Paradise berries in peril: Kashmir's 'Strawberry Village' struggles amid tourism slump
Srinagar, May 19: The foothills of Gaasu Khimber, on the outskirts of Srinagar, are alive with activity as the region enters peak strawberry harvest season. Known as Kashmir's "Strawberry Village," Gaasu Khimber has rapidly become the valley's leading strawberry-producing area, with daily yields exceeding several thousand kilograms during the harvest months of May and June.
"I've watched these fields transform our area over the past decade. What began as an experiment has become our livelihood," said Naveed Ahmad, who cultivates strawberries on eight kanals of land. "In good years, each small plot can yield Rs 50,000 to 60,000, but this season feels different."
Strawberry cultivation in Khimber began about 15 years ago, supported by government initiatives and embraced by local farmers seeking an early-season cash crop. Traditionally reliant on apple orchards, families in the area have adopted strawberries as a vital source of income, especially as the fruit ripens before other major crops.
"Our microclimate is perfect for strawberries—cool nights, warm days, and rich soil. You can taste the difference in every berry," explains Farooq Dar, a second-generation strawberry farmer. "Visitors used to come directly to our fields to purchase the freshest fruit, but now our phones are silent."
Despite a favourable yield this season, farmers are grappling with a sharp decline in demand and prices. Growers attribute this downturn to recent security concerns and a drop in tourist arrivals following a terror attack in Pahalgam, which has discouraged both local buyers and visitors.
"We call these berries our 'red gold' in good times, but this year they're bringing us nothing but red ink in our ledgers," said Manzoor Ahmad Dar, wiping sweat from his brow while surveying crates of unsold fruit. "Good weather has not brought good business, as people are afraid. Strawberries need to be eaten within a day or two, and buyers are scarce this year."
The highly perishable nature of strawberries, usually an advantage for early market sales, has become a liability as sales have slumped, and unsold fruit quickly spoils.
"By noon, I should have sold half my morning's harvest. Now it's evening, and my trays are still full," laments Shabir Wani, a vendor at Srinagar's fruit market. "We're slashing prices just to avoid total loss."
Younger farmers are showing interest in packaging, branding, and exploring new markets, signalling potential for future growth if adequate support is provided.
"Strawberry is locally consumed in Kashmir. It is the first fruit of the season along with cherry, and this year the prices are low due to the small size of the fruit from erratic weather and also the Pahalgam attack which led to a drastic decline in tourists, resulting in less demand," explained Bashir Ahmad Basheer, President of All Kashmir Fruit Growers Union.
As the harvest continues, Gaasu Khimber's strawberry farmers remain hopeful that market conditions will improve, allowing this early summer fruit to once again become a profitable cornerstone of Kashmir's agricultural economy.
- Location: Gaasu Khimber, near Srinagar, is Kashmir's "Strawberry Village" and a top producer of strawberries.
- Significance: Strawberries are an early-season cash crop, vital for local farmers' income.
- Challenges: Farmers face low demand and prices due to reduced tourism after a terror attack in Pahalgam.
- Perishability: Unsold strawberries spoil quickly, leading to heavy financial losses.
- Future Outlook: Younger farmers are exploring packaging, branding, and new markets for growth.
- Hope: Farmers remain optimistic about recovering market conditions.
