to dedicate corners of their shops to swadeshi products, Singh said. “We want to create a people's movement for swadeshi by reaching out to everyone. Swadeshi is at the root of self-reliant India,” he added.
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