The iconic flavours of Kashi, including Banarasi paan, malaiyo, longlata, Tiranga barfi, kachori, and lassi-thandai, are set to gain national and global visibility under the Uttar Pradesh government's 'One District One Cuisine' (ODOC) initiative. To promote Varanasi's culinary heritage and strengthen food-based enterprises, the Yogi Adityanath government will provide financial assistance, branding support, and market access. This includes a subsidy of up to 25% on loans and a 75% grant for participation in national and international events.
Economic Transformation Through Food
The initiative aims to transform Varanasi's traditional food culture into a powerful economic driver while giving local delicacies a distinct identity in domestic and international markets. Officials stated that the scheme would support entrepreneurs involved in the production, packaging, branding, and promotion of selected dishes, helping them scale up operations and reach wider audiences.
Selected Signature Delicacies
Under the ODOC scheme, six signature delicacies associated with Varanasi have been selected. These include malaiyo, the city's famed winter dessert; Banarasi paan, synonymous with the cultural identity of Kashi; the traditional Banarasi kachori; Tiranga barfi; longlata, a popular local delicacy; and lassi-thandai, known for its association with the city's vibrant culture.
Financial Assistance Details
Deputy Commissioner (Industries) Abhishek Priyadarshi said that entrepreneurs engaged in or planning to enter the ODOC sector would be eligible for margin money assistance of up to 25% of the loan amount. The subsidy can be used for installing machinery to improve productivity, packaging and labelling facilities, deep freezers for cold-chain management, food testing infrastructure, cloud kitchens, and other related requirements.
Marketing Promotion Support
Priyadarshi emphasised that the scheme's most significant component is its marketing promotion support. Many local sweet-makers, artisans, and food entrepreneurs are unable to participate in major food festivals and trade events due to financial constraints. To address this, the government will bear 75% of the expenditure incurred on participation in local, state, national, and international exhibitions and events. The assistance will cover stall fees, transportation of products, travel expenses of artisans and entrepreneurs, and costs associated with obtaining food quality certifications and meeting international standards. The objective is to help local producers take Varanasi's traditional flavours from local markets to global platforms.
Eligibility Criteria
Priyadarshi said there is no educational qualification requirement for applicants. However, the applicant must be at least 18 years old, a permanent resident of the district, and should not be a defaulter of any bank. Neither the applicant nor any family member should have previously availed benefits under another self-employment scheme. Applicants will also be required to submit a notarised affidavit on a Rs 10 stamp paper along with their application.
