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Social Impact of ‘Vocal for Local’ Campaigns on Artisan Communities
Author(s): Hari OmAbstract
The ‘Vocal for Local’ campaign launched as part of India’s larger Atmanirbhar Bharat (Self-Reliant India) initiative has been positioned as a transformative step toward economic nationalism and the empowerment of indigenous industries. A key focus area of the campaign is the revival and promotion of India’s artisan communities whose livelihoods are deeply tied to traditional crafts textiles and handmade goods. This paper examines the social impact of the ‘Vocal for Local’ initiative on artisan communities across various Indian states. Drawing on qualitative interviews field observations government reports and secondary data the research investigates how these campaigns have influenced social recognition economic inclusion cultural identity gender roles and intergenerational continuity within artisan households. While the campaign has generated increased awareness and some market accessibility the findings also reveal disparities in actual benefit distribution digital divides and the challenge of sustaining momentum beyond state-sponsored promotion. The paper concludes by advocating for more localized participatory and infrastructure-oriented policy support to ensure lasting social upliftment of artisan communities.