Gifting the Bharatiya Artefacts to International Leaders: Realising Vocal for Local in Amrit Kaal

There’s no need to emphasise how well-known Bharatiya artefacts are across the world in addition to being quite popular within the nation. Bharatiya artefacts have a well established reputation and popularity for their distinctive workmanship and quality, reflective of the rich heritage of Bharat. But this necessarily did not equate to better economic prospects for local artisans. Lack of better market opportunities, technical assistance and institutional support from the Government have been pressing issues for a long time. In light of this, the “Vocal for Local” initiative of the Modi Government ushered in a new dawn for the traditional artefacts and handicrafts sector.

From Hunar Haats to One Station One Product Outlets, to empowering schemes such as PM Vishwakarma, the vision of the Modi Government has not only been to enhance the economic prospects but also to preserve the rich and unique culture and tradition of the Bharatiya Civilization, embedded in those products. A fine example of the concerted efforts of the Modi Government in the matter could be seen in the Khadi sector. Thanks to Prime Minister Narendra Modi’s unwavering support, KVIC recorded a historic high turnover of Rs 1.34 lakh crore in 2022–2023, as opposed to a revenue of mere Rs. 31,154 crores in 2013–14 under the UPA Government.

Another addition to the list of such initiatives have been the uniquely curated gifts given by the Hon’ble Prime Minister Modi to international leaders. While much is talked about the Prime Minister’s international trips, the gifts given by him to other international leaders on his visit abroad or on their arrival to India also garner a lot of attention, and quite rightly so. PM Modi’s choice of gifts for foreign dignitaries shows that gifts aren’t mere exchanges of courtesy but can also be a powerful tool of diplomacy; one that embodies the spirit of the nation.

For instance, visiting G20 Heads of State, leaders and their spouses were presented with handcrafted artefacts signifying India’s rich culture. The PM gifted an Assam stole, crafted by skilled artisans using Muga silk, known for their intricate designs and motifs that often draw inspiration from the region’s natural surroundings in a Kadam Wood Box to Iriana Joko Widodo, the spouse of Indonesian President Joko Widodo. Interestingly, even the Kadam wood box was handcrafted by artisans from Karnataka. Likewise, the US president, Joe Biden was presented with a miniature painting from Kangra, a school of painting portraying Shringara rasa and Bhakti Mysticism and having a fascinating backstory. Further, during his visit to Australia where he met Prime Minister Anthony Albanese, the PM gifted a Gond Art painting to him. The historical evolution of ‘Gond’, also known as Pardhan painting or ‘Jangarh kalam,’ comes from a community of around four million people spread all over central India- Gonds, a tribal group having a recorded history of 1400 years.

Araku coffee, the first terroir-mapped coffee in history and a priceless gem of India that perfectly embodies the delicate skill of coffee farming, was yet another of these presents. Produced in Andhra Pradesh’s Araku Valley, these coffee beans capture the essence of the valley’s fertile soil and mild environment. Further, the G20 leaders were given cotton scarves, which symbolised Mahatma Gandhi’s nonviolent struggle and the Indian independence movement, during their visit to the Rajghat Memorial. In another instance, the Prime Minister gifted President Obama copies of the Shri Bhagavad Gita during his maiden visit to the US and also brought them for Prime Minister Shinzo Abe and Emperor Akihito when he travelled to Japan.

Some of these products are the result of centuries-long traditions and are highly valued worldwide due to their exceptional craftsmanship and superior quality. On the other hand, some items are the outcome of the nation’s distinctive biodiversity. All in all, though, it does a great job of capturing India’s rich customs and diverse culture. The list is by no means a limited perspective of India which was harboured by the previous governments so far.

If one closely observes, there has been a significant change in the choice of gifts. Previously, these gifts were limited largely to utility based products. Gifts related to Mahatma Gandhi or based on Mughal and Kashmiri themes were dominant. For instance, in 2010, Dr. Manmohan Singh gifted Kashmir Loom blue cashmere stole to the then First Lady of the U.S., Michelle Obama and a boat-shaped silver purse to Hillary Clinton. In 2012, the then Minister of Human Resources and Development, Kapil Sibal presented Hillary Clinton with a picture in wooden frame, titled: “Jahangir Presents Prince Khurram with a Turban Ornament”. These gifts gave the outside world a restricted perspective of Indian history and culture. It is also clear that prior to now, very little to no consideration and care went into choosing such gifts.

As previously said, the perception of these gifts has shifted over the past nine years to one of supplementing and enhancing market prospects for local artists as well as a means of introducing Bharat’s culture and traditions to a wider audience. Furthermore, it should be mentioned that, similar to movies and yoga, this offers a fresh approach to employ Bharat’s Soft Power. There has been careful consideration put into these gifts, which have evolved from ones that were formerly restricted to certain themes to ones that portray culture and history in a reasonably balanced manner. Be it the Araku Coffee or the Ikat Stoles or the copies of Bhagavad Gita, the list of such gifts given by Prime Minister Narendra Modi features artwork and customs from several Indian States, thus attracting opportunities to various artisans spanning across the country. Pushing Bharatiya artefacts through Gift Diplomacy is indeed a brilliantly curated and effective marketing technique. It is a well-thought part of a structured approach; a broader vision to realise the Atma Nirbhar Bharat; a vision about realising what best we can do. An innovative approach to bringing tradition to the global stage, it truly is a clever method of giving the global space to the local.