In Kashmir's apple sector, a digital transition is underway, driven by young orchardists using social media to circumvent traditional market chains dominated by commission agents and middlemen. Historically, growers, who contribute nearly 75% of India's apple production, faced fluctuating prices and delayed payments dependent on agents and wholesalers in Delhi and Azadpur. Adil Nazir, a 28-year-old farmer from Shopian, is part of a network leveraging digital platforms for direct sales and operational control. "In my father's time, we waited for commission agents," Nazir notes. "They'd come, quote a price, and take half the profit. We had no say. Now I'm selling my apples directly to homes in Delhi and Mumbai."
Across Kashmir, WhatsApp, YouTube, Facebook, and Instagram are essential tools for growers, offering educational resources and market access. Rouf Ahmad, a horticulture graduate, emphasizes this shift: "It's not just about being online; it's about reclaiming control." Ahmad's YouTube channel provides tutorials on grafting, cold storage, and hail damage management. Online communities facilitate cooperative problem-solving among farmers.
The 2023 harvest saw collectives like Kashmir Fresh Picks in Baramulla sell over 30,000 kilograms of apples directly via Instagram, increasing profits by nearly 30% compared to traditional mandi systems. Farmers managed logistics through WhatsApp, utilized QR codes for traceability, and ensured doorstep delivery. When a snowstorm damaged crops in November 2023, social media enabled farmers to coordinate damage reports and advocate for compensation independently of official channels.
Challenges persist, particularly for older growers unfamiliar with digital tools and regions lacking reliable 4G coverage. The rapid dissemination of misinformation poses additional risks. Meanwhile, language barriers hinder access for those who speak only Kashmiri. "There's no way to tell what's real and what's fake," warns a local agriculture officer, highlighting the need for verified channels and oversight.
Experts advise that the digital evolution in apple farming must be complemented by policy support to prevent an increasing gap between digitally literate and illiterate growers. As growers like Adil Nazir experience changes in market dynamics, the broader transformative potential of this shift is clear. Despite enduring challenges, the adoption of digital tools reflects a form of resilience within the Kashmiri apple farming community.
Source: Kashmir Observer