Mahakumbh serves as a platform to know the diversity of India

Lucknow : The ongoing Mahakumbh in Prayagraj, spanning nearly one and a half months, is set to elevate Brand UP globally, with top Indian companies investing Rs 30,000 crore in marketing, boosting Uttar Pradesh’s and India’s global stature.

The exposure will expand markets for Indian and local products, advancing the Make in India and Vocal for Local visions. Since 2018, the Yogi Adityanath-led government has driven this transformation with initiatives like the One District, One Product (ODOP) scheme, positioning Uttar Pradesh as a global brand.

The scheme has successfully spotlighted unique products from each district, revitalizing the lives of artisans and their families through branding and market expansion. Demands for products like Siddharthnagar’s Kala Namak rice, Gorakhpur’s terracotta art, Kushinagar’s banana-based items, and Muzaffarnagar’s jaggeryacross domestic and international markets have surged significantly.

The resounding success of ODOP has inspired the government to enhance and expand the scheme, incorporating additional district-specific products and initiating further improvements in the upcoming phase. These sustained efforts underscore the Yogi government’s commitment to making Uttar Pradesh a global symbol of diversity, craftsmanship, and economic empowerment.

To reinforce the identity of Vocal for Local, the Yogi government has initiated the process of securing Geographical Indication (GI) tags for unique products from every district in Uttar Pradesh. Today, nearly all districts boast one or more GI-tagged products, with several others in the pipeline.

As part of this initiative, the Mahakumbh features a grand exhibition of One District One Product (ODOP) spread across 6,000 square meters. The exhibition showcases many GI-certified products, highlighting Uttar Pradesh’s rich cultural and geographical heritage.

Visitors can explore a diverse array of items, from Kashi’s iconic Thandai, Lalpeda, and Banarasi sarees to Gorakhpur’s terracotta, Mirzapur’s brass utensils, Pratapgarh’s amla products, and more. These unique creations are attracting widespread attention and being purchased by attendees, with the MSME department projecting a business turnover of approximately Rs 35 crore during the event.

This focus on GI and ODOP products ensures that artisans and craftspeople, the backbone of these industries, directly benefit from increased sales and long-term demand for their goods. The initiative also boosts the branding of these products, fostering sustainable economic growth for stakeholders.

The Mahakumbh has also provided a platform for other states to showcase their vibrant diversity, heritage, and cultural traditions. States like Gujarat, Madhya Pradesh, Chhattisgarh, Andhra Pradesh, Dadra Nagar Haveli, Nagaland, and Leh have made their mark with colorful displays in their respective pavilions, further enriching the event’s cultural mosaic.