Naro, a new brand from Bhutan’s highlands

More than a label, it tells a story of community protecting its fragile mountain ecosystem while building sustainable livelihoods rooted in tradition, innovation, and local pride.

May 30, 2026

A woman from Naro Gewog in Thimphu showcases a foot mat woven with yak wool fibre

UNDP/Dechen Wangmo

Naro Gewog, a highland community in Thimphu, now has a brand of its own: Naro. Named after the community itself, the brand reflects the authenticity and distinct identity of the products made in the gewog.

Her Majesty Gyalyum Dorji Wangmo Wangchuck unveiled brand Naro together with UNDP Resident Representative Mohammad Younus at the Tarayana Foundation's 20th annual fair.

Tarayana Foundation

The brand brings together products made by 76 households in the gewog, from incense powder and tea to herbal goods and yak wool crafts.

Striped rope bunches with tags hang from a wooden frame; colorful tassels at ends.

Small dogs near a display of handmade woven dog collars and tag cards on a table.

Group of people in traditional outfits under a canopy; center holds a black dog with a red bow.

Group of friends posing and smiling at a market stall with colorful garments.

Group of people in colorful traditional costumes posing outdoors at a cultural event with a banner.

But brand Naro is only one part of a much bigger story. Behind it is a broader effort to protect fragile mountain ecosystems while helping communities build sustainable livelihoods in the face of climate change.

The initiative is a partnership between the Tarayana Foundation and UNDP, GEF-Small Grants Programme, implemented through Phase 4 of the Community Development and Knowledge Management for the Satoyama Initiative (COMDEKS), funded by the Ministry of the Environment of Japan and the Keidanren Nature Conservation Fund.

Beyond creating Brand Naro, the project has also helped:

Enhance water security: A new 23,328-litre reservoir tank, the renovation of a 5,000-litre storage system, and nature-based filtration units now help ensure a more reliable water supply for the community.
Empower women through livelihood skills: Following training in yak hair felting and soap-making, women in the community now produce unique souvenirs and natural soaps, helping diversify household income.
Strengthen community livelihoods: A pulverizer machine and a dedicated workhouse have strengthened medicinal plant processing, while financial literacy training has equipped six community groups with tools for transparent record-keeping.
Reduce human-wildlife conflict: Nineteen yak-herding families received portable corral fencing, helping protect their yaks from snow leopard predation and safeguard traditional livelihoods.
Unlock ecotourism potential: Community consultations mapped hiking routes, sacred landscapes, and alpine lakes, laying the groundwork for a sustainable ecotourism plan.

This is more than a livelihood project. It is the story of a community protecting its fragile mountain ecosystem while building sustainable livelihoods rooted in tradition, innovation, and local pride.

By combining traditional knowledge with climate-smart solutions, Naro Gewog is showing how fragile mountain ecosystems can be protected while communities thrive.

A powerful reminder that when communities are supported to lead, even the most remote places can become models of inclusive and climate-resilient development.

And brand Naro is the result and the symbol of that journey.