Swadeshi Then, Swadeshi Now: A Call to Our Conscience on Handloom Day

Swadeshi Then, Swadeshi Now: A Call to Our Conscience on Handloom Day

It’s been three days since Handloom Day was celebrated and I wonder how many of us even noticed it.  Unlike the huge  fanfare around Valentine’s Day or Mother’s and Father's Day, it slipped by quietly, save for a few newspaper ads and discounts from government emporiums. 
At the Bharat Mandapam, in Delhi, the Hon’ble Textiles Minister honoured several handloom artists, among them was Shri Rajendra Ankam from Solapur, Maharashtra, renowned for his exquisite threadwork wall hangings. Yet, beyond these ceremonies, their names will probably fade from public memory. And that is the tragedy,  that the very keepers of our heritage remain unsung.
Handloom Day is not just about fabric; it’s about the fabric of our identity.
The roots go back to 1906, when leaders like Bal Gangadhar Tilak, Bipin Chandra Pal, and Mahatma Gandhi called for Swadeshi and Boycott, a movement for self-reliance and national dignity. Swadeshi was never merely about rejecting British goods, it was about becoming self- reliant,  reclaiming faith in Bharat.
A century later, Swadeshi is even more relevant. Today we flaunt wardrobes full of foreign brands, feast on fast food, and dream of foreign degrees. We hesitate to pay for a handwoven saree or kurta but don’t blink at spending several times more on a branded pair of jeans or imported shoes. We dismiss millets and khadi as “old-fashioned,” yet proudly consume colas, pizzas, burgers, and polyester blends saturated with chemicals.
Why have we developed such double standards? The reasons are not entirely unfounded, fast food is cheaper and more visible, foreign brands are marketed as aspirational, and overseas universities offer superior infrastructure and labs. But this is exactly where we must introspect.
• Are we investing enough in local innovation, design, and branding?
• Are we making Indian goods aspirational?
• Are we strengthening our universities so our best minds don’t feel compelled to leave?
It’s worth remembering that many global brands quietly source their products from India only to add a foreign label and sell them back to us at premium prices. This proves that capacity is not our challenge, perception is.
I admire my nephew Ananth, educated at Boston and Princeton, who chose to return to India. Today he works at the Indian Institute of Science, Bengaluru, contributing to research and innovation. This, to me, is patriotism in action. But why should anyone have to choose between opportunity and duty? We need systems that reward and retain talent right here at home.
As a former CEO of the Maharashtra State Khadi Village and Industries Board, I have often urged: “Wear Khadi once a week, or at least use a Khadi towel or handkerchief.” Today, I extend this appeal again especially to the youth:
• Wear handloom once a week.
• Wear khadi once a week.
Not out of compulsion, but as a conscious celebration of who we are. Khadi is stylish, breathable, eco-friendly. Handloom is timeless and priceless.
With America imposing tariffs, perhaps it’s also time to question our uncritical love for McDonald’s, KFC, Nike, Coca-Cola, and other imports. Shouldn’t we, instead, take delight in healthier idli-vada, vada paav, sherbets, and khadi?
If you’re a young Indian who wants to make a difference:
• Swap fast fashion for conscious fashion.
• Eat food that nourishes, not just tempts.
• Support Indian artisans and businesses.
• Before every purchase, ask: “Can I choose local?”
Swadeshi isn’t just a sentiment, it must be a strategy. That means:
• Investing in better product design and marketing.
• Making Indian fashion and lifestyle aspirational.
• Strengthening infrastructure in education.
• Encouraging our students to study in India through supportive policies.
People will not be willing to wear Indian unless we make our clothes trendy, aspirational, and easily accessible. 

Loving our country must not be limited to waving the national flag on  occassions but must be woven into our daily choices. It can certainly not be limited to forwarding WhatsApp messages like a poster advocating Indian alternatives which I too received. Frankly that is what made me sit up to write this blog. Yet, this Handloom Day, let’s dedicate ourselves to rebuilding India with our hands, our hearts, and our heads. Let’s become more vocal for local  not just in words, but in the way we live.

R. Vimala, IAS,

Resident Commissioner, Maharashtra,

Compassionate Civil Servant & PhD Scholar at IIT Bombay