Dehradun, Uttarakhand:

The Dhami government is working on several schemes to make Uttarakhand a hub for the export of agricultural products. House of Himalayas has been launched to promote the products of the state. APEDA also has an important role in promoting organic farming, and GI-tagged products in the state and taking the state’s products to the world level.

Prime Minister Narendra Modi launched the House of Himalayas brand during the Global Investors Summit last year. It is a brand of local products of Uttarakhand, which together is to reach the country as well as the whole world. The aim of the House of Himalayas is to empower women artisans and small farmers and create an identity for hill products at the international level.

HOH is a brand that aims to promote authentic, handcrafted products from the region. In a market 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. The initiative consolidates the state’s diverse range of products, from Himalayan wild forest honey to heritage-rich ‘Pahadi Rajma’, ensuring that each item is a unique creation of resilience and authenticity.

The launch of House of Himalayas Limited in April 2024 under the leadership of Chief Minister Pushkar Singh Dhami had created a team of officials who are working on establishing these Himalayan products in high-end markets. The brand aims to empower rural communities by providing training, branding support and quality assurance. It aims to promote sustainable livelihoods and reduce rural to urban migration. The initiative is not just a business venture but is also specially designed to strengthen the rural economy.

By adopting a direct-to-consumer model, HoH has partnered with e-commerce platforms like Amazon Karigar, giving consumers around the world an opportunity to access these premium products.

The brand also plans to actively participate in international trade fairs as well as establish a physical presence at key locations including Delhi International Airport to expand its market reach. Recent collaborations with major players like Lulu Hypermarket have positioned HoH for a global presence, especially in the Middle East. The brand has signed MoUs with Spices Board of India and Indian Institute of Packaging to enhance production and distribution capabilities.

I think the MoUs between “House of Himalayas” and Lulu Group to promote the export and globalization of high-quality agricultural and processed food products of Uttarakhand, between “House of Himalayas” and Indian Institute of Packaging to improve packaging standards in line with international markets, between “House of Himalayas” and Spices Board to promote the cultivation of local spices in Uttarakhand and get global recognition by manufacturing them is a very important initiative of the Uttarakhand government, the positive results of which will continue to be achieved by Uttarakhand for years to come.

Article written by and Editorial credit: State Bureau Chief Himanshu Nauriyal.