Vocal For Local: Role of Digital Influencers in Promoting Products in the Consumer Market

Abstract

In the age of digitization, consumers are tuned to their mobile’s phones, it is imperative to study the role of influencers in promoting local business. The Prime Minister Narendra Modi also added the term ATAMANIRBHAR BHARAT on 17 May 2022, which means self-reliance. We Indians again need to proliferate, ‘The Swadeshi Moment’ and make our country self-reliant in almost every walk of life. ‘Be Indian, Buy Indian’ needs to be instilled in the minds of the Indian consumers with spirit of love towards the nation. (Atamanirbharbharat, 2022) This Government initiative to be ‘Vocal for Local’, create awareness and encourage to the local retailers. This will help lot of Indian companies which are having strong consumer base and presence in Indian market has started integrating ‘vocal for local’ themes across all marketing drives. The focus is on the promoting the products with a strong message of ‘Made in India’. The concept of Vocal to Local, is promoting Indian products in the Indian markets through persuading marketing so that the Indian consumers imprudent behaviour can be tested. (Srivastava, 2020)