The Ministry of Textiles has rolled out the Swadeshi Campaign, a nationwide initiative aimed at boosting domestic demand for handloom, handicrafts and textile products.
The campaign, which will run for six to nine months, seeks to reposition Indian textiles as aspirational products of pride, style and heritage, with a strong focus on urban millennials and Gen Z consumers. According to the Ministry, the campaign will serve as a growth lever for the domestic textile market, valued at US$ 179 billion in 2024 and expanding at an annual rate of over 7%.
Household consumption currently accounts for 58% of the market, growing at 8.19% CAGR, while non-household consumption makes up 21%, growing at 6.79%.With GST reforms and continued government initiatives, demand is projected to accelerate, taking the domestic textile market to US$ 250 billion by 2030.
The Swadeshi Campaign is structured around five key pillars, namely, stimulating domestic demand among youth and urban consumers, embedding textile heritage into national identity, empowering weavers, artisans and MSMEs through enhanced market access and income opportunities, aligning with Atmanirbhar Bharat, integrating with PLI for Textiles, PM MITRA Parks, and ODOP initiatives, and promoting institutional procurement across ministries, PSUs and educational institutions.
Awareness drives will include events, exhibitions and digital outreach, with the slogan ‘Swadeshi Kapda, Desh Ki Shaan, Yahi Hain Bharat Ki Pehchan’. State governments will also be engaged to amplify the campaign at the grassroots level.
Industry analysts view the initiative as a timely intervention to channel consumer sentiment towards indigenous products while creating sustained growth opportunities for the textile value chain.
News Courtesy: Textile Insights