Can ODOP Turn Varanasi’s Banarasi Saree Legacy Into a Bigger Business?

India Today

Varanasi’s Banarasi saree, Gulabi Meenakari and wooden toys are at the heart of Uttar Pradesh’s One District One Product (ODOP) scheme. The government says businesses in Varanasi have received Rs 126 crore in loans and around Rs 31 crore in subsidies, while 820 saree businesses have received support under the ODOP Margin Money scheme. But what does this support look like on the ground? From Common Facility Centres offering printing, dyeing and finishing facilities under one roof to new employment opportunities for artisans, we look at how ODOP is impacting Varanasi’s traditional industries and whether the scheme is helping take its centuries old craftsmanship to a larger market.

Transcript

00:00Varanasi's identity is synonymous with the Banarasi saree.

00:03But how helpful has the Uttar Pradesh government's ODOP or One District One Product scheme actually

00:09be?

00:10According to the government, businesses in Varanasi have received loans worth 126 crores

00:15and subsidies of around 31 crore rupees under the ODOP scheme.

00:20Varanasi's ODOP representative Abhishek Pradashi says the scheme is focused on promoting three

00:25major products from Varanasi.

00:27Banarasi sarees, Gulabi Meena Kari, and Wooden Toys.

00:31So far, 820 saree businesses have received loans under the ODOP Margin Money scheme.

00:37The government also claims that since the scheme was introduced, exports on Banarasi sarees

00:42have increased significantly.

00:58This means the government support is not just on paper.

01:02It's impact is visible on the ground.

01:04At Varanasi's ODOP Common Facility Centre or CFC, artisans are provided with facilities

01:10for digital printing, screen printing, block printing, dyeing and finishing.

01:16Earlier, these processes had to be carried out at different locations.

01:19Now, most of the work can be done under one roof.

01:23According to ODOP CFC director Namita Bhuradia, the centre which was started two years ago

01:28is now providing employment to more than 70 people.

01:40And when it comes to earnings and savings of weavers, they are among those who are experiencing

01:44this change most closely.

01:46For weaver Ritesh Pal, the biggest advantage is having multiple facilities available under

01:51one roof.

01:52Less expenditure, less travel and faster work.

01:55All the processes can now be completed at the same facility.

01:59The government's goal is also clear to turn artisans into industrialists, small industrialists

02:04into bigger entrepreneurs and take Varanasi's traditional skills from the local market to

02:09the global stage.

02:10The shine of the Banarasi saree is centuries old.

02:13But with the support of ODOP, the shine is now getting a new boost through business, employment

02:19and greater access to markets.

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