From Hills to Highways: How Devki Joshi Turned Pahadi Grains into a National Brand

In the land of Uttarakhand, stories of self-employment and resilience are many — but few shine as brightly as that of Mrs. Devki Joshi from Pithoragarh.Her journey from a small home-based business to becoming a nationally recognized entrepreneur stands as a powerful example of what determination, innovation, and belief in local identity can achieve.

Mrs. Devki joshi, Founder Kumaon Namkeen Pithoragarh

The Beginning: A Simple Idea, A Strong Vision

Back in 1995, when the idea of self-employment for women was still new in the hills, Devki Joshi decided to start something of her own. She saw potential in something that had always been a part of everyday Pahadi life — traditional grains.

Using local ingredients like Mandua (finger millet) and other native cereals, she began preparing crispy, healthy, and flavorful snacks — the famous “Kumaon Namkeen.”

With limited resources and no marketing background, she started small — preparing namkeen at home and personally visiting local shops to sell her products. What began as a humble initiative soon started gaining attention for its authentic taste and healthy ingredients.

Turning Struggles into Strength

The early days were not easy. Convincing shopkeepers, maintaining consistency, and managing production all by herself tested her patience and persistence. But Devki Joshi never gave up. Every bit of profit she earned was reinvested into improving her work — better ingredients, better packaging, and wider reach.

Her hard work and honesty slowly began to pay off. Within a few years, Kumaon Namkeen became a household name in Pithoragarh and surrounding districts. Today, her products are not only popular in Uttarakhand but also have a growing market in cities like Delhi and other parts of India, where people crave authentic Himalayan flavors.

Empowering Others Along the Way

What makes her story truly inspiring is that Devki Joshi didn’t just build a business — she built opportunities for others. Through her small-scale industry, she now provides direct and indirect employment to over 200 people, most of them local women and youth.

By turning her idea into an enterprise, she proved that self-employment isn’t just about earning a livelihood — it’s about creating livelihoods.

Recognition and Rewards

Her extraordinary contribution to women entrepreneurship and local industry hasn’t gone unnoticed. Devki Joshi has been honored at the national level for her innovation and dedication.She is also a proud recipient of the Teelu Rauteli Award, one of Uttarakhand’s most prestigious honors for women achievers.

Her journey reflects the power of “Make in Uttarakhand” in its purest form — local ingredients, local hands, and global recognition.

An Inspiration for Every Woman in the Hills

Today, Devki Joshi stands as a role model for hundreds of women across the state. Her success story reminds us that big dreams don’t always need big cities — sometimes, they just need belief, perseverance, and the courage to start small.

From the kitchens of Pithoragarh to the shelves of metropolitan stores, Kumaon Namkeen carries with it not just the taste of the mountains, but also the spirit of a woman who dared to believe in herself and her roots.