Empowering traditions: Him Ira Shop turns village women into entrepreneurs
In the serene foothills of Mandi district’s Churag development block, nestled beside the sacred Shri Mool Mahunag Temple in Sawa Mahu Gram Panchayat, a silent revolution is unfolding. What began two years ago as a humble initiative by local women—the ‘Him Ira Shop’—has now blossomed into a thriving enterprise and a symbol of empowerment for over 100 village women.
Commerce under the temple’s blessings
Set up right beside the ancient temple revered for its spiritual legacy, the Him Ira Shop offers a vibrant array of 20+ traditional products, including handmade bamboo baskets, woolen jackets, pure desi ghee, turmeric, rajma, millets, homemade pickles, spices and intricately crafted decorative items. Generating monthly revenues between Rs 25,000 to Rs 30,000, the shop now enables the self-help group to collectively earn close to Rs 2 lakh annually.
A living museum of culture
More than just a marketplace, Him Ira has become a living expression of Himachali culture. Tourists visiting the temple not only take back souvenirs, but also stories, traditions and the warmth of local heritage. Each item on the shelves is steeped in the knowledge of generations—offering both a livelihood for women and a bridge between past and present.
From shop to brand
Twaraku Devi, president of the Ganga Self-Help Group, shared that the team is working towards standardizing their products, introducing unified labels, attractive packaging, and eventually launching their own online store and social media presence. Plans are also in motion to provide local artisans with modern training in design, quality control, and technical skills — all while preserving traditional aesthetics.
Going digital
With sights set on national and global markets, the women behind Him Ira are now being trained in digital literacy, product branding, packaging and e-commerce tools. Workshops are helping them prepare to sell on online platforms and build a recognisable rural brand.
Attracting buyers from afar
The shop has already garnered attention from pilgrims and tourists from states like Punjab, Haryana, Uttarakhand and West Bengal, particularly for its woolen jackets and handmade crafts. This growing demand proves that rural craftsmanship, when given the right platform and quality standards, can compete in wider markets.
Voices of change
Pavna Thakur, a member of the self-help group, proudly says: “We used to remain confined within our homes. Now, we sell our own products and feel empowered. We are making real profits and I sincerely thank Chief Minister Sukhvinder Singh Sukhu for opening new paths for us.”
Twaraku Devi adds: “We never imagined this would succeed. But with the blessings of Shri Mool Mahunag, our efforts are paying off. We want to make ‘Him Ira’ a national brand, and we are taking steady steps toward that goal.”
A model for rural India
‘Him Ira Shop’ is not just a commercial venture; it is a milestone in women’s empowerment and rural heritage preservation. It demonstrates how community-driven entrepreneurship can fuel self-reliance, inspire pride in local culture, and offer a replicable model for other villages across India. As the women of Sawa Mahu turn tradition into opportunity, they are proving that with the right support and determination, economic freedom and cultural dignity can go hand-in-hand.
Himachal Tribune