In a significant development Sher-e-Kashmir University of Agricultural Sciences and
Technology of Jammu (SKUAST-Jammu), through its Krishi Branding Centre (KBC) of Agri-
Business Incubation (ABI) established under HADP Project No. 04 after framing the robust
operative policy of branding has launched its first pilot activity for adding a new chapter in
the UT Of J&K to boost and link the farmers produce through structured FPO’s to help in
marketing and branding after following the national international standards for making the
geographically tagged speciality produce nationally and globally competitive. Accordingly, a
Memorandum of Agreement (MoA) has been prepared and signed between the SKUAST J
under the directions and able guidance of Hon’ble Vice Chancellor Prof B.N. Tripathi with
J&K Basmati Farmers Producer Cooperative Ltd. R.S. Pura Jammu. This collaboration will be
the first step and hopefully well-made it sure in value addition of farm produce falling
under the domain of the FPO. This is aiming to provide greater market visibility and better
price realization for farmers of Basmati FPO.
The signing ceremony took place at SKUAST-Jammu in the presence of Prof. B. N. Tripathi,
Hon’ble Vice Chancellor, statutory officers from SKUAST-Jammu, Sh. Balkar Singh, President
Basmati FPO and Board of Directors from the participating FPO.
Speaking on the occasion, Prof. B. N. Tripathi highlighted the importance of branding in
modern agriculture stating, Effective branding and marketing are essential to make
agricultural products more competitive and appealing to consumers. This initiative will
empower farmers and FPOs by helping them establish a strong presence in the market,
ensuring better returns and recognition for their produce.
Dr. S. K. Gupta, Director Research, SKUAST-Jammu said that university in days to come will
further by and by diverse the activities and start improving its services as per the resource
available.
Earlier, Prof. Jyoti Kachroo, P.I/CEO of ABI, SKUAST-Jammu and Project Coordinator of
Project No. 04 HADP welcomed all the guests and said that under the agreement, Basmati
FPOs will provide quality farm produce for branding and marketing while actively
participating in the decision-making process related to packaging and promotional
strategies. She emphasised the product to be branded had been tested and validated in the
lab of Institute of Biotechnology, SKUAST-J in which DR R.K. Salgotra has ensured that the
product to be launched fall under the national and international norms.
The FPOs and the organisers thanked the HVC for acting as a guiding force in providing this
platform. Dr. S. K. Gupta, Director Research, Dr. Amrish Vaid, Director Extension, Dr. R. K.
Salgotra, Director IBT, Sh. Madan Lal, Comptroller, Dr. Mahital Jamwal, ADR; Dr. Punit
Choudhary, Head, KVK, Jammu; Dr. Pawan Sharma, Head, AEABM, Dr. Anil Bhat, ADR; Dr.
Ankit Magotra, DDR; Sh. Sham Gorkha, Vice President FPO and Sh. Abhijot, CEO FPO were
also present during the signing of MoU.
