The Uttar Pradesh government announced on Monday that preparations have been completed to export laddoos made from Ballia's sattu to international markets. The most significant aspect of this initiative is that it has connected more than 700 women with employment opportunities.
Growing Popularity on E-Commerce Platforms
A government spokesperson said that due to the initiative of the UP government, this traditional and nutritious product from Ballia is rapidly gaining popularity on e-commerce platforms. "People from states including Tamil Nadu, Karnataka, Maharashtra, and Madhya Pradesh are now showing a growing preference for this product from Uttar Pradesh," he said.
Expansion Under ODOP Scheme
Ever since Ballia's sattu was included in the 'One District One Product' (ODOP) scheme, its trade has expanded several times over. Along with various districts of UP, demand has increased rapidly in Maharashtra and several states of South India. Sattu is no longer confined to villages but is increasingly becoming the preferred choice of urban consumers adopting healthy lifestyles.
Preparations for International Export
Nidhi Udyog founder Niti Agrawal said complete preparations have been made to export laddoos made from Ballia's sattu to America and Gulf countries. She said that in the coming years, this traditional flavor of Ballia will establish a new identity in international markets. Manager Saurabh Agrawal added that the growing business of sattu production and packaging has generated large-scale employment for women. More than 700 women are associated with this work and are becoming economically self-reliant. At the same time, gram produced by farmers of the Doaba region is being purchased immediately, ensuring that they receive fair prices for their crops.
Impact of ODOP Scheme
District magistrate Mangla Prasad Singh said that the 'One District One Product' scheme is showing widespread impact. It is not only giving recognition to local products but is also rapidly creating employment opportunities.
