Innovation, quality and visibility: Strategic imperative for ODOP

A vast majority of Indians live in villages and rely on agriculture, related activities, and other works, for a living. Most craftsmen and craftspeople are striving to preserve the heritage of their family, village, and state, and are living on meager wages merely to keep their skills alive. However, because of poor state of living and inadequate revenue to meet their main needs, a novel population of such people has begun to migrate to urban regions in search of jobs and better living standard. To meet the growing demand for jobs, to increase the employment and lower the migration rate, the Government of India has adopted various initiatives, among which the OVOP (One Village One Product) and ODOP (One District One Product) are in practice. The objective of this research is to study the ODOP scheme, its significance and benefits, and the products covered under it. The study is done on secondary data based on the review and analysis of the existing literature available in various research papers and articles, reports, websites, and other information available on the internet. The results indicate that the ODOP scheme has been a great success in the creation of employment and providing a better income to the rural artisans.