From Tripti Dimri to Sunil Grover: Celebrities join govt's ‘Vocal for Local’ drive this Diwali

Several prominent film and television personalities have joined the government’s Vocal for Local initiative this festive season, promoting small shops and homegrown products across India. Earlier, Prime Minister Narendra Modi had urged citizens to choose Swadeshi products over foreign-made goods and celebrate local craftsmanship and innovation. In a post on X, he wrote, “Let’s mark this festive season by celebrating the hard work, creativity and innovation of 140 crore Indians. Let’s buy Indian products and say — Garv Se Kaho Yeh Swadeshi Hai! Do also share what you bought on social media. This way you will inspire others to do the same.”

The campaign aims to empower small businesses, artisans and entrepreneurs while strengthening India’s economic fabric and promoting self-reliance under the Aatmanirbhar Bharat vision.Bollywood actress Tripti Dimri shared a video on Instagram promoting a small footwear shop in Jodhpur, Rajasthan. “There’s something special about shopping from people who know your name, your choice, your vibe. This Diwali, I’m choosing local because every small shop has a big heart,” she wrote.

Madhuri Dixit Nene also lent her support, spotlighting a local lights business from Dehradun. “Diwali ki roshni tabhi poori lagti hai jab khushi apno ke saath baanti jaye. Let’s support our local shops, our own people — and spread the light of togetherness,” she captioned her post.

Television actor Rupali Ganguly was seen visiting a local saree shop in Kolkata and sharing her experience online. “From one festive season to another, our local shops never fail to bring that perfect Diwali warmth.

Iss baar, khareedenge wahi se — apno se. Let’s celebrate India, let’s be #VocalForLocal,” she wrote.

Comedian Sunil Grover promoted a gift shop in Lucknow. In a post on Instagram, he wrote: “Diwali pe sab kuch naya lena zaroori nahi — bas apne logon se lena zaroori hai. Shop local, smile local, celebrate local!”

Joining in, singer-composer Shankar Mahadevan visited a sweets shop in Prayagraj. In his post, he wrote: “Har mithai ki mithas badh jaati hai jab woh apne sheher ki dukaan se aati hai.

Iss Diwali, apni khushiyon ka sur banayein #VocalForLocal ke saath.”

The initiative has received wide attention this festive season, with many citizens echoing the message of supporting local artisans, weavers and small vendors.The Vocal for Local movement, led by the Central Government and supported by NITI Aayog, aims to encourage people to prefer domestically made goods and services. The initiative focuses on strengthening the country’s economic base by supporting local businesses, generating employment and promoting self-reliance under the broader vision of Aatmanirbhar Bharat (Self-Reliant India).