In the heart of Uttar Pradesh lies Moradabad, a city where generations of artisans have shaped molten metal into fine brassware. For decades, these artisans honed their skills in family-run workshops, often unknown to the world beyond their towns.
The year 2018 marked the beginning of a new chapter. As part of an innovative state-led experiment, Moradabad’s brassware was selected to be the district’s signature product under a bold new initiative: One District One Product (ODOP).
The idea was simple yet revolutionary: identify one unique product in every district of the state, provide it with branding, market access, institutional support, and visibility, and empower the community behind it. Today, these crafts are showcased at international trade exhibitions.
Local pride swelled, incomes rose, and a district that once toiled in economic obscurity became a model of self-reliant prosperity.
Moradabad was not an exception; it became the first chapter in a much larger story.
As of December 2025, ODOP has been adopted at the national level and scaled to over 770 districts, touching the lives of millions of entrepreneurs, artisans, and farmers.
What started in Uttar Pradesh is now India’s most celebrated initiative in local economic transformation.
Here are some glimpses of products under the ODOP scheme:
Brassware from Moradabad District, Uttar Pradesh
Brass products from Moradabad are prized worldwide for their exceptional handcrafted quality, intricate engravings, and timeless designs.
The district specialises in handmade, engraved, and polished brass items like vases, lamps, tableware, and decorative pieces.
It exports over Rs4,500 crores (S$621 million) annually to countries like the United States, the United Kingdom, and Germany, featuring intricate handcrafted items, home decor, and artefacts.
Araku Coffee from Alluri Sitarama Raju district, Andhra Pradesh
Araku Coffee from Andhra Pradesh is a premium, 100 per cent Arabica coffee cultivated organically by tribal farmers in the Eastern Ghats.
Known for its high altitude (3,000+ feet), natural farming techniques, and balanced, fruity, or spicy flavour profile, it is a globally recognised, fair-trade, and sustainable coffee. It boasts a unique, earthy, and aromatic profile.
Pattachitra Art from Puri District, Odisha
Pattachitra is a traditional art form of Odisha, involves painting on cloth or palm leaves using natural dyes. The popular forms of Pattachitra are the paintings on cloth depicting scenes from mythology and epics.
The Pattachitra paintings are known for their detailed work, bright colours, and fine lines, and often depict stories from epics.
Primarily created in heritage villages like Raghurajpur, these ancient, intricate paintings use natural, handmade colours to depict mythological narratives, especially Lord Jagannath and Krishna.
Saffron from Pulwama district, Jammu & Kashmir
Kashmiri Saffron is one of the world’s most valued spice used in cosmetics, medicine, and traditional Kashmiri cuisine. It has multiple health benefits and is also considered a superfood that’s used to enhance the flavour and colour of many delicacies.
Known as “red gold”, it is renowned for its high quality, unique aroma, and vibrant colour, and possesses a Geographical Indication (GI) tag.
Blue Pottery from Jaipur District, Rajasthan
The exquisite handmade blue pottery is a timeless piece of functional art that seamlessly blends tradition and contemporary elegance.
This traditional, eco-friendly, and distinctively coloured pottery is celebrated for its unique and intricate hand-painted designs.
Famous for its iconic blue colour, the pieces are hand-painted with intricate floral, bird, and geometric patterns.
Tanjore Painting from Thanjavur district, Tamil Nadu
Tanjore paintings, or Thanjavur paintings, stand as Tamil Nadu’s unique ODOP product, celebrated for their exquisite beauty and cultural depth.
Originating in the 16th century, these artworks feature deities on wooden boards, adorned with gold leaf, gemstones, and glass beads for a three-dimensional, radiant effect.
ODOP Fuelling Growth and Development
ODOP seeks to promote balanced regional development by identifying and branding a unique product from each district, while strengthening market access for artisans and local producers through coordinated institutional support.
The initiative has delivered tangible economic impact by strengthening incomes, expanding market access, and creating livelihood opportunities across district-level value chains.
Through branding, exhibitions, and global platforms, ODOP has enhanced global recognition of Indian products, while supporting sustainable practices and cultural exchange.
High Commission of India in Singapore is actively promoting ODOP products in Singapore. ODOP products are showcased on the sidelines of various events organised by the High Commission and partner organisations.
ODOP product walls have been set up at the High Commission and Indian banks in Singapore. ODOP product information is disseminated through various social media channels.
The story of ODOP is the story of India, of crafts that survived on resilience, artisans who kept traditions alive, and a nation that finally placed them on the global stage.
From Moradabad’s glowing brass becoming part of international gift hampers, ODOP has transformed local skill into national pride and global opportunity.
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19 Mar 2026 18:23
