A new hope
We have learned about some good news coming from Dubai as the government of Jammu and Kashmir has sent a high level delegation to explore the possibilities of marketing Kashmir’s unique produce in the gulf region.
The development not only seems pleasing but also ensures a bright future for the products that will ultimately make it to the vast and prestigious markets in the Middle East.
The first product that has been marketed in the UEA market has been the Kashmir’s rich spice, Saffron. This famed spice has recently received the geographical indication tag and it is for the first time that the Jammu and Kashmir government has made an effort to launch the spice in the UAE market.
A geographical indication (GI) is a sign used on products that have a specific geographical origin and possess qualities or a reputation that are due to that origin. Saffron produced in Kashmir was given the GI tag in July with the objective to put the Valley’s brand on the global map.
The product was launched at the UAE-India Food Security Summit 2020 and hopefully it will survive the highly demanding market in the Middle East.
Kashmiri saffron, also known as ‘Zafran’ in Urdu, is renowned globally as a spice with many medicinal benefits. It represents the rich cultural heritage of Jammu and Kashmir.
Since a beginning has been made, the Saffron being marketed in the UEA market can open up many windows of opportunity for other Kashmiri products that have earned a name since many decades now.
Kashmir is rich is various horticultural products and with the government also investing in the farm sector it is believed that the horticulture produce will increase through technological interventions and high yield plantations.
This means that various products like apple, cherry, apricots, almonds, walnuts and other products can have an ample yield to be exported to impressive markets like UEA and other nations as well.
As of now some positive vibes have already started to come from the markets in UEA as the Al Maya Group, which has launched the Kashmiri saffron in the UAE market, besides the Lulu Group also sourced horticulture produce from J&K for the Middle East and has plans for procurement of apples, walnuts and saffron. Already the company has shipped 10 containers (200 tonnes) of three apple variants from the region to the Middle East market.
Though these developments can prove to be a fresh beginning but mere introduction of the products will not fetch the desired results that are otherwise needed to make this a routine and a sustaining affair.
The products from Kashmir that will make it to the markets need to be of the highest quality and for this the growers and suppliers need to be taken into confidence so that the best quality product is delivered at the end level.
Besides, the government too should ensure that all possible help and facilitation should be provided to the traders to make it a hassle free affair, if at all it is to be made a sustainable business proposition.
KV Network
