"PM Modi's Har Ghar Tiranga initiative gave rise to entirely new women-led industry": Govind Mohan, Culture Secretary
Aug 14, 2024
New Delhi [India], August 14 : The Har Ghar Tiranga Abhiyan, a nationwide campaign launched in 2022 as part of the 'Azadi Ka Amrit Mahotsav,' was envisioned by Prime Minister Narendra Modi as a Jan Andolan, urging citizens to hoist the national flag at their homes, workplaces, and institutions to promote patriotism and unity. The campaign, which began in 2022, continues as part of the nation's Independence Day celebrations.
"While it evolved into a large people's movement, it also created new employment opportunities for thousands of women across the country. This initiative gave birth to an entirely new industry driven by women at the grassroots level, reducing reliance on large vendors. Today, Self-Help Groups (SHGs) have become the primary producers of the national flags," explains Govind Mohan, Secretary, of the Ministry of Culture, which coordinates the Abhiyan.
Mohan recalls that when the Abhiyan was first launched in 2022, there was a significant challenge in meeting the demand for flags. To address this, the central government procured national flags from large vendors and distributed approximately 7.5 crore flags to states, directly and through post offices. To further support the initiative, Prime Minister Modi initiated a revision of the Flag Code of India, enabling the involvement of various stakeholders in flag production, including women's SHGs.
"By the second year, the demand for central government-supplied national flags significantly dropped to around 2.5 crore, as women's SHGs increasingly took over flag production. A notable example is Uttar Pradesh, which purchased 4.5 crore flags from the government in 2022 but did not buy any in 2023, thanks to the self-sufficiency of its SHGs in flag production," reveals Govind Mohan.
In 2024, the demand for central government-supplied flags further decreased to just 20 lakhs, with SHGs becoming the primary producers. Across India, approximately 25 crore flags are needed annually, one for every home. This shift from large vendors to SHGs has transformed these groups into a thriving industry.
These SHGs now produce and sell flags for Rs. 15-20 each, generating substantial earnings and creating jobs during the program period. PM Modi's Har Ghar Tiranga campaign has not only ensured Jan Bhagidari but also generated significant economic opportunities for women across the country.
