Source : INDIA TODAY NEWS
Diwali is a festival of happiness, light and religious devotion. It also offers an opportunity to support Uttar Pradesh’s local economy through purchases of indigenous products. The state government, under Chief Minister Yogi Adityanath, has linked its festive appeal to initiatives such as the One District One Product (ODOP) scheme.
The scheme promotes distinctive products across all 75 districts, supporting local artisans, weavers and small entrepreneurs. It seeks to preserve traditional crafts while expanding their markets, in line with Prime Minister Narendra Modi’s “Vocal for Local” and “Aatmanirbhar Bharat” initiatives.
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During the festive season, when households buy decorations, puja items and gifts, locally made products offer a range of choices. ODOP aims to strengthen the cultural and commercial identity of district-specific products and help producers reach buyers within India and abroad.
Purchasing from local producers can help keep a greater share of festive spending within the state’s economy. Artisans and traders, in turn, spend their earnings on food, clothing, education and other services, supporting businesses in their communities. The benefit to producers depends on the prices they receive and their production and marketing costs.
Extending greetings on Dhanvantari Jayanti, Adityanath urged people to choose ODOP and indigenous products for festive gifting. His appeal for a “Local Wali Diwali” sought to recognise the work of artisans and craftspeople who sustain the state’s traditional skills. Bhadohi’s carpets, Prayagraj’s moonj craft, Mainpuri’s tarkashi work and Chitrakoot’s wooden toys are among the products associated with these traditions.
Moradabad’s brass craft offers engraved diyas, puja thalis and idols of Lakshmi and Ganesh for Dhanteras and Diwali. Firozabad’s glass industry produces lanterns, chandeliers and decorative candle stands, while Banarasi sarees and embroidered garments provide options for festive clothing and gifting.
Other products include Khurja’s ceramic crockery from Bulandshahr, Gorakhpur’s terracotta diyas and figurines, Lucknow’s chikankari, Kannauj’s perfumes and incense products, and Chitrakoot’s handmade wooden toys.
Alongside market promotion, ODOP and the state’s Mati Kala programmes support producers through training, financial assistance and access to equipment. The Mati Kala Board’s initiatives include modern toolkits, electric pottery wheels and shared production facilities intended to improve productivity and product quality.
For artisans making diyas, idols and decorations, the weeks before Diwali offer an important sales opportunity. Exhibitions and direct sales can help them reach customers, though sustained improvements in income require demand beyond the festive season.
Encouraging purchases of indigenous products can support local employment and help preserve traditional skills. A reliable market gives artisans an incentive to continue their craft and pass it on to younger generations. Whether these efforts reduce migration or substantially improve household incomes requires evidence over time.
The environmental benefits depend on the products and materials used. Clay diyas, natural-fibre baskets and some wooden products can offer alternatives to plastic decorations. However, brass, glass and ceramics are not biodegradable, while paints, finishes and packaging can also affect a product’s environmental impact.
Diwali provides an opportunity to connect consumer spending with local production. Its longer-term value for artisans will depend on sustained orders, access to markets and a fair return for their work.
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SOURCE :- TIMES OF INDIA
