Jammu and Kashmir is looking to transform its economy and bolster livelihoods through the Prime Minister’s ‘Vocal for Local’ campaign. Initiatives focusing on the horticulture and handicraft sectors, supported by government measures and an emphasis on quality production, are expected to boost the region’s economy, generate employment, and foster self-reliance.
Information was available with The Chenab Times detailing a significant appeal made to Amarnath Yatris to allocate at least 10% of their travel expenses towards purchasing Kashmiri products. This effort is part of a broader strategy to strengthen the economic future of local families and youth by promoting indigenous skills and produce. The campaign seeks to address economic uncertainties, rising inflation, and unemployment by vigorously promoting local produce and products.
Economic Revitalization Strategy
The ‘Vocal for Local’ campaign is viewed as a critical roadmap for revitalizing Kashmir’s economy and tackling unemployment. The region possesses numerous sectors that, with focused development, can achieve economic stability while preserving its unique culture and civilization. This approach aims to open new avenues for sustainable development and employment.
Focus on Apple and Horticulture Sector
Kashmir plays a pivotal role in India’s apple production, contributing 75% of the country’s total output, making it the sixth-largest apple-producing region globally. With approximately 3.5 million livelihoods tied to this industry, its empowerment is a government priority. Innovations are crucial for generating employment, necessitating not only increased cold storage facilities but also the establishment of fruit processing units for juices, jams, and chips.
Recent initiatives by NITI Aayog have included comprehensive discussions on improving production systems, strengthening infrastructure, value addition, and ensuring quality product delivery to markets. To further support the local industry, there is a call for increased import duties on foreign apples, establishment of dry ports to address logistical challenges, and implementation of Market Intervention and Crop Insurance Schemes to ensure farmers’ financial security.
Reviving Traditional Handicrafts
The handicrafts sector is another significant source of livelihood in Kashmir. Traditional arts such as carpet weaving, shawl weaving, and papier-mâché, along with walnut wood carving, Namda and Gabba making, Crewel embroidery, pottery, willow wicker work, and copperware engraving, are renowned globally. Patronizing these crafts under the ‘Vocal for Local’ campaign is expected to significantly contribute to economic prosperity and job creation.
In a significant step towards promoting local crafts, the Government of Jammu & Kashmir has approved the construction of two ‘Unity Malls’ in Jammu and Srinagar, at a cumulative cost of Rs 255 crore. These malls are designed to provide a dedicated platform for local artisans, handloom and handicraft products, and Geographical Indication (GI)-tagged goods, thereby enhancing their visibility and market access.
Infrastructure Development in Srinagar
The Unity Mall in Srinagar, to be constructed at Kashmir Haat for an estimated Rs 130 crore, is slated for completion within 18 months. This facility will feature showrooms representing all states and Union Territories, alongside all 20 districts of Jammu & Kashmir. It will highlight products from the ‘One District One Product’ (ODOP) and ‘District Export Hub’ (DEH) initiatives. A substantial portion will be dedicated to a Trade Facilitation Centre, offering direct access to international markets for local artisans and entrepreneurs.
The mall complex will also include an auditorium-cum-convention centre, an amphitheatre, retail marts, food courts, a cultural centre with an art gallery, and dormitory accommodations, aiming to blend commercial, cultural, and tourism activities. This initiative is expected to boost global recognition for Kashmir’s handicrafts and provide a sustainable platform for traders and artisans.
Welfare Schemes and Future Outlook
The Central and UT governments are actively supporting local produce and youth employment through various welfare schemes, including the Holistic Agriculture Development Programme (HADP), Rashtriya Krishi Vikas Yojana (RKVY), Pradhan Mantri Mudra Yojana (PMMY), Jammu and Kashmir Competitiveness Improvement Project (JKCIP), Kisan Credit Card (KCC), and the Karkhanadar Scheme. These programs have enabled numerous young individuals to establish their own businesses in agriculture, horticulture, fisheries, and handicrafts.
A growing number of Kashmiri youth, including women, are now becoming employers by engaging in sectors like honey and mushroom production, floriculture, and the creation of unique handicrafts. These efforts are contributing to Kashmir’s march towards self-reliance and economic stability. For the long-term sustainability of this economic journey, government support, combined with the integrity of farmers, artisans, and traders, is essential. Prioritizing organic products and avoiding adulteration are crucial to maintaining the unique global identity of Kashmir’s local produce.
The Chenab Times News Desk