India's Handicraft Economy
One District One Product
How Uttar Pradesh's One District One Product scheme, launched in 2018 and later expanded nationally, promotes a signature craft or product in each district.
One District One Product (ODOP) promotes a signature product in each district.
Origin
Uttar Pradesh launched ODOP in 2018.
Examples in UP
- Moradabad: brass.
- Bhadohi: carpets.
- Firozabad: glass.
- Varanasi: Banarasi silk.
Support
- Credit and training.
- Marketing and branding.
- Common facility centres.
National expansion
The central government extended ODOP across India.
Evaluation
ODOP raised visibility, but benefits depend on reaching artisans, not just traders.
The district brand
A district in UP promotes its brassware at trade fairs under the ODOP banner.
Thinking branding alone raises incomes
Benefits must reach artisans.
Key takeaways
- UP launched ODOP in 2018.
- Each district promotes a product.
- It provides credit, training and marketing.
- It expanded nationally.
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