As Diwali approaches, a quiet revolution is taking place across India’s markets, powered by an unlikely force: Bollywood‘s biggest stars are stepping out of glamorous sets and into neighborhood shops, championing the “Vocal for Local” movement and encouraging millions to rethink their festive shopping habits.
This year, the familiar glow of Diwali is shining particularly bright on local businesses, thanks to prominent film and television personalities who have taken to social media to promote small shops and artisans in their communities.
A Star-Studded Push for Local Economies
The “Vocal for Local” campaign, which encourages consumers to prioritize domestically produced goods and services, has found powerful ambassadors in celebrities like Triptii Dimri, Madhuri Dixit, Rupali Ganguly, Sunil Grover, and Shankar Mahadevan.
These celebrities aren’t just posting generic messages of support—they’re visiting actual neighborhood shops, sharing heartfelt videos of their interactions with business owners, and explaining in personal terms why supporting local economies matters during the festive season.
Actor Rupali Ganguly perhaps captured the sentiment best when she wrote: “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.”
The Celebrities and Their Local Champions
Triptii Dimri – Footwear in Jodhpur
Triptii Dimri shared a video featuring a local footwear shop in Jodhpur, Rajasthan, highlighting the personal connections that form when shopping locally. “There’s something special about shopping from people who know your name, your choice, your vibe,” Dimri noted in her caption. “This Diwali, I’m choosing local because every small shop has a big heart.”
Madhuri Dixit – Lights in Dehradun
Madhuri Dixit Nene brought attention to a local lights business from Dehradun, connecting the traditional Diwali illumination with the joy of supporting community businesses. “Diwali ki roshni tabhi poori lagti hai jab khushi apno ke saath baanti jaye,” she wrote, encouraging her followers to “support our local shops, our own people – and spread the light of togetherness.”
Rupali Ganguly – Sarees and Selfies
In a particularly touching moment, television actor Rupali Ganguly visited a local saree shop and asked the owner for a selfie—a reversal of the usual fan-celebrity dynamic that highlighted the dignity and value of small business owners.
Supporting Cast
They were joined by comedian Sunil Grover and singer-composer Shankar Mahadevan, who also promoted small vendors and thanked them for their essential role in society, especially during the festive season.
More Than a Trend: The Impact of Shopping Local
The “Vocal for Local” movement isn’t just feel-good messaging—it has real economic impact. During previous Diwali seasons, the push toward indigenous products has shown significant results. In 2023, Diwali festivities witnessed record trade of Rs 3.75 lakh crore as the Vocal for Local movement resonated with shoppers, with Chinese goods losing trade worth more than Rs 1 lakh crore compared to previous years.
The movement, spearheaded by the Central Government and actively promoted by NITI Aayog, aims to strengthen India’s economic foundation by empowering local businesses, boosting employment, and enhancing the country’s manufacturing capabilities—all advancing the vision of Aatmanirbhar Bharat (Self-Reliant India).
This year’s celebrity push aligns perfectly with the broader goals of the initiative, potentially amplifying its reach to millions of fans who might not have otherwise considered where they shop this Diwali.
The Deeper Meaning of Diwali Spending
The timing of this campaign is particularly meaningful. Diwali has always been a festival of light, prosperity, and new beginnings. The traditional consumer practices associated with Diwali—buying new clothes, exchanging gifts, purchasing decorations and sweets—make it one of the most important shopping seasons of the year for businesses of all sizes.
This year, however, there’s an increasing awareness that how we spend our money can be as important as how much we spend. There’s a growing recognition that every purchase from a local business isn’t just a transaction—it’s someone’s Diwali bonus, a child’s school fees, or an artisan’s recognition that their craft is valued.
As one devotee visiting Ayodhya for Deepotsav preparations noted, the festival represents deeper values: “There’s something special about shopping from people who know your name, your choice, your vibe.”
How You Can Join the Movement
Supporting local businesses doesn’t require celebrity influence—just conscious choices. Here are practical ways you can be part of the movement:
- Start with one category of your Diwali shopping—whether it’s sweets, decorations, or gifts—and commit to buying it locally
- Visit physical markets rather than relying exclusively on e-commerce platforms
- Choose Indian-made products over imported alternatives when possible
- Share your local finds on social media using hashtags like #VocalForLocal to inspire others
- Build relationships with shop owners—let them know you value their presence in your community
As Triptii Dimri reminded her followers, the appeal of local shopping often goes beyond price or convenience: it’s about connection, community, and recognizing the “big heart” behind every small shop.
Frequently Asked Questions
What is the “Vocal for Local” initiative?
“Vocal for Local” is a national movement spearheaded by the Central Government and actively promoted by NITI Aayog. The initiative encourages consumers to prioritize domestically produced goods and services with the aim of strengthening India’s economic foundation by empowering local businesses, boosting employment, and enhancing manufacturing capabilities.
Which celebrities are promoting local businesses this Diwali?
Prominent celebrities supporting the movement include Triptii Dimri (promoting local footwear in Jodhpur), Madhuri Dixit (highlighting a lights business from Dehradun), Rupali Ganguly (visiting a local saree shop), Sunil Grover, and Shankar Mahadevan.
How does supporting local businesses help the economy?
Supporting local businesses creates a multiplier effect—money spent in local communities tends to circulate within those communities, creating more jobs and supporting other local enterprises. The Confederation of All India Traders reported that during the 2023 Diwali season, the emphasis on indigenous products contributed to record trade of Rs 3.75 lakh crore.
What are some easy ways to support local businesses this Diwali?
You can support local businesses by shopping at neighborhood markets instead of large malls, choosing products made in India, buying from street vendors and hawkers, and purchasing from local artisans and weavers. Even shifting a portion of your festive shopping to local businesses can make a significant difference.
Is the “Vocal for Local” movement only relevant during Diwali?
While the movement gains particular prominence during festive seasons like Diwali when shopping activity peaks, it’s designed as a year-round practice. Consistent support for local businesses throughout the year helps create sustainable livelihoods and strengthens community economies beyond the festive season.
Lighting Up More Than Homes
This Diwali, the celebrities championing local businesses remind us that the festival has always been about more than external displays of light—it’s about illuminating the path for others, supporting communities, and recognizing the interconnectedness of our prosperity.
The true victory of light over darkness comes when prosperity reaches every household, when the shopkeeper who has served your family for decades can celebrate Diwali with the same joy as their customers.
As the lights of millions of diyas illuminate homes across India this Diwali, perhaps the most enduring glow will come from the economic hope we can kindle in our own neighborhoods.
What local business will you be supporting this Diwali?
