Srinagar, Jul 18: The Institute of Business and Policy Research (IBPR), SKUAST-Kashmir, under the auspices of the HADP project 04 “Strengthening Agriculture Marketing in the Union Territory of J&K”, conducted a transformative three-day training programme titled “Catalysing Agri-Transformation: Leadership, Branding, and Market Power”, from July 16 to 18, 2025.
Designed as a strategic knowledge intervention, the initiative brought together a diverse and dynamic cohort of officers from development departments, FPO leaders, agri-startups, and institutional stakeholders, all united by the goal of accelerating agricultural transformation across Jammu & Kashmir. The sessions benefitted from the participation of international trainers and domain experts, who engaged in in-depth discussions and solution-oriented deliberations throughout the three days.
Inaugurating the event, Prof Haroon R. Naik, Director of Research at SKUAST-K, delivered a compelling keynote address emphasising the urgent need to shift from traditional production models towards market-responsive, innovation-driven agriculture. “Agriculture today cannot rely on production alone. Our farmers and agri-entrepreneurs must be equipped with skills in branding, digital integration, and strategic thinking to unlock the full market potential of their produce. Initiatives like this are not just timely—they are transformative,” Prof Naik remarked. He praised IBPR for leading efforts that position farmers not merely as producers but as market leaders and influencers within the value chain, and commended the institute’s role in nurturing a new generation of agri-leaders committed to market-led rural prosperity.
Prof Farhet A. Shaheen, Course Director, outlined the structure, objectives, and broader vision of the training programme. He described it as a pioneering convergence of leadership development, branding expertise, and market strategy, aimed at addressing critical gaps in conventional agricultural capacity building. “True transformation begins with a changed mindset—leaders who can think strategically, act entrepreneurially, and communicate their product stories with clarity and confidence in competitive markets,” he stated.
He highlighted the programme’s focus on practical learning, case-based sessions, and hands-on toolkits for market navigation, empowering participants to develop business models, craft product identities, and explore real-world pathways to commercialisation. “Such programmes are not standalone events but strategic investments in cultivating a resilient, market-ready, and innovation-driven agricultural ecosystem,” Prof Shaheen said.
Prof S. H. Baba, Head of IBPR, spoke about the vital intersection of knowledge, leadership, and market empowerment in shaping the future of agriculture within the region. “The future of Indian agriculture lies not only in increasing yields but also in expanding value, visibility, and voice for our grassroots producers. Through this training, we aimed to catalyse a shift in mindset—from cultivation to commercialisation, from production to positioning, and from isolation to integrated market engagement,” he asserted. Prof Baba praised the high level of engagement from participants and reaffirmed IBPR’s commitment to translating academic insights into actionable, field-level change.
Dr Abid Sultan, Coordinator of the training programme, described the event as a crucial step towards reshaping the agricultural narrative of Jammu & Kashmir—moving from viewing farmers as mere cultivators to recognising them as leaders, brand creators, and market strategists.
“In regions like J&K, agri-economies will no longer be defined solely by what we grow, but by how we lead, how we tell our stories, and how we claim our rightful place in the market economy,” he stated.
Dr Farheen Naqash, Scientist at IBPR, expressed heartfelt appreciation to the participants, distinguished speakers, scientists, and the dedicated IBPR organising team, whose collective efforts and unwavering commitment ensured the programme’s impactful and seamless execution.
