The Ministry of Textiles has launched the 'Swadeshi Campaign' across India to significantly increase domestic consumption of Indian handloom, handicrafts, and textile products. Running for six to nine months, the campaign aims to reposition Indian textiles as powerful symbols of pride, style, and heritage, particularly among urban youth and Gen Z consumers.

The core goals of the 'Swadeshi Campaign' include stimulating domestic textile consumption, directly empowering weavers, artisans, and textile MSMEs, and aligning with major government initiatives. These initiatives include the Production Linked Incentive (PLI) scheme for textiles, the PM MITRA Parks, and the One District One Product (ODOP) program.

A major focus of this campaign is to encourage institutional support. The campaign will urge government ministries, Public Sector Undertakings (PSUs), and educational institutions to adopt Indian-made textiles for uniforms and furnishings.

The campaign's slogan, ‘Swadeshi fabric is the pride of the nation - this is India’s identity’, will be promoted through various awareness channels, including targeted social media outreach, public events, and partnerships with state governments.

The campaign is strategically timed to capitalize on India's expanding textile and clothing market, which is valued at $179 billion in 2024 and growing at a CAGR of over 7 per cent.

Domestic household consumption currently accounts for 58 per cent of the market and is growing at 8.19 per cent annually, signaling robust consumer demand. By targeting the digitally-savvy youth, the 'Swadeshi Campaign' seeks to accelerate this growth and ensure that local artisans and manufacturers benefit directly from the nation's economic momentum.