The overall aim of the entire ‘Make in India’
and ‘Vocal for Local’ campaigns is to encourage local and native
businesses and manufactured goods to gain precedence over exported or foreign
products. One of the first stakeholders to join the bandwagon in support of
these campaigns were Indian e-commerce brands, making it a point to heavily
promote and suggest India-made goods / products to customers from all walks of
life. The involvement of e-commerce players is crucial to the success of ‘Vocal
for Local’, and the ‘Make in
With the coronavirus pandemic, being ‘vocal for local’ has also gained
momentum. With consumer demands, trends, and spending patterns also changing,
and policy level changes supporting the growth of startups, many new businesses
have taken up the cause of being completely made in
It can be said
that initiatives like ‘Make in
Pepperfry - Riding on "Make in India" and "Vocal for Local" sentiment, online furniture retailer Pepperfry has launched a new digital campaign titled "Swadeshi is great" to promote and celebrate Indian artisans and their creations, and urge customers to buy local.The objective of this marketing exercise is to impress upon consumers the superiority of swadeshi products on key variables of purchase decision-making that include quality, style and value. The platform claims to have over 90% locally-made products.
Saraf Furniture - Saraf Furniture, launched in 2014 by Raghunandan Saraf,
specializes as a direct manufacturer of solid Sheesham wood products available
in wide range in
Zouk - Mumbai-based
B2C startup Zouk, a vegan brand for bags, wallets, and accessories. The startup
stands out by fusing Indian craftsmanship with modern functionality with its
range of products. Zouk employs artisans from Dharavi and uses Indian
handicrafts like Ikat, jute, khadi and motifs in its products. It also procures
raw materials from across the country and 24 artisans handcraft each piece
WorldArtCommunity - WAC is an online, art and craft marketplace
where consumers buy hand-made artistic products directly from their creators. World
Art Community is a forum where artists and designers showcase their work for
direct purchase by clients who would otherwise never encounter their
creations. Shobhit Arora started World Art Community in Gurgaon in
December 2014. It’s a peer-to-peer platform, which is used by both buyers
and sellers across the country.
6yardsandmore - Noida-based 6yardsandmore was founded in 2016 , a Facebook
Business which works with weavers in remote villages across
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