Munish Sood
Mandi : In the quiet, hilly landscape of Mandi district’s Churag development block, which falls in Karsog Sub Division, a silent transformation is reshaping the lives of rural women. At the sacred foothills of the Daanveer Karna Shri Mool Mahunag Temple in the Swa Mahu Panchayat, a humble initiative launched two years ago by local women has grown into a shining symbol of empowerment — the Him Ira Shop.
Once restricted to household chores and village confines, more than 100 women are now proudly crafting, branding, and selling traditional Himachali products. What began as a grassroots self-help project has turned into a sustainable livelihood model — blending entrepreneurship with the preservation of cultural heritage.
Commerce Blossoms at the Temple Steps
Nestled beside the historic Mahunag Temple, the Him Ira Shop offers over 20 distinct items — including handwoven bamboo baskets, woolen jackets, local desi ghee, turmeric, rajma, heirloom grains, handcrafted decorative pieces, pickles, and regional spices.
Generating ₹25,000–30,000 in monthly sales, the initiative now brings in close to ₹2 lakh annually, shared among the participating women. This collective income not only supports families but is also transforming perceptions about women’s economic potential in rural settings.
Where Culture Meets Commerce
More than just a marketplace, Him Ira has evolved into a cultural hub — a place where tourists and pilgrims connect with the region’s folklore, rituals, and indigenous craftsmanship. Each item carries a story, turning the shop into a living archive of Himachali traditions and ensuring these practices are passed on to the next generation.
Taking Tradition to the Digital World
Building on its local success, the women’s group is now setting its sights beyond the village. Efforts are underway to integrate Him Ira with online marketplaces, supported by workshops on digital literacy, branding, packaging, and design.
The goal is ambitious: to transform Him Ira into a recognized brand capable of competing on national and international platforms — all while retaining its roots in rural artistry and authenticity.
The Road Ahead: Expansion and Training
According to group leader Twaraku Devi, the future roadmap includes:
• Unified branding and product labeling
• Attractive, eco-friendly packaging
• Launching a dedicated e-commerce store
• Promoting products through social media
• Providing in-village training on new designs, technology, and quality control
“This journey started with hesitation and doubt,” she recalls. “But with the blessings of Shri Mool Mahunag and unwavering effort, we’ve come a long way. Now, our dream is to take the Him Ira brand across India.”
Recognition Beyond Borders
Products like the woolen jackets and handcrafted decor are particularly popular among visitors from Punjab, Haryana, Uttarakhand, and West Bengal. Their growing demand affirms a larger truth: rural crafts, when nurtured with the right platform and quality control, can compete in mainstream markets — and thrive.
Voices of Empowerment
“Earlier, we didn’t even step beyond our courtyards. Now, we sell our own products and feel financially and socially empowered,” says Pavna Thakur, a proud member of the self-help group. “Thanks to Chief Minister Sukhvinder Singh Sukhu, who gave us the opportunity to explore new paths.”
A Model for the Nation
The Him Ira Shop is not merely a business outlet — it is a milestone in grassroots entrepreneurship and women’s empowerment. It exemplifies how local women, with support and vision, can preserve cultural identity while gaining financial independence.
As the model grows, it holds the potential to inspire similar revolutions across rural India — where women become the architects of their future, and tradition becomes a bridge to modern success.
