Why The Cow Commission’s Deepawali Campaign Must Go Beyond Diyas And Collaborate With Yogi Adityanath
The campaign to promote products made of Cow dung reflects the touch of India’s villages, will make for good visual ambassadors for rural India, and pave a way for new and bigger possibilities in design, form and innovation.
The Rashtriya Kamdhenu Aayog has launched a nationwide campaign ‘Kamdhenu Deepawali Abhiyan’, which is aimed at promoting products made from cow dung.
At the launch of the campaign, the commission's chairman Vallabhbhai Kathiria unveiled the "gaumaye deepak" -- marking an important milestone in its arrival in the Indic festival scene. The commission has previously celebrated Gaumaye Ganesh.
Cow dung based products can leave, firm, dig and exploit in Indian handicraft. Generating employment, gladly, is a vital reflex action to come from the initiative.
This year's Deepawali is expected to be particularly centered around the triumph of the terracotta Ganesh and Lakshmi -- following Uttar Pradesh chief minister Yogi Adityanath's campaign for the local in the wake of India's standoff with China and the Chinese virus pandemic.
Adityanath's focus on clay and a pan India expansion of the cow commission's handicraft ambition could emerge as powerful partners for India.
The ‘Kamdhenu Deepawali Abhiyan’ breathes life and texture into the celebration of clay and of cows and variants of a collaboration can be tried in participating states beyond Deepavali. The Deepawali-centric campaign should be promoted aggressively, and play a decisive role in empowering all stakeholders and contributors.
Kathiria believes that healthy cows and bulls should be out of gaushalas. He had spoken about several aspects of his vision and work to Swarajya in detail here.
Kathiria insists on removing the different myths related to cows, cow dung and science with the help of positive campaigns backed by scientific query, facts and research.
The Aayog has been actively working for a month towards the propagation of products made from cow dung with the help of state teams. These state teams in the campaign have set the target for the selling of products and their propagation.
In the wake of the increasing awareness on the boycott of China-made products, the commission wants to add cowdung -- that vital element which is part of Indic life and Hindu rituals to the movement.
The positive feedback from the public on "Aatmaribhar Bharat" during Rakshabandhan, Ganesh Chaturthi and other festivals over the last few months, is a good indication that the cow commission seems to have used for its own explorations.
A sample of its enthusiasm: the commission set for itself a doable target of 33 crore eco friendly cow dung diyas.
In the main set of products in the Gaumaye Deepavali campaign, there are gomaye diyas, idols, set of wall hangings, clock frames and other pieces of handicraft.
Swastika and the symbol of "शुभ लाभ " -- associated with auspices, prosperity and well being in Indic life in general and Deepavali celebrations and Lakshami pujan in particular, too, have found representation in the campaign.
The practice of shaping the Swastika and "शुभ लाभ " in cow dung is a norm across Hindu households and caste diversities in rural and urban North India. The commission's creative intervention will take these to households that have no access to cow dung.
From the visuals, the products seem well finished, have a quaint and nostalgic call to them. They reflect the touch of India's villages, will make for good visual ambassadors for rural India, and pave a way for new and bigger possibilities in design, form and innovation. This initiative is expected to shape entrepreneurship and the procuring and use of cow dung.
Kathiria mentioned at the launch that use of cow dung and cow urine based products is set to grow in India.
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