Uttar Pradesh ODOP Marketing Development Assistance (MDA) Scheme

Scheme Introduction: A Brief Overview

The Uttar Pradesh ODOP Marketing Development Assistance (MDA) Scheme is a financial support scheme that the Government of Uttar Pradesh runs under its flagship One District One Product (ODOP) programme. The Department of Micro, Small and Medium Enterprises and Export Promotion implements the scheme in collaboration with the Ministry of MSME and its public sector undertaking, the National Small Industries Corporation (NSIC). Under this scheme, the state government reimburses a major share of the expenses that artisans, weavers, craftspersons, entrepreneurs and MSME units incur while showcasing and selling their district's ODOP product at fairs, exhibitions, buyer-seller meets and on e-commerce platforms.

The state launched the scheme, originally titled the "One District One Product Marketing Promotion Scheme", because many traditional producers make excellent products but cannot afford the stall rent, freight and travel costs of reaching bigger markets. The objective of the scheme is to help artisans, weavers, entrepreneurs and exporters of ODOP products get fair prices through better marketing, and to increase the visibility and market reach of ODOP products in domestic and international markets. To achieve this, the scheme focuses on branding and packaging, trade fairs and exhibitions, market linkages, export promotion, and buyer engagement.

The primary benefit of the scheme is a 75% reimbursement on major marketing expenses incurred by eligible participants. This includes support for stall charges at domestic and international fairs (with higher ceilings for events held outside Uttar Pradesh or abroad), goods transport costs, economy airfare for foreign exhibitions, and limited travel assistance. The ODOP MDA Scheme also covers a portion of e-commerce registration and advertisement expenses. In addition, Export Promotion Councils and authorised bodies can receive substantial financial assistance for organising or participating in international fairs, craft festivals, seminars, workshops, buyer-seller meets, and market studies that promote ODOP products.

The scheme works on a reimbursement basis. An eligible applicant first participates in the fair or exhibition and pays the expenses, then submits a claim online on the UP MSME portal with bills and payment proof. The District Industries and Enterprise Promotion Centre (DIC) scrutinises the claim and sends it back for correction if any detail or document is missing. Applicants must submit the claim within 120 days, excluding the month in which the activity ends. The department processes applications on a first-come, first-served basis, subject to fund availability, and one applicant can claim assistance a maximum of three times in a financial year for each purpose.

In addition to the ODOP Marketing Development Assistance Scheme, the Directorate of Industries, Uttar Pradesh, also implements complementary schemes under the broader ODOP ecosystem, including the ODOP Training and Toolkit Scheme, which offers free short-term skill and entrepreneurship training along with modern toolkits to enhance the productivity of artisans, and the One District One Cuisine (ODOC) Financing Assistance Scheme, which provides margin money support to entrepreneurs establishing or expanding units linked to district-specific cuisine products. You can check the complete details of both schemes here.

Scheme Benefits

The scheme reimburses 75% of the eligible marketing expenses of ODOP producers, with separate ceilings for each type of event.

Fairs and Exhibitions Held in Uttar Pradesh

• Stall Charges: 75% of stall charges, up to ₹50,000 for domestic fairs and up to ₹1.5 lakh for international fairs.
• Goods Transport: 75% of freight cost, up to ₹7,500.
• Travel: Actual train 3rd AC or AC bus fare for one person.

Fairs and Exhibitions Held in India (Outside Uttar Pradesh)

• Stall Charges: 75% of stall charges, up to ₹2 lakh.
• Goods Transport: 75% of goods transport cost, up to ₹25,000 (B2B) or ₹50,000 (B2C).
• Travel: 75% of economy airfare, up to ₹7,000 (as published on the official ODOP portal), or 3rd AC train / AC bus fare.

Foreign Exhibitions

• Stall Charges: 75% of stall charges, up to ₹2 lakh.
• Goods Transport: 75% of goods transport cost, up to ₹25,000 (B2B) or ₹50,000 (B2C).
• Airfare: 75% of economy class airfare, up to ₹75,000.
• Domestic Travel: 3rd AC train or AC bus fare for the domestic part of the journey.

E-Commerce Support

• 75% of expenses, up to ₹10,000, for starting a business on one recognised website or e-commerce portal.

Assistance for Export Promotion Councils and Authorities

• 75% of total expenditure, up to ₹75 lakh, for organising or participating in foreign fairs or international-level fairs organised by the UP Export Promotion Council or other councils and authorities of the State or Government of India. At least 20 units must participate in the fair.
• 75% of actual expenditure, up to ₹100 lakh, for craft festivals, seminars, workshops, symposiums, buyer-seller meets and market studies for international branding of ODOP products.
• The participating individuals, units or the council bear the remaining 25% of the cost.

Eligibility Requirements

In order to avail assistance under the ODOP Marketing Development Assistance Scheme, applicants are required to fulfil the following conditions prescribed by the Government of Uttar Pradesh.

• The applicant must be a resident of Uttar Pradesh.
• The applicant must be at least 18 years old.
• The applicant must be an artisan, weaver, craftsperson, entrepreneur, exporter, or MSME unit engaged in producing the ODOP product of their district.
• The participant must showcase or sell only ODOP products at the fair or exhibition.
• The applicant must have actually participated in the fair or exhibition and must hold bills and payment proof.
• Applicants from all 75 districts of Uttar Pradesh can apply.
• An applicant can claim assistance a maximum of three times in a financial year for each purpose.
• Applicants who have availed similar benefits under any other Central or State Government scheme in the last two years are not eligible.

Required Documents

Applicants must submit the following documents along with their online claim to complete the application process for the ODOP Marketing Development Assistance Scheme.

• Aadhaar Card or other identity proof (such as Voter ID Card)
• Proof of age
• Passport-size photograph
• Proof of residence in Uttar Pradesh
• Bank passbook or cancelled cheque
• Caste certificate (for reserved category applicants, if applicable)
• Disability certificate (if applicable)
• Stall allotment letter or stall fee receipt
• Freight bill
• Travel tickets
• Any other document required for the specific claim

Steps to Apply

The ODOP Marketing Development Assistance Scheme accepts applications through an online process. Eligible applicants can access the Directorate of Industries portal to register and submit their applications. Those who need assistance with the online procedure may also visit their nearest Common Service Centre (CSC) for support. The following steps explain how to complete the application process.

• Open the Directorate of Industries, Uttar Pradesh Portal.
• Navigate to the Schemes & Apply section and select the ODOP Marketing Development Assistance Scheme from the list.
• Open the registration form provided below the scheme details and enter your name, Date of birth, Father's / husband's name, Mobile number, E-mail address (optional), District and CAPTCHA code.
• Select the declaration confirming that the information provided is correct and that you are a resident of Uttar Pradesh. Then click on Submit Registration.
• After successful registration, the portal generates a User ID and sends the login credentials to the registered mobile number through SMS.
• Visit the Registered Applicant Login page and sign in using your User ID, password, and captcha.
• Complete the remaining application form, upload the required documents, including the affidavit and project report, in the prescribed format and file size.
• Review all the information and uploaded documents carefully before clicking on Final Submit to complete the application process.

Relevant Links

• UP ODOP Marketing Development Assistance (MDA) Scheme Registration
• ODOP Marketing Development Assistance (MDA) Scheme Login
• ODOP Marketing Development Assistance (MDA) Scheme Details
• Directorate of Industries, Uttar Pradesh Scheme Details
• ODOP Marketing Development Assistance (MDA) Scheme Eligibility
• Guidelines of ODOP Marketing Development Assistance (MDA) Scheme

Contact Information

• Directorate of Industries, Uttar Pradesh Phone Numbers:
  • 0512-2218401
  • 0512-2234956
  • 0512-2219166
• Directorate of Industries Helpline Number: 155343