Lucknow: Traditional crafts and local industries across Uttar Pradesh are finding new markets through the state’s One District, One Product (ODOP) scheme. Launched in 2018 under the leadership of Chief Minister Yogi Adityanath, the initiative aims to promote district-specific products, support artisans and create business opportunities for small entrepreneurs.
The growing demand for locally made products during Diwali has provided fresh momentum to the programme. Earthen lamps, terracotta items, handicrafts, traditional textiles and decorative products have attracted buyers, creating additional business opportunities for artisans and small traders.
The scheme covers distinctive products from all 75 districts of Uttar Pradesh, helping traditional industries gain wider recognition through financial assistance, skill development, technology upgrades, improved packaging, branding and marketing support.
Traditional Crafts Get Wider Recognition
Several traditional products from Uttar Pradesh have gained greater market exposure through ODOP. These include Banarasi silk sarees from Varanasi, chikankari embroidery from Lucknow, perfumes from Kannauj, brassware from Moradabad, carpets from Bhadohi, glass products from Firozabad, wooden carvings from Saharanpur and terracotta handicrafts from Gorakhpur.
The initiative seeks to connect these traditional skills with modern markets and commercial opportunities. Support for product development, packaging and marketing has helped local manufacturers reach customers beyond their immediate markets.
Diwali Demand Supports Local Artisans
The Mati Kala Mahotsav organised in Lucknow offers an example of how seasonal events are creating sales opportunities for traditional producers.
More than 40 stalls were set up at the Khadi Bhawan परिसर in Dalibagh, displaying earthen lamps, idols of Goddess Lakshmi and Lord Ganesha, terracotta artworks and decorative items.
Artisans and entrepreneurs from different parts of the state used the exhibition to sell their products and introduce their work to new customers. Such platforms also provide opportunities to understand market preferences and promote traditional crafts.
ODOP products also received substantial business interest at the Uttar Pradesh International Trade Show (UPITS) 2025. A total of 466 stalls representing the scheme generated business leads and deals worth Rs 20.77 crore, according to the state government.
Online marketplaces and social media platforms have further expanded the reach of these products, allowing small businesses to connect with customers outside their home districts.
Over 3.5 Lakh Employment Opportunities Created
The ODOP programme has also been linked to financial assistance and employment generation through the ODOP Margin Money Scheme.
According to government figures, more than 21,000 beneficiaries have received financial assistance since the scheme’s launch in the financial year 2018-19. More than Rs 8,000 crore in margin money has been released, while over 3.5 lakh direct and indirect employment opportunities have been generated.
The state government has also reported a rise in Uttar Pradesh’s total exports, from Rs 88,000 crore in 2017-18 to Rs 2 lakh crore in 2025-26.
The government attributes part of the expansion in local manufacturing and exports to initiatives aimed at supporting traditional industries and small businesses.
‘Vocal for Local’ Pushes Indigenous Products
Prime Minister Narendra Modi and Chief Minister Yogi Adityanath have repeatedly encouraged consumers to purchase locally manufactured products under the ‘Vocal for Local’ campaign.
The Prime Minister has also presented ODOP products from Uttar Pradesh as gifts to foreign dignitaries during international engagements, giving traditional crafts an opportunity to reach an international audience.
Ahead of Dhanteras and Dhanvantari Jayanti, Chief Minister Yogi Adityanath appealed to people to choose locally made products as gifts and celebrate a ‘Local Wali Diwali’.
He said that purchasing an ODOP product could help a skilled artisan’s family move towards financial independence and greater economic security.
Traditional Industries Find New Business Opportunities
From pottery makers producing Diwali lamps to weavers creating Banarasi sarees, the ODOP initiative is aimed at connecting traditional skills with contemporary consumer demand.
The programme combines financial support, market access and promotional activities to help artisans and small entrepreneurs expand their businesses.
The increasing use of exhibitions, digital platforms and e-commerce channels is also creating additional avenues for sales. For Uttar Pradesh’s traditional industries, the challenge ahead will be to maintain product quality, meet changing customer preferences and build sustainable markets beyond seasonal demand.
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