In one of the starkest ironies, Kashmiri fruits, especially, apples are finding it difficult to sell their produce at rates would yield reasonable profits for growers. The reference to irony is not misplaced; it is called for. The reason pertains to the delicious taste of our assorted fruits which includes apples. It is a fact corroborated by evidence that fruits from Kashmir are delicious and tasty in comparison with fruits from any part of the world, including Western countries, where fruits look good but are bland when it comes to taste. The question then is: why is demand and hence price for our produce low? The reasons are multifarious and pertain to economics, marketing and branding. From an economics point of view, the basic “law” of supply and demand can explain the variation in demand and price. In terms of this law, the more is the supply, the less is the price; the more is demand, the more price a product, produce and service it fetches. This year, it might be that there is a supply gut, which is leading to lower prices. But, there can be other variables and factors involved. These could lie in perception and the disaggregated nature of production here. With respect to the former, the Kashmiri produce is not prodigiously marketed. Therefore, its brand value, in terms of its natural qualities of taste is paltry or nonexistent. This very fact occludes the Kashmiri fruits from international and other markets. Similarly, the nature of production, so to speak, is neither very well organized nor aggregated in a way where there would be maximum returns. So, a perception deficit, poor or nonexistent and therefore lack of marketing , and the nature of production systems , or in other words, the entire value and supply chain is essentially flawed. Variations in demand could be smoothened if these issues and themes are addressed deftly and intelligently. In the ultimate analysis, and to repeat, this constitutes an irony. Despite the brand pull of Kashmir, our produce is neither competitive nor does it fetch returns as it should. This issue needs urgent and immediate redressal and remedying. One good starting point would be to align brand Kashmir with our produce, a synthesis that would entail a combination of brand pull and push. In other words, the macro needs to be aligned with the micro. Other steps could follow. But, key is positioning and branding of our produce in markets that matter.