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DPIIT and Ministry of Rural Development Launch ODOP Wall at SARAS Aajeevika Store

As the ODOP program and Ministry of Rural Development join forces, their collaborative efforts promise to not only uplift local artisans but also to contribute to India's cultural and economic heritage.

Shivam Dwivedi
DPIIT and Ministry of Rural Development Launch ODOP Wall at SARAS Aajeevika Store (Photo Source: ODOP/Twitter)
DPIIT and Ministry of Rural Development Launch ODOP Wall at SARAS Aajeevika Store (Photo Source: ODOP/Twitter)

The One District One Product (ODOP) program, an ambitious initiative led by the Department for Promotion of Industry and Internal Trade (DPIIT) under the Ministry of Commerce & Industry, has taken a significant stride towards championing India's traditional crafts and artisans.

The ODOP program joined hands with the Ministry of Rural Development, marking a pivotal moment in the country's commitment to promoting indigenous skills and craftsmanship. The partnership was inaugurated with the unveiling of the ODOP Wall at the SARAS Aajeevika Store in New Delhi, graced by the presence of Charanjit Singh, Additional Secretary of the Ministry of Rural Development, and Supriya Devasthali, Director of DPIIT.

The ODOP Wall at SARAS Aajeevika Store serves as a powerful symbol of synergy between these two instrumental ministries, illustrating their shared dedication to fostering local talents and economic growth. This collaborative effort is set to elevate the visibility and significance of indigenous products on a national scale.

SARAS Aajeevika Store, an initiative propelled by the Deendayal Antyodaya (DAY-NRLM) program under the Ministry of Rural Development, encapsulates a remarkable commitment to women's empowerment.

The initiative centers around supporting women artisans and Self-Help Groups (SHGs), providing them with a dedicated platform to showcase their meticulously crafted products. Through SARAS Aajeevika, these women are not only able to demonstrate their creative prowess but also to chart a path towards becoming self-reliant entrepreneurs.

A defining aspect of this collaboration lies in the integration of innovative features into the ODOP initiative. Among these are product tagging and story cards, intended to offer consumers and enthusiasts a deeper understanding of the products' origin and significance. By guiding potential buyers to these emporiums, the collaboration seeks to bolster sales while simultaneously spotlighting India's exceptional craftsmanship.

At its core, the ODOP initiative aligns with the vision of Prime Minister Narendra Modi to enhance India's self-reliance by fostering holistic regional growth across all districts. The program sets out to identify and promote one distinctive product from each district, showcasing the rich diversity of products that span various sectors, including handlooms and handicrafts.

Embracing its overarching strategy, ODOP continues to forge partnerships with both governmental and private entities, furthering its mission to establish India as a thriving hub of unique craftsmanship and entrepreneurship.

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