Prime Minister Narendra Modi’s Har Ghar Tiranga initiative, launched as part of the ‘Azadi Ka Amrit Mahotsav,’ has not only fostered a wave of national pride but also catalyzed the emergence of a vibrant, women-led industry.
Govind Mohan, Secretary of the Ministry of Culture, which oversees the Har Ghar Tiranga Abhiyan, highlighted the unexpected yet impactful transformation brought about by the campaign.
“What started as a call for citizens to hoist the national flag at their homes and workplaces has evolved into a major grassroots movement. This initiative has created significant employment opportunities for women across India, giving rise to a new industry centered on flag production,” Mohan explained.
The campaign, launched in 2022, initially faced logistical challenges in meeting the high demand for flags.
To address this, the central government sourced flags from large vendors, distributing around 7.5 crore flags through various channels.
However, a pivotal change came with the revision of the Flag Code of India, which allowed for broader participation in flag production, including women’s Self-Help Groups (SHGs).
By 2023, the reliance on central government-supplied flags decreased dramatically.
For instance, Uttar Pradesh, which had purchased 4.5 crore flags from the government in 2022, sourced none in 2023 due to the self-sufficiency of local SHGs.
This trend continued into 2024, with central government supplies dropping to just 20 lakh flags, as SHGs took on a more prominent role.
Across the nation, approximately 25 crore flags are now needed annually, and SHGs have become the primary producers.
This shift has transformed these grassroots groups into a thriving industry, providing both economic opportunities and promoting women’s empowerment.
“PM Modi’s Har Ghar Tiranga campaign has not only fostered a spirit of unity and patriotism but has also significantly contributed to women’s economic independence. By reducing dependence on large vendors and supporting local SHGs, the initiative has redefined flag production in India,” Mohan added.
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