'The Market is on the Phone Now': Kashmir's Retail Dials Into Digital Era
Srinagar, June 29: A quiet yet decisive transformation is sweeping the retail sector in Kashmir. From the bustling streets of Srinagar to the interiors of Ganderbal and Baramulla, more local shopkeepers are now selling their goods online — a shift driven by changing consumer habits, intense market competition, and the expansion of courier services across the Valley.
"Earlier, I didn't have to move outside the shop to find customers, but now I have to — though it's via online — to reach them," said Aijaz Ahmad, a garment seller from Ganderbal.
"The market dynamics have changed. There's stiff competition, and customer preferences have shifted to digital. If I don't go online, I risk losing my business."
In response, Aijaz has started showcasing his products on Instagram, taking orders via WhatsApp, and shipping them through courier companies.
This shift is not just about seller survival — it is being actively shaped by consumer demand.
"As a customer, I want options — and I want them fast," said Mehak, a college student from Srinagar. "In shops, I'm limited to what's on the shelves. Online, I can compare prices, styles, and even read reviews before buying. That kind of control is addictive."
For younger consumers, online shopping also means freedom from fixed store hours and geographical boundaries.
"I ordered a shirt from a seller in Anantnag while sitting at home in Srinagar," said Imtiyaz Lone, a postgraduate student. "It came in two days. I saved time, fuel, and got a better deal than I would've in a shop."
Even middle-aged buyers are now warming up to the digital convenience.
"Earlier, I would go to Lal Chowk and spend half a day shopping," said Shaista Bhat, a homemaker in Budgam. "Now, my daughter shows me options online. We order together and get everything at home, including groceries and winterwear. It's easier and sometimes cheaper."
Courier services, once seen as unreliable or distant, are now the backbone of this new retail ecosystem.
"Our pickups from local shops have doubled in the last year. We are regularly collecting shipments from sellers in Pulwama, Baramulla, and Shopian. Many of these are small stores that never imagined they could sell beyond their mohalla," said an executive of a courier company.
India Post, too, has modernised its logistics model in the region. "We now offer seamless parcel delivery with COD (cash-on-delivery), which has built trust among first-time buyers," said a senior postal official in Srinagar.
The numbers tell a compelling story. According to local courier service data, package deliveries within Kashmir have increased by 180% since early 2024, with a significant portion comprising local business-to-consumer transactions rather than external e-commerce orders.
While older shopkeepers still face challenges — including limited digital literacy and unfamiliarity with e-commerce tools — many are learning quickly, often with help from younger family members.
Tariq Ahmad, 58, who runs a traditional bakery in downtown Srinagar, initially resisted the digital shift. "I thought online business was only for big companies," he admitted. "But my son set up WhatsApp for orders, and now we deliver bread and traditional sweets across the city. Last month, we even shipped Kashmiri kulcha to someone in Dubai."
The learning curve remains steep for some. Issues like digital payment acceptance, product photography, and customer service management continue to challenge traditional retailers. However, informal networks of support are emerging, with tech-savvy younger entrepreneurs offering consultation services to established businesses.
The digital retail boom has been facilitated by improved internet connectivity and government digitisation initiatives. The introduction of 4G services across the Valley in 2020, followed by gradual improvements in network reliability, created the foundation for this transformation.
The shift has also meant adapting traditional products for digital markets. Many sellers now create detailed product descriptions, use professional photography, and even offer virtual consultations for items like traditional wedding attire.
"Online customers ask different questions than shop visitors," observed Shabir Hussain, who sells traditional Kashmiri shawls. "They want to know thread counts, origin stories, care instructions. I've had to become more knowledgeable about my own products."
As Kashmir's digital retail landscape grows, early adopters are already thinking about expansion. Several local sellers report inquiries from other states, and some are considering formal e-commerce partnerships.
