Can an appeal, VOCAL FOR LOCAL make a big difference for Indian Businesses?

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Dr. Sanjay Ganesh Mishra


Addressing the nation, our honourable Prime Minister expressed use of swadeshi goods. He emphasised on not just ‘Make in India, but Made in India’ through his slogan of VOCAL FOR LOCAL. The Prime Minister also added the term ATMANIRBHAR BHARAT, which means self-reliance. We Indians again need to propagate, ‘The Swadesi Moment’ and make our country self-reliant in almost every walk. ‘Be Indian, Buy Indian’ needs to be inculcated in the minds of the desi Indian consumers with spirit of love towards the nation. The idea behind such a call is to boost the Indian Economy amidst lockdown. This appeal seems to be in line with the call by the President of USA – ‘America First’ focusing on the policy of rising trade protectionism for support to local business

The world economy has tumbled down like a flock of cards due to pandemic and India being no exception to this situation. The biggest challenge in front of world leaders is to come out of the situation and inject their economy through reforms and relief packages so that the business can restart. India is facing a big problem of unemployment, poverty, movement of migrant labourers to their natives, closure of most of MSME’s, lack of funds etc and to overcome the situation the government machinery needs to take reformative measures to brings the economy back on the tracks.

The concept of Vocal to Local, is promoting Indian products in the Indian markets through persuading marketing so that the Indian consumers impulsive behaviour is put to test through patriotic feeling. The trump card played here is the emotional touch to connect with 135cr citizens of our country during this hard time. It’s the time that the Indian goods and services are promoted through digital marketing, advertising and promotions in aggressive manner. It’s the time when Indian corporate honchos needs to take advantage of the situation by playing emotional trumpet to build a place in the minds of the Indian customers for the Indian goods.

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