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Brand India: ODOP Programme Surpasses 50 Aggregators Milestone

The ODOP initiative aligns with the vision of Prime Minister Narendra Modi to foster balanced regional development across all districts of the country.

Shivam Dwivedi
Brand India: ODOP Programme Surpasses 50 Aggregators Milestone (Photo Source: ODOP_IND)
Brand India: ODOP Programme Surpasses 50 Aggregators Milestone (Photo Source: ODOP_IND)

The One District One Product (ODOP) programme, operating under the DPIIT, Ministry of Commerce & Industry, has successfully onboarded over 50 aggregators. These aggregators are fervently dedicated to the noble cause of promoting ‘Brand India’ and elevating the unique products originating from different regions of the country. Union Minister of Commerce & Industry, Consumer Affairs, Food & Public Distribution, and Textiles Piyush Goyal has urged every organization to collaborate with the ODOP programme, reinforcing the importance of promoting indigenous products for the overall development of the nation.

Ayurvedic Wellness Company, Forest Essentials, Joins the ODOP Movement

The 50th aggregator to join the ODOP initiative is the renowned Ayurvedic wellness company, Forest Essentials. This marks a milestone as the ODOP programme gains momentum in showcasing value-added products on a global platform. Forest Essentials, with its focus on beauty and wellness, brings a rich array of ODOP-identified products to the international stage, contributing to the larger narrative of Indian craftsmanship.

Diversity Across States and Union Territories

The ODOP community of aggregators now spans across 25+ States and Union Territories, representing over 160 districts. This diverse representation aims to enlighten consumers about the origin of the ingredients used in the products, establishing a distinct identity for each district and fostering awareness about the rich heritage of Indian craftsmanship.

Celebrating True Diversity: From Pashmina Weavers to Coffee Planters

The ODOP aggregators celebrate the true diversity of Indian craftsmanship. From honoring the women Pashmina weavers in Leh, Ladakh, and skilled bamboo artisans in West Tripura to embracing the Ajrakh clusters of Kutch, Gujarat, and the dedicated coffee planters in Wayanad, Kerala—the collective effort is a celebration of the nation's varied and rich cultural tapestry.

In a gesture of encouragement, Prime Minister Narendra Modi commended the efforts of ODOP tagged aggregator - Looms of Ladakh, during the 107th episode of Mann ki Baat. This recognition reflects the government's support for the ODOP programme and its positive impact on local artisans and their communities.

Creative Promotion Strategies and Global Exposure

Aggregators under the ODOP initiative have adopted inventive and eco-friendly packaging strategies, integrating compelling storytelling elements. By introducing story cards with each product, outlining the artisans’ journey and the product’s significance, they aim to infuse a personalized touch into every purchase. These creative approaches not only enrich the customer experience but also contribute to a comprehensive narrative of the product and the artisans’ remarkable journey. Aggregators have successfully showcased artisanal products at prestigious events such as the World Investment Conference, Atma Nirbhar Bharat Utsav, World Economic Forum, earning commendation from esteemed dignitaries at the highest levels.

Collaborations for a Shared Vision

ODOP aggregators have forged collaborations with government entities such as Garvi Gurjari of Gujarat, TRIFED, and others, working collectively towards the shared vision of promoting indigenous products from each district. The team envisions bringing more aggregators under this campaign to enhance product accessibility and visibility, further strengthening the impact of the ODOP programme.

By selecting, branding, and promoting one product from each district, the ODOP programme contributes to the larger goal of Atma Nirbhar Bharat.

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