"The Himira brand was launched keeping in mind the need to improve the quality, presentation and marketability of traditional products from Himachal Pradesh. The department, he said, would seek to bring products from villages across Himachal Pradesh onto the platform. The Himira platform, he said, could bridge that gap by combining traditional products with improved branding, packaging and promotion. He said the launch of the Rakhi gift pack ahead of the upcoming festive season, besides Dussehra and Diwali, was aimed at giving greater visibility to Himira products. Himira products are not limited to Dussehra or Himira stores; they are also available online," he said.