With JKNRLM support, Yasmeena Jan’s small-scale venture creates employment opportunities, showcases Pampore’s unique dry fruits, GI-tagged Saffron in Srinagar’s tourist hub

Pampore: Yasmeena Jan, an LLB student from the Pampore area of south Kashmir’s Pulwama district, has embarked on a commendable journey of women’s empowerment by establishing a small-scale dry fruits business in Srinagar’s Tourist Hub, Dal Lake.
Supported by the National Rural Livelihood Mission (NRLM) Umeed scheme Pulwama. Yasmeena, a resident of Konibal Village of Pampore not only provides employment opportunities for local unemployed girls but also aims to showcase Pampore’s unique dry fruit and GI tagged Saffron to a wider audience in the bustling Tourist area of Dal Lake Dalgate.
The NRLM Umeed scheme has been instrumental in empowering Yasmeena, offering financial support and avenues for skill development.
With strategic placement in a key tourist location, Yasmeena’s business not only contributes to the economic vitality of the area but also adds to the cultural richness by sharing authentic Kashmiri dry fruits.
Looking ahead, Yasmeena is determined to expand her business, catering not only to the local community but also attracting tourists seeking the essence of Kashmiri dry fruits and GI-tagged Saffron. She expresses her gratitude to the JKNRLM Umeed Scheme Pulwama, acknowledging its pivotal role in her entrepreneurial success.
The government has implemented various initiatives to empower women in both urban and rural areas, enabling them to lead improved lives through self-employment.
The Jammu and Kashmir National Rural Livelihoods Mission (JKNRLM) – Umeed is a noteworthy scheme designed to alleviate poverty by establishing robust grassroots institutions for the underprivileged. It involves engaging them in livelihood opportunities and ensuring sustainable enhancement in their earnings. Although the NRLM scheme was initiated nationwide in June 2011, it gained significant momentum after 2019 when the government launched an extensive door-to-door campaign. This approach has yielded effective results, with women in every panchayat actively participating in the scheme, forming distinct groups. Previously engaged in household chores, women in rural areas, particularly Dahi, have transitioned to self-employment, establishing small business units.
Speaking to Kashmir Reader, Yasmeena Jan said, “I have established my business unit in the Tourist Hub Dal Lake area of Srinagar. I got the opportunity through the Umeed scheme. When I started this business, I initially had to attend JKNRLM training classes. One day, during the class, I felt inspired to start my own business. When I applied for a loan, the department provided me with significant help. I want to express my sincere thanks to DP Sir, Block Officer Zaroor Sir, Arshid Sir, and Rafiq Sir because they gave me a chance. Umeed, true to its name, provides us with hope that we can do something. With this hope, I have set up my own unit, and currently, 6-7 girls are working with me.”
In my business unit, I source the first Geographical Indication (GI) tagged Saffron, which is special from Pampore, she said. “I obtained this GI-tagged Saffron from IIKSTC Dusoo Pampore, and it received its GI tag from there. Then, I sell it here. Additionally, I offer walnuts, almonds, Honey, Kahwa Masala, Shilajit, etc,” she said.
The entrepreneur added, “I want to tell everyone to come forward. There are many government schemes available for you where you can benefit. Sitting at home won’t yield any results. Take advantage of government schemes and provide employment to others. It’s not necessary to ask someone for money. Be independent at home and encourage others. Many girls will be inspired to step out of their homes and benefit from government schemes. This will be my message to everyone.”
“The true backbone of this business is my father, followed by my husband and in-laws. I want to express heartfelt thanks to them for their immense support. Despite being married, I arrive daily here at 9:30 am and leave around 10:30 pm. Occasionally, my father or husband picks me up. I am especially grateful to my mother-in-law, who has provided significant help in the business. My mother-in-law said, ‘Whatever I can do, I will do for the house. You stand on your own.’ I want to thank her for that,” she added.
Arshid Ahmad, Manager of JKNRLM Pulwama, told Kashmir Reader that the Poverty Elevation Programme, a Centrally-sponsored scheme, is currently underway throughout J&K. In Pulwama district, more than 3500 Self Help Groups have been formed, comprising over 35,000 women group members, he said, adding that various livelihoods are being pursued within these groups, and they have received timely support since 2015-2016, leading to the initiation of their respective ventures across the district.
The officer said that recently, they organized a fair in New Delhi with a group from Pampore. The sales were quite substantial, with daily transactions ranging between 30,000 and 40,000. “Previously facing challenges with rates and market availability, Umeed has provided the youth with a platform to start their own market, resulting in substantial profits,” he said.

BILAL HABIB