Lajawab Lahaul Campaign- An Initiative To Promote Lahaul Tourism

Considering how perfectly it blended with the Gothic architecture of The Himalayan Resort & Spa in Manali, one would be bereft of blame to assume that the Lajawaab Lahaul Traditional Produce and Garments pop-up has always been an integral part of the European Castle-like decor of this property. This is set up by District Administration Lahaul and Spiti, in collaboration with the Resort, which hosts Self Help Groups from the Lahaul Valley under NRLM Scheme, to showcase their products and bring Lahauli culture to Tourists, when the latter are prevented by inclement weather to visit Lahaul. This is how the Deputy Commissioner of Lahaul and Spiti, Neeraj Kumar described these series of events- the formal beginning of the Lajawab Lahaul Campaign to promote Lahaul Tourism.

The products include Sea Buckthorn Tea and Juice concentrate, Desi Ghee and Kaala Jeera among other edibles, along with handcrafted products like woollen shawls, caps, mufflers, gloves, and GI Tag Lahauli socks et al. Judging by the throngs of tourists flocking around these women sporting their traditional Cholu attire, answering queries on the history and folklore related to these products, one could gauge the success of this venture.

Launching the initiative at The Himalayan, Mr. Nishat Mohi, a Swiss qualified hôtelier, remarked that he feels responsible to not only celebrate the natural environment and culture of the region, but also to preserve it for future generations. In keeping with this vision for eco-conscious luxury, the resort has been developing programs across the full spectrum of its operations, with a focus on conservation and livelihood. The latest introduction being the first and only fast EV charger in the entire Kullu Valley. Despite having delivered his fair share of corporate social responsibility initiatives , he could not help but partake in this opportunity for the institution to not just connect to its local roots, but also provide an enriching and valuable cultural exposure to the resort’s esteemed guests.

The Campaign culminated into a Lahauli Food Festival on the 5th of January wherein all the in-house guests were treated to a scrumptious full-course meal, from siddus to childa, docha and timo, along with Barley Thukpa, Chharma chai and butter tea. The tourists were happy to give glowing reviews when asked by the Project Director NRLM for Lahaul and Spiti, Sh. Neon Dhairya Sharma, who kept them engaged throughout the event from conducting a Traditional Lahauli Welcome to encouraging them to purchase products from the pop-up store right outside the dining hall.

While the heavy snow fall painted a gloomy picture outside the glazed panes of the dining hall, the energy and fervour of the event inside was a glaring contrast. When asked about this innovative approach of the Government to introduce Lahauli culture to Tourists, Mr. Neon Sharma averred that these traditions might be at the cusp of extinction, and such initiatives are required to foment demand for these obscure products, for which all such opportunities will be utilised- for both conventional and unconventional events.

The event was wrapped up once all the guests had finished eating, and the SHG members who prepared and served the delicacies were surprised by a token of gratitude handed to them by Mr. Mohi, amid applause by the onlookers. The Project Director Mr. Sharma too jumped in by announcing that all four of these SHGs will be provided ₹15,000 Revolving Fund each under NRLM Scheme.

All in all, the grand success of this event could be taken as an evidence of the revolutionary change in approach the NRLM scheme and the Lajawaab Lahaul Campaign are triggering, when it comes to the marriage between Livelihood and Tourism. Mrs. Priya Nagta Sharma, District Tourism Development Officer for Lahaul, summed it up best when she stated: “We want the Lajawaab Lahaul campaign to be a lot more than the run-of-the-mill bureaucratic exercise for the promotion of tourism. We want it to reach out to tourists and organise memorable events for them, which will in turn build Brand Lahaul as the promise of a unique and special experience, rich in tradition and cultural meaning. And the ultimate benefit will go to Lahaul’s entrepreneurs, especially SHG members who will be the first exposure to tourists in such events”.