Vocal For Local

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The Slogan 'Vocal for Local' came to light when the pandemic was at its worst has finally come to bear fruit in India developing her very own indigenous vaccine to fight the pandemic.
As the havoc of the pandemic wrecked through India the ‘vocal for local’ adage was evident in the most uncommon of places. One of them is perhaps the sale of sarees by energetic young women in Facebook live. As the pandemic forced many to resort to digital entertainment, these sites perhaps got popular. While the craftsmanship reflected in the wide variety right from Benarsi to Paithani is a treat for the eyes, the live shows of women entrepreneurs sometimes with, not so eloquent English, and yet being successful in their effort to sell the humble attire gives a glimpse into the wonder, that is, India. One cannot but marvel at the treasure trove that is imbibed in these six-yard pieces which women of the 21st century surprisingly love to adorn. 

However, what is most surprising is to see women buying sarees worth thousands of rupees over Facebook. Driven by curiosity I discovered that the demand for the best, at times, cannot be met by the sellers. Multiple bookings for the most expensive sarees of the show often left not only me but even the sellers off guard, many times.  As I reflected on the whole process right from the local craftsmen to the local sellers, I could not help but admire the enthusiasm to be ‘vocal for local’. 


It perhaps could be debatable if these women were driven by the Prime Minister’s ‘vocal for local’ campaign but there could be no doubt that these energetic women are truly the vocal representatives of the local talent in India. Although the motivation for the vocal could be to improve one’s own prosperity, it cannot be denied that they are taking a whole caravan of local talent and their crafts with them. And perhaps bringing cheer to many a family. On the other hand, the buyers both national and international get an opportunity to indulge in preserving the Indian tradition through these local products. The slow but steady acknowledgment and at times appreciation for the locals also reflects the intrinsic value of the products and practices of this ancient nation. The challenges of the trying times during the pandemic may have been instrumental in the retrieval of the lost glory of Indian cultural heritage be it in the humble saree or the nutritional supplement chyavanprash. However, scaffolding the effort of motivated entrepreneurs for developing the consciousness and utility in educating people to preserve their native culture beyond the harshness of the pandemic, is perhaps the need of the hour. 

Let's be VOCAL FOR LOCAL and support the local artisans. Promote the dying art of our country.



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