Prime Minister Narendra Modi extended Diwali greetings to the nation on Monday, wishing for "harmony, happiness and prosperity". In a message shared on X, Modi expressed hope that the festival of lights would illuminate the lives of all citizens and that a spirit of positivity would prevail.

In addition to his Diwali greetings, Modi has called upon the nation's 140 crore citizens to celebrate the festive season by supporting local industries and embracing the spirit of "Swadeshi" (indigenous). He urged citizens to buy Indian-made products and proudly proclaim, "Garv Se Kaho Yeh Swadeshi Hai!" which translates to "Say with pride, this is indigenous!". He also encouraged people to share their purchases on social media to inspire others to do the same.

This call to action aligns with the government's ongoing "Vocal for Local" campaign and the broader "Aatmanirbhar Bharat" (Self-Reliant India) initiative, launched in 2020. The "Vocal for Local" campaign aims to promote indigenous products, empower small businesses, and strengthen India's economic self-reliance. By promoting indigenous products, the campaign seeks to boost local economies, create jobs, and reduce dependence on imports.

To further amplify this message, MyGovIndia launched a special campaign titled "Celebrate Diwali and Empower Swadeshi," inviting citizens to pledge to buy only Swadeshi products this festive season. The campaign emphasizes the importance of backing local artisans, whose craftsmanship and livelihoods are vital to India's cultural and economic fabric.

Modi's message also referenced a vibrant video from MyGovIndia, featuring Bollywood stars like Varun Dhawan, Madhuri Dixit, Tripti Dimri, Anupam Kher, Sunil Grover, Rupali Ganguly, and singer Shankar Mahadevan. The video showcases families shopping in bustling markets for sweets, sarees, shoes, and electronics, all labelled "Made in India". It also highlights local businesses across India, promoting the purchase of indigenous vehicles and appliances crafted by Indian youth. The video culminates with the "Vocal for Local" mantra, encouraging people to share selfies with their Swadeshi purchases or the artisans who made them on the NaMo app.

The Prime Minister's call to embrace "Swadeshi" products during Diwali has resonated across social media, with many citizens expressing their support for the initiative. This renewed emphasis on local products aims to fuel India's economic growth and foster a sense of unity and self-reliance across the nation.

Prior to Diwali, Modi also extended greetings on the occasion of Dhanteras, a festival that marks the beginning of Diwali celebrations. He prayed for the happiness, prosperity, and good health of all citizens.