On Wednesday, six new food brands were launched as part of the One District One Product (ODOP) initiative. Under the Pradhan Mantri Formalisation of Micro Food Processing Enterprises (PMFME) Scheme, the Food Processing Ministry signed an agreement with NAFED to develop ten brands as the One District One Product branding.
Six of these brands were introduced in the presence of Union Minister for Food Processing Industries Pashupati Kumar Paras, Minister of State Prahlad Singh Patel, and senior NAFED officials. Amrit Phal, Cori Gold, Kashmiri Mantra, Madhu Mantra, Somdana, and Dilli Bakes Whole Wheat Cookies are among the six brands.
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Brands ODOP approach
‘The brand Amrit Phal for amla juice has been developed particularly for Gurugram, Haryana, following the ODOP concept. The Cori Gold brand has been formed for coriander powder, which is the recognized ODOP for Kota, Rajasthan,’ according to an official release.
Kashmiri Mantra is a brand that focuses on capturing the flavor of spices from Kulgam, Jammu and Kashmir. Similarly, the ODOP approach has been used to build the brand Madhu Mantra for honey from Saharanpur, Uttar Pradesh.
‘The second product developed under the Dilli Bakes brand is whole wheat cookies.’ The bakery ODOP concept was used to establish both the brand and the product for Delhi. ‘The brand food Somdana was created manufactured using the ODOP concept of millets from Thane, Maharashtra,’ the statement continued.
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NAFED Bazaars e-platform
All of these newly launched products will be accessible via NAFED Bazaars, E-commerce platforms, and notable retail outlets throughout India. Each product has been designed using NAFED’s significant marketing expertise, as well as its capabilities and experience in processing, packaging, supply, and logistics. According to NAFED officials, the brands would be supported by greater investments in brand communication in important areas and a significant push on digitization across the value chain.
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The Ministry stated that it wants to boost micro food processing businesses. The initiative, which would cost ₹ 10,000 crore over a five-year period from 2020-21 to 2024-25, aims to directly aid 2 lakh micro food processing units by providing financial, technical, and business support for the up-gradation of existing micro food processing firms.