UPITS: The Legacy Of Taste Gets A Global Flight - Raj Kumar Bhagat

Inscriptions fade, buildings fall into disrepair, but taste continues to pass forward through the hands of generations. Uttar Pradesh possesses an immense treasure of heritage filled with flavours. Banaras' Malaiyo, Lucknow's chaat, Agra's petha, Mathura's peda, Kannauj's rose water and Hathras' asafoetida are not merely food items but living documents of history. Until now, they remained confined to lanes and neighbourhoods, fairs and the memories of travellers. For the first time, they have been placed on the global trade table with complete seriousness. With 'One District-One Cuisine' (ODOC) at the centre of the Uttar Pradesh International Trade Show, the Yogi government has conveyed a clear message: "Heritage is not a burden, but capital, and tradition is not a sign of backwardness, but the foundation of self-reliance."

This message extends a larger vision that began with One District-One Product (ODOP). The government's basic argument is straightforward. When a district's identity receives branding, market access, and policy support, the artisan's skill becomes an industry, and the local product becomes a global commodity. Here, the slogan 'Vocal for Local' takes the form of a practical action plan for entrepreneurs from all 75 districts. Through this action plan, UP seeks to position itself as a producer and exporting power. At the trade show, more than 600 buyers from 90 countries witnessed this very strength of Uttar Pradesh's 'Vocal for Local'.

ODOC has immense potential for trade. Demand for authentic, natural food products is increasing worldwide. The vast population of the Indian diaspora, growing global acceptance of Indian cuisine and consumers' inclination towards premium and organic products – these three factors all work in favour of ODOC. From the Gulf countries to Europe and North America, buyers now want to purchase not only taste but also authenticity and trust. UP's cuisines offer both, and the industry is now moving toward standardisation, better packaging, and efficient logistics. Infrastructure such as Jewar International Airport and the motorway network will prove to be the backbone of this effort. The trade potential of ODOC can also be viewed through the lens of ODOP, where many GI-tagged products are food-based.

However, the real dimension of ODOC lies beyond economic figures. ODOC represents the idea that the development path emerges by remaining connected to one's roots. Halwais, farmers, dairy producers and women entrepreneurs from self-help groups are all links in this chain. In this chain, culture and economy become companions. Just as ODOP has given traditional identities an organised form and a market, giving new life to crafts such as locks, carpets, chikankari and pottery, ODOC is an effort to apply the same principle to the world of food. This initiative aims to give the centuries-old culinary traditions of all 75 districts of the state a global identity and shape them into an organised food economy.

Until now, ODOC's reach had remained limited to local fairs, tourists, and regional markets. UPITS has attempted to break this boundary. Presenting these products directly to buyers from across the world, business delegates, food chain operators and retail companies holds great significance. When a foreign trade buyer tastes these cuisines and understands the business opportunities hidden behind them, the limited image of 'street food' begins to break. A halwai who until now served customers in his own town can now imagine his product reaching shops in the Gulf, Europe, or America. This very thought is, in itself, a revolution in entrepreneurship.

But in the global market, one cannot rely solely on excellent taste. There, every product is tested on the parameters of standardisation, safety and consistency. With this in mind, the UP government and the MSME Department are preparing a comprehensive support framework based on four pillars. The first pillar concerns packaging and shelf life. The biggest obstacle in the long journey of traditional sweets is their tendency to spoil quickly. With support from the Central Food Technology Research Institute (CFTRI), researchers are developing technologies that allow products to stay fresh for months without harmful preservatives. The second pillar is global standards and certification. To enter international markets, along with the Food Safety and Standards Authority of India (FSSAI), HACCP (Hazard Analysis Critical Control Point), ISO certification and organic or GI tagging are necessary. Local artisans, halwais, and processing units are receiving financial and technical guidance for this, because a foreign buyer does not do business on trust but on certification.

The third pillar is branding and digital marketing. Today's consumer buys the story behind a product along with the product itself. Through QR code-based packaging, consumers can directly access information about the product's source, ingredients, and authenticity. The fourth and most decisive pillar is export assistance and logistics. Its main components are simplified export procedures, export credit subsidies, and strengthened cold-chain infrastructure. The Jewar airport and motorway network will make it possible to deliver perishable products to any corner of the world in the shortest possible time. In food exports, time is the greatest capital, and this infrastructure protects that capital.

There are no fewer challenges either. Access to loans, subsidies and training must be simplified. Attention must also be paid to authenticity, standardisation, and consistency. A one-time export order is an achievement, but regular supply builds reliability, which requires stable raw-material availability, quality control, and a strong cold chain. Despite these challenges, the socio-economic potential of ODOC cannot be underestimated. The food sector is among the few sectors where it is possible to begin with low capital and traditional skills and where employment reaches the grassroots level; when a district's cuisine becomes a global brand, farmers, milk and dry-fruit suppliers, halwais, packaging units, transporters, and people associated with tourism all benefit.

Along with this, there is also the potential for food tourism. A buyer or tourist who tastes Agra's petha or Banaras' lassi will also feel curious to explore the city's lanes. In this way, ODOC can also become a partner to the state's tourism industry. The prominence given to ODOC at UPITS is a beginning; the destination is still ahead. ODOP brought artisans' skills to the market, while ODOC aims to give heritage taste the same respect.

About the Author: Raj Kumar Bhagat is the President of the Chamber of Food Processing Industries Association (CFPIA). An industry leader and advocate for food sector modernization, his work focuses on industrial growth, agro-processing innovation, and expanding global trade opportunities for Indian food products.

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