Brand ODOP

Concept 'One District – One Product' Uttar Pradesh

Spread over an area of 2,40,928 square kilometers, Uttar Pradesh is the fourth largest state of India in terms of area comprising 7.3% of total area of the country. It is also the largest state in terms of population with 2011 census count which is about 16.5% of the total population of the country. In terms of size of the economy, state ranks third in the country having a share of 8.4% with GDP of 11,45,234 Cr in the year 2015-16.

MSME sector plays an important role in the economy of the state and is significant contributor to capital investment, production and employment. In terms of numbers of MSME units (about 46 lakh units, 8%) Uttar Pradesh stands first in the country. This sector, in the state as well as India, is the largest contributor to employment after agriculture. Uttar Pradesh has been a leading state in the export of handicrafts, processed food, engineering goods, carpet, readymade garments and leather products.

The export of handicrafts from Uttar Pradesh contributes 44% to total export of handicrafts from the country. Similarly, this contribution stands at a significant 39% in carpets and 26% in leather and leather products. The share of Uttar Pradesh in total exports from the country is 4.73%. Almost each district in the State has one or more unique products – be it in the handicrafts, handlooms or agriculture / horticulture produce or small enterprises, with distinct identity at national and international levels. For example, the silk sarees of Varanasi, the handicraft items of brass from Moradabad, the flute of Pilibhit, the artifacts of Shajar stone from Banda and Kala Namak rice from Siddhartha Nagar need no introduction. There is immense possibility to promote the marketing efforts to create more opportunity of employment and to add to the existing income levels of artisans / workers engaged in these sectors.

Keeping above in view, it has been decided to launch the scheme in the name of ‘One District – One Product’ in the State. The main objectives of this scheme are as follows:

  • Preservation and development of local crafts / skills and promotion of the art
  • Increase   in the incomes and local employment (resulting in decline in migration for employment).
  • Improvement in product quality and skill development.
  • Transforming the products in an artistic way (through packaging, branding).
  • To connect the production with tourism (Live demo and sales outlet – gifts and souvenir).
  • To resolve the issues of economic difference and regional imbalance.
  • To take the concept of ODOP to national and international level after successful implementation at State level.

In case of more than one product having distinct identity from a district, the product with potential of generating more employment and development has been selected in the first state. Gradually, other product will also be included under the purview of scheme.

Regarding execution of the scheme, following actions are to be taken for products from each district :

  • To prepare database regarding circulation, stakeholders, total production, export, availability of raw material and to arrange training.
  • Research of possibilities regarding production, development, marketing of the product.
  • To prepare a micro plan for product development, marketing promotion and to provide additional opportunities of employment and wage increment of the concerned artisans and workers.
  • To provide advertising, publicity and marketing opportunities at district, state, national and international level.
  • Necessary coordination with MUDRA, PMEGP, Stand Up Schemes of Government of India as well as Mukhya Mantri Yuva Swarojgar Yojna and Vishwakarma Shram Samman Yojna of Government of UP for providing required finance to new and existing units. To start new schemes for the purpose as needed.
  • To setup Co-operatives and Self Help Groups.
  • General and technical training of the craft and technology development.