If there is one politician who can be called an authority in branding, it would undoubtedly be Prime Minister Narendra Modi. Right from his election in 2014 to 2019 to now, we have seen Brand Modi grow stronger and stronger. Just like his brand, he made a clarion call post lockdown for “Vocal for Local”. Rajdeep Sardessai very nicely talks about how marketing has been the force for the BJP to win the National Elections in his book – 2019: How Modi Won India Hardcover.
This call for “Vocal for Local” is not a new one but has been used by many nationalist leaders in the past. ‘America First’ is a similar example from Donald Trump. This can have great benefits to a country and we need to analyze it with great detail. The economy could get a huge boost if we take this call seriously and start producing goods that can be local alternatives. Local products can start demanding a premium solely for being a ‘Make in India’ product. Having great alternatives for foreign products that can match quality will be an effort in the right direction.
What is Vocal for Local
On May 12, Prime Minister Narendra Modi called upon Indians to be “Vocal for Local”. Interpretation of this call by the locals will have far-reaching effects on the country’s landscape and prosperity. We could use this to transform our country into a self-reliant nation and become exporter rather than importers.
India produces some of the most amazing handicraft and artworks. The effort by Fab India to bring such works in the mainstream has made a difference. This can be a start in this industry and we can follow these examples. Alternatively we can also see the different other powerhouse industries like textiles and IT to become our countries stronghorses.
The government should also focus on driving stronger policies. This is where we are currently lacking. The government should ease the processes of running a business. Licence raj policies should be shown the door. Village demographics have changed dramatically post the COVID lockdowns in the country. Pockets of virtually empty villages have become re-populated and many of the poorest parts of the country have experienced the largest inflows.
These people who have moved back to their villages will search for local livelihoods. They desperately need immediate and substantial social transfers. Strengthening these communities would show a real commitment to the right kind of local. This requires making our safety nets wide, accessible and fair. It involves building schools, clinics and hospitals within easy reach, and opening windows of credit to those with ideas without first asking them to label themselves as farmers or micro-entrepreneurs.
Where we could go wrong
The swadeshi model that was started by Gandhiji could be a call of a similar nature. The problem with that time and now is that we cannot just be giving doles and subsidies to local producers. We need to invest in ways to improve quality. We need to make them into brands that resonate with nationalist feelings. The world is a global village and there will be a time competition from foreign players investing in the country will grow.
A recently introduced policy to stock only local goods in police and paramilitary canteens became a the centre of controversy. The farcical exercise was called out after the list of banned items ended up including products by the local units of Colgate-Palmolive Co., Nestle SA, and Unilever NV, which have had significant Indian operations for between 60 and 90 years, as well as Dabur India Ltd., a New Delhi-based maker of Ayurveda brands. The since-withdrawn list demonstrates the practical difficulty of bureaucrats trying to find things in a globalized world that is 100% indigenous.
We should also realize that many of these foreign companies are also employing thousands of Indians. We need to streamline the way we can phase these employees into Indian Companies that would need increased manpower if demand grows.
Conclusion
Sustainable and resilient communities cannot be built on a fiscal and regulatory structure that is highly centralized. If we adequately fund, support, and trust local governments and remain open to absorbing both the knowledge and products that others produce better than us, we can create a society where all, not just a few, matter. If we insist that everything can be “Made in India” and close borders because a crisis sealed them temporarily, we open ourselves to mediocrity and isolation, continued mass poverty, and greater vulnerability to future pandemics. We have the capacity to refocus on the right local if only we could agree on the vision.
