Context

In a significant stride towards promoting 'Brand India,' the One District One Product (ODOP) initiative, led by the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, has achieved a major milestone by enlisting over 50 aggregators.

Aim: This collaborative effort aims to enhance consumer awareness by spotlighting the origin of ingredients in various products.

Background

• The ODOP initiative, launched in January 2018 by the Uttar Pradesh government, gained national prominence and support from the central government.
• The concept involves selecting, branding, and promoting one unique product from each of the 761 districts across the country.
• The initiative spans diverse sectors such as textiles, agriculture, processed goods, pharmaceuticals, and industrial items.
• The core objective of ODOP is to boost economic growth at the district level by leveraging local potential, resources, skills, and culture.
• Over 1000 products have been identified, with the initiative covering a wide spectrum of traditional crafts and industries.
• The ODOP initiative stands as a beacon for celebrating India's cultural diversity, preserving traditional knowledge, and fostering economic growth at the grassroots level.
• By promoting 'Brand India' through unique products, ODOP not only enriches consumer experiences but also contributes to the larger narrative of a self-reliant and empowered nation.

Implementation and Collaborations:

• The Ministry of Food Processing Industries (MoFPI), Ministry of Textile, and Directorate General of Foreign Trade (DGFT) are actively involved in implementing and supporting the ODOP scheme.
• Collaborations with entities like Garvi Gurjari of Gujarat and TRIFED reflect the shared vision of promoting indigenous products.
• The 'Lota Shop' at the National Crafts Museum, inaugurated by the Ministry of Textile, showcases and sells ODOP products.

Showcasing Diversity and Creative Approaches:

• The ODOP aggregators, spanning over 25 states and union territories, are a vibrant community celebrating the diversity of Indian craftsmanship.
• From Pashmina weavers in Leh to bamboo artisans in West Tripura, each district's unique product is showcased at prestigious events like the World Economic Forum and the Atma Nirbhar Bharat Utsav.

Economic Development and Entrepreneurship:

• ODOP contributes to economic development by creating a diversified and sustainable economic base at the grassroots level.
• The initiative fosters entrepreneurship and skill development by providing support to artisans and entrepreneurs.
• The focus is on enhancing production capabilities, product quality, and market reach, ultimately empowering individuals and communities.

Preserving Heritage and Market Linkages:

• In addition to economic development, ODOP plays a crucial role in preserving India's rich heritage of traditional crafts and products.
• By providing market linkages and creating a robust marketing ecosystem, ODOP helps in preserving and promoting traditional arts and crafts.
• The initiative aims to overcome challenges posed by globalization and changing consumer preferences.

One District One Product Awards:

• Recognizing the exemplary efforts in promoting economic development and realizing the vision of Atmanirbhar Bharat, DPIIT has instituted the One District One Product Awards.
• These awards will acknowledge outstanding work by States/UTs, Districts, and Indian Missions Abroad, further incentivizing the commitment to the initiative.