In a significant move to build on its industrial success, the Uttar Pradesh government is set to roll out an enhanced version of its flagship One District One Product (ODOP) initiative, alongside a brand new programme focused on regional food heritage. Chief Minister Yogi Adityanath announced the expansion, termed ODOP 2.0, and the launch of 'One District One Cuisine' during a review meeting on Friday.
From Success to a Stronger Second Phase
Chief Minister Yogi Adityanath emphasised that the ODOP initiative is far more than just a government scheme. "ODOP is not a scheme but a powerful medium to provide sustainable employment, strengthen local enterprise, and take exports to new heights," he stated. He directed officials to prioritise the units and entrepreneurs who excelled in the first phase, enabling them to scale up their operations further.
The focus of ODOP 2.0 will be on making Uttar Pradesh's products dominant across all parameters. The next phase aims to enhance technology adoption, modernise packaging, ensure superior quality, and secure wider market access for local goods. The CM noted that the upgraded programme is designed to meet the demands of a fast-changing global marketplace.
Mapping Uttar Pradesh's Culinary Map
In a parallel and exciting development, the state will initiate the 'One District One Cuisine' programme. This ambitious project aims to identify, document, and brand the unique culinary tradition of each district. From iconic regional sweets to savoury delicacies, the programme will work on improving hygiene standards, packaging, and overall branding to help these dishes find consumers beyond their local boundaries.
The goal is to transform local food traditions into marketable brands that can compete in domestic and international markets, creating a new economic avenue for culinary artisans.
The Solid Foundation of ODOP's First Phase
The expansion is built upon the remarkable achievements of the ODOP scheme since its launch in 2018. The initiative has become the cornerstone of the state's local industry and export strategy. The government has distributed over 1,25,000 toolkits to artisans and facilitated loans worth more than Rs 6,000 crore. Direct marketing assistance has been provided to over 8,000 entrepreneurs.
Furthermore, the state has approved 30 common facility centres and geo-tagged 44 distinct ODOP products. The success is evident in numbers: ODOP items now contribute to over 50% of Uttar Pradesh's total exports and have a prominent presence on major e-commerce platforms. The programme's excellence has been recognised with the national award two consecutive times.
Officials outlined plans to make the common facility centres more effective by bringing in experts, offering small entrepreneurs a one-stop solution for design, packaging, technical advice, and production support. The government will also aggressively push ODOP products into large retail chains and modern marketplaces.
Dedicated ODOP corners will be established in the upcoming Unity Malls across various states, and major retail networks will be encouraged to prominently display products from Uttar Pradesh. To boost global competitiveness, ODOP products will undergo certification and brand-value enhancement through partnerships with accredited institutions.
The twin announcements of ODOP 2.0 and One District One Cuisine signal the Yogi Adityanath government's continued commitment to making 'Brand UP' a byword for quality, tradition, and economic vitality.
