From the Alps to the Apple Orchards

You know, when I arrived in the peaceful town of Arbon, tucked away in Switzerland’s Romanshorn canton by the calm shores of Lake Constance—where Germany, Austria, and Liechtenstein all meet—I felt this strange wave of familiarity wash over me. The rolling hills, the glistening waters, and those lively apple orchards instantly brought back memories of my home, Kashmir, which is often called the “Paradise on Earth.” But honestly, it wasn’t just the beautiful sceneries that caught my attention; it was the inventive spirit of Möhl, a family-run cooperative that drew me in.

Founded back in 1910, Möhl has worked wonders in making apple farming a booming industry. Their Apple Museum, or Apfel Museum, is in a building that balances rustic charm with a modern twist. It tells the story of the cooperative’s journey through the years. There’s this stunning wooden wall with the words “MÖHL – EINE FAMILIEN-GESCHICHTE” (Möhl – A Family Story) etched into it, alongside old photographs and artefacts that showcase their evolution.
Möhl partners with local farmers to gather apples and create high-quality juices, ciders, and other products. They churn out over 30 million litters annually, processing nearly 70% of the apples from their farmers into value-added goodies. You can see the care and precision that goes into turning those apples into top-notch beverages through exhibits in the museum, including a detailed model of their processing unit.

What really struck me was the variety of apples on display. From the bright red “Cox Orange” to the golden “Goldparmäne,” each one was elegantly presented on wooden stands, tagged with their names and traits. This variety is a bit like what we have back in Kashmir, but Möhl’s knack for turning these apples into internationally recognized products is a great lesson in innovation and community spirit.

Now, back home, Kashmir is known as India’s apple bowl, producing over 1.9 million metric tonnes each year—about 75% of the country’s total apple production. In the 2023–2024 seasons, we hit 1,951.32 metric tonnes, with important districts like Baramulla, Shopian, and Kulgam making significant contributions. This whole industry supports over 2.3 million people and rakes in roughly ₹12,000 crore annually—almost double what tourism generates, which was around ₹6,500 crore in 2023.
Yet, despite this abundance, only a tiny fraction—less than 5%—of our apples get processed into value-added products like juice or jam. In 2022, Kashmir managed to produce just 1.2 million liters of apple juice, mostly from small players with limited resources. On the flip side, Möhl’s success highlights how cooperative models can boost productivity and profits.
Speaking of success, Möhl operates on a cooperative structure similar to Gujarat’s famous Amul, which completely changed the game for dairy farming in India. Amul works with a whopping 3.6 million farmers across 18,600 villages to produce everything from butter to cheese, pulling in ₹61,000 crore in revenue for 2022–2023. Möhl, too, makes sure farmers get fair prices, offers technical support, and invests in top-notch processing facilities. This could be a game changer for Kashmir.
Just picture it: a cooperative in Kashmir called “Kashmir Apple,” where farmers come together to create organic, high-quality juices. With 150,000 hectares of apple orchards and over 50,000 farmers, we could kick off juice processing at around 10 million liters a year, and eventually scale up to 50 million liters within five years. Organic farming is already gaining some traction in places like Kulgam, and expanding it would ensure our apples are free from harmful chemicals, tapping into the global demand for organic products. In 2023, exports of organic apples from Kashmir increased by 15%, and they fetched 20% higher prices than conventional apples.
The Jammu and Kashmir government’s 2022 Memorandum of Understanding with the LuLu Group, aimed at promoting our horticultural products on a global scale, could really help. But how it will play out is still a bit hazy. A cooperative model could make the most of this partnership, setting up processing units in places like Sopore, Shopian, and Baramulla. That could create thousands of jobs and boost exports.

One of the most eye-catching displays at Möhl was this wooden map of Switzerland, dotted with pins that highlighted the orchards supplying their apples. It really hit home how much community effort goes into Möhl’s success. You know, it’s a model that Kashmir could totally follow by mapping out our own apple-growing areas.

And then there was this wall filled with Möhl-branded crates—what a testament to their branding strategy! Framed illustrations of apples and pears decorated the space, celebrating the rich horticultural heritage of the region. Honestly, it gets me thinking—Kashmir could really benefit from creating a unified “Kashmir Apple” label, which would help our products stand out on the global stage.
One of the exhibits that tugged at my heartstrings was a “wishing tree” covered in paper apples. Each apple had little messages written by visitors. It really symbolized the pride the community has in Möhl, and I can only hope that one day, the farmers of Kashmir can feel that same sense of pride in their own cooperative.

But, here’s the thing—realizing this vision won’t just happen on its own. The Department of Horticulture and the relevant minister need to step up and make some bold moves. If we take a page from Möhl and Amul’s book, we could:
- Build a cooperative that brings together 50,000 farmers under a “Kashmir Apple” brand, ensuring they get fair prices and maintain quality.

- Invest in infrastructure, like setting up modern processing units in key areas, with a goal of reaching 10 million liters of juice production by 2027.

- Promote organic farming by expanding certification programs, building on initiatives like Kulgam’s soil health cards, to guarantee chemical-free apples.

- Create a global “Kashmir Apple” brand using the LuLu Group’s retail network to tap into international markets.

- Embrace high-density planting through schemes like the Modified High-Density Plantation Scheme, aiming to convert 5,500 hectares by 2026 to boost yields by 30%.

As my visit wrapped up, I was invited to press this red button to kick off a virtual presentation—what a symbolic moment! The screen lit up with the message “Bitte betätigen Sie den roten Knopf um die Vorstellung zu starten” (Please press the red button to start the presentation). It felt like a metaphor for us in Kashmir: we, too, can hit the “button” and launch a new chapter for our apple industry.

Sure, Kashmir’s natural beauty might match Switzerland’s, but we have so much more potential beyond just tourism. Our apples, grown in the Himalayan foothills, are a hidden gem waiting to be discovered. By embracing a cooperative model inspired by Möhl and Amul, we can empower our farmers, create jobs, and really position Kashmir as a leader in organic apple products. Let’s take this inspiration from Arbon back to our orchards, making sure every sip of Kashmir apple juice tells a tale of innovation, community, and pride. The time to act is now—let’s makes Kashmir’s apples something the world can be proud of!

Idrees ul Haq is an Engineer, Technologist, and an Innovation Strategist.

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