The phrase is an umbrella concept for the BJP's plans for India to play a larger role in the world economy, and for it to become more efficient, competitive, and, resilient.

In 2022, Union Home Minister Amit Shah acknowledged slogans such as "atmanirbharta", "Make in India" and "vocal for local" were adapted from Gandhi's efforts towards Swadeshi.

[18][2] Under Modi's Supervision, the Indian government issued an economic package called the "Atmanirbhar Bharat Abhiyan" (transl.

[20] Sadanand Dhume was skeptical of the terminology and language related to the phrase, and whether it was meant for the revival of pre-liberalisation era policies.

[22][8] This adapted plan for self-reliance or "aatmarnibharta" emerged including a readiness to associate and challenge the global economy, unlike the past decades where there had been a wish to disassociate, such as during the pre-independence Swadeshi movement and with post-independence foreign aid.

[24] Along with the coronavirus pandemic, Atmanirbhar Bharat Abhiyan could be seen in the context of India-China border relations and India's economic dependence on China in some sectors.

[26] Following the Galwan Valley skirmish on 15 June 2020, which resulted in a number of deaths, Swadeshi Jagaran Manch, an affiliate of the Rashtriya Swayamsevak Sangh, said if the government was serious about making India self-reliant, Chinese companies should not be given contracts for projects such as the Delhi–Meerut Regional Rapid Transit System.

[29] While Atmanirbhar Bharat has been extensively promoted during the premiership of Narendra Modi, especially in rhetoric and speeches, this is not always apparent in government policies.

[34] The initiative has been accused of crony capitalism and of giving false hope to small businesses that align with the messaging.

[42] Proponents of Atmanirbhar Bharat, including Modi and his cabinet ministers for finance and law, have said this self-reliance policy does not aim to be protectionist, exclusionist or isolationist.

[45] In March 2021, Finance Minister Nirmala Sitharaman said the Atmanirbhar Bharat campaign is not about bringing back socialism or import substitution, rather the intent is to boost manufacturing.

[66] Apex public education bodies such as AICTE have asked universities to use Indian books where possible in an effort to promote Atmanirbhar Bharat.

[10] During a speech in 2017, Prime Minister Modi said his government was trying to tap human capital flight, and had the aim of engaging India's diaspora.

[79] Reform of the Ordnance Factory Board and giving the new defence PSU units large-scale orders was a move towards military self-reliance.

[95][96] During the Independence Day speech in 2020, Prime Minister Modi said; "The mindset of free India should be 'vocal for local'.

[102] Arvind Panagariya, the first vice-chairperson of NITI Aayog, said in an interview with Govindraj Ethiraj implementation of the slogan is a matter of optics and policy change.

[103] In June 2020, India's Finance Minister Nirmala Sitharaman said; "At least don't buy Ganesha idols from China".

[104] Atmanirbhar Bharat has been called a re-packaged version or revival of the Make in India movement using new slogans such as "Vocal for Local".

[111] Arvind Panagariya has criticised policies of self-sufficiency and protectionism as opposed to free trade in the context of India's past.

[115] Nisha Desai Biswal, an American businesswoman, has said the lack of clarity on the definition of Atmanirbhar Bharat has resulted in a "pause" and that the program could be counter-productive.

[116] In January 2021, Kenneth Juster, the US ambassador to India, said Atmanirbhar Bharat and the desire to play a larger economic role in the world may not be compatible.

[118][119] In July 2020, the Chief Executive of Lockheed Martin India stated the company is "committed to supporting the Prime Minister Narendra Modi's vision of self-reliance".