SELHEL is a unified brand created to market and promote products made by Self Help Groups (SHGs) under the Mizoram State Rural Livelihoods Mission (MzSRLM). The brand builds on the locally familiar expression “Sel Hel,” which has been used by rural SHG women in Mizoram and has evolved as a community-rooted identity.

The vision of SELHEL is to establish a trusted, market-ready brand representing quality SHG products from Mizoram in regional and national markets. Its mission focuses on increasing the income of rural households by improving market access, ensuring quality and standardization, strengthening supply chains, and creating a sustainable ecosystem for SHG-led enterprises.

Empowering rural communities

At the heart of SELHEL is an integrated market system that connects production with aggregation, quality control, branding, fulfilment and market linkages. District-level centres are planned to support the collection, grading and standardization of SHG products, while fulfilment centres will support storage, packaging and dispatch.

This approach places SHG members at the centre of the value chain. It gives producers greater control over production, pricing and income realization while improving access to physical and digital markets.

Creating opportunities for women

MzSRLM’s broader work focuses particularly on women and rural households. The mission has mobilized rural communities into SHGs and federations, provided training and handholding, promoted financial inclusion and supported livelihood opportunities across farm and non-farm sectors.

The programme currently includes 10,183 SHGs, 758 Village Organizations and 84 Cluster Level Federations covering 721 villages. It has also supported bank loans, skill development, small enterprises, food processing, handicrafts, agri-allied activities and other livelihood opportunities.

A brand with a community purpose

SELHEL is therefore more than a product label. It represents the skills, cultural heritage and collective strength of SHG communities in Mizoram. Through stronger market connections, quality assurance and organized supply chains, SELHEL aims to create more reliable income opportunities while giving locally produced goods greater visibility.

SELHEL is building a bridge between local production and wider markets—creating opportunities for rural communities while celebrating the skills and identity of Mizoram.