Published Paper Details:

Atmanirbhar Bharat Abhiyaan, or the Self-Reliant India Campaign, is a vision for a new and empowered India as articulated by Prime Minister Shri Narendra Modi. In support of this initiative, the central government announced a special economic and comprehensive package worth INR20 lakh crore, which is approximately 10% of India's GDP. The core objective of this campaign is to make India and its citizens self-sufficient and resilient in all aspects.To realize this vision, the government has introduced several bold reforms, including agricultural supply chain improvements, a rationalized tax structure, simplified and transparent legal frameworks, development of skilled human resources, and a robust financial system. The Prime Minister's call to be "vocal for local" has provided a significant boost to domestic industries. The fast-moving consumer goods (FMCG) sector plays a vital role in driving India's GDP. Characterized by the strong presence of multinational corporations, intense competition between organized and unorganized players, an extensive distribution network, and low operating costs, the FMCG sector holds considerable potential to support the goals of the Atmanirbhar Bharat initiative. This paper explores how the Atmanirbhar Bharat Mission has acted as a catalyst in strengthening the domestic FMCG ecosystem--driving employment, fostering innovation, and positioning India as a key player in the global consumer goods market.