Mumbai, September 18: A new book celebrating India’s rich craft heritage got a star-studded launch today. Union Minister of Commerce and Industry Piyush Goyal released India Handpicked, co-authored by Shradha Sharma, Founder and CEO of YourStory and The Bharat Project, and Chhavi Mahajan. Sumeet K Jarangal, Director of the Department for Promotion of Industry and Internal Trade (DPIIT), joined the event to show support.
The book dives deep into the Government of India’s One District One Product (ODOP) initiative, shining a light on the country’s diverse craft traditions. It shows how artisans across India keep our cultural identity alive while boosting the economy. Through ODOP, these skilled craftspeople gain better market access and even global fame, helping their communities thrive.
In the foreword, Piyush Goyal writes, "The story of Bharat isn’t told in one language or tradition. It lives in the weaves of our textiles, the shine of our metals, and the rhythm of our crafts." India boasts one of the world’s richest craft legacies, with each district offering unique skills shaped by history, geography, and culture. Think Kangra miniature paintings, Kashmir silk carpets, Khurja pottery from Bulandshahr, or Sitapur dhurries—these traditions support millions of artisans and keep livelihoods strong.
At the launch, Shradha Sharma shared an exciting tidbit: "Our Prime Minister has gifted ODOP products to world leaders as special tokens. India Handpicked tells their stories—from humble beginnings to global spotlight—in a fun, non-boring way." Launched under Prime Minister Narendra Modi’s vision, ODOP promotes one signature craft product per district, connecting them to local and international markets. Official stats reveal it has identified 1,102 products across 761 districts, many with Geographical Indication (GI) tags and ready for export.
Goyal praised ODOP as a cornerstone of Aatmanirbhar Bharat, saying it supports livelihoods, empowers artisans, and takes "local to global." He added that the book beautifully captures PM Modi’s vision through this initiative.
The Real Impact of ODOP on Artisans and Crafts
ODOP isn’t just talk—it’s making a big difference on the ground. Take Pochampally Ikat from Telangana’s Yadadri Bhuvanagiri district. This ancient weaving craft now enjoys fresh market buzz, better infrastructure, and a spot in the global crafts scene.
In Varanasi, lacquerware—once fading away—now rakes in over Rs 40 crore annually. Sitapur’s handwoven dhurries have even caught the eye of international giants like IKEA, entering global retail chains.
ODOP also plays a smart role in cultural diplomacy. These crafts pop up in government gifts and the Government e-Marketplace. For example, during the 2022 G20 Summit, PM Modi gifted Gujarat’s Mata Ni Pachedi textile to then-UK Prime Minister Rishi Sunak.
Fast forward to 2024: As PM Modi headed to the UN General Assembly, he presented a Kashmiri Pashmina shawl to US First Lady Jill Biden, highlighting sovereignty, heritage, and Kashmir’s timeless artistry. In 2025, at the G7 Summit, a Dokra horse sculpture from India went to South Africa’s President Cyril Ramaphosa, symbolizing the strong, resilient bond between our nations. That same year, PM Modi gifted a Pattachitra painting to Croatia’s President Zoran Milanovic, linking our folklore traditions.
Amardeep Singh Bhatia, Secretary of DPIIT, sums it up perfectly in a special message: "ODOP isn’t just about products; it’s about people. Each district shares its story through artisans who act as true cultural ambassadors." India Handpicked portrays ODOP as both an economic boost and a cultural wave, spreading development from big metros to small towns and villages in Bharat.
Shradha Sharma adds in her author’s note, "Behind every textile weave, carved stone, or drop of attar lies a tale of resilience, heritage, and deep love for the craft."
(Advertorial Disclaimer: This story is based on a press release from BusinessWire India. takes no responsibility for its content.)
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