Ramadhan Rush: Watermelon sales soar in Kashmir
Srinagar, Mar 3: Amid Ramadhan, the sales of watermelon are witnessing a significant uptick in Kashmir, prompting an increase in imports to the Valley.
On average, 5 to 6 trolleys of watermelon enter Kashmir daily, with demand expected to rise further as the month unfolds and families prepare for traditional meals to break their fast.
Bashir Ahmad Basheer, Chairman of the Kashmir Valley Fruit Growers Union, noted that the consumption of watermelon during Ramadan is a cherished tradition among residents. “People in Ramadhan love to consume watermelon, so the demand goes up. Currently, the demand is not as high as it used to be due to the cold weather, but it is still present,” he explained.
He emphasised that even during the colder months, the appeal of watermelon remains strong, reflecting its status as a seasonal favourite.
Basheer highlighted the scale of imports, stating, “We are importing 5 trolleys each day, and during the peak season, the demand can reach up to 20 trucks. Currently most of the supplies comes from Bangalore,”
This influx of watermelon is crucial, especially as the region also sees an increasing appetite for fruits sourced from outside Kashmir. “In Kashmir, there is a greater demand for fruits from outside compared to local produce,” he added, underlining a shifting preference among consumers.
Residents of the Valley are among the top consumers of watermelon during the summer months. The fruit, often sourced from neighbouring Punjab, contributes significantly to the region's dietary mix.
As the production season begins, the availability of fresh and juicy watermelons adds to the anticipation and excitement surrounding Ramadan. Local vendors prepare their stalls in anticipation of the rush, often showcasing watermelons of various sizes, attracting families eager to stock up for the month.
Many families view it as an essential staple for iftar—the meal to break the fast—appreciating its refreshing taste after a long day of fasting. Parents often encourage their children to enjoy watermelon, knowing it hydrating properties make it an ideal choice after a day without food or drink.
Despite concerns about artificial ripening, Basheer reassured consumers that advancements in agriculture and transportation allow for the year-round availability of many fruits, including watermelon, without compromising quality. “Thanks to modern technology, fruits are available throughout the year, and many are not artificially ripened,” he explained.
