Lucknow. The 'One District, One Product' (ODOP) scheme, launched to promote local industries, traditional artisans and small entrepreneurs in Uttar Pradesh, has now emerged as a model of self-reliance. With this initiative started in the year 2018 under the leadership of Chief Minister Yogi Adityanath, the traditional products of the state are getting a new identity and market. The increasing demand for earthen lamps, terracotta artefacts, handicrafts, traditional clothes and decorative items on the occasion of Diwali has given additional support to local businesses.
Skills of 75 districts get new recognition
Under the ODOP scheme, special products of all 75 districts of the state have been identified and arrangements have been made for their conservation, promotion and marketing. Banarasi saree of Varanasi, chikankari of Lucknow, perfume of Kannauj, brass products of Moradabad, carpet of Bhadohi, glass industry of Firozabad, wood carving of Saharanpur and terracotta art of Gorakhpur have got wide recognition.
Under the scheme, artisans and entrepreneurs have been linked with financial assistance, training, technical upgradation, modern packaging, branding and marketing facilities. This is helping in taking traditional products to new markets.
Local business got a boost on Diwali
The Mati Kala Mahotsav organized in Lucknow is an example of the increasing demand for local products. Earthen lamps, idols of Lakshmi-Ganesh and decorative items became the center of attraction for the people at more than 40 stalls set up in the Khadi Bhawan complex located in Dalibagh. Artisans and entrepreneurs from different districts of the state got an opportunity to identify and promote their products along with selling them.
At the same time, business proposals and deals worth Rs 20.77 crore were received through 466 stalls of ODOP in UPITS-2025. This shows the interest of customers and businessmen towards the products of the scheme. The promotion and sale of these products is also increasing through social media and e-commerce platforms.
More than 3.5 lakh employment opportunities
With the aim of linking ODOP with local economy and employment, more than 21 thousand beneficiaries have been provided assistance since the financial year 2018-19 under the Margin Money Scheme. During this period, margin money worth more than eight thousand crore rupees was released and it is claimed that more than 3.5 lakh direct and indirect employment opportunities have been created.
The total exports of the state have also increased from around Rs 88 thousand crore in the year 2017-18 to Rs 2 lakh crore in 2025-26. The government is considering the role of local products and traditional industries as important in this growth.
Prime Minister and Chief Minister are also encouraging
Prime Minister Narendra Modi and Chief Minister Yogi Adityanath are promoting indigenous products and local enterprises through the message of 'Vocal for Local'. The Prime Minister has been presenting ODOP products of Uttar Pradesh during his foreign tours and meetings with foreign leaders.
In this sequence, on Dhanteras and Dhanvantari Jayanti, the Chief Minister appealed to the people of the state to choose ODOP products as gifts on Diwali and celebrate 'Local Diwali'. He said that one purchase of ODOP products can light the lamp of self-reliance and respect in the house of a skilled family.
Through the scheme, emphasis is being laid on identifying the traditional skills of the state, providing market to the artisans and providing employment and self-employment opportunities to the youth.