Collaboration to promote indigenous crafts and artisans of Gujarat

One District One Product (ODOP) program, an initiative under the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce & Industry, launched its first collaboration with the Government of Gujarat in New Delhi to promote the indigenous crafts and artisans of the State. Smt. Manmeet Nanda, Joint Secretary, DPIIT, and Smt. Arti Kanwar, Resident Commissioner and Secretary (Economic Affairs) Finance Department, Government of Gujarat jointly inaugurated the ODOP Wall at Garvi Gujarat Bhawan today.

Gujarat, with its 33 districts, exemplifies the vast geographic coverage and potential for diverse products across the state. ODOP-Gujarat features a rich collection of 68 unique products, ranging from traditional crafts like Gamthi Block print and Mata-ni-Pachedi to agricultural goods such as groundnuts and cumin.

In a significant collaboration, ODOP has partnered with the Government of Gujarat to implement product tagging and story cards, enhancing the promotion and recognition of Gujarat's unique products. This collaboration aims to drive consumers towards emporia, boosting sales and increasing the visibility of Gujarat's products at the national level. Garvi Gujarat Bhawan has integrated ODOP products into its interiors to better showcase Gujarat handicrafts.

ODOP interventions in Gujarat have been, specifically focused on certain products to enhance their market presence. For example, Government e-Marketplace (GeM) onboarding drives have been conducted for Sujani Handloom, Jamnagari Bandhini, and Patan Patola. Additionally, support from the National Institute of Design (NID) workshop has been provided for Agate Stone in Khambat district and Sujani from Bharuch district.

The ODOP initiative aims at manifesting the vision of the Prime Minister, Shri Narendra Modi to make the country and its people self-reliant by fostering balanced regional development across all districts of the country. The program selects, brands, and promotes one unique product from each district, showcasing the diverse range of products across the country which encompasses various sectors, including handlooms and handicrafts. To better realize this aim, the ODOP team has been joining forces with other government and private players working in this direction to reach a larger audience.  

Promotion of indigenous crafts boosts market access through product tagging, story cards and GeM onboarding for artisans. Launch of the One District One Product (ODOP) Wall at Garvi Gujarat Bhawan establishes a collaboration between DPIIT and the Government of Gujarat to brand and promote district-identified products, integrate ODOP items into public display spaces, and use product tagging and story cards to drive consumers to emporia. Operational steps include Government e Marketplace onboarding drives for targeted crafts and design support from the National Institute of Design, all directed to enhance market visibility and regional development through coordinated promotion of indigenous crafts and agricultural products.