Early Times Report
Jammu, Mar 15: In a major step toward enhancing agricultural branding and marketing in Jammu & Kashmir, the Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu (SKUAST-Jammu) has signed its first Memorandum of Agreement (MoA) with the J&K Basmati Farmers Producer Cooperative Ltd., R.S. Pura. The agreement, facilitated by SKUAST-Jammu’s Krishi Branding Centre (KBC) under the Agri-Business Incubation (ABI) initiative, aims to strengthen the branding and marketing of the region’s premium Basmati 370 variety.
The signing ceremony, held at SKUAST-Jammu, was presided over by Prof. B.N. Tripathi, Vice Chancellor of SKUAST-Jammu, alongside university officials, representatives from the Basmati FPO, and industry stakeholders. The initiative aligns with SKUAST-Jammu’s commitment to promoting geographically tagged specialty products and making them competitive in national and international markets.
Speaking on the occasion, Prof. Tripathi emphasized the importance of branding in modern agriculture.
“Effective branding and marketing are essential for increasing the competitiveness of agricultural products. This initiative will empower farmers by improving market visibility and ensuring better price realization for their produce,” he stated.
Under the agreement, the Basmati FPOs will provide quality farm produce for branding and marketing while participating in key decisions related to packaging and promotional strategies. Prof. Jyoti Kachroo, Project Coordinator of HADP Project No. 04, highlighted that the Basmati 370 variety has been tested and validated at SKUAST-J’s Institute of Biotechnology, ensuring it meets national and international quality standards.
Dr. S.K. Gupta, Director Research, SKUAST-Jammu, noted that the university will continue expanding its branding initiatives to support various farm products. The collaboration marks a significant milestone in value addition for Basmati rice, positioning it for better recognition in premium markets.
The event was attended by Dr. Amrish Vaid, Director Extension; Dr. R.K. Salgotra, Director IBT; Sh. Balkar Singh, President, Basmati FPO; Sh. Sham Gorkha, Vice President, FPO; Sh. Abhijot, CEO, FPO, and several university officials, all of whom pledged their support to strengthening this initiative.
This MoA sets the stage for future collaborations in agricultural branding, reinforcing SKUAST-Jammu’s role as a leader in agribusiness innovation and farmer empowerment in Jammu & Kashmir. |
