The Constant Clash between Westernisation and Localisation

"When India speaks of becoming self-reliant, it doesn't advocate a self-centred system. In India's self-reliance, there is a concern for the whole world's happiness, cooperation and peace," said the honourable Prime Minister of the country, Shri Narendra Modi. 

Since India's very first stride for an independent nation, we have emphasized on the sheer necessity of self-sufficiency. Yet, oftentimes it is mistaken for isolation. Self-reliance doesn't mean disjoining from international trade, rather it catalyses global engagement by strengthening the domestic industries. Standing on the 5 pillars of economy, infrastructure, technology, vibrant demography, and demand, India's journey of emancipating from the widespread mental and industrial slavery has begun. 

With pioneering initiatives undertaken by the Government of India, as Vocal for Local, not only are the small scale businesses getting adequate recognition in the markets but it is also encouraging entrepreneurs all around the country to vocalise their stories, be heard and inspire others who are reluctant to take a step.

But what voyage is memorable that doesn't involve obstacles? The economic cost of the nationwide lockdown will be this elevated is something that no one could have imagined 6 months ago. India found itself amidst an economic catastrophe where businesses were thriving to make ends meet. It was in these dilemmatic times that the gravity of the localisation vision held utmost primacy. Emphasizing not only on promoting local brands but also making these brands globally competitive shall furnish the courage required to steer the economy towards greater horizons during this disastrous crisis.   

One such brand is Nawah. Project Nawah was initiated in September 2019 with the vision of providing employment opportunities to a community of socially marginalised and financially challenged women by skill development in the art of Bamboo carving. These women were thriving to escape the manacles of financial dependence and mental trauma. They underwent training to make quality products and had their business flourishing by the beginning of 2020. But the pandemic had them hanging on their toes. It was like they were back to square one. It was the emergence of such undertakings by the leaders of the country that encouraged people to not lose their hopes and strive through this predicament. 

This endeavour of streamlining the innate vitality of Indian entrepreneurship and henceforth, altering the global market dynamism, shall be a tremendous step to terminate the prevailing crass consumerism. This will hopefully become the bridge between localisation and globalisation. Our hopes stand in solidarity alongside local brands as we steer towards an Atmanirbhar Bharat together, to represent the true face of modern India.