“Goa should not be limited to the perception of beaches and nightlife as its temples and heritage structures are crucial chapters of its history,” said Shefali Vaidya, noted author, columnist, and social media personality while speaking at Zero Mile Literature Festival organised as part of the Nagpur Book Festival - 2025. She spoke of being raised in a home where books, tradition, and oral history were a part of everyday life. With three generations of her family involved in the Goan Liberation movement, her upbringing was steeped in stories of identity and resilience. Vaidya mentioned how 450 years of Portuguese rule saw the destruction of temples and relics.

 

At one point, the Portuguese even banned local languages. Yet, Goans continued to preserve their traditions, even bringing teachers from Maharashtra with their own pooled funds when local schools were forced to shut down. Goa, she said, must be seen not just as a hub of beaches and nightlife, but as a land of ancient temples that reflects its heritage. While discussing her career, Vaidya noted that she began writing for newspapers and magazines before expanding her presence onto social media. She then elaborated on the origins of her campaign ‘No Bindi No Business’. The campaign began when she observed Diwali advertisements that excluded cultural symbols such as the bindi and rangoli. While companies sought Hindu consumers, they avoided representing the culture authentically. The campaign gained notable traction and influenced several brands to revise their marketing.

 

“We as a society, especially the young generation, have to work collectively to keep our culture alive,” she said. Vaidya also highlighted the two sides of social media. She recalled a moment when an unfunded school urgently needed Rs 1.5 lakh for repairs and one of her followers generously donated the entire amount after she posted about it. At the same time, she shared a distressing trolling incident from 2012, when backlash escalated into threats against her family. Her husband encouraged her to stay firm, advice that continues to guide her.In her concluding remarks, Vaidya and the speakers urged Gen Z to value Goan heritage.

 

Appreciating temples, they said, does not mean avoiding beaches or watersports, it simply means ensuring that temples do not fade from collective memory. She also said that while social media has a bad side, it is not a bad thing when one uses it responsibly to share meaningful content. She advised them to use social media in a way that created meaningful, positive impact. The event was moderated by Asawari Deshpande, who guided thoughtful and engaging conversation throughout.