In a concerted effort to celebrate India’s rich tapestry of indigenous crafts and promote rural self-reliance, the One District One Product (ODOP) initiative and Deendayal Antyodaya Yojna – National Rural Livelihoods Mission (DAY-NRLM) have come together to unveil the ‘ODOP Wall.’ The launch ceremony, graced by Shri Charanjit Singh, Additional Secretary, Rural Livelihoods, Ministry of Rural Development, GoI, marks a momentous stride towards realizing Prime Minister Narendra Modi’s vision of showcasing India’s unique craft heritage to the world.
The ODOP program, an integral initiative under the aegis of the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, holds a multifaceted objective. It seeks to epitomize the Prime Minister’s vision of fostering balanced regional development and self-reliance across all districts of the nation. By selecting, branding, and promoting a singular distinctive product from each district, ODOP not only propels economic growth but also offers a captivating window into the diverse spectrum of products spanning the length and breadth of the country, encompassing sectors like handlooms and handicrafts.
The inauguration of the ‘ODOP Wall’ was graced by distinguished officials, including Ms. Smriti Sharan and Ms. Swati Sharma, Joint Secretaries of Rural Livelihoods, Shri Raghvendra Pratap Singh, Director of Rural Livelihoods, Deputy Secretary of Rural Livelihoods, Ms. Nivedita Prasad, and Shri Raman Wadhwa, Deputy Director of Rural Livelihoods, among others. The Ministry of Rural Development joined hands with Ms. Supriya Devasthali, Director of DPIIT, Ministry of Commerce and Industry, and their respective officials to underscore the importance of this collaborative effort.
This collaboration stands as a testament to the commitment of both initiatives to uplift and empower rural communities. Through meticulous identification of unique products from every district, the joint venture aims to accentuate the cultural significance and exceptional qualities of these crafts. The diverse array encompasses handicrafts, handlooms, and agricultural products that have been intrinsic to the identity and heritage of their respective regions.
Crucially, the alliance seeks to channel consumer interest towards emporia, thereby enhancing sales and bolstering the visibility of SARAS products. By championing these products, the collaboration plays a pivotal role in promoting the indigenous crafts and talents of rural Self-Help Groups (SHGs) women. This effort not only celebrates India’s artistic heritage but also fuels economic growth at the grassroots level, aligning seamlessly with the government’s larger vision of Atmanirbhar Bharat (self-reliant India).
The launch of the ‘ODOP Wall’ resonates as a testament to the power of convergence and collaboration, uniting two formidable initiatives to drive India’s craft legacy to new heights. As the ‘ODOP Wall’ stands tall, it embodies the aspirations, creativity, and resolute spirit of countless artisans and communities, reflecting a vibrant narrative of India’s cultural heritage.
