  The extremely large hierarchy observed in the fermion mass spectrum remains
as one of the most puzzling and unresolved issues in particle physics. In a
recent proposal, however, it was demonstrated that by introducing one Higgs
doublet (or Private Higgs) per fermion this hierarchy could be made natural by
making the Yukawa couplings between each fermion and its respective Higgs boson
of order unity. Among the interesting predictions of the Private Higgs scenario
is a variety of scalars which could be probed at future collider experiments
and a possible dark matter candidate. In this paper, we study in some detail
the dark matter sector of the Private Higgs model. We first calculate the
annihilation cross sections of dark matter in this model and find that one can
easily account for the observed density of dark matter in the Universe with
relatively natural values of the model's parameters. Finally, we investigate
the possibility of detecting Private Higgs dark matter indirectly via the
observation of anomalous gamma rays originating from the galactic halo. We show
that a substantial flux of photons can be produced from the annihilation of
Private Higgs dark matter such that, if there is considerable clumping of dark
matter in the galactic halo, the flux of these gamma rays could be observed by
ground-based telescope arrays such as VERITAS and HESS.
