How PM Modi's 'Har Ghar Tiranga' campaign sparked a new revolution in women-led industry

School students take part in a rally under 'Har Ghar Tiranga' campaign, ahead of Independence Day, in Agartala, Monday, Aug. 12, 2024. (PTI Photo)

As India celebrates the 78th Independence Day tomorrow, people are flocking the nearby shops or going online to buy the National Flags. The ‘Har Ghar Tiranga’ campaign launched by the Prime Minister Narendra Modi in 2022 has added to the patriotic fervour. Beyond the usual glitz and glamour, the initiative has been a catalyst in new job revolution in the women-led industry.

"While it evolved into a large people's movement, it also created new employment opportunities for thousands of women across the country. This initiative gave birth to an entirely new industry driven by women at the grassroots level, reducing reliance on large vendors. Today, Self-Help Groups (SHGs) have become the primary producers of the national flags," said Govind Mohan, Secretary, Ministry of Culture.

Mohan recalled that when the Abhiyan was first launched in 2022, there was a significant challenge in meeting the demand for flags.

To address this, the central government procured national flags from large vendors and distributed approximately 7.5 crore flags to states, directly and through post offices. To further support the initiative, Prime Minister Modi initiated revision of the Flag Code of India, enabling the involvement of various stakeholders in flag production, including women's SHGs.

"By the second year, the demand for central government-supplied national flags significantly dropped to around 2.5 crore, as women’s SHGs increasingly took over flag production. A notable example is Uttar Pradesh, which purchased 4.5 crore flags from the government in 2022 but did not buy any in 2023, thanks to the self-sufficiency of its SHGs in flag production," reveals Govind Mohan.

In 2024, the demand for central government-supplied flags further decreased to just 20 lakhs, with SHGs becoming the primary producers. Across India, approximately 25 crore flags are needed annually, one for every home.