Prime Minister Narendra Modi announced a Rs 20-lakh-crore stimulus package, equivalent to about 10% of India’s GDP, aimed at making the country self-reliant and reviving the stalled economy. Details of the plan, dubbed the Atmanirbhar Bharat Abhiyaan, which will focus on the importance of local manufacturing, local markets, and local supply chains, saying the coronavirus crisis had taught India the importance of these key elements. “All our demands during the crisis were met locally. Now, it is time to be ‘vocal about local’ products and help them become global,” he said.
He said the definition of self-reliance had undergone a change in the globalized world and stressed that it is not the same as being self-centered.
“India’s culture considers the world as one family, and progress in India is part of, and also contributes to, progress in the whole world,” he said. “The world trusts that India has a lot to contribute to the development of entire humanity.”
We at MediaNews4u have spoken to people from various sectors, start-ups, and brand consultants to understand as to what how they have interpreted the term ‘Be Vocal for Local’.
Today we speak to Siddharth Grover, Director, Groversons Group Pvt. Ltd, which has successfully completed its 60 years in the Indian intimate clothing for women in India. The group is now the leading manufacturer of gracious and admirable ladies undergarments in woven, knitted, and hosiery fabric. Groversons Group understands that there is nothing in the world that adds to the self- confidence of a woman other than an outstanding pair of undergarments. We are specialized to craft such exceptional pieces of inner wear for a woman that epitomizes fashion and her poise.
How do you interpret the term ‘go vocal for local’?
Vocal for local brings back the Swadeshi Movement from the past Indian history. It provokes us to raise our voice and support made in India products, which means self-sufficient and self-reliant India. We need to believe in Made in India and put our buying power into products and services that are locally sourced and made. While addressing the nation during Pandemic, our Prime Minister had asked to support Local manufacturing, Local markets, and local supply chain. During this crisis, only a Swadeshi initiative can prove helpful and beneficial to the Indian Economy.
The difference between Local & Swadeshi?
Local is just another name of Swadeshi, given to the manufacturing of local goods within the country. It is termed to push and revive those local industries that were taken for granted in the era of globalization. The PM’s call to be ‘vocal for local’; will have a strong impact on the SME’s which forms the backbone of India’s GDP. This push strategy will strengthen indigenous and local brands among the Indian consumers, to ultimately become global brands. It is the endorsement of these entrepreneurs by the government to gain recognition and acceptance globally. This will help in rebuilding the economy based on local manufacturing and other local businesses in this time of the pandemic.
How will companies which may be global but have been in India, produce/create here and employ locals? Will consumers now stop buying these products?
Many multinational companies have their manufacturing setup in India where they procure raw material for the end product from local markets only. These global brands operate like local companies employing over lakhs of people headed by local leadership. PM Modi, in his address to the nation, has asked Indians to be “vocal about local products” supporting a vision of self-reliant India. His intentions were to limit imports from foreign countries.
According to me, global brands will not experience a big hit in their business to a large extent. They have been dominating the Indian market in most categories and consumers are now habitual of the products as the local alternatives are very limited. So, it will be too early to comment on changing buying behavior and patterns of Indian consumers.
Are you seeing a spurt in buying of ‘Swadeshi’ brands?
In my opinion, Indian consumers are more lured towards foreign brands as according to them global brands offer better quality, which is a myth. These global brands have read the customer minds very well and have molded their communication strategy which relates to and supports Indian buying behavior. It is difficult to judge at this early stage the rise in demand of Swadeshi Brands. Global brands have already dominated the market and local brands will take time to establish themselves in the market. Their communication strategy will decide whether they will emerge as strong competitors against global brands or not.
What is your plan for ‘Go vocal for local’?
Groversons being a Swadeshi brand has always supported Indian brands. We have started this campaign communication across different promotional channels like our digital platforms for consumers and also amongst our distribution channel partners. We have developed a vibrant portfolio of Indian brands that support the livelihood of a large number of workers at our different manufacturing units. Made in India can be a major contributory factor in the growth of local businesses and SME’s.