MANDI: The Mandi International Shivratri Festival 2025, that started on February 27 and will continue till March 5, has not only celebrated the region’s rich cultural and spiritual heritage but also spotlighted the ‘Vocal for Local’ initiative championed by Prime Minister Narendra Modi.
This year’s festival underscored the Mandi district administration’s commitment to promoting local artisans and sustainable businesses.
The ‘Vocal for Local’ campaign encourages citizens to prioritise indigenous products, aiming to boost economic growth and self-reliance. This initiative seeks to support local artisans, innovators and entrepreneurs, fostering a sense of pride in India’s diverse crafts and traditions.
District administration’s focus on local products
Under the leadership of Deputy Commissioner Apurv Devgan, the Mandi district administration curated special gift packs for dignitaries and guests attending the festival.
These packs, highlighted by the district administration, featured five unique handmade products, each reflecting the region’s deep-rooted culture and sustainable practices:
- Handmade paper bag with Mandi Kalam Art: Crafted by a renowned local artist Rajesh Kumar, this bag showcases the intricate designs of Mandi Kalam, a centuries-old art form that beautifully captures the region’s cultural essence. Rajesh is a big name in the field of Mandi Kalam and has attained fame for his works on national and international platforms.
- Mohrā (Sacred Idol) of Bada Dev Kamrunag: Produced by a local small-scale enterprise, Shivam Industry, this idol represents Mandi’s spiritual legacy. These handcrafted metal idols exemplify local craftsmanship, requiring skilled artisanship passed down through generations.
- Organic ghee from Maa Ambika self-help group: This pure, locally sourced ghee is made by a team of seven rural women in Khauli, Balichowki, led by Reena Devi. Their annual production of 40-50 kg generates an income of ₹50,000 to ₹60,000, contributing to their financial independence.
- Miniature bottle of honey from Ujala self-help group: Sourced from the Ujala self-help group in Sehli, Kotli, managed by Nisha Sharma, this honey reflects the group’s successful establishment of a sustainable beekeeping business, supporting eight to nine women and their families.
- Cow dung frame made from panch tatva (five elements): This eco-friendly decorative frame, crafted by Shree Kamdhenu Panchagavya Udyog, is made using panch tatva (earth, water, fire, air and space). The frame is a symbol of sustainability and traditional craftsmanship, highlighting the potential of cow dung-based innovations.
Model for sustainable development
By integrating local entrepreneurship with cultural festivals, the Mandi district administration has set a precedent for other regions.
This approach not only preserves and promotes traditional crafts, but also provides economic opportunities for local communities, aligning with the broader goals of the ‘Vocal for Local’ initiative.
Munish Sood
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