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In the heart of Uttar Pradesh lies Moradabad, a city where generations of artisans have shaped molten metal into fine brassware. For decades, these artisans honed their skills in family-run workshops, often unknown to the world beyond their towns, according to a release.
2018 marked the beginning of a new chapter. As part of an innovative state-led experiment, Moradabad's brassware was selected to be the district's signature product under a bold new initiative: One District One Product (ODOP). The idea was simple yet revolutionary: identify one unique product in every district of the state, provide it with branding, market access, institutional support, and visibility, and empower the community behind it. Today, these crafts are showcased at international trade exhibitions. Local pride swelled, incomes rose, and a district that once toiled in economic obscurity became a model of self-reliant prosperity. Moradabad was not an exception; it became the first chapter in a much larger story. As of December 2025, ODOP has been adopted at the national level and scaled to over 770 districts, touching the lives of millions of entrepreneurs, artisans, and farmers. What started in Uttar Pradesh is now India's most celebrated initiative in local economic transformation, the release stated. ODOP seeks to promote balanced regional development by identifying and branding a unique product from each district, while strengthening market access for artisans and local producers through coordinated institutional support. The initiative has delivered tangible economic impact by strengthening incomes, expanding market access, and creating livelihood opportunities across district-level value chains. Through branding, exhibitions, and global platforms, ODOP has enhanced global recognition of Indian products, while supporting sustainable practices and cultural exchange. According to the release, the ODOP initiative, spearheaded by the Department for Promotion of Industry and Internal Trade (DPIIT), aims to unlock each district's unique economic potential, drive balanced regional growth, and equip local artisans and entrepreneurs to compete in national and global markets. By aligning cultural heritage with India's broader development priorities, it transforms traditional skills into a sustainable economic engine. The initiative aims to unlock the economic strengths of every district to reduce regional disparities and ensure inclusive development, create livelihoods by empowering farmers, artisans, weavers, and local producers, advancing the goals of Aatmanirbhar Bharat, integrate with initiatives like Make in India, Vocal for Local, and Districts as Export Hub to boost domestic capabilities and global competitiveness, and expand market linkages through digital platforms, including a dedicated ODOP storefront on the Government e-Marketplace (GeM), and State-level e-commerce platforms to boost sales and outreach. The success of ODOP lies in its flexible yet structured governance model. It is implemented through the collaborative efforts of central ministries, state governments, and district administrations, the release said. Under the ODOP initiative, products are selected by States and Union Territories based on the existing ecosystem on the ground and the final list is communicated to the Department for Promotion of Industry and Internal Trade (DPIIT). Over 1,200 ODOP products have been listed on the DPIIT's digital portal, covering sectors from textiles and food to handicrafts and minerals. Through e-commerce initiatives like the Government e-Marketplace (GeM)-ODOP Bazaar, India's finest ODOP products are being showcased to wider markets, empowering artisans and expanding market access. Uttar Pradesh, the pioneering state behind the ODOP initiative, has experienced significant economic transformation under the programme. At the Uttar Pradesh International Trade Show (UPITS) 2025, ODOP gained unprecedented national and global visibility, with Prime Minister Narendra Modi highlighting how the initiative has enabled district-specific products from UP to reach international markets. The ODOP Pavilion, at UPITS 2025, featured 466 stalls generating business leads and deals worth Rs. 20.77 crore. Similarly, during Mahakumbh 2025 in Prayagraj, ODOP emerged as a flagship platform for traditional craftsmanship. A dedicated 6,000 sq. metre exhibition zone brought together artisans from across the country, displaying signature crafts including Banarasi brocade, Kushinagar carpets, Firozabad glassware, Varanasi wooden toys, metal handicrafts, and a wide collection of 75 GI-tagged products from Uttar Pradesh, including 34 from the Kashi region. According to the release, the PM Ekta Malls (Unity Malls) are envisaged as dedicated retail and display hubs for promoting and selling ODOP, GI and handicraft products. Each mall is planned to provide earmarked space for every State and Union Territory to showcase its products, enabling wider market access, stronger visibility, and improved consumer reach for district-level specialities. These flagship hubs are not only marketplaces but temples of craftsmanship, places where the dreams of rural artisans take flight, where every product tells a story of heritage, and the vision of a self-reliant, culturally confident India finds a tangible, vibrant expression. The story of ODOP is the story of India, of crafts that survived on resilience, artisans who kept traditions alive, and a nation that finally placed them on the global stage. From Moradabad's glowing brass to the shelves of PM Ekta Malls and international gift hampers, ODOP has transformed local skill into national pride and global opportunity. No longer just about "one district, one product," it now represents millions of aspirations finding recognition far beyond their villages. As new markets open and PM Ekta Malls rise, India's local streets are stepping confidently onto the world's stage, and every artisan is closer to seeing their craft shine as it always deserved. (ANI)
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