The Uttar Pradesh government is using the One District One Product (ODOP) scheme to help traditional perfume makers in Kannauj reach international markets [1].
This initiative aims to modernize a centuries-old industry by transitioning local artisans from small-scale production to global commerce. By improving branding and infrastructure, the state seeks to increase economic growth for micro, small, and medium enterprises within the district [1], [3].
The ODOP programme provides a comprehensive support system for entrepreneurs. This includes financial assistance, specialized training, and opportunities to showcase products at exhibitions [1], [2]. A primary focus of the current effort is the improvement of packaging and marketing strategies to make traditional attar more competitive in national and international arenas, specifically targeting the Gulf region [1], [2].
Kannauj has a long history as a center for perfume production, and the craft has received GI protection to safeguard its traditional methods [4]. While the industry is ancient, its economic transformation has been noted since 2016 [3]. Growth in the sector accelerated further after 2017 as government interventions became more structured [3].
Local entrepreneurs are now leveraging these state-sponsored resources to scale their operations. The transition involves moving beyond traditional sales methods to adopt modern business practices that allow for larger export volumes [1], [2]. By integrating traditional scents with modern presentation, the district is positioning itself as a global hub for luxury fragrances [1].
“The ODOP programme is providing financial support, training, and improved packaging to help traditional perfume businesses reach larger markets.”
The integration of the ODOP scheme into Kannauj's perfume industry represents a strategic shift toward 'export-led growth' for traditional Indian crafts. By combining Geographical Indication (GI) protection with modern marketing and financial subsidies, the government is attempting to scale a niche heritage craft into a sustainable industrial export, reducing the reliance of local artisans on fragmented domestic markets.
