Call for Swadeshi coupled with boycott of imported goods was one of historic movements during the freedom struggle. The foreign goods including clothing, sugar, salt and various other luxury items were not only boycotted, but they were also burned.A similar call- Atmanirbhar in free India did not move people. One reason is availability of substitutes- soaps, beauty products, biscuits, tonics etc. Now, Electronic imports are major concern but call for Atmanirbhar has not seen any frenzied activity like boycotting Chinese products by middle class consumers.
Ramya Ramamurthy captures stories of various Indian brands , promoted by industrialists and freedom fighters during per-independence period.
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