With ODOP, the Yogi Adityanath Government plans to arrest migration of workers to big cities by keeping rural fold gainfully engaged

LUCKNOW, July 26 (The CONNECT) - The mouth-watering ‘Sandila ke Laddu’ will no longer be confined to the district. Similarly, Ghosi’s laddu-shaped jaggery, raw bananas of Campierganj, and green peas of Pharenda, among others will also hit the stands across the country soon.

Buoyed by the success of One District One Product (ODOP), the Uttar Pradesh Government is gearing up to spread the scheme further deep with the launch of One Tehsil One Product (OTOP). 

Officials will hold meetings with the district administrations for identifying and shortlisting of unique products in each tehsil spread across the 75 districts.

The promotion of these products will help strengthen ‘Brand UP’ not only within the country, but abroad.

Gotha, a town of Ghosi tehsil in Mau district, is famous for its jaggery. It is an old and the closest market for the sugarcane farmers of the region. Followers of Buddhism from various countries and other tourists en route Lumbini from Varanasi pass through the town and get to taste the famous jaggery.

Many other tehsils or towns of Uttar Pradesh have their own unique products. For example, Ramchaura in Campierganj of Gorakhpur district is known for raw bananas, and Pharenda, a town in Maharajganj District is famous for its sweet green peas, while Hardoi is famous for its Sandila laddus.  Similarly, the history of cultivation of turmeric in the Dudahi block of Kushinagar is centuries old. In fact, every tehsil has a unique product to offer.

The One District One Product (ODOP) scheme, spearheaded by the Uttar Pradesh government in January 2018, is an important initiative that is being adopted all over India to realise the true potential of each district.

The scheme, with focus on empowering the MSMEs,  also seeks to nurture local arts, crafts and skills while ending economic disparity and regional imbalance and promoting ODOP items in national as well as global markets. It also aims to enhance people’s income and generate employment on a large scale to prevent migration of people for jobs.