#ShopLocal

A neighbourhood-shopping movement launched in Kerala and rolled out nationally: Amitabh Bachchan's 'ad-less ad' film in the 'India's Pride, My Pride' series asks buyers to shop at nearby stores rather than online marketplaces, backed by weekly prizes under the VKC Pride 2022 Celebrations scheme and a VKC Parivar app for ordering from a shop within 20 km. Flagged off by Kerala's education and labour minister V. Sivankutty.