ODOP: The New Economics Of Diwali | Jagdish Tripathi

The government policy of giving up foreign goods and embracing indigenous ODOP products on Diwali is delivering multidimensional, multi-layered benefits. Its biggest benefit is economic empowerment and inclusive development, where the flow of wealth has shifted from metropolitan cities directly towards the rural economy.

The sacred festival of Diwali is not merely a symbol of happiness, divine illumination and profound religious devotion. Still, it has today also become a historic opportunity to give UP's economic activities a new, strong and indigenous direction. The UP government, under the leadership of Chief Minister Yogi Adityanath, has revived our indigenous economy by placing Diwali at the centre of its efforts through initiatives such as the 'One District-One Product' (ODOP) scheme.

During this festive season, this scheme has become the backbone of the state's rural and local economy. Products manufactured under ODOP are bringing the true light of prosperity, hope and self-reliance into the lives of local artisans, weavers and micro-entrepreneurs across all 75 districts of the state. Along with protecting traditional arts from extinction, this effort is a major step toward fully realising Prime Minister Narendra Modi's vision of 'Vocal for Local' and 'Aatmanirbhar Bharat' on the soil of Uttar Pradesh.

A decade ago, the Diwali market landscape was dominated by imported goods and foreign glitter. Indigenous handicrafts and traditional clay art were struggling on the margins. However, today, when the entire state is immersed in the excitement of shopping for decorations, puja items, and gifts, the ODOP scheme beats at the heart of local markets. Local handicrafts have now replaced foreign decorative lights and ornamental items. The Yogi government has ensured that the distinctive cultural and commercial identity that each district has preserved for centuries is not only protected but also established as a global brand.

The most encouraging and economically significant aspect of this process is that the substantial financial transactions during festivals now reach small artisans, weavers, and traders in the villages and towns of Uttar Pradesh, instead of going into the coffers of multinational companies or large foreign corporate houses. When a local artisan receives a fair price for their hard work, they spend that income in their own local market on food, clothing, education and other essential services. This strengthens the economic foundation of the entire district and the state.

Giving voice to this very welfare-orientated vision, CM Yogi Adityanath, while extending greetings to the people of the state on Dhanvantari Jayanti, urged them to completely boycott Chinese-made or imported goods for gifting during this festive season and make only ODOP and indigenous products a part of their celebrations. The CM's clear message is that we should celebrate a 'Local Wali Diwali' and honour the hard work of dedicated artisans and craftspeople's families who work day and night to keep our ancient cultural heritage alive. He made special mention of Bhadohi's world-famous carpets, Prayagraj's exceptionally beautiful moonj craft, Mainpuri's artistic tarkashi work and Chitrakoot's exquisite wooden toys, which the Yogi government has re-established as distinctive identities of the state.

The government's continuous, intensive efforts have helped Uttar Pradesh, which once suffered from economic backwardness, set new export records. In keeping with the tradition of Dhanteras, Moradabad's brass craft is currently in the highest demand. Its intricately engraved diyas, puja thalis and magnificent idols of Lakshmi-Ganesh have taken over the markets. Lanterns, chandeliers, and decorative candle stands from Firozabad's glass industry are adding charm to every home. Banarasi sarees and Zardozi garments from Varanasi have emerged as the first choice for premium gifting. Alongside these, Khurja's ceramic crockery from Bulandshahr, Gorakhpur's revered and environment-friendly terracotta craft (including clay diyas, elephants, horses and idols), Lucknow's delicate chikankari, Kannauj's natural perfumes and incense sticks and Chitrakoot's handmade wooden toys are ruling the Diwali markets.

On the front of employment and self-reliance too, this scheme of the Yogi government has proved to be a silent economic revolution. Today, more than 50 lakh artisans, weavers, sculptors, potters and small traders in UP are directly and indirectly associated with ODOP and the traditional 'Mati Kala Yojana'. The establishment of the Mati Kala Board and the distribution of modern toolkits and electric pottery wheels to more than two lakh artisans reflect the government's unwavering commitment to 'Antyodaya'. This has not only increased their production capacity but also brought the quality of their products up to international standards. During this special 15-20-day Diwali season, these lakhs of families earn a very large share of their annual income. It is the result of the government's far-sighted policies that the economic condition of people at the lowest rung of society, from metal-casting artisans in Moradabad to the Prajapati community in Gorakhpur, has improved remarkably, and an everlasting lamp of self-respect and prosperity has been lit in their homes as well.

The government policy of giving up foreign goods and embracing indigenous ODOP products on Diwali is delivering multidimensional, multi-layered benefits. Its biggest benefit is economic empowerment and inclusive development, where the flow of wealth has shifted from metropolitan cities directly towards the rural economy. The second major benefit is a historic increase in the state's revenue and exports, through which Uttar Pradesh is rapidly establishing itself as India's 'Growth Engine'. The third and most sensitive aspect is preserving our cultural heritage. When today's younger generation purchases these artistic products from their own state, centuries-old art forms are saved from extinction and receive a new lease of life. Fourth, the creation of immense local employment opportunities has placed a major and effective check on the distressing migration from villages to cities. Finally, this is also a very important step towards environmental protection because all these products, whether clay diyas, cotton and silk garments, moonj baskets or items made through woodcraft, are plastic-free and completely biodegradable (environment-friendly). This automatically helps control the pollution and waste generated during festivals.

About the Author: Jagdish Tripathi is a senior journalist with extensive experience covering political developments, governance, and public affairs. A veteran news professional, his work focuses on investigative reporting, socio-political commentary, and media analysis.

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