Discovery India launches travelogue promoting Uttar Pradesh

Mumbai: Discovery Communications India, in association with the Uttar Pradesh government, is all set to launch an exclusive travelogue "Heritage Trails, One District, One Product." 

Releasing on Discovery channel and discovery+ on 25 September, the documentary highlights the states’ rich culture, diversity, and the plan to ensure livelihood to the MSME sectors and accelerate economic development under ‘One District One Product’ (ODOP) - a vital scheme set up by the government to preserve the indigenous crafts and artisans and boost the MSME economy.

“When we speak of culture and legacy, the one word that comes to mind is India. Being a diverse and secular country, every part of India including Uttar Pradesh oozes tradition in numerous forms and it is important to protect it in every way possible," said Uttar Pradesh chief minister Yogi Adityanath. "Our association with the Discovery for ODOP initiative is a step towards spreading awareness, protecting, and propagating the rich heritage of our country and generating self-employment.”

The documentary is hosted by popular TV actor Gaurav Chopra who takes the audience to cities like Agra and Varanasi and gives them an immersive experience as he learns about and makes the products with the local artisans, and understands how these crafts are related to their livelihood and welfare. The documentary will reveal the true indigenous side of Uttar Pradesh while elaborating on the government’s efforts to promote and rescale its local crafts and products that give the state its identity. It also highlights crafts like Gulabi Meenakari and Marble Inlay work that is exclusive to the state.

“We at Discovery, are delighted to partner with the government of Uttar Pradesh for this one-of-a-kind documentary which beautifully captures encouraging stories and puts a spotlight on the state’s art and rich culture," said Discovery Inc managing director for South Asia Megha Tata. "We can’t emphasise enough on this commendable programme by the government which not just provides livelihood to the district but also showcases India’s culture and art forms in the global market. Hoping our viewers find it equally enlightening and empowering.”

Viewers can watch the documentary on Discovery Turbo and Discovery Science as well.