When Purple Meets Profit: Shabir Khanday's Success Story

As the agricultural sector faces a decline in participation due to diminishing returns and a perceived lack of profitability, a heartening narrative emerges from the serene hills of Tangmarg. Shabir Ahmad Khanday, a resident of Tangmarg, is a beacon of hope in the farming community, exemplifying how dedication and innovative farming practices can bring success in agriculture, even in the face of adversity.

The agricultural landscape of Kashmir, like many regions worldwide, is witnessing a gradual depletion of its workforce, with young people increasingly abandoning the fields in search of stable and lucrative employment opportunities in urban areas.

However, this trend has not deterred Shabir, who embarked on a remarkable journey in the cultivation of cockscomb, locally known as Mawal, in 2019. “I want to show that agriculture still has huge potential,” he asserts.

Shabir’s journey began when the Department of Agriculture initiated trial cultivation of cockscomb on a small scale. Armed with just one kanal of land, he entered the world of farming with a limited understanding of market dynamics. “At that time, I didn’t have a clear concept of how to market this crop,” Shabir recalls. “But with guidance from the Agriculture Department and sheer determination, I persevered.”

Cockscomb, a flower known for its unique shape and brilliant colours, holds significant cultural importance in Kashmir. Traditionally used in the region’s famous Wazwan—the ceremonial feast—Mawal not only enhances the aesthetic aspect of dishes but is also appreciated for its organic properties. The petals are used as natural colourants, and the plant itself is valued for its health benefits. “Wazwan is an integral part of our culture, and Mowal adds colour and flavour to it,” he adds proudly.

Today, Shabir exports cockscomb flowers to several countries, including the United States of America and Dubai. Recently, he fulfilled a substantial order of 300 kilograms to America, marking a significant milestone in his farming career. “This is just the beginning,” Shabir states confidently. “I expect that in a few years, our export rates will surpass what we've achieved so far.”
The cultivation process of cockscomb commences in March when Shabir sows the seeds, with flowering peaking in June. After harvesting, the flowers undergo a meticulous drying process, this crop cannot be exposed to direct sunlight, it needs to be dried in shade to preserve its vibrant colours and quality.

“Quality is paramount; I ensure that what I export meets the highest standards,” he emphasizes. Shabir sources some of his flowers from local farmers, fostering a cooperative spirit within the community. “By collaborating with fellow farmers, we can all benefit from this venture,” he explains.

Despite the challenges faced by the agricultural community, Shabir remains optimistic about the future of farming in Kashmir. “Agriculture can be a viable profession if we adopt organic practices and learn to market our products effectively,” he asserts. His commitment to promoting cockscomb goes beyond personal success; he hopes to inspire a new generation of farmers. “I want to ensure that this crop does not become extinct,” he says. “By promoting it, I am not only safeguarding our tradition but also providing a viable livelihood for local farmers.”

Support from the Department of Agriculture has played a crucial role in Shabir’s success. The department facilitated initial trials and guided organic farming practices, helping Shabir and other farmers navigate market dynamics. Reflecting on the early days, he notes, “About 60 to 90 farmers participated in the cockscomb trials, though some dropped out due to various challenges. I remained steadfast, driven by the potential I envisioned.”

As part of his efforts to elevate the status of Mowal, Shabir is working on obtaining a geo-tag to establish the flower’s unique identity in the marketplace. “This will help us promote Mawal as a premium organic product that stands out in foreign markets,” he explains. Such branding efforts are part of a broader strategy to showcase what Kashmiri agriculture can offer on a global stage.
Shabir’s inspiring journey is more than just about personal success; it is a testament to the untapped potential that lies within the agricultural sector, even during challenging times. “I began exporting 50 kilograms initially, and look where we are now with 300 kilograms sent to America,” Shabir reflects with pride. “I am optimistic that we can expand even more.”

As we look towards the future, Shabir Ahmad Khanday’s journey carries a significant message for those in the agriculture sector: with dedication, clever marketing, and organic practices, farming can still be a lucrative profession. “We need to embrace our roots and innovate,” he urges, expressing hope that his success story will inspire many others in the region.

Shabir’s experience encapsulates the potential of modern agriculture woven with tradition while highlighting the vital role of government agencies in facilitating innovative farming ventures. As Tangmarg and other agricultural regions face the challenge of youth migration, success stories like Shabir’s can undoubtedly inspire many to reconsider the prospects of farming in the current landscape. “There is still hope in returning to the fields that once sustained our ancestors,” Shabir concludes, leaving a lasting message of resilience and determination for future generations.