ODOP in Maharashtra: Progress of Nagpur Oranges, Yavatmal Cotton, Bhandara Rice

thenewsdirt
May 26
5 min read

The One District One Product (ODOP) initiative, a flagship programme of the Indian government, promotes unique products from each district to boost local economies and exports.

Districts like Nagpur, Yavatmal, and Bhandara in Maharashtra's Vidarbha region have been part of this scheme, which includes designated products aimed at enhancing branding and global market reach.

This article examines the progress and visibility of Nagpur oranges, Yavatmal cotton ginning and pressing, and Bhandara rice under the ODOP initiative and clarifies the status of bamboo crafts in Bhandara.

Background of the ODOP Initiative

The ODOP initiative, initially launched in Uttar Pradesh and later adopted nationally, identifies one key product per district to drive economic growth, employment, and exports.

In Maharashtra, the programme aligns with efforts like 'One Station, One Product,' where ODOP items are showcased at railway stations.

The state has identified products across its districts, contributing to 1102 products nationwide across 761 districts.

Maharashtra has reported a fourfold increase in exports since the merger of ODOP with the Districts as Export Hubs (DEH) initiative, supported by 37 ODOP-based industrial clusters, 8814 industrial units with a project cost of INR 501 crore, and 25 approved Common Facility Centres (CFCs) alongside 16 existing ones.

The official ODOP product list designates Nagpur oranges for Nagpur, cotton ginning and pressing for Yavatmal, and rice for Bhandara, while bamboo crafts, though mentioned, are not Bhandara’s ODOP product.

Nagpur Oranges

Nagpur, often called the 'Orange City,' has leveraged the ODOP initiative to promote its premium mandarin oranges, which carry a Geographical Indication (GI) tag since April 2014.

This certification strengthens branding by highlighting the unique quality of Nagpur oranges, known for their distinct flavour and texture.

Export efforts under ODOP began notably with a consignment of 1500 crates flagged off to Dubai in February 2020 from Vashi, Navi Mumbai, facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA).

A significant development occurred on March 9, 2025, when Patanjali inaugurated Asia’s largest orange processing unit in Nagpur’s MIHAN industrial area. Costing INR 1500 crore, this facility can process 800 tonnes of pure orange juice daily, offering potential to scale up exports and support local farmers.

Despite these advancements, challenges persist. Exports have faced a reported 87% decline in quantity since 2020-21, largely due to high tariff barriers in Bangladesh, where duties rose to INR 63 per kg from INR 20 in 2019.

Additionally, climate change has impacted production, with an estimated 50% loss in 2024 attributed to warm winters and irregular rainfall.

Visibility of Nagpur oranges remains high, driven by the GI tag, media coverage of the new processing unit, and promotional efforts like ODOP stalls at railway stations. The product’s historical reputation and inclusion in initiatives like G20 gift hampers further enhance its domestic and international recognition.

However, overcoming tariff barriers and addressing climate-related production issues remain critical for sustained export growth in Vidarbha’s orange sector.

Yavatmal Cotton Ginning and Pressing

Yavatmal, known as the 'Cotton City' in Vidarbha, has cotton ginning and pressing as its designated ODOP product, focusing on the processing stage of the cotton value chain rather than raw production.

The district is a key player in Maharashtra’s cotton industry, with the state producing over 9 million bales annually.

Under the ODOP initiative, Yavatmal has an export action plan and an ODOP profile maintained by the district administration, but specific progress details are limited.

Maharashtra’s broader export growth, reported to have increased more than threefold since FY20 under the ODOP-DEH merger, suggests some positive impact, though district-level data for Yavatmal remains sparse.

The cotton sector faces challenges such as pest infestations, particularly from bollworms, and fluctuations in global cotton prices, which affect ginning and pressing activities.

Visibility for Yavatmal’s cotton ginning and pressing is moderate, tied to the district’s established textile industry, including units like Raymond’s denim factory.

However, the specific ODOP focus on ginning and pressing lacks prominent branding or export milestones compared to Nagpur oranges. The initiative’s impact is evident in the broader cotton trade, but Yavatmal’s ODOP product has not garnered the same level of media attention or targeted promotion.

Efforts like training programmes and export action plans exist, but their outcomes are not widely documented, indicating that the initiative may still be developing in this district. The established cotton infrastructure in Vidarbha provides a foundation, yet more focused ODOP efforts could enhance visibility and export potential.

Bhandara Rice

Bhandara, an agricultural district in Vidarbha, has rice as its ODOP product. Despite the region’s prominence in rice cultivation, progress under the ODOP initiative is minimal based on available data.

The district administration’s ODOP activities include agricultural training programmes, such as Shetishalas, aimed at improving farming techniques for rice beneficiaries.

However, these efforts focus more on cultivation than on export-oriented processing or branding. No specific export milestones or branding campaigns for Bhandara rice have been reported, suggesting that the initiative is in its early stages.

Maharashtra’s overall ODOP export growth includes agricultural products, but Bhandara rice lacks distinct recognition or documented achievements under this scheme.

Visibility for Bhandara rice is low, with no notable media coverage or promotional efforts tied to the ODOP initiative.

Unlike Nagpur oranges, which benefit from a GI tag and significant infrastructure, Bhandara rice has not seen similar branding or export focus. The district’s agricultural economy is robust, but the ODOP programme has yet to translate into specific outcomes for rice, such as export consignments or market-specific promotions.

This limited progress indicates a need for more targeted efforts to elevate Bhandara rice’s profile within the ODOP framework.

Bamboo Crafts in Bhandara

Bamboo crafts, though mentioned for Bhandara, are not the district’s official ODOP product, which is rice. As a result, their progress and visibility under the ODOP initiative are not applicable.

Bamboo crafts may be promoted under separate local or state-level schemes, but they fall outside the scope of ODOP branding and export efforts.

This clarification is necessary to avoid confusion, as rice remains the focus for Bhandara under the national programme. Any promotion of bamboo crafts would require evaluation under different initiatives, which are not covered in this analysis.

The ODOP initiative reflects India’s ambition to transform districts into economic powerhouses by showcasing their unique products.

In Maharashtra, the journey of products like Nagpur oranges, Yavatmal cotton, and Bhandara rice under this scheme highlights the diverse challenges and opportunities in leveraging local strengths for global markets.

As the programme continues to evolve, the experiences of these districts offer insights into the complexities of balancing tradition with modern economic goals.