Empowering Rural Women: The Him Ira Shop's Journey of Transformation
A New Dawn for Women in Mandi
Munish Sood
Mandi: In the serene hills of Mandi district's Churag development block, a quiet yet impactful change is taking place, significantly affecting the lives of rural women. At the revered foothills of the Daanveer Karna Shri Mool Mahunag Temple in Swa Mahu Panchayat, a modest initiative started two years ago by local women has blossomed into a powerful symbol of empowerment — the Him Ira Shop.
From Home to Marketplace
Once confined to household duties, over 100 women are now actively involved in creating, branding, and selling traditional Himachali crafts. This grassroots self-help initiative has evolved into a sustainable livelihood model that marries entrepreneurship with the preservation of cultural heritage.
Commerce Flourishes at the Temple
Located next to the historic Mahunag Temple, the Him Ira Shop features more than 20 unique products, including handwoven bamboo baskets, woolen jackets, local desi ghee, turmeric, rajma, heirloom grains, handcrafted decorative items, pickles, and regional spices.
Economic Impact and Empowerment
With monthly sales ranging from ₹25,000 to ₹30,000, the initiative generates nearly ₹2 lakh annually, which is distributed among the participating women. This collective income not only supports their families but also shifts perceptions regarding women's economic capabilities in rural areas.
Cultural Hub and Marketplace
Him Ira has transformed into more than just a shop; it serves as a cultural center where tourists and pilgrims engage with local folklore, rituals, and craftsmanship. Each product tells a story, making the shop a living repository of Himachali traditions and ensuring their continuity for future generations.
Digital Expansion on the Horizon
Building on its local success, the women’s group is now aiming to reach beyond their village. They are working to connect Him Ira with online marketplaces, aided by workshops focused on digital literacy, branding, packaging, and design.
The ambitious goal is to establish Him Ira as a recognized brand that can compete on both national and international stages while maintaining its roots in rural artistry and authenticity.
Future Plans for Growth
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 reflects. “But with the blessings of Shri Mool Mahunag and our relentless efforts, we’ve made significant progress. Our dream is to expand the Him Ira brand across India.”
Recognition and Demand
Products such as woolen jackets and handcrafted decor have gained popularity among visitors from Punjab, Haryana, Uttarakhand, and West Bengal. Their increasing demand highlights a broader truth: rural crafts, when supported with the right platform and quality control, can thrive in mainstream markets.
Empowerment Through Entrepreneurship
“Previously, we rarely ventured beyond our courtyards. Now, we sell our own products and feel both financially and socially empowered,” shares Pavna Thakur, a proud member of the self-help group. “Thanks to Chief Minister Sukhvinder Singh Sukhu, we have been given the chance to explore new opportunities.”
A Model for Rural Empowerment
The Him Ira Shop stands as more than just a business; it is a landmark in grassroots entrepreneurship and women's empowerment. It illustrates how local women, with the right support and vision, can uphold cultural identity while achieving financial independence.
As this model expands, it has the potential to inspire similar movements across rural India, where women can become the architects of their futures, and tradition can pave the way for modern success.