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One District One Product (Bobbili Veena) – Vizianagaram District

One District One Product (ODOP) Initiative and Action plan:

The ODOP initiative is aimed at manifesting the vision of the Hon’ble Prime Minister of India to foster balanced regional development across all districts of the country.The Government of India have identified Bobbili Veena as One District One Product fromVizianagaram District.

The idea is to select, brand, and promote One Product from each District of the country,

  • For enabling holistic socioeconomic growth across all regions.
  • To attract investment in the district to boost manufacturing and exports.
  • To generate employment in thedistrict.

Action Plan:

  • Provide financial assistance through MUDRA loans.
  • Provide marketing facilities by conducting exhibitions.
  • To generate employment in thedistrict.
  • Provide bank linkage loans to artisan self-helpgroups (SHGs).

SIGNIFICANCE OF BOBBILLI VEENA:

    • Bobbili veena is a large plucked string instrument used in Carnatic classical music.
    • The Veena is named after Bobbili, a place where it was invented.
    • In 2011 the musical instrument got a Geographical Indication tag from the Government of India.
    • The Bobbili town is famous for the manufacturing of Veenas carved by the sculptures located in Gollapalli(v) near the Town.
    • Nearly 100 households of this village involved in the preparation of Veenas for their livelihood for the last 100 years.
    • One single piece of Panasa (Jack Wood) and Sampangi wood is being used for its preparation by the sculptures.
    • The making of the Veena started in the 17th century during the reign of Pedda Rayudu.
    • At that time, playing Veena was a common practice in India, especially in South India.
    • The entire development process of the Veena took more than three centuries. Bobbili kingdom rulers were fond of music, and many of them learned to play Veena.
    • In the Bobbili kingdom, the Veena used to be supplied by Sarwasiddi community craftsmen. These craftsmen were from Gollapalli (V), Bobbili(M), Vizianagaram District.
    • The craftsmen community who make this musical instrument are known as “Bobbili Veena sampradayam” (Bobbili Veena community).
    • The Bobbili Veena has got the global attention as the Andhra Pradesh government has prepared its replicas as part of cultural exchange to the delegates of G-20 conference on March 28 and 29 in Visakhapatnam.
  • JC Vizianagaram Visiting Veena Manufacturing Unit బొబ్బిలి వీణలకు మరో అరుదైన గుర్తింపు.. వన్ డిస్ట్రిక్ట్ వన్ ప్రొడక్ట్ కు నామినేట్ అయిన వీణలు

    బొబ్బిలి లో తయారైన వీణలకు మరో ప్రత్యేకత కూడా ఉంది. మైసూర్, తంజావురు వీణలు మూడు చెక్కలతో తయారు చేస్తే బొబ్బిలి వడ్రంగులు మాత్రం ఒకే ఒక చెక్కతో ఏకండి గా తయారు చేయడంలో సిద్ధహస్తులు. రాష్ట్రపతి భవన్ నుంచి వైట్ హౌస్ వరకు గుర్తింపు పొందిన బొబ్బిలి వీణలకు ఇప్పుడు వన్ డిస్ట్రిక్ట్ వన్ ప్రొడక్ట్ కు నామినేట్ అవ్వడంతో మరో సారి తన ఖ్యాతిని నిలబెట్టుకోగలిగింది.

    • Principal Secretary Visiting Bobbili Veena Manufacturimng Unit

Details of the District Nodal Officer:

Officer Name Designation Mobile Number
Sri.R.V.Murali Krishna District Handlooms and Textiles Officer, Vizianagaram 8008705688

Nodal Department:

Department of Handlooms and Textiles,Government of Andhra Pradesh.

Dedicated team for ODOP:

Development Officer (H&T), 9491121100

Assistant Development Officer (H&T), 6301652491

List of Activities being under taken by District Administration under ODOP Initiative:

        • The District Administration is procuring Bobbili Veenas from the artisans every year on different festivals/occasions to present to the VVIPs and Award Winners under different competitive events
        • Provide marketing facilities by conducting exhibitions.
      • vzmutsav23

        utsav23

        Bobbili Veena Making
        • Playing Veena in GSummit 2023

Another rare recognition for Bobbili Veenas. Veenas nominated for One District One Product.

Veenas made in Bobbili have another specialty. While the Mysore and Thanjavur veenas are made of three woods, the Bobbili carpenters are skilled in making them from a single piece of wood. Having been recognized from Rashtrapati Bhavan to the White House, Bobbili Veenas has now been nominated for One District One Product and has once again been able to uphold its reputation.

Mentor for ODOP:

S.Rama Krishna,Manager, Craft Centre, Bobbili, 9848255435

Details by account holder of all transactions (Sales):

Andhra Pradesh Handicrafts Development Corporation Ltd., (Lepakshi)
Ofc.No. 0866-2578099, Mail Id: marketing.aphdcltd@yahoo.com

Credit Facility:

Pradhan Mantri Mudra YojanaAny Scheduled Banks18 to 65 yearshttps://www.mudra.org.in/

Credit Facility / scheme Contact Details Eligibility Link to apply
Pradhan Mantri Mudra Yojana Any Scheduled Banks 18 to 65 years https://www.mudra.org.in/

The details of the central level schemes relevant to ODOP initiative are available in the following website: https://static.investindia.gov.in/s3fs-public/2023-04/20230420_ODOP_Scheme%20.pdf

Institutional Support under ODOP initiative:

Name of SPOC Department Address Contact Email ID
Managing Director, APHDCL Andhra Pradesh Handicrafts Development Corporation Ltd., (Lepakshi)Lepakshi Building, Gandhi Nagar,Vijayawada0866 0866-2578099 2578099marketing.aphdcltd@yahoo.com

For any further information or query, kindly contact:

Sri Vishwa, Executive Director, APHDCL (Lepakshi),Ph.No: +91 8978644688