Prime Minister Narendra Modi’s appeal to promote handloom products through social media has drawn a mocking response from Cockroach Janta Party founder Abhijeet Dipke, adding a political edge to the government’s National Handloom Day campaign.
Modi posted an Instagram reel on August 6 urging people to celebrate National Handloom Day on August 7 by wearing handwoven clothing, purchasing handloom products and sharing short videos of their choices. He specifically encouraged users to create “Get Ready With Me”, or GRWM, videos and attach the hashtag #NationalHandloomDay.
Dipke responded beneath the reel with the two-word comment “prime influencer”, an apparent reference to Modi’s expanding use of formats associated with lifestyle creators and younger social media audiences. The remark rapidly attracted attention as political parties and campaigners increasingly compete for visibility on Instagram and other video-led platforms.
The Prime Minister compared the occasion with Friendship Day, which had been widely marked online the previous week. He asked people to bring the same enthusiasm to a campaign intended to support weavers, small producers and traders involved in traditional textile production.
Modi said short videos featuring handloom products could draw domestic and international attention to the country’s weaving traditions. He also urged consumers to buy at least one handwoven item, arguing that individual purchases could strengthen artisan livelihoods and help preserve skills passed through generations.
The outreach places traditional textiles inside a format commonly used for fashion, beauty and personal branding. GRWM videos generally show creators selecting clothes, applying make-up or preparing for an event while speaking directly to viewers. Their inclusion in an official campaign reflects an effort to make handloom clothing more visible to younger consumers who may otherwise associate it mainly with ceremonial or formal wear.
Dipke’s intervention also came as he pressed the Prime Minister to use his Independence Day address to discuss employment, education and other concerns affecting young people. In a separate video, the CJP founder asked Modi to explain from the Red Fort what measures the government planned for the younger generation.
The exchange underlined the political significance now attached to direct social media communication. Modi has used Instagram videos to address students, explain government initiatives and respond to controversies without relying solely on speeches, press conferences or conventional media interviews.
Dipke and the CJP have adopted the same platforms to challenge the government, mobilise supporters and frame political criticism in language designed for rapid circulation. The “prime influencer” comment combined ridicule with recognition of Modi’s ability to dominate online attention, while questioning whether influencer-style presentation was being matched by sufficient engagement with youth demands.
National Handloom Day has been observed annually since 2015. August 7 was selected to commemorate the launch of the Swadeshi Movement in 1905, when nationalist leaders promoted locally produced goods and boycotted British products during the campaign against the partition of Bengal.
The 12th National Handloom Day is being marked with a national programme at the Rashtrapati Bhavan Cultural Centre in New Delhi. President Droupadi Murmu is scheduled to attend as chief guest, alongside Textiles Minister Giriraj Singh, Minister of State for Textiles Pabitra Margherita and senior officials.
Twenty-two awards are due to be presented to accomplished craftspeople, comprising three Sant Kabir Handloom Awards and 19 National Handloom Awards for 2025. Four commemorative postage stamps celebrating weaving traditions are also scheduled for release.
The sector supports more than 35 lakh people, and women constitute over 70 per cent of its workforce. Production is concentrated largely in households, villages and small workshops, making handloom an important source of rural and semi-urban employment. The sector also faces pressure from power-loom competition, imitations, uneven market access, rising input costs and declining interest among younger members of some weaving families.
Events leading to the observance included the Weaves of India festival at the Central Cottage Industries Emporium in Janpath. The exhibition brought together 116 heritage weaves, including Banarasi, Jamdani, Kanchipuram silk, Sambalpuri Ikat, Paithani, Kani Pashmina, Kotpad, Ilkal and Himroo.
