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EYE ON INDIA OCTOBER 24, 2025 | The Indian Eye 8
Buy Swadeshi:
This Diwali, India Lights Up with
the Spirit of ‘Vocal for Local’
From Ayodhya to Aligarh, the message is clear — this year’s festival of lights is about Indian-
made goods, clay diyas, and the pride of supporting local hands.
OUR BUREAU ration with the Police Wives Welfare
Association, showcased self-help
Kolkata / Ayodhya / Jammu
groups and artisans selling handmade
s the glow of Diwali spreads textiles, pottery, and festive decora-
across India, a common refrain tions.
Aechoes from potters’ colonies, In Aligarh, known for its bustling
temple towns, and bustling bazaars — firecracker markets, shopkeepers
“Buy Swadeshi.” This year, the festival too are catching on to the local-first
of lights has turned into a nationwide sentiment. Sellers have introduced
celebration of local craftsmanship and uniquely Indian-themed products,
self-reliance, aligning with Prime Min- such as crackers named after Oper-
ister Narendra Modi’s call for a “Vocal ation Sindoor — a tribute to India’s
for Local” Diwali. recent counter-terror operation —
From the diyas of Bengal to the and Rinku Singh, the Indian crick-
clay lamps of Ayodhya and the self- eter whose explosive IPL sixes have
help groups in Jammu, the spirit of become part of cricketing folklore.
Swadeshi is illuminating homes and “These new Indian-themed fire-
livelihoods alike. crackers are a hit,” said shopkeeper
At Ultadanga Dakshindari in Devendra Gupta. “People are excit-
North 24 Parganas, West Bengal, the ed to buy crackers that celebrate our
soft glow of thousands of earthen A woman buying idols of Hindu deities Lakshmi and Ganesh ahead of Diwali, heroes. It adds an Indian identity to
lamps reflects both tradition and eco- in Jabalpur on Thursday (ANI) the festival.”
nomic survival. For potters like Madan The shift toward homegrown
Prajapati, this is the season that de- Diwalis since Lord Ram’s return to With the Ram Temple finally branding reflects not only patriotism
cides the year. His family and team his city, the message of Swadeshi has standing tall after 500 years, Ayod- but also changing consumer tastes —
of workers have crafted nearly 50,000 taken on a spiritual dimension. Saints hya’s Diwali carries deep emotional where pride in national icons blends
clay diyas, braving erratic monsoon and seers have joined hands to en- weight this year. The lamps being lit with the festive spirit.
rains that threatened to wash away courage people to adopt locally made across the city are not just for cele-
their months of labour. goods — especially earthen lamps bration but also as an offering to A FESTIVAL THAT
“We start four to five months be- SHINES FROM WITHIN
fore Diwali because it takes days to and handmade decorations. self-reliance — symbolising the vic- his Diwali, from the clay-
Mahamandaleshwar Vishnu Das
tory of Indian craftsmanship over
make a single diya — one day to shape, Ji Maharaj described how devotees mass-produced imports. streaked hands of Bengal’s
one to dry, another to paint, and the began the festival rituals with tradi- Far from the banks of the Saryu, Tpotters to the chants along the
last to fire it,” Prajapati explained. tional lamps and prayers. in Jammu, the call to buy Swadeshi Saryu, the idea of “Swadeshi Diwa-
“This year, the rain made drying
“We placed lamps for Lord Ram,
very hard, but we managed. I only the Saryu River, Hanuman Ji, Mata has been institutionalised. li” is more than just a slogan — it’s a
At the J-K Police’s Diwali Mela, movement. The festival, once defined
ask that people buy Indian-made clay Sita, and the entire Ram Darbar. This Lieutenant Governor Manoj Sinha by imported lights and mass-pro-
lamps. Like our government says, be marks the beginning of lamp-laying urged citizens to make this Diwali a duced gifts, is steadily returning to its
vocal for local — so that families like along the Saryu’s banks, heralding a festival of empowerment by buying roots: local art, handmade lamps, and
ours can keep the tradition alive.” historic Diwali in Ayodhya,” he said. local products. community-driven celebration.
The sight of rows of diyas drying
As millions prepare to light their
Meanwhile, Saint Diwakaracha-
“Let us boost our local economy,
under the autumn sun has become a rya Ji Maharaj urged people to turn empower entrepreneurs, increase diyas on October 20, the flickering
symbol of resilience. Shoppers at the the festival into an act of service to employment, and strengthen Jammu flames will represent more than the
market echo his appeal, with many the nation. and Kashmir’s economy,” Sinha said victory of light over darkness. They
consciously choosing earthen lamps “I request everyone to adopt at the inauguration of the event. “On will also symbolise India’s growing
over imported or plastic alternatives.
Swadeshi this Diwali. Use clay lamps Diwali, ‘Vocal for Local’ should be confidence in its own artisans, its own
made locally and light them at home. our mission. Every family should buy markets, and its own people.
SAINTS LEAD SWADESHI CALL This will bring prosperity to your handicrafts, handloom, and tradition- In every corner of the country,
n Ayodhya, where preparations family and support the families who al products. This will instil patriotism Diwali 2025 is being celebrated not
are in full swing for what prom- keep the festival alive,” he told a and support small businesses.” just as a festival of lights — but as a
Iises to be one of the grandest news agency. The mela, organised in collabo- festival of Swadeshi pride.
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