The Chief Minister's Office of Uttarakhand announced on Wednesday, 1 July 2026 that products handcrafted by women members of self-help groups (SHGs) across the state will now be sold through Hilans outlets installed at petrol pumps, aligning with Prime Minister Narendra Modi's 'Vocal for Local' vision and Chief Minister Pushkar Singh Dhami's push to connect rural producers with mainstream retail channels.

Context

The CMO's post states — 'Pradhan Mantri Shri Narendra Modi ke 'Vocal for Local' vision aur Mukhyamantri Shri Pushkar Singh Dhami ke netritva mein swayam sahayata samoohon se judi Uttarakhand ki mahilaon ke hunar se bane utpad petrol pumpon par Hilans outlet se vikray kiye jaayenge' — meaning: 'Under Prime Minister Narendra Modi's Vocal for Local vision and the leadership of Chief Minister Pushkar Singh Dhami, products crafted by the skilled women of Uttarakhand's self-help groups will be sold through Hilans outlets at petrol pumps.'

Hilans is a state-backed retail brand in Uttarakhand designed to market locally produced goods, particularly those made by SHG members. Positioning these kiosks at fuel stations gives the initiative access to a high-footfall, low-rent retail surface that reaches daily commuters and long-distance travellers alike.

Policy Backdrop

Prime Minister Narendra Modi launched the Vocal for Local campaign in May 2020 as a cornerstone of the Atmanirbhar Bharat Abhiyan, urging citizens and governments to prioritise domestically produced goods. The campaign gave political momentum to pre-existing schemes for rural artisans and small producers.

Uttarakhand's women-led SHGs have been supported under the Deendayal Antyodaya Yojana – National Rural Livelihoods Mission (DAY-NRLM) since 2018, through state-organised craft melas and e-commerce partnerships. The Hilans petrol-pump channel represents a structural expansion of that marketing infrastructure into everyday retail locations.

The approach is not unique to Uttarakhand. Himachal Pradesh and Rajasthan have run comparable pilots that route SHG output — handicrafts, processed foods, herbal products — through petroleum retail forecourts operated by oil marketing companies, using the existing station network as a ready-made distribution grid.

Stakeholders and Impact

The primary beneficiaries are SHG women across Uttarakhand — artisans, weavers, and food processors — who gain a reliable, high-visibility retail outlet without the cost of setting up independent shops. For consumers, the outlets offer an easy point of access to certified local products during routine fuel stops.

Oil marketing companies and petrol pump dealers gain an additional footfall draw, while the state government advances its rural livelihoods mandate and its branding of Uttarakhand as a 'hills economy' success story. The initiative also feeds into tourism-linked retail, since many fuel stations in the state sit on key hill-route corridors.

What's Next

Observers will watch for the phased rollout of Hilans kiosks across additional fuel stations in the state, as well as any official data on the number of SHGs participating and monthly sales figures once the outlets are operational. The scale and pace of expansion will determine whether the initiative meaningfully shifts income levels for rural women producers or remains a symbolic pilot. A wider rollout, if successful, could offer a replicable model for other hill states seeking to commercialise SHG output through existing infrastructure.