SKUAST-K empowers Gurez agripreneurs with branding skills, Champions J&K’s organic, niche products

Srinagar | : Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir (SKUAST-K) has initiated a series of Sensitization-cum-Awareness Programs in Bandipora district to empower Farmer Producer Organizations (FPOs), Self-Help Groups (SHGs), and agripreneurs in developing strong brand identities for Jammu and Kashmir’s unique organic products. These programs, organized by SKUAST-K’s Institute of Business and Policy Research (IBPR), took place in various locations, including the remote Gurez Valley, and aimed to equip participants with essential branding knowledge and tools. The initiative highlights the significant branding potential of Bandipora District, particularly Gurez Valley, known for its indigenous organic produce such as Shallots, Kala Zeera, Rajmash, and Potatoes. By connecting traditional products with modern market demands, the program seeks to enhance rural livelihoods and promote long-term sustainability. Prof. Nazir Ahmad Ganai, Vice Chancellor of SKUAST-K, emphasized branding as a catalyst for rural transformation. During the inaugural ceremony, Dr. HA Malik, Head of KVK Gurez, underscored the importance of branding as a means to create identity and build consumer trust, which are essential for securing sustainable livelihoods for farmers. Prof. Farhat A Shaheen, Principal Investigator of HADP-4, provided insights into the branding ecosystem and the necessity of institutional support, stressing the importance of authenticity in agri-branding. Dr. Abid Sultan, a scientist at IBPR, guided participants on practical aspects of brand development, including storytelling, packaging, certification, and establishing a digital presence. He announced that SKUAST-K’s Agriculture Branding Centre (ABC) would offer branding and marketing support in collaboration with KVK Dawar and MAR&ES, Izmarg. Dr. Ubair Nisar, Assistant Professor at IBPR, encouraged farmers to integrate branding into all stages of agricultural production and to adopt an entrepreneurial mindset regarding their premium products. The programs reflect SKUAST-K’s commitment to enhancing agripreneurship and fostering brand-led development across Jammu and Kashmir.