J&K's Bold Move: Rs 560 Cr Project to Revolutionize Market Ecosystem in the Region

The initiative intends to increase farmers' terms of trade (ToT), improve the efficiency and efficacy of the market ecology, and reduce value loss while optimizing society welfare. "The Jammu and Kashmir government has announced a Rs 560 crore investment in agriculture and related sectors under the HADP to enhance the market ecosystem and benefit farmers and consumers," said Atal Dulloo, Additional Chief Secretary Agriculture Production Department.

According to him, Jammu and Kashmir is conducting this initiative as part of a programme that aims to reinforce current market infrastructure and develop a vibrant market environment that meets the demands of all players.

Because of technological developments and extension programmes, the Union Territory's agriculture and allied sectors are primed for major expansion. "These treatments, incentivized by numerous schemes and programmes, have already resulted in gains in produce quality and quantity. Yet, integrating smallholder product with market mechanisms that are both successful and transparent remains a difficulty. This will ensure that farmers get a fair price for their produce while customers get good value for their money," according to Dulloo.

According to the official, the initiative will build a strong marketing ecosystem through market reforms, infrastructure development, institutional and capacity building, branding, digital marketing, and market research information systems. "The project hopes to achieve its objectives with a Rs 560 Crore investment split over a five-year period," he said. Dulloo expressed optimism that this initiative will significantly improve agriculture and associated sectors in Jammu and Kashmir, boosting the region's economy and benefiting both farmers and consumers.

He stated that the proposed initiatives or areas of intervention will strengthen Jammu and Kashmir's existing agricultural marketing system, providing long-term returns to stakeholders, notably farmer-producers. Through a variety of activities, the planned project in Jammu and Kashmir aspires to achieve significant growth in agriculture and associated sectors. "Market changes include implementing an open auction system, a single licence for trade in all mandies, and institutionalizing post-harvest infrastructure through the eNAM network."

Infrastructure development will include the conversion of mandies into value chain parks, the construction of new mandies, and the installation of composting units.  "The construction of Niche Product Marketing FPOs will be the focus of institutional building and capacity development," he stated. Branding initiatives will include the establishment of two Agricultural Branding Centers, the mapping of existing branding methods, farmer and FPO brand building training and seminars, and the integration of branded specialized products with the tourism and hotel industries, according to Dulloo. Finally, in production areas, rural commercial and service centres will be built.

The Directorate of Horticulture, Planning, and Marketing will be in charge of project implementation and would act as the nodal agency for providing universal licence to potential traders. Infrastructure, such as CA stores, grading lines, micro cold stores, reefer vans, and pick-up vans, will be developed by private enterprises. "In partnership with the respective District Administrations, the Directorate of Horticulture, Planning, and Marketing will install composting units at possible mandies, as well as create new mandies," Dulloo added.

He stated that the UT will promote and support institutional creation and capacity development of Niche Product Marketing FPOs in partnership with affiliated departments and Agriculture Universities. "The initiative will also identify, build capacity for, and promote Rural Business & Service Hubs (RBSHs) across all districts in J&K. SKUAST-K will establish a dedicated Market Intelligence Cell in coordination with relevant departments," he stated.