MUMBAI: From celebrating India’s rich cultural heritage and craftsmanship to being vocal for local, Independence Day campaigns crafted by companies this year are going all out to showcase the country’s potential. As India marks its 79th year of independence amid tariff turbulence, which risks derailing the country’s short-term growth trajectory, the show of Indian might has grown bigger. Be it Rasna touting the rollout of a relaunched “Indian made” ready-to-drink fruit juice Jumpin, a brand it recently acquired from Hershey’s India, or SolarSquare, a startup launching the ‘Apna Desh, Apni Bijli’ campaign, this I-Day is a lot about rallying behind India’s pitch to be self-reliant. “Rooted in the ideals of self-reliance and national pride, Jumpin is a 100% indigenous product that champions Indian farmers, supports local MSMEs, and reinforces domestic supply chains,” said Piruz Khambatta, group chairman at Rasna. Homegrown furniture startup Pepperfry curated a digital film detailing the making of a sofa at its manufacturing facility. “Independence Day is also about recognising the people and efforts that make India self-reliant,” said Archana Kumari, lead, brand marketing at Pepperfry.Over the past few years, a deluge of local brands and D2C startups have mushroomed in the country, widening choice for consumers; many of them have also gone global. Alongside the growth of western chains such as KFC or Starbucks, Indians today have the option to buy fast food and coffee from a Wow! Momo and Blue Tokai Coffee Roasters or apparel from The Souled Store or Virgio. Besides, a whole new crop of brands such as Suta and House of Chikankari are stepping up the appeal of Indian fabrics and craftsmanship. This time around, Tata Tea Premium has featured hand-painted kettles inspired by regional art forms, including Madhubani, Phulkari, and Pattachitra. “At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India’s rich diversity is its greatest strength,” said Puneet Das, president, packaged beverages (India & South Asia) at Tata Consumer Products.The patriotic fervour is not just confined to campaigns and product launches; some brands have also tapped into the national sentiment to strategise and step up visibility for emerging Indian brands – Myntra, for instance, is rolling out a zero commission model for new women’s ethnic wear brands for three months starting August 15.
