Aakanksha brand unveiled: NITI Aayog launches 'Vocal for Local' initiative to boost self-reliance in 500 aspirational blocks

On Wednesday, the NITI Aayog introduced the 'Vocal for Local' initiative within its Aspirational Blocks Programme, aiming to foster self-reliance and propel sustainable growth among communities.

Under this initiative, products from 500 aspirational blocks have been identified and consolidated under the Aakanksha brand.

The launch event saw participation from officials at both district and block levels, connecting virtually all 329 districts.
 
During his keynote address, NITI Aayog CEO B.V.R. Subrahmanyam emphasised the importance of collaboration with entities such as the Government e-Marketplace (GeM) and Open Network for Digital Commerce (ONDC) to support the growth of micro-enterprises in these blocks.

He highlighted Aakanksha as an umbrella brand that could potentially expand into various sub-brands, tapping into international markets.
 
To promote these local products, a dedicated window has been established on the GeM portal under the Aspirational Blocks Programme, branded as Aakanksha.

Partnerships will provide crucial technical and operational support for aspects including e-commerce onboarding, establishing linkages, financial and digital literacy, documentation and certification, as well as skill enhancement.
 
This holistic approach to capacity-building is expected to significantly bolster the 'Vocal for Local' initiative, ensuring its sustainability and fostering growth in these aspirational blocks.