The ministry of textiles has launched the ‘Swadeshi Campaign’ to boost domestic demand for handloom, handicrafts, and textile products across India. The initiative, which will run for six to nine months, aims to reposition Indian textiles as symbols of pride, style, and heritage, particularly among urban youth and Gen Z consumers. According to the government press release, the campaign’s objectives include stimulating domestic textile consumption, empowering weavers, artisans, and textile MSMEs, and aligning efforts with flagship government initiatives such as the PLI scheme for textiles, PM MITRA Parks, and One District One Product (ODOP). It will also encourage institutional procurement, urging ministries, PSUs, and educational institutions to adopt Indian-made textiles for uniforms and furnishings. Awareness will be created through events, social media outreach, and partnerships with state governments. The campaign will run under the slogan: “स्वदेशी कपड़ा देश की शान—यही है भारत की पहचान” (Swadeshi fabric is the pride of the nation—this is India’s identity). India’s textile and clothing market, valued at $179 billion in 2024, is expanding at an average annual growth rate of over 7 per cent. Household consumption accounts for 58 per cent of the domestic market and is growing at 8.19 per cent annually, while non-household consumption contributes 21 per cent with 6.79 per cent growth. With the government’s continued initiatives and the Swadeshi Campaign, domestic demand for textiles is projected to grow at a CAGR of 9–10 per cent, reaching $250 billion by 2030.