Fatehpur peda stall at UPITS
Prayagraj: From Pratapgarh’s amla products, clocking sales of over Rs 1.25 lakh, to Fatehpur’s Malwa Peda business, generating more than Rs 3 lakh, the aroma of Prayagraj division’s regional cuisines is drawing global attention at the fourth edition of the UP International Trade Show (UPITS) in Greater Noida. The ‘One District, One Dish’ initiative is showcasing culinary specialties from all 75 districts for the first time, helping local entrepreneurs expand their reach while recording brisk sales and strong branding opportunities. Chief minister Yogi Adityanath also launched an official portal for ‘One District, One Dish’ products at the trade show, providing a digital platform to showcase the traditional flavours of all 75 districts.
Ajay Chaurasia, joint commissioner (industry), Prayagraj division, said UP ITS is proving to be a major platform for promoting the region’s traditional delicacies. He said nine participants from the division are taking part, with the highest representation coming from Pratapgarh district (four entrepreneurs) and Fatehpur (three entrepreneurs). The initiative is not only celebrating the state’s rich food heritage but also opening new markets for local entrepreneurs. One entrepreneur each from Prayagraj and Kaushambi is participating in the ‘One District, One Dish’ category. From Fatehpur, three entrepreneurs specialising in the district’s famed Malwa Peda are participating under the brands Sohan Peda, Mohan Peda, and Ganesh Peda. Entrepreneurs from Kaushambi and Prayagraj are also presenting Mangauri and Samosa, respectively, both selected under the ‘One District, One Dish’ initiative.
Vipin Pandey of JP Foods, who has set up a stall featuring Pratapgarh’s amla products, said he has successfully branded and marketed 15 different products. He has recorded strong business in both B2B and B2C segments, with sales exceeding Rs 1.25 lakh so far. Mohit, representing the brand, said products made from edible gum, dates and peda have generated sales of over Rs 3 lakh across the three categories. He said he has sold samosas worth more than Rs 80,000 over three days.
At the trade show, entrepreneurs are also witnessing encouraging sales. Similarly, a stall from Fatehpur showcasing ‘Malwa ka Peda’ under the Sohan Peda brand is winning over visitors. Meanwhile, Amit Yadav from Prayagraj is carving out a niche with his dry samosas.
Prime Minister Narendra Modi had on Sunday praised Pratapgarh’s amla products during his Mann Ki Baat programme.