As all are aware, India has tried to make the best of the Corona crisis by striving for Aatmanirbhar Bharat. From pharma to defence, many initiatives have been kickstarted in this regard. There is a consistent focus on making India’s local businesses to scale up. The Aatmanirbhar measures in areas like toys may end the dominance of the Chinese products while giving advantage to the indigenous products and manufacturers.
Many stakeholders need to come together to achieve such goals and the role played by the state governments is crucial. In tune with ‘Vocal for Local’ pitch the Union government adopted ‘cluster-based approach’.
In this aspect, the state of Uttar Pradesh has moved to create a cluster for terracotta products. Back in May 2020 Gorakhpur got a Geographical Indication (GI) tag for its traditional terracotta craft. Now, Uttar Pradesh has geared up for marketing its terracotta products at the global level.
A report in the Dainik Jagran narrates how Gorakhpur terracotta makers are fast-adopting measures to design their products to suit the demands of the toy market by making terracotta toys of popular Doraemon and other characters loved by children.
Another report from Amar Ujala reported that the Federation of Indian Chambers of Commerce and Industries (FICCI) has stepped in to provide technical and branding assistance to sell terracotta products online in platforms like Amazon and Flipkart and find global market as well.
‘One District One Product’ initiative by the Yogi government is playing a crucial role in developing places like Gorakhpur by relying on their true potential and skill. Modi government’s Vocal for Local direction and the measures taken have further opened up the opportunities. Other states and places may take a cue from Gorakhpur and its marketing drive of terracotta products.
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