Context:
• Indian Railways will patronise the newly launched ‘Aabhaar’ online store to promote ODOP & GI-tagged artisan products, especially from indigenous weavers, handicraft clusters & handloom communities.
Key Highlights
Platform & Value Chain Integration
• Store is hosted on Government GeM (Govt e-Marketplace) and will sell items exclusively from entities like KVIC, Central Cottage Industries Emporium, Village Industries; plus products under ODOP & GI.
• Concept of “Vote for Local” → curated gifts, hampers, protocol gifts for official use, conferences, events, functions.
• Aims to create institutional demand for local handmade craft → stable orders → income security.
Cultural & Economic Outcomes
• Railway Board says objective is promotion of India’s rich craft heritage via structured procurement → “market access for artisans, particularly women-led & rural enterprises”.
• Supports sustainable livelihoods + strengthens eco-friendly production models (non-mass synthetic substitution).
• ODOP (State district specialisation) + GI products → craft branding, traceability, premium pricing.
Relevant Prelims Points (detailed)
• GI Tag = under Geographical Indications of Goods (Registration & Protection) Act, 1999.
• GeM = MoC&I regulated procurement platform under Rule 149, GFR 2017.
• ODOP = central scheme under DPIIT → district-specific export & value-chain strategy.
Relevant Mains Points
• Local procurement via State → builds domestic demand anchor for MSME crafts.
• Way Forward: embed design mentoring + digital logistics + fixed demand calendars.