PIONEER EDGE NEWS SERVICE / Dehradun
The House of Himalayas brand, launched to promote the hill state’s traditional and organic products, is helping the local producers with access to wider markets while generating livelihood opportunities for women in hill districts, claim the officials of Rural Development department.
The managing director, House of Himalayas, Jharna Kamthan said that the initiative aims to establish Uttarakhand’s traditional and organic products as a strong brand while generating employment opportunities in the state’s hill regions. She added that more products are expected to be introduced under the House of Himalayas label in the coming years to further boost the income of the local communities.
She added that the initiative has so far connected around 3,000 women, directly and indirectly, to the markets of locally sourced food and wellness products. Many of them are members of self-help groups, preparing and packaging traditional items from different parts of the state, she added.
The product range reflects the agricultural diversity of the Himalayan region. These include rajma, pulses, red rice, basmati rice, green tea and sea buckthorn products, along with herbal infusions, juices, water chestnut biscuits, milk biscuits and items made from Timru, a plant commonly found in the hills. The brand has also introduced aroma boxes containing essential oils such as lavender and mint, while several products are packaged as gift boxes.
Kamthan added that the products under the House of Himalayas label are now being sold not only in local markets but also through online platforms such as Amazon, Blinkit and BigBasket, in addition to government portals and the brand’s own website, helping Himalayan products reach consumers across the country.
The initiative, which started in April 2024, has recorded business worth around Rs four crore so far. In the previous year, products worth about Rs 1.40 crore were sold, while in the current year, sales have increased to approximately Rs 2.60 crore.
The consultant for brand promotion, marketing and operations, Kailash Chandra Bhatt, associated with the initiative, said that the programme focuses on promoting authentic products from the Himalayan region while generating livelihood opportunities for women and self-help groups.
He said that more than 40 products are currently procured from producers and undergo quality checks such as ingredient verification, colour sorting and moisture control before reaching the market.
Kalpana Bisht, whose bakery products are marketed under the brand, said that the demand has increased steadily. She said the unit receives orders of about one quintal of biscuits every month, sometimes more, depending on market demand. Bisht added that the unit, largely run by women, currently provides employment to three to four women involved in packing and cleaning work.
