Taste of the Himalayas to Reach the Nation Through Fuel Stations

REAP Project to Connect Women Self-Help Groups with Larger Markets; Uttarakhand’s First ‘Hillans Outlet’ to Open at Doiwala Petrol Pump

Dehradun, June 27, 2026

In Uttarakhand, the winds of change are bringing more than just a pleasant mountain climate—they are transforming the lives of rural women. Under Prime Minister Narendra Modi’s vision of “Vocal for Local” and women’s empowerment, the Uttarakhand Government, led by Chief Minister Pushkar Singh Dhami, is creating new opportunities for women to become financially independent through locally produced goods.

In a significant initiative, the Dehradun District Administration, in collaboration with the REAP (Rural Enterprise Acceleration Project), has launched an innovative marketing model that will provide women-led Self-Help Groups (SHGs) with direct access to a much larger customer base. Their traditional Himalayan products will soon be sold through dedicated ‘Hillans Outlets’ at petrol pumps across the state.

A New Marketplace for Rural Women

Although rural Self-Help Groups produce a wide range of high-quality traditional products, access to organized markets has remained one of their biggest challenges. To bridge this gap, the district administration has introduced a unique retail concept under which specially designed Hillans Outlets will be established at busy fuel stations.

With thousands of local customers and tourists stopping at these petrol pumps every day, the initiative is expected to significantly boost product visibility, sales, and income for rural women entrepreneurs.

Strategic Partnership with Indian Oil

To implement the initiative, a state-level Memorandum of Understanding (MoU) has been signed between the District Administration and Indian Oil Corporation Limited (IOCL). The collaboration aims to establish Hillans Outlets in phases across selected IOCL fuel stations, creating a sustainable retail platform for Uttarakhand’s indigenous products.

Uttarakhand’s First Hillans Outlet to Open in Doiwala

District Project Manager (REAP) Sonam Gupta said that under the state-level MoU with IOCL, the first Hillans Outlet in Uttarakhand will be set up at the IOCL petrol pump located near Fun & Food Kingdom Water Park in Doiwala block. Based on its success, similar outlets will be expanded to other fuel stations across the district and the state.

Authentic Himalayan Products Under One Roof

The Hillans Outlets will showcase a wide range of authentic products prepared by rural women Self-Help Groups, including:

• Traditional Himalayan pulses such as Gahat (Horse Gram), Bhatt (Black Soybean), and Tor.
• Organic spices and indigenous herbs.
• Local dairy and processed food products.
• Handmade pickles, traditional food items, and value-added products.
• Handcrafted souvenirs and handicrafts reflecting Uttarakhand’s rich cultural heritage.

These products will offer consumers an authentic taste of the Himalayas while promoting locally made goods.

Tourists to Take Home More Than Memories

The initiative will add a unique dimension to the travel experience of visitors arriving in Uttarakhand. While refuelling their vehicles, tourists will also have the opportunity to purchase authentic local products and handcrafted souvenirs, allowing them to take home a piece of Uttarakhand’s culture, flavours, and traditions.

Strengthening Rural Economy and Women’s Empowerment

The establishment of Hillans Outlets is much more than a retail initiative. It represents a transformative step toward strengthening the rural economy by providing women entrepreneurs with assured market access, better incomes, and sustainable livelihood opportunities.

The partnership between the Dehradun District Administration, REAP Project, and Indian Oil Corporation is expected to become a model for promoting local enterprises, empowering women Self-Help Groups, and advancing the vision of “Vocal for Local” by connecting Uttarakhand’s traditional products with consumers from across the country.