Vision and Mission of the Organization.
In order to achieve various objectives and to meet present Marketing challenges the
Department has taken and is taking various steps as detailed as under: -
1. Strengthening of Main operating Markets.
The State has three main operating Fruit and Vegetable Markets, one each at Nowpora
Sopore, Parimpora Srinagar, and Narwal Jammu. These markets are getting developed into
main centers for seller, buyer direct interaction in order to generate healthy competition
and check malpractices in trade, bring improvements in product presentation and increase
net returns to producers.
2. Establishment of Rural Satellite Markets.
In order to provide market cover to catchment rural areas on scientific lines the
department has planned to develop seventeen (17) Satellite rural Markets under rural
infrastrucrtural development fund (RIDF) III NABARD Loan Assistance in addition to one
Grain Mandi and a terminal market at an expenditure of Rs.44.26 crores. The Satellite
rural markets are being developed at Handwara, Baramulla, Charisharief (Budgam) Kupwara,
Kulgam, Pulwama, Shopian, Batingoo (Anantnag) Kargil, Leh, Batote, Udhampur, Bishna,
Samba, Kathua, Poonch and Rajouri. The Terminal Market and Grain Mandi are being
established at Qazigund and Bari Brahmana respectively.
3. Marketing of Cherries.
The J&K State has monopoly in the production of quality fruit of cherry. The cherry
growers of the valley were facing serious problems in cherry marketing because of its
highly perishable nature. The crop used to deteriorate during transit. In order to
overcome this difficulty and to encourage cherry production the Department as a major step
succeeded in getting quota reservation by rail in favour of Kashmir Cherry Growers/Dealers
for cherry haulage from Jammu Tawi to Mumbai, Hyderabad and other destinations. The
Government of Jammu & Kashmir also succeeded in providing air transportation facility
for cherry at 70% air freight concessions as allowed to Litchi growers from Srinagar to
Delhi, Mumbai and other stations. These facilities have reduced the spoilage of the
produce and have increased the revenue of the Fruit Growers/Traders of the J&K State.
4. Agriculture Produce Marketing Act (Regulation) Act 1997.
In order to meet the marketing challenges in domestic and export markets in consideration
of fair trade Policy under WTO tie ups the state as a major step got the Government passed
APM Act 1997 w.e.f. 16.03.2001 as per Government notification 65 issued under
Agri/HPM/85/81/1 dated: 20.02.2001. This Act will help in regulating our fruit and
vegetable markets to secure infrastructural development support from Government of India
through its various agencies viz National Horticulture Board (NHB) Directorate of
Marketing & Inspections (DMI) Horticulture Cooperative Development Corporation (NCDC)
Agriculture Produce & Development Authority (APEDA).
5. Market Intelligence Connectivity and Computerization.
The Market Intelligence system is being scientifically developed to collect and
disseminate market intelligence through connectivity with installation of computers in
main and satellite markets of the state, connecting them to other regulated markets and
Area marketing Offices out side state. This is being done with 100% financial assistance
of Directorate of Marketing & Inspections (DMI), Government of India.
The department also plans to establish computer data base at Lower Manda and Lakhanpore
for recording inflow and outflow of fruits and vegetables for future planning and
improvement of the fruit and vegetable Marketing as and when needed with these measures we
shall be able to obtain and disseminate daily market information through internet. This
will ensure to regulate the supplies as per demand and thus better returns to the fruit
and vegetable growers of the state.
6. Publicity through Print Media.
The department of Horticulture Planning & Marketing issues daily price
bulletins/advice collected by the Area Marketing Offices out side the state to the fruit
growers/traders through print media, Radio and Television regarding the market arrivals,
price, gluts, demand etc. The dissemination of Market intelligence has helped the
growers/dealers in fruit diversification to catchy potential markets thus providing better
returns to the concern.
The department publishes annual report, notices etc. regarding various state/central
schemes beneficial to the fruit industry of the state.
7. Participation in Shows/Fairs.
The Department of Horticulture Planning and Marketing participates in the state/country
level fruit and vegetable shows like, India International Trade Fair, Krishi Expo Deli,
Agri Expo Lucknow, Agri Expo Chandigarh, World Food Day Celebration Srinagar, Vision 2002
Srinagar Fruit Exhibition Kolkata and other state shows of various states. Such
participation has helped both Growers and Consumers.
8. Organizing small/Marginal Growers under Co-operative Fold.
The Majority of the fruit and vegetable growers comprise of small and marginal farmers of
the state. In order to save them from the exploitation, the Department has organized the
fruit growers cooperative marketing societies at various places. The alternate
finance is being arranged for such societies through various cooperative and commercial
banks. Besides all the required technical guidance regarding scientific packing, grading,
consumers preference etc. is being provided to the members of these societies. So
far 258 fruit growers cooperative societies with about 20,000 members have been
9. Agri Export Zone for Apples and Walnuts.
To improve the domestic marketing and promote export of major commercial fruit crops-
Apples and Walnuts, the J&K State has been declared as Agri Export Zone for
Apples and Walnuts having project outlay of Rs.120.28 crores with Government of
India Incentive at Rs.45.26 crores for the Ist five years. The Agri Export Zone Apple
project covers production and Post Production aspects of development like rejunivation of
old orchards and Nursery modernization, development of micro sprinkler irrigation sources,
disease forecasting, integrated pest management, development of testing laboratories, agri
information system, training of trainers, growers and traders, development of post
production infrastructural facilities viz refrigerated transport, onfarm cold stores,
mechanical grading and packing units export promotion in thrust markets like Bangladesh,
Nepal, Srilanka and other neighboring Countries besides research and development programme
through SKUAST with an addition to the projected outlay of Rs.83.35 crores under Apple
Agri Export Zone Walnut project with an outlay of Rs.36.93 crores covers production and
post production aspects of development like Nursery modernization, area expansions,
development of testing facilities, agri information system, integrated post harvest
management, export promotion in thrust markets of Germany, France, Netherlands, UK,
Belgium, Spain, Egypt and other countries. The research and development programme shall be
additional under this project.
To implement the scheme the Horticulture Planning and Marketing Department identified
zones, enlisted the growers/traders, issued guidelines, for securing license product
Grading and Packing for export promotion.
10. Elimination of Malpractice.
The fruit growers are open to exploitation by middleman/commission agents. Even in the
famous regulated fruit market Azadpur our fruit growers were being charged with some
illegal deductions by the Commission Agents thus reducing the net sale, returns. Through
regular interaction with Chairman APMC Azadpur Delhi the Department succeeded in checking
unwarranted deduction like dera charges, post auction charges, gross commission on sale
etc. by Delhi Arthies. This has added Rs.150.00 crores each year to the state growers
returns. As per the notification No:F-8(19)98-DAM(MR) 152 dated:13.01.2000 the commission
chargeable in Azapur Market is 6% that too from buyers and not from the sellers. The state
Government has already taken up these issues for elimination of these malpractices in
trade in other markets also.