A remarkable stride towards bolstering the indigenous crafts and artisans of India has been achieved through the One District One Product (ODOP) program, an initiative steered by the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry.
In a strategic alliance, ODOP has joined hands with the Ministry of Rural Development, a union that was inaugurated with the unveiling of the ODOP Wall at SARAS Aajeevika Store. This collaboration signifies a momentous step in nurturing the nation’s creative talent and boosting rural empowerment.
The ODOP Wall at SARAS Aajeevika Store was formally inaugurated by Charanjit Singh, Additional Secretary of the Ministry of Rural Development, and Supriya Devasthali, Director of DPIIT. This symbolic gesture represents the harmonious partnership between these two pivotal ministries and underscores their joint commitment towards the promotion of indigenous crafts and entrepreneurship.
At the heart of this initiative lies SARAS Aajeevika, an endeavor under the aegis of Deendayal Antyodaya (DAY-NRLM), Ministry of Rural Development, Government of India. Dedicated to empowering women, SARAS Aajeevika focuses on uplifting women artisans and Self-Help Groups (SHGs). By providing a dedicated marketplace for their finely crafted products, SARAS Aajeevika empowers these women to transform into independent entrepreneurs.
This collaboration between the ODOP program and the Ministry of Rural Development introduces innovative features, including product tagging and story cards. These enhancements are designed to guide consumers and enthusiasts towards these emporiums, thereby augmenting sales and increasing the visibility of India’s exceptional products.
The very essence of the ODOP initiative resonates with the vision set forth by Prime Minister Shri Narendra Modi – to foster self-reliance and balanced regional development across every district of the country. At its core, ODOP selects, promotes, and brands a unique product from each district, highlighting the diverse spectrum of products across various sectors such as handlooms and handicrafts.
As a part of its overarching strategy to expand its influence, ODOP continues to cultivate valuable partnerships with governmental bodies and private enterprises. This aligns perfectly with its mission to establish India as a self-sufficient nucleus of distinctive craftsmanship and entrepreneurship.
The collaboration between ODOP and the Ministry of Rural Development stands as a beacon of hope for countless artisans and women entrepreneurs across India. Through this concerted effort, indigenous crafts are not only being preserved but also thriving in the modern economic landscape. The ODOP Wall at SARAS Aajeevika Store will undoubtedly serve as a testament to the potential unlocked when various stakeholders collaborate for a common cause.
