One District One Product: Sri Potti Sriramulu Nellore District | APPSC State Specific Preparation Course - APPSC (Andhra Pradesh) PDF Download

History

• Nellore District, situated in the southeastern portion of the state, boasts a coastal length of 163 kilometers, bounded by the Bay of Bengal to the east. Historically, the district was known as Vikrama Simhapuri until the 13th century, after which it came to be referred to as Nellore.
• Throughout history, the district was ruled by various dynasties, including the Mouryas, Sathavahanas, Pallavas, Cholas, Telugu Cholas, Kakateeyas, and Pandyans. Notably, the great Telugu poet Tikkana Somayaji translated 15 parvas of the Sanskrit Mahabharata into Telugu in Nellore.
• It is believed that Nellore was situated in the Dandakaranya forests, which were first penetrated by adventurous sages as Aryas during the rise of the Mouryan Empire. Nellore also appears to have been under the influence of and was part of the Ashoka Empire in the 3rd century B.C. Subsequently, it was included in the Pallava Dominion between the 4th and 6th centuries A.D.
• Initially, Nellore district formed part of the composite Madras State until October 1st, 1953. Following the reorganization of states on a linguistic basis on November 1st, 1956, the district became part of Andhra Pradesh State.
• On June 4th, 2008, the name of Nellore district was changed to Sri Potti Sriramulu Nellore District.

Udayagiri Cutlery: A Cultural Heritage and Craftsmanship in Nellore District, Andhra Pradesh

Introduction

• Udayagiri wooden cutlery reflects how art can transform everyday items into beautiful pieces that are both functional and ornamental.
• Comprising intricately carved spoons, forks, knives, and bowls, this traditional craft blends utility with aesthetics.
• Originating from Udayagiri, this art form was nurtured by local artisans with the support of the region's royal families.

Historical Background

• Udayagiri, a town in Andhra Pradesh's Nellore district, dates back to the 14th century when it was ruled by the Gajapatis of Odisha.
• Under different rulers like Krishnadevaraya of the Vijaynagar kingdom and later the Golconda chieftains and Nawabs of Arcot, Udayagiri flourished.
• During the era of nawabs and jagirs, ornate wooden cutlery gained popularity as a symbol of luxury and craftsmanship.

The Craft of Udayagiri Wooden Cutlery

• Udayagiri wooden cutlery includes forks, spoons, knives, bowls, etc., intricately carved with Persian-inspired designs.
• This craft, dating back around 150 years, has been handed down through generations of artisans.
• While traditionally male-dominated, the craft of Udayagiri wooden cutlery now sees a significant contribution from female artisans.

Wood Sourcing and Types Used

• The wood for Udayagiri cutlery is sourced from the Durgampalli hills, known for their high-quality wood.
• Soft woods like nardi, devadari, bikki chakka, kaldi chakka, and palabarki are used for intricate carvings.
• Nardi and bikki chakka are commonly used for smaller pieces due to their softer nature, while larger items are crafted from harder woods like devadari and kaldi chakka.

Crafting Process

• Artisans carefully process the wood from Durgampalli forests to create Udayagiri wooden cutlery.
• Shapes are meticulously carved into the wood to form the elegant silhouettes of the cutlery.
• The handles of spoons and forks, as well as the edges of bowls, are adorned with intricate Persian-style patterns.

Process of Making Udayagiri Wooden Cutlery

• The first step involves procuring wood from the nearby Durgampalli forests.
• Nardi and bikki chakka woods are used for small pieces, while devadari and kaldi chakka are used for larger items and bowls.

Production Process of Udayagiri Wooden Cutlery

• Artisans choose specific blocks of wood and bring them to their workshop.
• The wooden blocks are dried for around ten days, then soaked in water and dried again before being cut into smaller blocks.

Unique Wood Treatment

• Smaller blocks are tightly wound with jute string and weighted with a stone to enhance drying and softening.
• After unwinding the jute, markings are made on the blocks for the cutlery designs.

Carving Process

• Artisans skillfully carve basic shapes using tools like chisels and files, ensuring precision due to the wood's softness.
• Intricate patterns such as amini, khajuri, kangura, and Dargah ki jaali are meticulously carved by hand.

Finishing Touches

• Finishing is the final step, where small pieces are filed by hand, and larger ones are finished using a paper finishing machine.

Inspiring Artisans

• Udayagiri wooden cutlery boasts a rich legacy spanning 150 years, marked by a tumultuous history of highs and lows. Its pinnacle of success was witnessed during the reign of the royal families in Andhra Pradesh. However, the advent of plastic alternatives and industrialization ushered in a significant decline in its popularity over time.
• The survival of this exquisite craft was safeguarded when it attained the prestigious Geographical Indication (GI) status in 2017, a crucial recognition bestowed by the Indian Government. Equally pivotal in its revival were the dedicated artisans who labored tirelessly to breathe new life into this cherished art form.
• Zakeer Shaikh, a skilled artisan hailing from a lineage of Udayagiri wooden cutlery craftsmen, made a bold decision to forgo a stable, lucrative profession to apprentice under his mother, Chousia Begum, a State award-winning artisan. Recognizing the imperiled future of their ancestral craft, Chousia Begum took proactive steps to rejuvenate the tradition by imparting her knowledge to 90 women, ensuring the continuity of the art form.
• This narrative is enriched by insights and visuals contributed by Zakeer Shaikh, providing a glimpse into the intricate beauty of Udayagiri wooden cutlery. For those intrigued by his creations, further details and contacts are available for exploration and engagement.

One District One Product Initiative: Product list

One District One Product Initiative: Action plan Report

• Identify and map the unique district product suitable for commercial positioning and connection to markets, both domestic and international.
• Rationalize the chosen product and establish a blueprint for its development.
• Identify inputs related to design, packaging, branding, and logistics, and implement measures to standardize product quality and scale production to meet national and international demands. For instance, consider models like 'One Tambon One Product' from Thailand.
• Develop a roadmap for training and up-skilling in the identified cluster or product.
• Establish market linkages through various channels such as digital e-marketing, B2B/B2C transactions, direct procurement, gathering market intelligence, and monitoring trends.
• Converge all Government of India schemes like MSME-CDP, SFURTI, Coir Vikas Yojana, CLCS for tech upgradation, ASPIRE, Design Clinics, etc., to enhance district cluster/product capacities to meet international standards.
• Identify key performance indicators and parameters for regular monitoring to ensure added value.
• Form a 'District Level Committee' chaired by the District Collector, with relevant departments as members.
• Set targets at the cluster level focusing on products promoted, income enhancement, and improved market access.
• Encourage cross-sectoral collaborations with associations and experts such as CII, MSME Associations, Amazon, Flipkart, and leading e-commerce players interested in exploring opportunities.

Details of District Nodal Officer, Nodal Department, and Dedicated Team for ODOP

Dedicated Team for ODOP

Dedicated Helpline or Call Centre / Support Desk for ODOP

List of Activities Undertaken by District Administration under ODOP Initiative

Collector & District Magistrate, SPS Nellore provided Rs.10.00 Lakhs as Grant in aid for purchasing machinery to enhance Udayagiri Wooden Cutlery production and quality on 19th Aug 2022.

Details of ODOP Sensitization Workshops for Stakeholders

Three training programs conducted:

• Two technical and designing workshops
• One training session on awareness of digital payment

15 days (6th to 20th May 2022): Design and development training program for 15 artisans (USTTAD).

Two months Handicrafts Training program for 30 artisans under SAMMARTH scheme.

Two months (28.12.2021 to 28.02.2022): Training program under SHE for 20 artisans focusing on entrepreneurship improvement, packaging, and digital payment awareness.

List of Mentors Registered to Provide Mentorship

Mentorship Support and Procedures

• Andhra Pradesh Handicraft Development Corporation in Vijayawada provides training support and assistance in sales to enhance the production capacity and livelihood of artisans.
• Chaitanya Jyothi Welfare Society in Nellore offers mentorship to Wooden Cutlery artisans, including skill development, design enhancement, and participation in exhibitions organized by government departments.
• Udayagiri Welfare Society in SPS Nellore District provides work opportunities for artisans and guides them in accessing loans from banks and government schemes.

Funding Support Available for Udayagiri Wooden Cutlery Artisans

• The Government of India is offering financial assistance to Udayagiri Wooden Cutlery artisans through the "Pradhana Mantri Mudra Yojana" and various welfare initiatives.
• The Government of Andhra Pradesh is executing multiple schemes such as "YSR Asara," "Sunna Vaddi," "YSR Cheyutha," "Input Subsidy," "YSR Rythu Bharosa," "YSR Vahana Mitra," "YSR Pension Kanuka," "YSR Pelli Kanuka," "YSR Amma Vodi," "Jagananna Vasathi Deevena," "Jagananna Vidya Deevena," "Jagananna Thodu," "YSR Arogyasri," and "Chedodu" to support the artisans.
• The District Administration provided a grant of Rs. 10,00,000 through the District Minorities Welfare Department for the procurement of necessary machinery on 19.08.2022.

Details of rules, regulations, Act, Govt Schemes introduced or amended to propel the ODOP initiative in the district

• Udayagiri wooden cutlery, inspired by the intricate craft of Nellore, has been granted a Geographical Identification (GI) tag. This marks the second GI tag awarded in Nellore district, following Venkatagiri saris in 2009.
• The AP Technology Development and Promotion Centre and AP Handicrafts Development Corporation collaborated to seek the GI tag on behalf of the artisans in March 2015. Officials anticipate receiving the certification within a week.
• Geographical indication signifies products originating from a specific region. Items bearing a GI tag are protected from imitation by producers elsewhere.

Details of Quality Assurance Labs/Certification Labs/Processing Units/Quality Infrastructure with Contact Details

• Background of Udayagiri Wooden Cutlery
  • Udayagiri Wooden Cutlery, a craft with over 200 years of history, is standing out for its eco-friendly, biodegradable, locally sourced products.
• Geographical Indication (GI) Tag
  • Udayagiri Wooden Cutlery has been honored with a GI tag, jointly conferred by the Andhra Pradesh Technology Development and Promotion Centre and Andhra Pradesh Handicrafts Development Corporation.
  • This recognition has significantly enhanced the value of Udayagiri wooden cutlery.
• Quality Assurance Labs / Certification Labs / Processing Units / Quality Infrastructure
  • Currently, there is an absence of Quality Assurance Labs, Certification Labs, Processing Units, or Quality Infrastructure for Udayagiri Wooden Cutlery.

Departmental Support for Udayagiri Wooden Cutlery Artisans

• State and Central Departments offer institutional support to Udayagiri Wooden Cutlery artisans.
• Department of Minorities Welfare, Nellore: Provides assistance to artisans belonging to minority communities.
• Department of Industries, Nellore: Supports the development and growth of the artisan community.
• District Rural Development Agency (DRDA), Nellore: Facilitates rural development initiatives for artisans.
• NABARD: Offers financial and developmental assistance to enhance artisan livelihoods.
• AP Handicraft Development Corporation Ltd., Vijayawada: Engages in the promotion and marketing of handicrafts.
• National Institute of Fashion Technology (NIFT), Hyderabad: Provides design and skill development opportunities for artisans.
• National Design Corporation: Supports artisans in creating innovative and marketable designs.
• Export Promotion Council for Handicraft (EPCH): Facilitates the export and marketing of handicraft products.