Originally sparked from the idea of the ban of TikTok and other Chinese Apps in the wake of safety and sovereignty of Indian cyberspace, India is striving towards becoming a self-reliant or an AtmaNirbhar nation by stimulating opportunities for budding entrepreneurs. From investment in the development of physical infrastructure to digitally evolving, all the necessary measures are being taken to curate and develop products, services, and offerings to cater to the needs of the people of the country. Though the AtmaNirbhar campaign primarily and largely focuses on encouraging new entrepreneurs in the market to fill the gap created due to the ban, the campaign also entangles homegrown business giants in every industry to come forward and take the lead in making India a digitally AtmaNirbhar country.
Impact of AtmaNirbhar Campaign
The AtmaNirbhar moment is an opportunity for Indian tech start-ups and other players to develop apps to serve the users in India and across the world, and facilitate India’s self-reliance efforts. Today, apps like Mitron TV, Roposo, Explurger, and more are gaining popularity amongst the Indian audience, as these apps propagate and further ‘Make in India’ and ‘Vocal for Local’ campaigns. In fact, social media platforms such as Instagram, YouTube, and Twitter are looking at trends where native brands are emerging as top market choices amidst the Coronavirus pandemic under the influence of AtmaNirbhar moment having a significant impact on the consumer choices and preferences.
India is not a self-reliant country, whether it is automobile, food, digital consumption, fuel, technologies, or farming products. It is impossible for a country to attain self-reliance in a short span. Hence it was a better move to begin with the Digital AtmaNirbhar moment, as India is a country known for its IT minds. With the AtmaNirbhar App Innovation Challenge, the government called for some of the top ITs to come and present their application ideas that would lead digital innovation in the country, for the safety, security, and sovereignty of the nation.
The call for becoming an AtmaNirbhar nation by the government has driven the Indian Digital players and brands to curate effective campaigns that reinstate the feeling of nationality within every mind. Starting from Parle’s Swadeshi to Spice Xpress’ Vocal for Local campaign, brands have gone gaga to capture and make a connection with the consumer’s mindset and perception, amidst the whole Indo-China dialogue.
With the changing brand tone, consumers are also going vocal about their Indian preferences as they choose more Made in India commodities. However, is the consumer preference towards Indian products the concern? No. With the AtmaNirbhar campaign, the government is also seeking Multinational companies to come to India and produce products within the national boundary for the world to consume.
The road ahead for the AtmaNirbhar campaign is to tap various sectors where there are fewer or no Indian companies in the picture and encourage entrepreneurs to venture into the field by offering them financial support or guidance, as carried for Elyments social media app. Thus, as we walk into the future of our nation, we will see more homegrown brands in every industry trying to make its mark, with digital innovation leading the race.
Authored by Divanshi Gupta, Director, The Marcom Avenue