With the objective of highlighting the varied culture, heritage and promote economic growth through the incredibly crafted artistic products, Discovery Communications India launched a travelogue titled ‘Heritage Trails, One District, One Product’ in association with the Uttar Pradesh (UP) Government. It was exclusively released on Discovery Channel and discovery+ on September 25. The documentary highlighted Uttar Pradesh’s rich culture, diversity, plan to ensure livelihood to the MSME sectors and accelerate economic development under ‘One District One Product’ (ODOP), a scheme set up by the government to preserve indigenous crafts and artisans and boost the economy of the MSME sector.
The documentary hosted by TV actor Gaurav Chopra takes the audience through this enlightening journey as he visits the cities such as Agra and Varanasi. The show gives the audience an immersive experience as Chopra first-hand learns and makes products with local artisans, understanding the correlation of these products on their livelihood and welfare. It reveals the true indigenous side of Uttar Pradesh, while elaborating on the government’s efforts to promote and rescale its local crafts and products that give the state its identity.
The programme provides access to technology, raw material, design, better packaging, marketplace, increasing employment and skills, amongst others with a motive to empower them and provide a global platform to these artisans. This special series highlights items in UP that are found in no place else – like the old and classic Gulabi Meenakari and Marble Inlay work. The premiere of ‘Heritage Trails, One District, One Product’ was on Discovery Channel and discovery+, and on Discovery Turbo and Discovery Science.
Yogi Adityanath, Chief Minister of Uttar Pradesh, said, “When we speak of culture and legacy, the one word that comes to mind is India. Being a diverse and secular country, every part of India including Uttar Pradesh oozes tradition in numerous forms and it is important to protect it in every way possible. Our association with the Discovery for ODOP initiative is a step towards spreading awareness, protecting, and propagating the rich heritage of our country and generating self-employment.”
“We at Discovery are delighted to partner with Uttar Pradesh Govt. for this one-of-a-kind documentary that beautifully captures encouraging stories and puts a spotlight on the state’s art and rich culture of the Uttar Pradesh state. We can’t emphasise enough on this commendable programme by the govt, which not just provides livelihood to the district but also showcases India’s culture and art forms in a global market. Hoping that our viewers find it equally enlightening and empowering,”said Megha Tata, Managing Director, South Asia, Discovery Inc.
Chopra said, “A much-needed, great initiative by the Uttar Pradesh government to support and restore its local art and culture. I am glad that Discovery presented me with this opportunity to host the series, giving me a chance to learn and experience our rich culture while connecting with the locals who have been keeping it alive. It was truly a magnificent experience to be on-ground and see the great potential in these indigenous craftsmen and artisans.”