We have to acknowledge that 11% of India’s geographical area comes under Sub-Himalayan Region and so does a huge section of our society. History is the witness of cultural wisdom possessed by tribes colonized in this area. Their rich heritage of art and craft has always been our pride. Be it their traditional language or knowledge of medicines, there is uniqueness. However, we all are witness of the fact that these unique cultures are today threatened and weather-beaten. Once this region was famous for its ‘ lingche’ and ‘kokpo’. Where are they now? Traditional music and customary sports of tribes are not talked about any more. Craftsmen are surrendering to poverty and migrating to industrial zones. Blame it on immature tourism or modernization; we have to acknowledge that tangible and intangible cultural assets of this region are under serious threat and rapidly fading. And this continuous threat has been perceived by few responsible NGOs like Pragya, PAHAR (People’s Association for Himalayan Area Research) and The Himalayan Trust, they are already working towards revitalization of Himalayan Culture and Customs and an immediate attention towards promoting responsible tourism. More information on organization working over this area can be found at www.ceehimalaya.org and http://uttarakhand.prayaga.org/ngo-list.html . Hope in near future more hands would join and work towards a cause that is in demand of serious attention.