Exploring Market Dynamics And Product Development Under The 'One District, One Product' Scheme: Insights From The Indian Gooseberry Industry In Pratapgarh District, Uttar Pradesh

Abstract

The Government of Uttar Pradesh has recently launched the ‘One District One Product’ (ODOP) policy to try to boost the economy of the districts by promoting the sale of a single product from each district. This following work evaluates the performance of the ODOP scheme in the sector of Indian gooseberry in Pratapgarh Districts of Uttar Pradesh. The study employs survey data on production, market, and economic impacts and interview/focus group data. Studies show that the ODOP scheme has increased the production and market linkages of the Indian gooseberries by 30% and the market price of the fruit by 25% in three years. The scheme has also increased the farmer’s income, employment rate by 20%, and enhanced the local and export markets. Technological innovation such as high-pressure processing and enzyme assisted extraction have improved on the quality and shelf life of the products. However, some of the issues persist, for example, the establishment of the requisite structures and the volatility of prices. The research also reveals how the scheme fosters the development of the economy and employment in the regions of policy enhancement especially in infrastructural facilities and the enhanced processing technology. In the study, other districts can replicate such models to enhance agricultural sectors and economy of other regions. The subsequent research should examine the use of technology augmentation and carry out the comparative assessment of the results in the districts to have the better understanding of the outcomes of the ODOP scheme.