Kashmir, January 22,2026-In a significant step towards promoting local agricultural heritage and boosting farmer livelihoods, the newly launched ‘Rajma Chol’ brand brings together the GI-tagged Bhaderwahi Rajma and the premium R.S. Pura Basmati rice in a single value-added offering.
The initiative aims to strengthen farmer income by focusing on value addition, branding, and collective marketing of two of Jammu and Kashmir’s most celebrated agricultural products. By combining these iconic staples, the brand seeks to enhance market visibility while preserving the authenticity and quality associated with the region.
Bhaderwahi Rajma, known for its rich taste and unique texture, holds Geographical Indication (GI) status, reflecting its strong linkage to the agro-climatic conditions of Bhaderwah. Paired with the aromatic and long-grain R.S. Pura Basmati rice, the ‘Rajma Chol’ brand presents a complete traditional meal rooted in local identity.
Officials and stakeholders associated with the launch said the initiative would empower farmers, improve market access, and create sustainable income opportunities through organized supply chains and branding strategies.
The ‘Rajma Chol’ brand is expected to play a key role in promoting local produce, supporting rural entrepreneurship, and showcasing Jammu and Kashmir’s rich food heritage at a wider national market.
