Prime Minister Narendra Modi on Monday renewed his push for “swadeshi” — the use of indigenous goods — urging Indian businesses to proudly promote and sell locally made products, especially as the festive season approaches.

Speaking at an event in Ahmedabad, Gujarat, the Prime Minister said, “Businessmen should put up big boards outside their shops saying they sell ‘swadeshi’ goods.” With Navratri, Dussehra, Dhanteras, and Diwali around the corner, Modi emphasized that the festive period should not just be a celebration of culture, but also a celebration of self-reliance.

“I want to repeat my request once again — let’s make it a habit to buy only Made in India products. Let’s adopt the mantra of swadeshi in our everyday lives,” he said. “Even small steps like refusing to sell imported goods can have a big impact on the country’s progress,” he added.

The appeal ties into Modi’s long-standing campaigns like ‘Vocal for Local’ and ‘Make in India’, which have been central to his 11-year tenure as Prime Minister. However, critics, including Opposition leaders, argue that despite the rhetoric, India’s manufacturing sector has not seen the kind of growth promised.

Modi’s latest remarks also come at a time when global trade tensions are rising, particularly with the United States. A new 25% tariff — on top of an existing 25% — is set to come into effect soon as the U.S. penalizes India for continuing to import oil from Russia amid the ongoing Ukraine war. India has pushed back against the move, calling it unfair and a violation of its sovereign right to decide its own trade relationships.

The Prime Minister recently used his monthly radio program, *Mann ki Baat*, to stress that true patriotism lies in supporting local industries and products. Monday’s comments in Ahmedabad further underlined that stance.

Meanwhile, the broader "swadeshi" campaign is being echoed by other leaders within the BJP. Union Minister Shivraj Singh Chouhan, marking the festival of Raksha Bandhan, called on citizens to take a pledge to protect the country by committing to buy Indian-made products.

Uttar Pradesh Chief Minister Yogi Adityanath took it further, linking the purchase of foreign goods to funding for terrorism, Naxalism, religious conversion, and what he referred to as “love jihad” — a controversial and widely discredited conspiracy theory alleging a plot by Muslim men to marry and convert Hindu women.

The PM's emphasis on self-reliance and national pride continues to gain political and cultural momentum, particularly as India navigates a complex web of economic, geopolitical, and social challenges in the run-up to national elections.