An Assessment of the Sea Buckthorn (Hippophae rhamnoides L.) Value Chain in Uttarakhand and Opportunities for Sustainable Marketing of Himalayan Natural Health Products in India

DOI: 10.22161/ijeab.115.12

Abstract:
Sea Buckthorn (Hippophae spp.) is a climate-resilient Himalayan resource with significant nutritional, ecological and value-addition potential. This study assesses the Sea Buckthorn value chain in Uttarakhand, focusing on Chamoli, Pithoragarh, Bageshwar and Uttarkashi. A participatory mixed-methods approach was adopted using field observations, FGDs, KIIs, stakeholder consultations and secondary data. The study examines collection, aggregation, processing, value addition, marketing and income distribution across the value chain. Findings indicate substantial potential for products such as juice, pulp, squash, herbal tea, dried berries and oils; however, the sector faces constraints related to difficult terrain, high harvesting and transportation costs, limited processing and storage infrastructure, weak market linkages and inadequate branding. The study proposes decentralized processing, sustainable sourcing, traceability, product diversification, stronger SHG/CLF/FPO participation and market linkages through House of Himalaya, tourism, institutional and digital channels.

Keywords:
Sea Buckthorn, Value Chain, Value Addition, Sustainable Marketing, Himalayan Products.

Article Info:
Received: 27 Aug 2026; Received in revised form: 23 Sep 2026; Accepted: 28 Sep 2026; Available online: 08 Oct 2026

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