Milestone Achieved: 50 Aggregators Join Hands to Boost ‘Brand India’ through One District One Product

Celebrating Diversity and Regional Development

The One District One Product (ODOP) initiative has reached a significant milestone by enlisting 50 aggregators, aiming to promote ‘Brand India’ on a global scale. This program, under the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, showcases the unique products and crafts of various regions in India. From the women Pashmina weavers in Leh, Ladakh, to the bamboo artisans in West Tripura, and coffee planters in Wayanad, Kerala, the initiative celebrates the diverse and rich cultural heritage of India​​​​.

Prime Minister’s Acknowledgment and Artisanal Storytelling

Prime Minister Narendra Modi commended the efforts of ODOP tagged aggregator – Looms of Ladakh, highlighting the importance of such initiatives. Aggregators are employing innovative packaging strategies and integrating compelling storytelling elements, presenting story cards with each product to share the artisans’ journey and the product’s significance. This approach not only enriches the customer experience but also builds a comprehensive narrative of the product and the artisans’ remarkable journey​​.

Global Recognition and Government Collaborations

ODOP aggregators have gained recognition at prestigious events like the World Investment Conference, Atma Nirbhar Bharat Utsav, and the World Economic Forum. Collaborations with government entities like Garvi Gurjari of Gujarat and TRIFED are in place, aiming to enhance product accessibility and visibility. The initiative is aligned with Prime Minister Modi’s vision of Atma Nirbhar Bharat, encouraging organizations to collaborate and promote indigenous products from each district of India​​​​.

ODOP’s Role in Regional Development

The ODOP initiative is designed to foster balanced regional development across India. It aims to select, brand, and promote one product from each district of the country, enabling holistic socio-economic growth. The initiative has identified a total of 1102 products from 761 districts, considering existing ecosystems, Districts as Export Hubs (DEH), and GI-tagged products​​​​.

Major Steps for Promotion and Export

Efforts include regular capacity building initiatives, e-commerce onboarding drives for Government e-Market (GeM) ODOP Bazaar, and virtual buyer-seller meets with Indian embassies and missions abroad. The Ministry of External Affairs is leveraging the ODOP initiative by presenting handicrafts from various Indian regions as gifts to the G20 summit delegation, with story cards highlighting the geography and community involved in its production​​.

The achievement of enlisting 50 aggregators in the ODOP initiative marks a significant step towards promoting ‘Brand India’ and highlights the importance of regional development and cultural heritage. This initiative not only boosts the local economy but also brings global recognition to the unique products of each district, contributing to the broader goal of Atma Nirbhar Bharat.