The Consulate General of India in New York, in partnership with the Department of
Promotion of Industry and Internal Trade (DPIIT) and Invest India, held a Roadshow
on One-District-One-Product (ODOP) on 12 th of July, 2022. The show was attended
by stakeholders from the food, hospitality, textiles and relevant business sectors.
Consul General Shri Randhir Jaiwal gave the opening remarks, talking about the
importance of the ODOP initiative and detailing the uniqueness of the products.
From Araku coffee, with its distinctive texture, flavour and aroma, to the SIMFED
turmeric from the organic state of Sikkim, he talked about the individuality and
exclusivity of the items at display.
Joint Secretary from DPIIT, Ms. Manmeet Nanda familiarised the audience with the
ODOP initiative and its vision. She elaborated that the whole idea of the initiative is
to showcase unique products from different district of India, and that this stems from
the mandate of Aatmanirbhar Bharat, focusing on a resilient India that is recognised
as a brand globally. Expanding on the same, she talked about the vision of
promoting sustainable trade along with creating a direct market link between the
makers and buyers of these unique products. Explaining the progress that the
initiative has made thus far, Ms. Nanda highlighted that more than 700 products with
a unique quality and a large export potential have been identified till date. Each
product tells a story – a story of creation, craftsmanship, tradition, custom, and
people. Today, India’s unique products have ties all over the world. Farmers in
Jammu and Kashmir sell walnuts to distant countries like Europe, and international
brands sell Indian Pashmina stoles.
Representatives of Invest India took forward the discourse and emphasized the four
pillars of the ODOP initiative – ecommerce, marketing, licencing, and selling and
Different products from different parts of the country were showcased, ranging from
cardamom tea, millet pasta, saffron, ginger flakes and more. From the north, the
range extended from walnut wood carvings to Basohli paintings. From the state of
Rajasthan, items of blue pottery were displayed. From the North-East, the variety
consisted of coffee, jewellery, and special silks such as Eri Silk and some non-violent
silk products. The non-violent silk items are so called as their production does not
involve harming of silk worms.
Members of the diaspora were urged to promote products from their districts and
adopt the vision of the ODOP scheme. They were urged to promote ODOP products
through gift giving, socially as well as officially. Earlier, the Consulate had organized
a display of ODOP products at Times Square during International Day of Yoga
celebrations on 21 June 2022.