Uttar Pradesh Chief Minister Yogi Adityanath has announced a major reboot of the state's economic and culinary identity, launching the next phase of the flagship 'One District, One Product' (ODOP) scheme and pitching a new 'One District, One Cuisine' (ODOC) initiative. The move aims to transform local traditions into global brands.
From ODOP to ODOP 2.0: Scaling Up a Success Story
During a high-level meeting with senior officials on Friday, CM Adityanath stated that the ODOP initiative has become a defining feature of brand Uttar Pradesh and is now ready for its evolved version, ODOP 2.0. The core aim is to ensure the state's traditional products form a strong foundation for accessing larger markets, boosting exports, and creating sustainable livelihoods.
He directed that ODOP products must break out of traditional market confines and secure space in major retail chains and modern marketplaces. Specifically, he instructed the creation of dedicated ODOP sections in Unity Malls (PM Ekta Malls) being established across various states and emphasised coordination with large retail networks for prominent product placement.
The scheme's impact so far is significant. Officials reported that over 1.25 lakh toolkits have been distributed, loans exceeding Rs 6,000 crore sanctioned, and more than 8,000 entrepreneurs have received direct marketing support. Furthermore, 30 Common Facility Centres (CFCs) have been approved, and 44 ODOP products have received Geographical Indication (Geo) tags.
Adding Flavour with 'One District, One Cuisine'
Building on the ODOP framework, the Chief Minister proposed the 'One District, One Cuisine' (ODOC) model to give each district a unified identity based on its distinctive culinary heritage. "Every region of UP boasts a unique food tradition, some renowned for their halwa, others for their dalmoth," Adityanath noted.
He stressed that mapping each district's signature dishes must be coupled with concerted efforts to improve their quality, hygiene, packaging, branding, and marketing. This initiative is expected to significantly strengthen rural employment, as increased demand for ingredients like grains, pulses, spices, milk, vegetables, and oils will directly benefit farmers, thereby bolstering the rural economy.
The Roadmap for a 'Local to Global' Ascent
Outlining the future trajectory, the Chief Minister said that together, ODOP and ODOC will firmly put Uttar Pradesh on the path from "local to global." ODOP products already account for more than 50% of the state's total exports and are sold on leading e-commerce platforms, with the scheme winning a national award for two consecutive years.
For ODOP 2.0, the focus will be on empowering units and entrepreneurs who excelled in the first phase, helping them scale up further. Future plans will centre on four key areas: technology upgradation, innovative packaging, quality assurance, and expanded market reach.
To cement this global identity, ODOP products will receive certification and enhanced brand value through reputed institutions. This strategic push is designed to enable Uttar Pradesh's indigenous products to carve out a distinctive and respected space in international markets.
