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Tuesday, July 16, 2024

ODOP initiative surpasses 50 aggregators milestone

IndiaODOP initiative surpasses 50 aggregators milestone

In a remarkable stride towards promoting indigenous craftsmanship and regional development, the One District One Product (ODOP) programme, overseen by the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, has achieved a significant milestone by enlisting over 50 aggregators. These aggregators, including the 50th entrant, the Ayurvedic wellness company Forest Essentials, are dedicated to showcasing the diverse and rich tapestry of Indian products on a global stage.

The ODOP community, now spanning across 25+ States and Union Territories, encapsulates the essence of over 160 districts, presenting a vivid showcase of the country’s cultural and artisanal heritage. The primary goal of this initiative is to enlighten consumers about the origins of the products they use, fostering a sense of identity and awareness.

From honoring women Pashmina weavers in Leh, Ladakh, to embracing skilled bamboo artisans in West Tripura, the ODOP initiative is a celebration of true diversity. This collective effort extends its reach to Ajrakh clusters in Kutch, Gujarat, and dedicated coffee planters in Wayanad, Kerala, presenting a unique and authentic glimpse into the cultural richness of India.

The ODOP aggregators have garnered recognition and encouragement, with Prime Minister Narendra Modi personally commending the efforts of Looms of Ladakh in the 107th episode of Mann ki Baat. The emphasis is not only on product promotion but also on incorporating inventive and eco-friendly packaging strategies. Creative approaches, such as introducing story cards with each product, narrating the artisans’ journey and the product’s significance, enhance the customer experience and contribute to a comprehensive narrative.

By Manish Poswal

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