Strawberry growers across Kashmir are hoping for a strong market recovery this season after suffering heavy losses last year following the Pahalgam attack and the subsequent disruption to tourism and trade.
The harvest, which typically begins in the first week of May, has started across the Valley, with farmers expecting improved demand as tourist footfall gradually returns.
In recent years, hundreds of farmers in the region have shifted from traditional vegetable cultivation to strawberries, attracted by higher returns and growing demand. The fruit, known for its short shelf life, depends heavily on local consumption and the hospitality sector.
However, the Pahalgam terror incident triggered a sharp decline in tourist arrivals, hitting hotel occupancy and, in turn, strawberry sales.
“Strawberries are largely consumed locally, and a significant portion is supplied to hotels. Last year, the entire hospitality sector collapsed after the Pahalgam attack, and we suffered heavy losses,” said Manzoor Ahmad, a farmer from Gassu on the outskirts of Srinagar.
Gassu has come to be known as Kashmir’s “strawberry village”, with more than half of its residents engaged in the crop’s cultivation.
Cautiously optimistic
Farmers say they are cautiously optimistic this year as tourism shows signs of revival and transport logistics improve, offering better prospects for marketing the highly perishable fruit.
Kashmir produces around 2,500-3,500 tonnes of strawberries annually, with around 350 hectares under cultivation. Growers say the fruit is largely organic, relying on traditional methods rather than chemical inputs.
“We do not use chemical fertilisers. Instead, we use decomposed cow dung as manure, which helps maintain both soil health and the quality of the fruit,” Ahmad said.
The shift to strawberry farming has been particularly visible in districts such as Srinagar, Budgam and Anantnag, where farmers are diversifying crops to increase income. Still, they remain vulnerable to sudden disruptions in tourism and transport — key factors that determine whether the season ends in profit or loss.
Published on May 6, 2026