The study endeavors to tackle the challenge faced by the traditional crafts of Himachal Pradesh in establishing themselves in the modern marketplace. A comprehensive analysis revealed that several factors contribute to the underutilization of the crafts of the Himalayan region. Through an extended observation of the pine needle craft cluster in Kangra, the significance of the human-environment relationship in shaping the character of these crafts was established. The objective of the startup Pahadi is to address this issue by mapping the potential of the pine needle material and its processes within the specific social context and develop products that can successfully penetrate the market. The region’s cultural landscape and style have been shaped by the adaptation of its people to the harsh mountain environment. This has given rise to a unique rustic aesthetic that characterizes the handcrafted products meant to meet the daily needs of the people. With the growth of women entrepreneurship in Himachal Pradesh, there has been a push by the government to provide better opportunities and learning platforms for the women of the region. In this vein, the project aligns with the government’s goals and aims to contribute to their efforts. The pine needle material was extensively studied to understand its functional capabilities. Based on the material’s behavior and properties, material innovations were conceptualized and transformed into the first collection of the Pahadi brand, which is a personal initiative aimed at creating an ecosystem for all crafts in the region. Pine needles, being a promising and underutilized material, offer designers a vast array of material properties that can be harnessed to turn this waste material into useful objects. The pine needle craft has the potential to be an innovative solution that not only provides a sustainable option but also creates new opportunities for artisans and designers.