Maha Kumbh Mela 2025: Flipkart Highlights UP’s Rich Heritage Through ODOP Program

Udaipur, January 16, 2025: Flipkart, India’s leading e-commerce platform, is collaborating with the Uttar Pradesh Government’s One District-One Product (ODOP) initiative at the Maha Kumbh Mela 2025 to showcase the state’s rich cultural heritage. The Maha Kumbh Mela, recognized as one of the world’s largest religious congregations, is being held from January 13 to February 26 in Prayagraj, Uttar Pradesh. Celebrated every 12 years, the Mela brings together spirituality, cultural traditions, and astronomical significance, drawing millions of visitors from around the world.

At the Mela, Flipkart is promoting the ODOP initiative through dedicated booths and stalls, offering attendees a chance to experience and purchase authentic products that reflect the diverse craftsmanship of Uttar Pradesh’s artisans.

A Partnership to Empower Artisans

Shri K. Vijayendra Pandian, IAS, Commissioner & Director, Directorate of Industries, Kanpur, Uttar Pradesh, commented,
“The UP Government’s ODOP initiative showcases our dedication to promoting local craftsmanship and creating sustainable livelihoods. Flipkart’s partnership amplifies this effort by providing artisans and entrepreneurs a robust digital platform to reach a nationwide audience. This collaboration not only helps preserve our cultural heritage but also fosters economic growth and innovation, empowering local communities to thrive in a dynamic marketplace.”

Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, highlighted,
“As a homegrown company, Flipkart is committed to celebrating and promoting India’s cultural heritage. Through our collaboration with UP’s ODOP program, we have helped artisans and MSMEs scale their businesses and connect with customers nationwide. With over 60% growth in ODOP products on our platform, we are proud to empower underserved communities in Uttar Pradesh. The Maha Kumbh Mela offers a unique stage to spotlight these exceptional products while creating economic opportunities across the state.”

ODOP Initiative and Economic Growth

The ODOP initiative, launched by the Uttar Pradesh government, aims to promote the unique crafts, traditions, and industries of each district in the state. Flipkart’s collaboration enhances this vision by providing artisans with access to digital marketplaces and training in e-commerce skills.

Key highlights of Flipkart’s efforts under the ODOP initiative:

• Significant workshops conducted across districts like Barabanki, Firozabad, Meerut, Varanasi, and more.
• A dedicated microsite on the Flipkart marketplace to list ODOP products.
• Digital skill training for artisans and entrepreneurs to grow their businesses sustainably.
• A 60% growth in the sale of ODOP products on Flipkart’s platform.

Spotlight at the Maha Kumbh Mela

The Maha Kumbh Mela offers an extraordinary platform to exhibit the artistic and cultural vibrancy of Uttar Pradesh. Flipkart’s booths at the event showcase:

• Exquisite ODOP crafts, including Banarasi silk, Firozabad glassware, and Kannauj perfumes.
• Demonstrations by local artisans, giving visitors a glimpse of the craftsmanship behind these products.
• Digital buying solutions to connect visitors with ODOP products even after the Mela ends.

Flipkart’s Broader Commitment

In addition to ODOP, Flipkart’s Samarth initiative continues to empower underserved communities by providing them with opportunities to scale their businesses through e-commerce. The collaboration with Uttar Pradesh government highlights Flipkart’s role as a catalyst for preserving cultural traditions and fostering economic development.

A Sustainable Vision for the Future

As Flipkart and the Uttar Pradesh government continue to collaborate, the shared vision of creating sustainable livelihoods and preserving cultural heritage becomes even more impactful. The Maha Kumbh Mela 2025 serves as a testament to the synergy between tradition and technology, uniting the past and the future in the heart of Uttar Pradesh.