PM Modi targets Gen Z with Handloom Day GRWM campaign
PM Modi urged young people to buy handloom products and create videos showcasing India’s weavers, helping the world recognise their craftsmanship and heritage.
- Prime Minister Narendra Modi shared a new Instagram reel ahead of National Handloom Day.
- He urged young Indians, especially Gen Z users, to create GRWM videos featuring handloom products.
- GRWM means “Get Ready With Me”, a popular format showing people preparing their outfits or getting ready to go out.
- National Handloom Day is observed on August 7 every year.
- Modi recalled that the Swadeshi Movement began on August 7, 1905.
- He linked handloom promotion with the idea of Aatmanirbhar Bharat, or self-reliant India.
- The Prime Minister encouraged people to buy at least one handloom product.
- He asked citizens to share videos that could make India’s weaving traditions popular worldwide.
- The campaign aims to support weavers, artisans and families dependent on the handloom sector.
- It also seeks to present traditional Indian textiles as modern, stylish and suitable for everyday use.
- Social media can help young consumers discover regional fabrics and learn about the people who make them.
- Handloom products reflect the cultural identity and artistic traditions of different Indian communities.
- A GRWM video can combine personal fashion, cultural pride and support for local artisans.
- The campaign may increase visibility for handloom, although challenges such as high costs and limited market access remain.
- Modi’s appeal shows how political communication is increasingly using the language and formats familiar to young social media users.
Modi asks Gen Z to promote handloom
Hyderabad: Prime Minister Narendra Modi has once again used the language of social media to connect with India’s younger generation. In a new Instagram reel, he urged young Indians, particularly members of Gen Z, to celebrate National Handloom Day by wearing their favourite handloom products and sharing “GRWM” videos online.
GRWM stands for “Get Ready With Me”, a popular social media format in which people record themselves choosing an outfit, getting dressed, applying makeup or preparing to leave home. By adopting this trend, Modi is presenting handloom not only as a traditional textile but also as something that can fit naturally into the everyday style and digital lives of young people.
Beginning the reel with “saathiyon”, or “friends”, the Prime Minister reminded citizens that National Handloom Day is observed on August 7. He called on people to mark the occasion with “enthusiasm and zeal” and encouraged them to make India’s handloom diversity visible across the world.
Modi also connected the day to India’s freedom struggle. He recalled that the Swadeshi Movement began on August 7, 1905, when Indians came together to oppose British rule and promote indigenous products. The movement was not simply an economic campaign; it became a powerful expression of self-respect, unity and the desire for national independence.
In the video, the Prime Minister described handloom as part of the country’s journey towards a self-reliant India, or Aatmanirbhar Bharat. His message was that buying locally made textiles today can echo the spirit of the Swadeshi Movement, while also supporting the people whose skill and labour keep India’s weaving traditions alive.
He appealed to young people to purchase at least one handloom product and record a video featuring it. Such a post, he suggested, could encourage others to appreciate Indian textiles and draw global attention to the country’s weaver community. The appeal turns a simple act of buying or wearing clothes into a public expression of support for artisans.
The Prime Minister’s message also reflects the changing way political leaders communicate with citizens. Instead of relying only on formal speeches or public events, leaders are increasingly using short videos, reels and familiar internet language. For a young viewer, the phrase “make a GRWM video” may feel more direct and relatable than a traditional appeal about preserving cultural heritage.
At the same time, the campaign places the spotlight on the human beings behind handloom products. Every sari, shawl, dupatta, shirt or piece of fabric carries the work of skilled weavers, many of whom depend on regular orders and fair prices. When consumers choose handloom, they can help create demand for crafts that might otherwise struggle against mass-produced and machine-made textiles.
India’s handloom tradition is also closely linked to regional identity. Different states and communities are known for distinctive fabrics, designs, weaving methods and natural patterns. A social media campaign could give these traditions a wider audience, especially if users explain where a product came from and share the story of the artisan or region behind it.
For many young Indians, the appeal may lie in combining tradition with personal style. A handloom outfit can be worn at a college event, a family celebration, a workplace or even in a modern casual setting. A creative GRWM video can show that traditional clothing does not have to remain limited to festivals or formal occasions.
The appeal is therefore both cultural and economic. The government wants handloom to be recognised as a living tradition rather than something preserved only in museums. It also hopes that greater public interest will support the families and rural communities that depend on weaving for their livelihoods.
Modi’s social media message comes at a time when online trends can quickly influence fashion choices and consumer behaviour. A single video may not solve the problems faced by weavers, including rising costs, limited market access and competition from cheaper alternatives. However, it can create visibility and encourage conversations that bring traditional products closer to a new generation.
The Prime Minister asked citizens to share their videos on social media and use the hashtag linked to National Handloom Day. His request was simple: wear something handloom, show it with pride and inspire others to do the same. In that sense, the campaign seeks to turn a national observance into a personal and shareable experience.