How ODOP is propelling UP to $1 Trillion | Kalanamak Rice ODOP Case Study

Рет қаралды 4,069

6 ай бұрын

In this video we discuss the transformative impact of the One District One Product (ODOP) initiative through an insightful case study on Kala Namak Chawal, also known as Buddha Rice which is a GI tag product of Siddharth Nagar in UP.
In the realm of rebranding, it's universally acknowledged that the name "Kalanamak" didn't quite cut it, neither domestically nor internationally.
When it comes to branding, three key factors demand attention: Memorability, Relevance, and Distinctiveness. Under Yogi Adityanath's leadership Uttar Pradesh government took Kalanamak rice through a transformative rebranding, emerging as "Buddha Rice." The new name is simple, memorable, emotionally appealing, and culturally aligned, especially given its proximity to Lumbini, a significant location for Buddhism. Notably, Lord Buddha broke his fast with a kheer made from this very rice, adding a profound narrative to the brand.
To maintain aesthetics, the government extended support to companies and cooperatives involved in selling Buddha Rice, offering assistance in packaging and design.
For promotional efforts, Buddha Rice was distributed to Buddhist monks in Southeast Asia, garnering popularity in countries such as China, Korea, Vietnam, and Thailand. The UP government organized a three-day festival cum expo in Siddharth Nagar, serving as an excellent platform to bring sellers and buyers together. This event not only provided farmers with market access and exposure but also raised awareness about Buddha Rice and its benefits in the international market.
The results were substantial within three years of the ODOP initiative. In certain areas, the number of farmers cultivating Kalanamak rice saw a remarkable increase in number of farmers involved in growing Kalanamak chawal.
In Siddharth Nagar, the cultivation area expanded from 2,800 hectares in 2019 to 10,000 hectares in 2022. The price of Kalanamak rice also witnessed a surge from Rs 40 per kg in 2019 to Rs 135 per kg in 2022. These statistics highlight the positive impact of the ODOP scheme on the production and market presence of Buddha Rice.
#odop #onedistrictoneproduct #yogiadityanath #kalanamak #buddharice
Study Materials
Uttar Pradesh's district wise ODOP products:
odopup.in/en/page/district-wi...
India's state wise listed ODOP products (map):
odop.mofpi.gov.in/odop/
Case Study: How UP pioneered the creation of ODOP.
www.emerald.com/insight/conte...
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Пікірлер: 23

@PrashantKumar-cn1fj 6 ай бұрын

ध्यान्य है यूपी के लोग। एक बार भी से धन्यवाद योगी जी।

@praveenp5281 6 ай бұрын

Great info bhai! Looking forward to more such interesting insights from the nooks and corners of Bharat. Jai Hind🙏

@thebohosapiens 6 ай бұрын

Only gets better from here! Stay tuned bhai 😋

@yashrajsharma1041 6 ай бұрын

Very well explained good way of telling and your voice is so calm i can listen it for hours

@sandiprajput1293 6 ай бұрын

Great job ❤

@sangeetasethidavpublicscho2183 6 ай бұрын

Great information

@favouriteknowledge6275 6 ай бұрын

Thank

@priyanjanadas441 6 ай бұрын

Can't find the link in description sir, please provide it in comments 🙏🏼❤

@thebohosapiens 6 ай бұрын

Uttar Pradesh's district wise ODOP products: odopup.in/en/page/district-wise-products India's state wise listed ODOP products (map): odop.mofpi.gov.in/odop/ Case Study: How UP pioneered the creation of ODOP. www.emerald.com/insight/content/doi/10.1108/PAP-03-2021-0018/full/html

@prakharpandey4179 6 ай бұрын

You look handsome bro😂😊

@thebohosapiens 6 ай бұрын

Not the point of the video. But thanks Bro!

@Userandmad 5 ай бұрын

@@thebohosapiens bhai tera title shi nhi hai isliye reach nhi h cachy rakh kuch... Odop ye kya hota hai...

@Gokusama8888 6 ай бұрын

Very informative😊

@thebohosapiens 6 ай бұрын

Glad you think so!

@divyanshsrivastava7403 6 ай бұрын

Bhai 4:33 pe Bharat ka Map galat hai please sahi karo

@jeewankhadka5575 6 ай бұрын

Bhai Nepal ko bhi kabja kar Rahe hey KZbinrs do not worry 😂😂 haha Gali dene ka mauka sab ko milega 😂😂 Aram sey

@vanshkumbhkar 6 ай бұрын

Bhai Bharat ka map toa sahe laga leta. 4:33

@stannumshiva 2 ай бұрын

Demand wala info wrong hai brother, Demand pehle bhi tha par neighbour districts tak me hi jo log iske baare me jante the Branding aur production nhi tha utna One District One Product ke aane se branding hui aur production badha hai, prices obviously kafi jyada badha hai Pehle risk hota tha farming success hoga ki nhi due to less monsoon aur kafi bar fasal barbad ho jati thi ab due to high prices wo risk utha le rahe hain