Women’s federations from Gohar, Seraj, Balichowki lead the way
Munish Sood
MANDI: This Diwali, the hill town of Mandi in Himachal Pradesh witnessed more than festive cheer as it became the stage for a unique movement of women’s empowerment and livelihood revival.
The five-day Diwali Mandav Him-Era Livelihood Fair, organised at Indira Market, concluded on Sunday with record-breaking sales of ₹18,08,131 across 23 stalls, turning celebration into opportunity for hundreds of women entrepreneurs from rural Himachal.
The fair was part of the Him-Era initiative, a state-supported livelihood and empowerment programme that promotes rural self-help groups (SHGs) by connecting them directly with the market. Over the five days, the venue was abuzz with energy as women from disaster-affected regions showcased traditional handicrafts, woollen wear, organic pickles, herbal products and decorative eco-friendly items. The enthusiastic response from the public not only boosted their income but also renewed hope for communities recovering from recent natural calamities.
Women groups set an example
Among the participating clusters, Nari Shakti Cluster Level Federation (CLF), Bara from Gohar block topped the list with ₹2,16,640 in sales. Ananta CLF, Seraj, secured the second spot with ₹1,26,810, while Shiv Shakti CLF, Balichowki, took third place with ₹1,19,860.
The fair’s closing ceremony was presided over by Additional Deputy Commissioner (ADC) Mandi, Gursimar Singh, who praised the initiative as a “meaningful step toward sustainable recovery and self-reliance.” He highlighted that such fairs not only provide income to families impacted by disasters but also strengthen women’s economic independence and promote Himachal’s rich cultural identity.
“This fair has reignited confidence among rural women entrepreneurs,” Singh said. “Through Him-Era, we are building not just livelihoods but resilience, self-reliance, and pride in local craftsmanship.”
District Development Officer Gopi Chand Pathak and District Red Cross Society Secretary O.P. Bhatia also attended the closing event and commended the federations for their efforts.
Model of empowerment in action
The Him-Era programme has emerged as a powerful model of rural transformation in Himachal Pradesh. It connects more than 3.5 lakh women from over 44,000 self-help groups across the state, offering them a collective brand identity under “Him-Era.” The initiative promotes both online and offline marketing of locally produced goods—ranging from food products to handicrafts—helping women reach wider markets.
Currently, dozens of Him-Era retail outlets and canteens across Himachal provide a steady platform for women’s products, while events like the Diwali Mandav Fair offer live interaction with buyers. Together, these efforts have created a new ecosystem of local enterprise that integrates tradition with modern market access.
Why the fair stands out
The Diwali Mandav Fair was not just another festive market but a celebration of self-reliance. Every product sold at the fair carried a story: of women overcoming adversity, reviving traditional crafts and supporting their families through their own efforts.
The fair also served as a bridge between urban consumers and rural producers. City residents who visited the stalls took home more than just handmade goods—they carried with them an appreciation for the skill and resilience of Himachal’s women artisans. For rural producers, the fair offered visibility, confidence, and validation that their work holds value in competitive markets.
Himachal Pradesh’s terrain and scattered rural population often make it difficult for women to access urban markets. Initiatives like Him-Era and fairs like Diwali Mandav directly address this gap by providing exposure, logistics, and branding support. Beyond immediate sales, they contribute to long-term goals such as:
• Economic resilience: Helping families rebuild livelihoods disrupted by natural disasters.
• Women’s empowerment: Turning self-help groups into self-sustaining business units.
• Cultural preservation: Keeping alive traditional skills, crafts, and local products.
• Community bonding: Encouraging collective progress through federations and clusters.
As lights of Diwali illuminated Mandi, the fair reflected another kind of light—the light of self-reliance. Behind every stall stood a story of determination and dignity, of women who transformed challenges into opportunities.
The success of the fair has inspired the district administration to consider expanding such events to other regions, creating a wider network of market linkages for rural women entrepreneurs. The synergy between physical fairs and the state’s digital Him-Era marketplace holds immense potential for scaling up rural enterprise and ensuring sustainable income across Himachal.
The Diwali Mandav Him-Era Livelihood Fair thus ended not just as a marketplace, but as a movement where tradition met innovation, and empowerment became the true celebration of Diwali.
