Handloom
PM Modi goes Gen Z, urges Indians to share 'Get Ready With Me' videos on National Handloom Day
New Delhi/IBNS: Prime Minister Narendra Modi has appealed to citizens to celebrate National Handloom Day on August 7 by creating and sharing "Get Ready With Me" (GRWM) videos on social media, borrowing a popular Gen Z trend to promote India's handloom heritage.
On the eve of National Handloom Day, Modi shared a video message urging people to celebrate the occasion, which commemorates a landmark moment in India's Swadeshi Movement against British rule.
"Let's make India's handloom diversity popular. Share your videos with your favourite handloom products, including GRWM videos. Don't forget to use #NationalHandloomDay," Modi wrote on social media.
What is National Handloom Day?
National Handloom Day is observed every year on August 7 to celebrate India's rich handloom heritage and honour millions of weavers and artisans who keep traditional weaving techniques alive. The day also seeks to promote handwoven textiles and support the livelihoods of weaving communities across the country.
Why is it observed on August 7?
The date marks the launch of the Swadeshi Movement on August 7, 1905, in Kolkata, when Indians were encouraged to boycott foreign goods and embrace indigenous products, particularly handloom textiles.
The Government of India officially declared August 7 as National Handloom Day in 2015, with the inaugural celebration held in Chennai and led by Prime Minister Modi.
Today, on National Handloom Day, we celebrate India’s rich and vibrant handloom heritage. We also salute the skill, creativity and dedication of our weavers and artisans. For generations, they have preserved and enriched our traditions.
— Narendra Modi (@narendramodi) August 7, 2026
Our Government will keep supporting the…
A Gen Z-style outreach
Unlike a conventional speech or written appeal, Modi used a short social media video referencing the popular "Get Ready With Me" (GRWM) format, a trend widely used by younger audiences on platforms such as Instagram.
He also encouraged people to celebrate National Handloom Day with the same enthusiasm as occasions like Friendship Day, signalling a deliberate attempt to connect with Gen Z through familiar digital language.
Turning handloom into a social media movement
Instead of only urging people to purchase handloom products, the Prime Minister encouraged citizens to wear handloom, create videos showcasing their outfits, and share them online using the official hashtag.
The campaign aims to transform handloom into a social media trend while increasing visibility for India's traditional weavers and artisans.
Promoting 'Vocal for Local'
The initiative aligns with the government's 'Vocal for Local' and 'Atmanirbhar Bharat' campaigns by encouraging consumers to support indigenous craftsmanship and sustainable textile production.
A shift in digital communication
Prime Minister Modi has consistently promoted handloom since National Handloom Day was instituted in 2015. This year's campaign, however, marks a shift in communication style, using influencer-style content and social media trends instead of traditional messaging.
The video has also generated discussion online, with many praising the effort to engage younger audiences, while others viewed the influencer-style approach as an unconventional way for a prime minister to promote a government initiative.
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