Source : INDIA TODAY NEWS
For an artisan, making a good product is only the first step. Finding buyers, getting the product in front of new customers and reaching markets outside the local area can be just as important.
The Uttar Pradesh government’s ODOP Marketing Development Assistance (MDA) Scheme is aimed at helping bridge that gap. Under the scheme, artisans, entrepreneurs and MSMEs producing ODOP-specific products can get financial assistance to participate in fairs, exhibitions and buyer-seller meets.
advertisement
The idea is to help local products gain visibility, connect producers with potential buyers and create opportunities to enter new domestic and international markets.
SUPPORT FOR DOMESTIC FAIRS AND EXHIBITIONS
The scheme provides financial assistance to eligible participants taking part in fairs and exhibitions held within India.
The government covers 75% of the stall charge, subject to a maximum of Rs 50,000.
Participants can also claim 75% of freight or transportation costs, up to Rs 7,500.
In addition, third AC train fare or AC bus fare for one person is covered under the scheme.
This support is intended to reduce some of the costs that small artisans and businesses face when they travel to participate in exhibitions outside their usual markets.
For an artisan or MSME with limited resources, the cost of setting up a stall, transporting products and travelling to another city can otherwise become a barrier to participation.
SUPPORT FOR INTERNATIONAL MARKETING
The scheme also provides assistance for participation in foreign fairs and exhibitions, as well as international-level fairs organised within India by bodies such as the Uttar Pradesh Export Promotion Council.
In such cases, 75% of the total expenditure, up to a maximum of Rs 75 lakh, may be provided as financial assistance.
However, there is a condition. At least 20 units must participate for this assistance to be available.
The remaining expenditure has to be borne by the participating individuals or units, or by the concerned council or authority.
The scheme also provides support for activities aimed at promoting Uttar Pradesh products internationally.
Under this provision, 75% of the actual expenditure, up to a maximum of Rs 1 crore, incurred by Export Promotion Councils and authorities for organising activities such as craft festivals, seminars, workshops, symposiums, buyer-seller meets and market studies is covered.
The objective is to support wider branding and marketing efforts and help ODOP products find a market beyond Uttar Pradesh.
WHO CAN APPLY?
The scheme is meant for artisans, entrepreneurs and MSMEs involved in producing ODOP-specific products.
It covers applicants from all 75 districts of Uttar Pradesh.
Eligible participants can seek support for taking part in domestic as well as international exhibitions, fairs and buyer-seller meets.
The assistance is therefore not limited to large businesses. It is also intended to help smaller producers take their products to markets where they may otherwise struggle to establish a presence.
WHAT DOCUMENTS ARE REQUIRED?
Applicants need to provide documents as part of the application process. These include:
Identity proof such as Aadhaar Card or Voter ID
Proof of age
Caste certificate, where applicable
Disability certificate, where applicable
Applications can be submitted through the DI UP portal at diupmsme.upsdc.gov.in.
WHY MARKET ACCESS MATTERS FOR ARTISANS
For many artisans, the challenge does not end with producing a high-quality product. A product can have a strong local identity and still struggle to find buyers outside its traditional market.
That is where fairs, exhibitions and buyer-seller meets can make a difference. They allow artisans to display their products directly to potential customers, traders, retailers and other buyers, while also giving them an opportunity to understand demand in different markets.
The experience of Bareilly’s zari-zardozi artisan Daljeet Kaur, for instance, illustrates this challenge. The quality and uniqueness of a craft may attract attention, but reaching the right audience is crucial to turning that attention into business.
The MDA scheme is designed to provide that opportunity by helping reduce the cost of participating in marketing events.
For artisans and small businesses, the support can mean the difference between simply producing for an existing customer base and getting the chance to showcase their products to buyers in other parts of the country and abroad.
At its core, the scheme is about giving ODOP producers greater access to markets. By helping with the cost of stalls, transportation and participation in exhibitions, the government is seeking to make it easier for Uttar Pradesh’s traditional products and small businesses to move from local markets to national and international platforms.
– Ends
SOURCE :- TIMES OF INDIA
