Inspired by Prime Minister Narendra Modi’s ‘Vocal for Local’ initiative, Rahul and his family in Jammu and Kashmir’s Reasi district are preserving a generations-old tradition of making handmade earthen diyas. For the family, diya-making is not merely a source of livelihood but also an integral part of their cultural identity and heritage. Passed down through generations, this traditional craft has been carried forward from their grandparents to the present generation. Rahul, who has been involved in the craft for nearly 10–15 years, believes that supporting indigenous products is essential to preserving India’s rich cultural traditions and empowering local artisans. As Diwali approaches, the family appeals to people to choose locally made earthen diyas instead of relying on mass-produced alternatives. Their message is simple: purchasing handmade products helps sustain traditional craftsmanship, supports local livelihoods and strengthens the spirit of self-reliance. The family’s efforts reflect the significance of the Vocal for Local campaign in promoting indigenous industries and preserving India’s cultural heritage. By choosing locally crafted diyas this Diwali, people can contribute towards empowering artisans and keeping age-old traditions alive. Support Local Artisans. Celebrate Indian Traditions. Choose Handmade Diyas.
