The ongoing Maha Kumbh in Prayagraj, which spans nearly one-and-a-half months, is poised to elevate Uttar Pradesh’s (UP) global stature, an official spokesperson stated on Monday.
With leading Indian companies investing Rs 30,000 crore in marketing efforts, the Maha Kumbh is set to enhance UP’s visibility on the world stage. The event will play a pivotal role in expanding markets for both Indian and local products, aligning with the country’s ‘Make in India’ and ‘Vocal for Local’ initiatives.
A key feature of the Maha Kumbh is the grand ‘One District One Product’ (ODOP) exhibition, covering 6,000 sqm. The exhibition highlights several Geographical Indication (GI)-certified products, showcasing UP’s rich cultural and geographical heritage.
Visitors can explore a wide range of items, including Kashi’s iconic thandai, lalpeda, and Banarasi saris, as well as Gorakhpur’s terracotta, Mirzapur’s brass utensils, and Pratapgarh’s amla products.
By emphasizing GI and ODOP products, the Maha Kumbh ensures that artisans and craftspeople directly benefit from increased sales, fostering long-term demand for their goods.
The event has also provided a platform for other states to showcase their cultural diversity. States like Gujarat, Madhya Pradesh, Chhattisgarh, Andhra Pradesh, Dadra Nagar Haveli, Nagaland, and Leh have made their mark with vibrant displays in their respective pavilions, further enriching the event’s cultural mosaic.
The Yogi Adityanath-led government has been instrumental in transforming UP into a global brand through initiatives like the ODOP scheme. Since 2018, this scheme has successfully spotlighted unique products from each district, revitalizing the lives of artisans and their families by promoting branding and expanding market access.
The success of ODOP is evident in the surge in demand for local products such as Siddharthnagar’s Kala Namak rice, Gorakhpur’s terracotta art, Kushinagar’s banana-based items, and Muzaffarnagar’s jaggery, both in domestic and international markets.
The growing popularity of these products has inspired the government to expand the ODOP scheme, further promoting UP’s rich cultural heritage and boosting local economies.
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