Vocal for local: How PM Modi's pitch is helping revive India's rich, local tradition as brands create deeper market presence

Vocal for local: India has huge talent and skilled manpower, and this can be used globally to talk about India's new mantra 'vocal for local' and 'Make in India' initiatives.

Vocal for local is the need of the hour which could open up huge opportunities for across sectors and industries in India. The Vocal for local campaign is the need of 21st century India, and it gives an opportunity to show the country's rich and local tradition.

Making India a manufacturing powerhouse  

Bhupendra Singh from Yuvti: Handcrafted Designer Rajputi Poshaks & Sarees said, “Being an MBA graduate turned designer, my idea was always simple. To promote the Indian heritage, artisans and the royal Rajputana culture of my community. I saw a lot of old karigars families leaving their work because of lack of demand and awareness. With yuvti, my vision is to create a modern-ancient fusion of handwork poshaks and sarees. And this journey, I want to promote and uplift the lives of many skilled artisans, specially women.”

Yuvti, a prominent brand, is headstrong to revive heritage artwork and designs infused into modern creations. "I am on the mission to incorporate traditional forms into modern sensibilities and take Rajputi attire and traditions to a global scale,” added Bhupendra Singh.

The 'Vocal for Local' initiative has created jobs for thousands of local artisans, craftsmen, and traders. Yuvti’s karigars, most of which are women, curate impeccable designs. Furthermore, Bhupendra Singh envisions transforming Yuvti as the ideal and most preferred store for every Rajputi bride globally.

Yuvti stores can be found in Jaipur and Udaipur. In addition, the customers can find, order and track their Rajputi attire on Yuvti’s website as well. Singh further emphasised, "Use of unique and top-notch quality raw materials, in-house dyeing without impurities and a team of impeccable karigars curate personalised and detailed designs."

The world is looking at India as a manufacturing powerhouse. The initiative has helped our nation to reduce dependence on imports and boost domestic manufacturing. In order to become self reliant it is essential to concentrate on our manufacturing sector. Consumers are no longer reluctant to purchase locally produced goods and are instead favouring them against branded, high-quality goods, as their attitudes have evolved.