Diwali and delectable treats go hand in hand, and in tune with this sentiment, the Indian Sellers Collective—a collective of trade associations and sellers nationwide—has introduced the ‘Desi Wali Mithai’ campaign.
In sync with Prime Minister Narendra Modi’s ‘Vocal for Local’ initiative, the campaign encourages Indians to imbibe the festive spirit by relishing traditional sweets such as kaju barfi, gulab jamun, and rasogolla. It also advocates steering clear of foreign culinary delights like cakes, chocolates, pastries, and soft drinks.
The ‘Desi Wali Mithai’ campaign will resonate across digital platforms, emphasizing the integral role that traditional sweets have been playing in festivals like Diwali for generations across the country.
This initiative aims to instill a fresh sense of pride in our indigenous culinary heritage, encouraging individuals to steer clear of foreign foods during the festive season.
“Organisations like the WHO are propagating a skewed narrative that appears to serve the interests of multinational corporations looking to expand their products within the Indian market. It is crucial that we speak out against these modern-day forms of colonialism. We must challenge the introduction of regulations like FOPNL, which aim to present foreign foods as healthier than traditional Indian foods. Our culinary heritage deserves to be celebrated and protected,” said Abhay Raj Mishra, Member and National Coordinator, Indian Sellers Collective.
