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Brand Strategy

Brand ODOP Framework

Concept, objectives, and implementation priorities that shape district-led product identity.

Concept: One District - One Product

Spread over an area of 2,40,928 square kilometers, the region ranks among the largest in India in terms of area, comprising 7.3% of the total area of the country. It is also among the most populous, with the 2011 census count representing about 16.5% of the total population of the country.

In terms of size of the economy, the state ranks third in the country, with a share of 8.4% and GDP of 11,45,234 Cr in the year 2015-16. The MSME sector plays an important role in the economy of the state and is a significant contributor to capital investment, production and employment.

In terms of number of MSME units (about 46 lakh units, 8%), the region ranks first in the country. This sector, locally as well as nationally, is the largest contributor to employment after agriculture. It has been a leading contributor to exports of handicrafts, processed food, engineering goods, carpet, readymade garments and leather products.

The export of handicrafts from districts contributes 44% to total export of handicrafts from the country. Similarly, this contribution stands at 39% in carpets and 26% in leather and leather products. The share in total exports from the country is 4.73%.

Almost each district in the state has one or more unique products, whether in handicrafts, handlooms, agriculture or horticulture produce, or small enterprises, with distinct identity at national and international levels.

Key Objectives Under Brand ODOP

  • Preserve and develop local crafts and skills.
  • Increase incomes and local employment resulting in decline in migration for employment.
  • Improve product quality and skill development.
  • Transform products in an artistic way through packaging and branding.
  • Connect production with tourism through live demo and sales outlets for gifts and souvenirs.
  • Resolve issues of economic difference and regional imbalance.
  • Take ODOP to national and international level after successful implementation at state level.

Implementation Focus

  • District-wise product and stakeholder database development.
  • Research on possibilities regarding production, development and marketing of products.
  • Micro-plan for product development, marketing promotion, additional employment and wage increment.
  • Advertising, publicity, and market access at district, state, national, and global levels.
  • Coordination with MUDRA, PMEGP, Stand Up schemes, Mukhya Mantri Yuva Swarojgar Yojna and Vishwakarma Shram Samman Yojna for finance to new and existing units.
  • Setup of cooperatives and self-help groups.
  • General and technical training of craft and technology development.