1 week Ago
(File photo) In a bid to transform the landscape of traditional crafts and rural economies, the Uttarakhand government has launched the House of Himalayas (HoH), an umbrella brand aimed at promoting authentic, handcrafted products from the region. Unveiled during the Uttarakhand Global Investor Summit 2023 by Prime Minister Narendra Modi , the initiative seeks to elevate the state’s rich heritage while empowering local producers and artisans. In a market increasingly driven by consumer demand for authenticity and sustainability, HoH stands out by offering high-quality, handcrafted goods that connect buyers to the culture and traditions of Uttarakhand.
This initiative consolidates the state’s diverse range of products, from Himalayan wild forest honey to heritage-rich ‘Pahadi Rajma,’ ensuring each item carries a unique story of resilience and authenticity. The launch of House of Himalayas Ltd in April 2024, led by chief minister Pushkar Singh Dhami , has created a dedicated team of executives focused on positioning these Himalayan products in high-end markets. The brand aims to empower rural communities by providing training, branding support, and quality assurance, thereby fostering sustainable livelihoods and reducing rural-to-urban migration.
Radhika Jha, secretary of rural development, emphasized HoH’s mission to uplift women artisans and small-scale farmers, stating, “This initiative is not just a commercial enterprise; it’s designed to strengthen the rural economy .” By adopting a direct-to-consumer (D2C) model, HoH partners with e-commerce platforms like Amazon Karigar, allowing consumers worldwide to access these premium products. The brand also plans to establish a physical presence in key locations, including Delhi International Airport, while actively participating in international trade fairs to enhance its market reach.
Recent collaborations with major players, such as Lulu Hypermarket, have positioned HoH for a global presence, particularly in the Middle East. The brand has signed MOUs with the Spice Board of India and the Indian Institute of Packaging to enhance production and distribution capabilities. As consumer awareness around ethical sourcing and artisanal craftsmanship grows, House of Himalayas is well-positioned to meet this demand.
With a product lineup that includes eco-friendly incense sticks and luxurious silk scarves, HoH aims to resonate with the conscious consumer segment while creating a lasting emotional connection through its offerings. This initiative not only aims to uplift local communities but also seeks to solidify Uttarakhand's identity in the global marketplace, setting the stage for sustainable economic growth across the region..
