Amid the dominance of multinational brands in the market, locally produced goods are steadily building their own strong identity. The growing consumer preference for pure and locally sourced products has encouraged farmers and small entrepreneurs to improve their quality, packaging, and marketing, enabling them to compete effectively.
Products such as curry leaves, amla candy, jamun powder, turmeric powder, porridge, multigrain flour, moringa flour, seasonal fruit and vegetable pickles, along with organic urad and maize, are gaining popularity among customers. Attractive packaging and assured purity have enabled these products to secure a place in retail outlets, while also motivating more farmers to explore value addition.
Farmers are forming Farmer Producer Organizations (FPOs) and Self-Help Groups (SHGs) to collectively market their produce. In this initiative, Krishi Vigyan Kendra Kathua has been playing a pivotal role by offering regular training, technical guidance, and packaging support.
Tilak Raj from Billawar, who began marketing organic urad and maize last year, said that improved packaging helped him achieve success and inspired him to encourage other farmers to adopt organic practices. Sarita Sharma and Shalu Devi from Palli village, who are involved in producing pickles, moringa flour, porridge, and multigrain flour, also credit the center's training and modern packaging facilities for enhancing their market reach.
Since 2016, the ARYA scheme has further strengthened rural entrepreneurship by training women and school dropouts in mushroom cultivation, floriculture, poultry, and value addition. Officials say that such initiatives not only generate income opportunities but also promote self-reliance and strengthen the rural economy in the Kathua district.