A crunchy story of change: How Swabhiman CLF transformed the image of millets
Millets like Ragi and Jhangora have always been an essential part of the kitchens of rural Uttarakhand. They are nutritious and perfect for the mountain climate. But in recent years, these grains have slowly disappeared from everyday diets, especially in urban areas.
But when the women of Swabhiman CLF took it upon themselves to facilitate the comeback of millets, they made it possible in the most delicious way possible - as lip-smacking and nutritious biscuits.
Swabhiman CLF, a federation of women-led self-help groups, specializes in millet-based artisanal baking. But their potential remained hidden until they partnered with the House of Himalayas (HoH) initiative. Here’s what they were struggling with before:
-
No marketing channels beyond the village
-
Inconsistent orders, leading to uncertain income
-
Lack of proper packaging and branding is making it tough to appeal to premium buyers
-
Low demand for traditional grains, as millets weren’t seen as “trendy” food
A partnership between HoH and Swabhiman CLF ushered in the following changes:
1. Guaranteed Orders
With fixed procurement rates and institutional partnerships, they achieved sales worth ₹10.86 lakh in just one year.
2. Product Development
Women learned standardized recipes, shelf-life testing, and professional baking techniques, making their biscuits consistent in taste and quality.
3. Smart Packaging
Eco-friendly boxes, zip-lock pouches, and detailed labels with nutrition facts gave their products a polished, retail-ready finish.
4. Expanded Visibility
From food festivals and exhibitions to online marketplaces, the biscuits began to reach health-conscious snackers all over India.
Now more and more women bake, pack, label, and manage sales, earning regular income while becoming skilled micro-entrepreneurs. With farmers realizing the potential of traditional crops, local millet farming has also been revived.
As one woman from the collective proudly said: “Earlier we only made rotis—now even our biscuits are being sent across the country". With the right support, tradition doesn’t have to stay stuck in the past. It can power the future—and taste amazing while doing it.
