Contact:  May-Oct: Srinagar (Fax) 0194-2311390, (Tel) 0194-2311373        |           Nov-Apr : Jammu (Fax) 0191-2490290, (Tel) 0191-2476473        |         Email : dirhpm@rediffmail.com
J&K Horticulture Marketing Department
Vision & Mission
Vision & Mission of the Department
Vision
Increase in production & the growing competition in the market especially due to globalization have necessitated the responsibility of the department to introduce new technology and new schemes/projects to channelize the fruit trade on profitable lines.

Mission
Diversification in the despatches of fruits, Dissemination of latest technology amongst fruit growers. Creating job opportunities for unemployed youth involving them in Agri Business/Fruit Packing/Marketing Trades, Institutional re-structuring through involvement of PPP mode etc. and to provide assistance to Growers/Traders for better Post Harvest Management.

Objectives
  • Generation & Dissemination of Latest Technology.
  • Popularization of Post Harvest Management mechanization.
  • Institutional Restructuring
  • Development of Infrastructure
  • Reduction of Post Harvest Losses and promoting value addition to Horticulture Crops.
  • Diversification of Horticulture Produce to hitherto unexplored markets and introducing value added products.
  • Monitoring & Evaluation of major schemes/activities.
Functions
  • To ensure more profits for fruit production.
  • To act as a bridge between Researchers and Farming community by way of conducting Awareness Camps/Seminars /Exhibitions/Demonstrations/Training & Exposure visits etc..
  • To provide Post Harvest Management infrastructure (Establishment / construction of F&V markets / cold stores/ C.A stores, Grading and Packing sheds) to the growers/traders
  • To provide Market intelligence to Growers/Traders.
  • To ensure institutional re-structuring by promoting PPP mode.
  • To implement Centrally Sponsored Schemes like. RKVY and MIDH.
  • Organizing of Fruit Festivals.