Mumbai: This Diwali, the Indian Sellers Collective (ISC), an alliance of trade associations and sellers across India, has launched the ‘Diwali Desi Delights’ campaign, advocating for traditional Indian sweets and snacks over western-style chocolates and cakes. Embracing prime minister Narendra Modi’s ‘Vocal for Local’ initiative, the campaign seeks to revive cultural heritage by celebrating the rich flavors of rasgullas, matthis, laddoos, and other native delights, aiming to forge a stronger connection with local traditions.
Launched across digital platforms, ‘Diwali Desi Delights’ targets younger generations, inviting them to rediscover the significance of Indian sweets during the festive season. The campaign emphasises the health benefits of Indian treats, filled with ingredients like cashews, almonds, pistachios, and jaggery, highlighting them as wholesome alternatives to imported sweets laden with refined sugars and artificial ingredients.
In addition to promoting traditional delicacies, ISC criticises foreign food corporations and organisations, including the World Health Organisation (WHO), for influencing Indian food choices to expand their market reach. Indian Sellers Collective, national coordinator, Abhay Raj Mishra explains, “Amidst the festive cheer, we urge our fellow citizens to include only Indian sweets and delicacies as part of their celebrations. A festival like Diwali provides the perfect opportunity to celebrate and showcase our rich food culture and heritage, safeguarding it against the encroachment by foreign foods. 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. So this festive season, let’s trend #DiwaliDesiDelights.”
ISC also warns that multinational corporations are leveraging Front-of-Pack Nutrition Labelling (FOPNL) guidelines to sway Indian food preferences by positioning their products as healthier options. According to ISC, a recent study using the Food Safety and Standards Authority of India (FSSAI) star rating method revealed flaws in rating traditional Indian foods, reinforcing ISC’s stance that FOPNL may disrupt time-honored culinary customs and impact the cultural landscape.
By championing Diwali Desi Delights, ISC aims to ensure that this Diwali and beyond, Indians take pride in their culinary roots, preserving traditions for future generations to cherish.
