Uttar Pradesh's Rich Craft Heritage
Uttar Pradesh boasts a diverse array of traditional crafts across its 75 districts. From brass metalwork in Moradabad to Banarasi silk in Varanasi, zari-zardozi embroidery in Lucknow, glass beads in Firozabad, and wooden toy carving in parts of Varanasi, the state is home to centuries-old artisanal skills. However, for many years, these artisans faced limited market access, lack of formal branding, credit support, and design inputs. The One District One Product (ODOP) initiative was launched to address these challenges.
What is ODOP?
ODOP was introduced by the Government of Uttar Pradesh in 2018 as an economic initiative that assigns one signature product per district and supports its entire value chain. This includes access to raw materials, skill training, product design, branding, packaging, and export support. Later, the program was adopted nationally by the Government of India under the Ministry of Food Processing Industries and expanded across states. Products are selected based on local production, artisan base, export potential, and employment generation. Examples include leather goods from Agra, peda from Mathura, knives from Rampur, jaggery from Bijnor, and flutes from Pilibhit.
Who Benefits?
The program targets the wider ecosystem of each product, including artisans, small manufacturers, weavers, farmers, traders, and logistics workers. Primary support goes to micro and small enterprises (MSMEs) and individual craft workers in rural and semi-urban areas. Special attention is given to women entrepreneurs, SC/ST communities, and first-time business owners. Support measures include subsidies for capital investment (margin money support up to Rs 25 lakh for projects up to Rs 50 lakh), interest subsidies on loans, GI tagging assistance, design and packaging improvement, participation in trade fairs, and access to e-commerce platforms like Amazon, Flipkart, and government marketplaces.
How to Apply
Artisans and MSMEs can access ODOP support through:
ODOP Portal: Register on odopup.in as a beneficiary under your district's product category.
District Industries Centre (DIC): Apply locally for margin money subsidy and skill development programs.
MSME Facilitation Centre: Get assistance with loan applications, cluster registration, and export documentation.
Common Service Centre (CSC): Use for Aadhaar-linked registration and e-commerce onboarding in rural areas.
From Moradabad to Dubai: Export Success Stories
ODOP has boosted Uttar Pradesh's export sector. In Moradabad, the 'Brass City', support for the brassware cluster enabled GI tagging, co-branding under the 'UP Crafts' mark, and listings on global e-commerce platforms like Amazon Global. Products previously sold in domestic wholesale markets are now exported to the UAE, UK, and USA, often at higher value. Many artisans report a 60-80% increase in export earnings compared to domestic sales. In Varanasi, Banarasi silk sarees have been repositioned globally under ODOP. GI registration, design support from government institutes, and export clusters at events like the UP International Trade Show have helped weavers access higher-value markets and improved pricing.
The 2026 Vision
The Government of Uttar Pradesh aims to achieve Rs 25,000 crore in ODOP-linked exports by 2026. With 75 districts mapped to 75 products and a state branding system under the 'UP Crafts' label, the program is part of the state's broader economic development strategy. ODOP is also linked with the PM Vishwakarma Yojana, a central initiative for traditional artisans, creating a combined support system for training, credit, and market linkage in the informal craft sector.
