Mumbai, October 18, 2025 – As Diwali festivities gain momentum, prominent Bollywood figures are actively promoting the "Vocal for Local" initiative, echoing Prime Minister Modi's call to support local businesses. Triptii Dimri, Madhuri Dixit, Shankar Mahadevan, and Sunil Grover have joined the movement, encouraging citizens to shop from local vendors and artisans during this festive season.
Triptii Dimri, known for her roles in Hindi films, shared a video on Instagram where she is seen visiting a footwear shop. She emphasized the personal connection and care that comes with shopping from local businesses, highlighting the "big heart" behind every small shop. She also took a selfie with the shop owner, acknowledging his contribution to the nation's economy through taxes.
Madhuri Dixit Nene, the iconic actress, also posted a video in which she visits a shop selling festive lights. She underscored the importance of sharing happiness and supporting local communities during Diwali. Dixit also took a selfie with the owner of the shop. Her message resonated with the idea of spreading the light of togetherness by patronizing local businesses.
Grammy-winning music composer Shankar Mahadevan shared a video of himself in a sweet shop, emphasizing the enhanced joy derived from buying sweets from local vendors. He encouraged everyone to create a harmonious Diwali by supporting local businesses. Mahadevan, who was born in Mumbai and is part of the Shankar–Ehsaan–Loy trio, has been a prominent figure in the Indian music scene for decades.
Comedian and actor Sunil Grover also joined the campaign, sharing a video from a gift shop. He humorously pointed out that it's not always necessary to buy new things for Diwali, but it is important to buy from local vendors. Grover, known for his roles in comedy shows and films, brought his signature wit to the "Vocal for Local" message.
The actors' social media posts included the hashtag #VocalForLocal, amplifying the message and encouraging wider participation. These videos showcased local businesses from different cities across India, promoting the initiative as a pan-India movement. The campaign aims to boost the sales of local artisans, weavers, and small-scale businesses during the festive season.
The "Vocal for Local" initiative aligns with the government's vision of "Atmanirbhar Bharat" (self-reliant India), promoting the purchase of "swadeshi" (India-made) products. This Diwali, consumers are increasingly opting for handcrafted, eco-friendly, and locally made products, reflecting a growing awareness of the importance of supporting local economies and preserving traditional craftsmanship. The emphasis on local produce ensures that the festive cheer extends to the homes and livelihoods of local artisans and business owners.
