_Brajraj Utsav 2026 dominated by magic of Swadeshi, crowd thronging ODOP and Khadi products
_Local products got a big platform on initiative of Yogi government, traditional craftsmanship won customers’ hearts_ Swadeshi goods from Khadi clothes to clay products being purchased heavily
_Tourists enjoying taste of famous Peda included in ODOC along with traditional dishes of Braj_Mathura, 28 October._ In the ‘Brajraj Utsav 2026’ going on with full grandeur in Kanha’s city, the colour of Swadeshi products, ODOP (One District One Product), Khadi and village industry products is highly attracting tourists and devotees.
Due to far-sighted policies of Uttar Pradesh’s Yogi government, the excellent combination of traditional craftsmanship and modern design has achieved great success in attracting customers. At the Brajraj Utsav organized by Uttar Pradesh Braj Teerth Vikas Parishad, there is a huge crowd for shopping of clothes, handicrafts and decorative items at Khadi and ODOP stalls, which is not only providing employment to local artisans, but also strengthening the message of ‘Vocal for Local’.
_Yogi government gave new identity to ODOP_Under Yogi government’s ambitious scheme ODOP (One District One Product), products of various districts of Uttar Pradesh have also become the main centre of attraction for people at Brajraj Utsav. At the fair, stalls of various districts of the state are set up including leather products of Agra, glass bangles of Firozabad, silk sarees of Varanasi, Chikankari of Lucknow, perfume of Kannauj, costume of Mathura, Kanthi Mala, Zari Zardozi and silk saree of Varanasi, Zari Zardozi of Chandauli, famous jaggery of Muzaffarnagar, Moonj products of Prayagraj, leather products of Kanpur, Aligarh brass and textile, Agra leather marble products and Tarkashi art of Mainpuri.
Amidst shopping of Swadeshi goods, the skill of local artisans and message of adopting products made in the country is visible everywhere._Modern fashion touch seen in Khadi clothes_Uttar Pradesh Khadi and Gramodyog Board has set up 21 grand stalls for sale of Khadi and village industry products at the festival. The specialty of these stalls is that here not only traditional Khadi clothes are available, but also modern design garments prepared according to changing fashion and choice of youth are available. The attraction of Khadi is not limited only to attire, but it is also deeply connected with Swadeshi tradition, skill of artisans and self-reliance. Due to being eco-friendly, its demand is continuously increasing.
_Craze for taste of Braj at ODOC stall_At the festival, under One District One Cuisine (ODOC) scheme, special stalls of traditional and delicious dishes of Braj have also been set up. Tourists are enjoying Mathura’s famous Peda included in ODOC and other local dishes.District Gramodyog Officer Anil Kumar said that a total of 21 stalls of Khadi and Gramodyog have been set up by the department at Brajraj Utsav. At stalls of Varanasi, Mathura, Lucknow, Agra, Firozabad, Etah and Mainpuri etc. districts in the fair, handmade jewellery, clay-made products, herbal material, organic jaggery and incense sticks are available. People are shopping heavily according to their needs, which is giving great economic benefit to artisans.
Deputy Commissioner Industry Chandra Bhan Singh said that in accordance with intention of Uttar Pradesh government, a big and grand platform has been provided to ODOP and ODOC products at Brajraj Utsav. A total of 40 stalls have been set up by the department at the fair. This not only provides a big market to products of local entrepreneurs and small artisans, but also gives global identity to Swadeshi products. This fair is realizing the dream of self-reliant India on the ground.
