This article has been contributed by Gaurav Bhagat, Managing Director, Consortium Gifts
In the contemporary rapid pace and globalisation of the world, employees increasingly look to derive meaning and purpose in their work. This is very conspicuous in India, where most employees, particularly the Gen Zs, prioritise corporate responsibility and meaningful work compared to pecuniary rewards. Surveys reveal that 61% of Indians would like to work for companies actively engaged in Corporate Social Responsibility (CSR), and millennials also take an interest in purpose as much as a paycheque. This reflects a general aspiration among employees to make a difference, to be able to proudly claim to be with their employer and its contribution to society.
Organisations are realising this trend and are going out of their way to make purpose happen in the workplace. One of the effective means of doing so is by local sourcing and gifting. By using locally manufactured products and fostering national culture through corporate gifts, companies can engage the sense of pride and identity of the employees. When employees notice that their organisation is working for the local economy and national causes, it enhances their emotional bond with the organisation. They pride themselves on being connected with an employer who cares about community and country, elevating run-of-the-mill corporate transactions into affirmations of purpose.
The Emergence of Local Sourcing in Corporate India
India’s corporate arena is experiencing an increasing interest in local sourcing in consonance with wider initiatives to encourage native products and strengthen the domestic economy. Numerous companies are actively searching for Indian-made alternatives in their supply chains and corporate gifts. For example, technology giant Infosys has a gifting policy that is locally focused, with the company urging employees to opt for gifts produced in India that help Indian artisans and crafts. Not only does this help local economies, but it also helps present India’s great cultural heritage to clients and business partners.
In addition, a 2025 study conducted by TapWell, India’s top corporate gifting firm, showed that 60% of people like to buy corporate gifts that are Indian-made (TapWell Corporate Gifting Statistics 2025). This desire for Indian-made gifts depicts the movement towards domestic economic support that can really boost employee motivation. When businesses choose gifts that are locally-sourced, this complements cultural and economic values, promoting pride and a sense of association among workers. This, in effect, can translate to more engagement, as workers feel that what they do helps improve their community and nation.
From Gifting to Engaging: How Local Gifts Generate Pride
Corporate gifting, if done carefully, can make a big difference in engagement and pride among employees. The majority of business gifts fail miserably at evoking something in individuals, but local gifting turns this on its head. By choosing gifts along the lines of Indian craftsmanship or culture, businesses can provide a sense to their gifting. For instance, Madhubani paintings from Bihar not only offer an instant means of patronising local art but are also reminiscent of culture, thereby making a mundane gift one of pride of heritage.
Employees who receive such gifts feel a sense of belonging as well, since the gift is representative of their own culture and country of origin, not corporate identity. This human touch can boost morale and commitment, as research shows that strategically chosen local gifts promote employee loyalty, foster team cohesion, and improve the company image through representing social responsibility and cultural sensitivity. When the gifts are displayed at employees’ homes or workplaces, they glow with pride, sharing the story of the gift, and thereby reiterating the company values and reinforcing a sense of belongingness.
Archana Karthikeyan
Building National Identity and Unity
Indian domestic gifting can also uphold a company’s internal culture of national identity and togetherness. India’s rich cultural heritage of traditions and crafts presents a fertile background upon which the development of symbols of national cohesion that unite people could take place. Gifts in honour of national personalities or national culture, like replicas of the Ashoka Stambh or tricolour theme gifts, reach deep into the hearts of employees. These are not just any decorations; they kindle pride in all Indian hearts and make one feel a sense of a larger bond to one’s heritage.
By embracing local culture in the workplace, organisations can increase the sense of meaning in employees, linking their work life from day to day to a sense of meaning, nation, and locality. This convergence with social identity theory, in which people gain self-esteem from being part of groups that share honourable values, can result in increased commitment and job satisfaction. When a business is able to proudly use local products and national pride, staff adopt that same pride, believing their work is helping to make the nation great.
Actionable Strategies for Local Gifting
To effectively employ local gifting programmes, there are several different strategies that may be utilised by companies:
- Working with Local Artisans: Work with local artisans, self-help groups, or non-governmental organisations for sourcing handicraft gifts. We are working with the Jaipur-based artisan company, Murli Handicrafts, which has created a replica of Ashok Ashtambha for us. Not only does this provide unique products, but it also helps rural artisans and craftswomen and offers a story of community involvement, which is appreciated by employees.
- Emphasise Cultural Moments: Incorporate national celebrations or holidays and local gift-giving, including Independence Day or Diwali, to celebrate India’s diversity. A khadi flag on Independence Day or locally made sweets for Diwali will make it culturally relevant.
- Focus on Employee Engagement: Engage employees in decision-making or form committees to provide recommendations, drawing on India’s 3,000+ forms of crafts. It makes the employees feel invested, and creative ideas come out.
- Infuse Local Pride into the Daily Work Life: Besides giving, bring local culture to the workplace through art exhibits, workshops, or displays. For example, conducting a Warli painting workshop or displaying local textiles in the office can establish a year-round culture of pride.
By tracking and showcasing the effects of such initiatives, e.g., releasing statistics of artisans enabled or carbon emissions saved through local buying, firms can shore up the tangible benefits, further stimulating staff pride and dedication.
Conclusion
With employees looking for purpose and meaning in work, local giving is a compelling vehicle to instil purpose and pride. By linking the business activities to national values and giving back to the communities in which they work, any business or organisation can create a workplace culture where employees feel valued, committed and proud. Not only does it build commitment, but also proximity and a sense of common purpose, and it celebrates the fact that in the world of work, it’s what the gesture is worth that actually counts.
Anik Banerjee
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