V
Vedant Pathak
Guest
In 2017, Uttar Pradesh (UP) stood at the crossroads of economic disparity. It was one of the poorest states in India, grappling with developmental challenges alongside Bihar and Jharkhand. However, within a span of just six years, Uttar Pradesh underwent a remarkable metamorphosis, catapulting itself from the depths of poverty to becoming the second-largest economy in the country. This transformation is nothing short of extraordinary, and its impact has rippled across the nation. Let’s delve into the factors that turned Uttar Pradesh from a zero to a hero.
UP’s journey from economic obscurity to prominence is awe-inspiring. Today, it commands a 9.2% share in India’s Gross Domestic Product (GDP), outpacing states like Tamil Nadu, Gujarat, and West Bengal. But how did this once-ailing state achieve such a feat?
The answer lies in a visionary policy known as One District One Product (ODOP). Spearheaded by the UP government, ODOP aims to identify, brand, and promote unique products from each district. Inspired by a Japanese business development concept that gained popularity in 1979, ODOP focuses on boosting local economies and enhancing living standards.
ODOP aims to identify, brand, and promote unique products from each district.
Let’s explore the success of Kalanamak rice, a unique variety grown exclusively in Siddharthnagar, UP, and certain parts of Nepal. Legend has it that Lord Buddha gifted Kalanamak rice to the people of Shravasti during his visit to the region after enlightenment.
In 2018, Kalanamak rice faced extinction. Only 2950 farmers continued cultivating it due to its demanding care requirements and lack of financial incentives. However, within three years, the number of Kalanamak rice farmers surged to 13,500, all thanks to ODOP.
The UP government employed three key strategies to revive Kalanamak rice:
With demand established and branding in place, the next step was to expand Kalanamak rice’s reach. The success story of this humble grain exemplifies how ODOP can transform local products into global sensations.
With the demand for Kalanamak rice firmly established, it was time to expand its reach beyond the borders of Uttar Pradesh. Here’s how the humble grain made its mark on the global stage:
The One District One Product (ODOP) initiative, launched in 2018, catalyzed UP’s economic growth. Under the visionary leadership of Mr. Navneet Sehgal, the then Chief Secretary of the UP government, the ODOP ecosystem blueprint was meticulously crafted. Here’s how it unfolded:
3. Adoption Across States: The success of ODOP in UP inspired other states. Maharashtra, Uttarakhand, Jammu and Kashmir, and even the central government embraced this transformative scheme.
Diversity defines India, and ODOP celebrates this rich tapestry. Across 713 districts in 35 states and union territories, the Pradhan Mantri Formalisation of Micro food processing Enterprises (PMFME) Scheme adopted ODOP. Let’s explore a few success stories:
Across 713 districts in 35 states and union territories, (PMFME) Scheme adopted ODOP.
Thanks to ODOP, craftsmen are no longer just artisans; they are entrepreneurs. Their businesses thrive year-round, irrespective of festive seasons. As ODOP continues to weave success stories, it reinforces the idea that local excellence can resonate globally. The next chapter awaits, and it promises to be even more remarkable.
The One District One Product (ODOP) initiative in Uttar Pradesh (UP) has not only transformed local economies but also empowered individuals. No longer do artisans and producers have to rely solely on middlemen for sales. Instead, they can directly connect with consumers, ensuring better profits and sustainable livelihoods.
Uttar Pradesh’s journey from poverty to prosperity through the One District One Product (ODOP) initiative is a testament to visionary policies and unwavering commitment. By empowering entrepreneurs, celebrating local excellence, and expanding market reach, UP has not only transformed its economy but also preserved its rich cultural heritage. As other states adopt this success story, the next chapter awaits—an even more remarkable odyssey of growth and recognition.
The post The Remarkable Transformation of Uttar Pradesh: Zero to Hero appeared first on The Jaipur Dialogues.
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The Astonishing Turnaround
Economic Growth and GDP Share
UP’s journey from economic obscurity to prominence is awe-inspiring. Today, it commands a 9.2% share in India’s Gross Domestic Product (GDP), outpacing states like Tamil Nadu, Gujarat, and West Bengal. But how did this once-ailing state achieve such a feat?
The ODOP Revolution
The answer lies in a visionary policy known as One District One Product (ODOP). Spearheaded by the UP government, ODOP aims to identify, brand, and promote unique products from each district. Inspired by a Japanese business development concept that gained popularity in 1979, ODOP focuses on boosting local economies and enhancing living standards.
ODOP aims to identify, brand, and promote unique products from each district.
The ODOP Blueprint
- Product Identification: UP meticulously selected 75 unique products from its 75 districts. Each product represents the essence of its region, weaving together culture, heritage, and craftsmanship.
- Branding and Promotion: The state embarked on a mission to give global recognition to its local products. By branding and promoting these unique offerings, UP aimed to create a niche for itself in the global market.
- Economic Revival: ODOP breathed new life into traditional industries. Whether it’s the exquisite Banarasi silk from Varanasi, the intricate chikankari embroidery from Lucknow, or the aromatic mangoes from Malihabad, each product received a fresh lease of life.
- Ease of Doing Business: Simultaneously, UP worked tirelessly to improve its business environment. The state climbed from the 14th position to the second position in the ‘Ease of Doing Business’ rankings, attracting investments and fostering entrepreneurship.
UP meticulously selected 75 unique products from its 75 districts.
The Kalanamak Rice Saga
Let’s explore the success of Kalanamak rice, a unique variety grown exclusively in Siddharthnagar, UP, and certain parts of Nepal. Legend has it that Lord Buddha gifted Kalanamak rice to the people of Shravasti during his visit to the region after enlightenment.
Near Extinction to Flourishing Farms
In 2018, Kalanamak rice faced extinction. Only 2950 farmers continued cultivating it due to its demanding care requirements and lack of financial incentives. However, within three years, the number of Kalanamak rice farmers surged to 13,500, all thanks to ODOP.
Strategies for Revival
The UP government employed three key strategies to revive Kalanamak rice:
- Recognition: The state organised a 3-day Kalanamak Rice Festival, allowing farmers to gauge demand and exporters to assess rice quality.
- Packaging & Branding: Recognizing that Kalanamak rice lacked global appeal, it was rebranded as Buddha Rice. The packaging featured Lord Buddha, appealing to Central and South Asian countries where Buddhism thrives. The famous quote, “The unique aroma of the rice will remind people of me,” adorned the packaging, serving as a powerful promotional tool.
The unique aroma of the rice will remind people of me
Expanding Horizons
With demand established and branding in place, the next step was to expand Kalanamak rice’s reach. The success story of this humble grain exemplifies how ODOP can transform local products into global sensations.
Market Reach and Global Expansion
With the demand for Kalanamak rice firmly established, it was time to expand its reach beyond the borders of Uttar Pradesh. Here’s how the humble grain made its mark on the global stage:
- Online Platforms: Kalanamak rice found its way onto popular e-commerce platforms like Amazon and Flipkart. Now, customers from the USA, UK, and Singapore can savour this unique rice variety.
- Government Support: The government allocated ₹12 crore to promote Kalanamak rice production, processing, packaging, and branding. This financial boost ensured that the rice reached a wider audience.
- Crafts and Culture: Just as Kalanamak rice gained prominence, other local specialties also flourished. Lucknow became synonymous with chikankari and zari work, Jhansi with soft toys, and Gorakhpur with handicrafts.
UP’s Economic Surge
The One District One Product (ODOP) initiative, launched in 2018, catalyzed UP’s economic growth. Under the visionary leadership of Mr. Navneet Sehgal, the then Chief Secretary of the UP government, the ODOP ecosystem blueprint was meticulously crafted. Here’s how it unfolded:
- National and International Exposure: The state government showcased ODOP products at prestigious events like the Hong Kong Handloom Fair, Textile Expo Istanbul, Cairo Fashion Week, and Dubai Expo. These platforms provided exposure and opened doors to national and international markets.
- NIFT’s Involvement: The National Institute of Fashion Technology (NIFT) played a crucial role by advising on product design and aesthetics. Their expertise elevated the appeal of ODOP offerings.
3. Adoption Across States: The success of ODOP in UP inspired other states. Maharashtra, Uttarakhand, Jammu and Kashmir, and even the central government embraced this transformative scheme.
A Nationwide Movement
Diversity defines India, and ODOP celebrates this rich tapestry. Across 713 districts in 35 states and union territories, the Pradhan Mantri Formalisation of Micro food processing Enterprises (PMFME) Scheme adopted ODOP. Let’s explore a few success stories:
- Incense Sticks from West Tripura: Fragrant incense sticks from this northeastern state now find their way into homes across the country.
- Hand Block Print Art from Barmer, Rajasthan: The intricate artistry of Barmer’s hand block prints captivates fashion enthusiasts everywhere.
- Arabica Coffee from Kannur, Kerala: The hills of Kannur yield exquisite Arabica coffee beans, gaining recognition far beyond Kerala’s borders.
Across 713 districts in 35 states and union territories, (PMFME) Scheme adopted ODOP.
Entrepreneurship and Sustainability
Thanks to ODOP, craftsmen are no longer just artisans; they are entrepreneurs. Their businesses thrive year-round, irrespective of festive seasons. As ODOP continues to weave success stories, it reinforces the idea that local excellence can resonate globally. The next chapter awaits, and it promises to be even more remarkable.
Breaking Free from Middlemen
The One District One Product (ODOP) initiative in Uttar Pradesh (UP) has not only transformed local economies but also empowered individuals. No longer do artisans and producers have to rely solely on middlemen for sales. Instead, they can directly connect with consumers, ensuring better profits and sustainable livelihoods.
Lucrative State Initiatives
1. Credit-Linked Grant
- Support Groups: Self-help groups (SHGs), producer cooperatives, and other entities receive a credit-linked grant of 35%. This financial boost enables them to operate efficiently and independently.
2. Seed Capital
- Investing in Growth: Each SHG member involved in food processing receives ₹40,000 as seed capital. This initial investment fuels production and kick-starts entrepreneurial ventures.
3. Branding & Marketing Support
- Promoting Excellence: UP provides up to 50% grants for branding and marketing expenses. By showcasing ODOP products effectively, artisans gain wider recognition and access to markets.
4. Entrepreneurship Training
- Knowledge is Power: Training programs focus on entrepreneurship development, compliance with FSSAI standards, GST registration, and Geographical Indication (GI) registration. These skills empower individuals to navigate the business landscape successfully.
UP’s Economic Surge
- The government aims for ₹1.92 lakh crore exports by 2025-26, aligning with UP’s goal of becoming a $1 trillion economy in the next 5 years.
Uttar Pradesh’s journey from poverty to prosperity through the One District One Product (ODOP) initiative is a testament to visionary policies and unwavering commitment. By empowering entrepreneurs, celebrating local excellence, and expanding market reach, UP has not only transformed its economy but also preserved its rich cultural heritage. As other states adopt this success story, the next chapter awaits—an even more remarkable odyssey of growth and recognition.
The post The Remarkable Transformation of Uttar Pradesh: Zero to Hero appeared first on The Jaipur Dialogues.
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