Traditional Craftsmanship Can Drive Economic Growth, Says PM Modi

Prime Minister Narendra Modi on Sunday emphasised the role of India’s traditional craftsmanship in driving economic growth through innovation, entrepreneurship and international collaboration.

Sharing an article by Finance Minister Nirmala Sitharaman on X, the Prime Minister highlighted how the Centre’s One District, One Product (ODOP) initiative is helping local artisans access wider markets, generate sustainable livelihoods, preserve cultural heritage and enhance India’s global competitiveness.

Union Minister Smt. @nsitharaman highlights how traditional Indian craftsmanship can drive economic growth through innovation and global partnerships.

The ‘One District, One Product’ initiative is helping local crafts gain market access, create sustainable livelihoods, preserve… https://t.co/idUMMgPSbq

— PMO India (@PMOIndia) July 19, 2026

In her article, Finance Minister Sitharaman highlighted Vastrakala, an Indo-French collaboration based near Chennai, as an example of how global partnerships can create new opportunities for Indian artisans. She noted that during a recent investors’ meeting in Paris, India’s Ambassador to France spoke about Vastrakala, which successfully combines French haute couture with India’s centuries-old embroidery traditions.

Inspired by the initiative, the Finance Minister visited Vastrakala’s workshop in Gudapakkam, Tiruvallur district, near Chennai. During her interaction with the artisans, she learned that the company had deliberately shifted its operations from Chennai to Gudapakkam to bring skilled employment closer to villages where embroidery traditions have flourished for generations.

Sitharaman described Vastrakala’s relocation from Chennai to Gudapakkam as a rare example of industry moving closer to villages to support traditional artisans. She noted that embroidery once provided an alternative livelihood in the drought-prone Kanchipuram-Sriperumbudur-Tiruvallur region during poor harvests.

Industrialisation and urban expansion gradually drew many villagers into factory jobs, leading to a decline in the region’s centuries-old embroidery tradition.

The Finance Minister said initiatives such as Vastrakala demonstrate how reviving traditional crafts through innovation and international collaboration can preserve India’s rich cultural heritage while creating sustainable economic opportunities for future generations.

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