Dehradun: The initiative to take local products prepared in the state’s rural areas to national and global markets is now transforming into a robust business model. “House of Himalayas,” an umbrella brand powered by the hard work of rural women in Uttarakhand, has recorded a turnover of approximately ₹6 crore since its launch.
The brand gained national recognition in December 2023 during the Uttarakhand Global Investors Summit held in Dehradun, where Prime Minister Narendra Modi personally launched it. The Prime Minister praised the initiative as a driving force behind the concepts of “Vocal for Local” and “Local for Global.”
Under this brand, local products linked to Uttarakhand’s identity are brought to market with modern packaging, enhanced quality, and unified branding. Currently, 83 total products—including 60 flagship items—are featured under the brand. These span categories such as Pahari pulses, grains, spices, honey, oils, herbal and personal care products, alongside traditional handicrafts. The official brand website offers categories including millets, pulses, rice, oils & ghee, spices, honey, herbal products, bakery items, personal care, and handicrafts.
The most crucial aspect of House of Himalayas is its women-centric livelihood model. Nearly 5,500 direct female beneficiaries linked with 55 Cluster Level Federations are directly engaged in the brand’s economic activities. This ensures that while products crafted in the hills find a market, the financial benefits flow straight to rural women.
The reach of House of Himalayas is no longer confined to local markets. Consumers can purchase its products on e-commerce platforms like Amazon and Flipkart, as well as via quick-commerce channels including Blinkit, Swiggy Instamart, and BigBasket. Additionally, nationwide direct purchases are facilitated through the brand’s own D2C website. The products are also being made available in international markets like the United States and Canada through Amazon Global.
“House of Himalayas is a key initiative to give national and international recognition to Uttarakhand’s local products. In line with Prime Minister Narendra Modi’s vision of ‘Local to Global,’ this brand connects the products of our state’s women power, farmers, and rural entrepreneurs to international markets. Our goal is to ensure that products crafted in Uttarakhand’s villages find a global marketplace, directly boosting the economy of our women’s self-help groups and local producers.” — Pushkar Singh Dhami, Chief Minister, Uttarakhand
