UP's One District One Product scheme was launched to provide a wider market to the state's local artisans.
India's homegrown e-commerce marketplace, Flipkart has buoyed ODOP's ventures to an all-new success. As per reports, UP's local product's scheme has set a record with sales of ₹1000 crores in 2020-21 via the Flipkart portal. The feat has not only helped artisans of the state in a big way but also promoted indigenous and specialised products and crafts from the heartlands of UP to the mainstream.
ODOP items become a big hit on Flipkart
In the last year, the Flipkart portal alone has noted the sale of 2 crore ODOP products, worth ₹1000 crores. The e-commerce platform entered into a partnership with the government of Uttar Pradesh last year, to provide a digital market to district-specific products, unique to those regions artisans, beyond the state demographics. As per a government spokesperson, Agra leather products, sports goods from Meerut and metal craft, including locks from Aligarh have been listed as the top trending ODOP products on Flipkart.
Navneet Sehgal, Additional Chief Secretary (ACS), MSME, Export Promotion, Khadi and Village Industry, said, "The Uttar Pradesh government has been working relentlessly to encourage more and more local businesses to see their national market grow. As part of our initiatives, it is heartening to see that our ODOP campaign has led to boosting revenue for these crafts online and allowed them to witness consumer demand from across the country."
The ODOP scheme was launched in Uttar Pradesh with the idea to promote each district's local craft and products. This programme is a potent tool to encourage local artisans, the CM reportedly stated. It opens the avenues of a nationwide audience to these craftsmen, helping them to scale the production of traditional handicrafts.
"The ODOP scheme has brought about a significant economic change for the good by promoting the local and traditional talent," he said. The Flipkart association is giving these indigenous products their due visibility while strengthening the state's concept of encouraging the sale of specialised products.
Digital success for 'vocal for local'
Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group said, "We are delighted to see the growth that local businesses from UP have witnessed on our marketplace platform. As a homegrown company, it has been our constant endeavour to bring increased market opportunities to MSMEs and small businesses, and under UP government's ODOP program promote specialized products that are unique to these districts."
These products range from leather products from Agra, aluminum utensils from Kanpur, chikankari and zari-zardozi work from Lucknow, wooden lacquerware and toys from Varanasi, wheat stalk craft from Bahraich, terracotta pottery from Gorakhpur and wood-carved crafts from Saharanpur, among many others.