To empower FPOs, SHGs and agripreneurs in far-flung areas with essential tools and techniques for cultivating strong brand identities for J&K’s unique organic and niche products, Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir (SKUAST-K) conducted a series of Sensitization-cum-Awareness Programs in Bandipora district.
The programs organised by SKUAST-K’s Institute of Business and Policy Research (IBPR) where held in the various areas of Bandipora, including the far-off border valley of Gurez. The programs served as launchpad for a structured effort to equip farmers, Farmer Producer Organizations (FPOs), Women Self-Help Groups (SHGs), and agri-preneurs with essential knowledge and tools. Led by domain experts, the sessions underscored the critical role of branding in boosting value addition, market visibility, and long-term sustainability for their produce.
Bandipora District, particularly Gurez Valley, holds immense branding potential with its rich indigenous organic produce, including Shallots from Bhuthoo village and the renowned Kala Zeera, Rajmash, and Potatoes. This focused approach is set to transform rural livelihoods by connecting traditional produce with modern market demands.
The initiative was conceived and executed under the leadership of Prof Nazir Ahmad Ganai, Vice Chancellor, SKUAST-K, who emphasizes branding as a direct catalyst for rural transformation.
Speaking at the inaugural ceremony, Dr HA Malik, Head, KVK Gurez, highlighted the immense potential of Gurez Valley’s unique agro-climatic conditions. "Branding is far more than a marketing tool," he remarked. "It is a powerful vehicle for creating identity, building consumer trust, and securing sustainable livelihoods for our farmers."
Prof Farhat A Shaheen, Principal Investigator, HADP-4, conducted an engaging, in-depth session, providing critical insights into the branding ecosystem, market linkages, and the role of institutional support. Prof. He stressed the importance of authenticity in agri-branding.
Dr Abid Sultan, Scientist at IBPR, guided participants through the practical aspects of brand development. He offered advice on creating Farmer Producer Brands, covering storytelling, packaging, certification, and establishing a digital presence. He informed the participants that SKUAST-K's Agriculture Branding Centre (ABC) will provide branding and marketing support in coordination with KVK Dawar and MAR&ES, Izmarg.
Dr Ubair Nisar, Assistant Professor at IBPR, stressed the necessity of integrating branding into every stage of agricultural production, from harvesting to marketing, and encouraged farmers to view themselves as entrepreneurs with premium products.
Organiser thanked Director Extension, SKUAST-K, Prof Rehana Habib Kanth, and the dedicated team at Krishi Vigyan Kendra (KVK), Gurez, who ensured robust local outreach, technical backstopping, and active community participation.
The sensitisation programs form part of SKUAST-K’s ongoing initiative to enhance agripreneurship and drive brand-led development across J&K.
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