The Kashmir Valley Fruit Growers Cum Dealers Union reports that Srinagar's Parimpora mandi receives approximately 60 truckloads of watermelon daily. Sales during peak seasons, such as Ramadan, reach around US$8.6 million. The valley's daily watermelon consumption is about 1.35 million kilograms, with an estimated value of US$322,000 each evening.
Most watermelons in Kashmir are sourced from Gujarat, Maharashtra, Karnataka, and, more recently, Punjab, to meet local demand. Vendors highlight the fruit's popularity during Ramadan, noting that "70 per cent of shops in the mandi deal in it during Ramadan," supporting brisk evening sales.
Rising temperatures strongly influence this demand. A vendor remarked, "Watermelon demand shoots up massively as the temperature increases." Despite elevated transportation costs, Kashmiris continue to consume large quantities, particularly during iftar and summer gatherings.
In a growing trend, greenhouse growers in Ganderbal have initiated local watermelon cultivation. Although still limited, this off-season production cycle, sown in March-April and harvested in July-August, shows potential. Authorities believe this could support a viable export market, boosting local income streams.
The trend reflects not only commercial momentum but also the resilience and adaptability of local farmers in navigating extreme weather conditions.
Source: Brighter Kashmir