Kashmir, 23 November 2025: Jammu and Kashmir has made an ambitious pitch to revive Bollywood’s presence in the Valley, taking its revamped J&K Film Policy 2024 to the 56th International Film Festival of India in Goa. Led by a six-member delegation, the UT government is showcasing subsidies, scenic locations and simplified permissions to woo filmmakers back to Kashmir—months after the April 22 Pahalgam attack disrupted tourism and forced several productions to halt.
A key highlight of the policy, officials said, is the financial incentive structure designed to encourage long-duration shoots in the region.
“A filmmaker can get a maximum subsidy of Rs 1.5 crore,” said Maheer Thakur, Nodal Officer for the J&K Film Policy, while speaking to Greater Kashmir. He added that for a minimum 20-day shoot in the UT, producers are eligible for 5 percent of the production cost or Rs 1 crore, whichever is lower.
Thakur said the subsidy increases to 10–15 percent for web series, TV documentaries, national award-winning films, and productions that portray Jammu & Kashmir in a positive or patriotic light.
The J&K delegation at IFFI—comprising Commissioner Secretary GAD & Information Departments M Raju, Director Information J&K Nitish Rajora, Joint Director Information HQ Zahoor Ahmad Raina, Joint Director Information Jammu Deepak Dubey, Nodal Officer Maheer Thakur, and Cultural Officer Kashmir Burhan Hussain—has set up an information booth at the WAVES Film Bazaar to attract producers and highlight Kashmir’s unmatched landscapes and filmmaking infrastructure.
Thakur said this is the third year J&K is participating in the festival and noted that the 2024 policy was reshaped from the earlier 2020 version to make it more industry-friendly. The updated policy includes:
- A single-window clearance system for seamless permissions
- A dedicated nodal officer for facilitation
- A local talent directory
- Fiscal incentives and industry status for film production
- Easier access to diverse shooting locations
So far, over 460 films, web series, and documentaries have received shooting permissions in the UT.
Recent productions shot in Kashmir include 8 Vasantalu, Shakkar Masala, Shushur: The Frozen Times, The Real Kashmir, Maharani 4, Ikkis, Attic Boys, Hit, Pedaa, Freedom at Midnight, Ground Zero, and Maa Jaye.
In Goa, the J&K team is also promoting major tourist destinations such as Pahalgam, Gulmarg, Sonamarg, Kishtwar, Doda, and offbeat sites like Doodhpathri, Kokernag, Tosamaidan, Gurez, Bangus Valley and others—alongside cuisine, adventure sports, and cultural experiences that enrich filmmaking.
Officials noted that tourism and film activity suffered in the aftermath of the Pahalgam terror attack, prompting renewed efforts to restore confidence among filmmakers. A short film showcasing iconic movies shot in Kashmir is also being screened at the festival.
With the blend of incentives, natural beauty, and logistical support, J&K hopes to re-establish itself as a top destination for Indian and international film productions.
