Jammu: Duggardhani, a charming village market located in Kheral Village of Block Pouni in the Reasi district, has emerged as a prominent tourist destination within the Jammu Division, particularly for the travelers on their way to the holy Shiv Khori Shrine from Shri Mata Vaishno Devi shrine.
The market serves as a platform for over 1,000 women from Self-Help Groups (SHGs) to showcase and sell rural products, while also becoming a center for the promotion of traditional Dogra cuisine.
This initiative was launched by the Jammu Kashmir Rural Livelihoods Mission (JKRLM) in collaboration with the district administration, aiming to empower women and foster positive transformations in their lives.
Anita Devi, the cluster coordinator, informed Rising Kashmir that the kitchen at Duggardhani features an extensive menu comprising more than 20 comforting Dogra dishes, such as Makki ki Roti, Saag, Quer, Khurmure, a special Dogra dal, mixed rice, Lassi, and Kheer. Members of the Self-Help Groups from Block Pouni have successfully turned their culinary passion into a thriving business venture known as ‘Dogra Haat.’
“They have received training in various aspects of kitchen management, including ingredient procurement, social media marketing, and order processing,” Devi stated.
She noted that the feedback regarding Duggardhani has been overwhelmingly favorable, with both tourists and urban patrons relishing the authentic and delectable cuisine prepared by the rural women associated with the Jammu Kashmir Rural Livelihoods Mission. By operating on a rotational basis, all women are afforded equal employment opportunities, enabling them to engage in traditional crafts and cuisines for sustainable livelihoods while preserving the essence of Dogra culture.
“The absence of tables and chairs in the restaurant adds to the unique appeal of Duggardhani, where guests sit on mattresses with a choki to savor their meals. The organic vegetables utilized in the dishes are cultivated by the women themselves. Plans are in progress to incorporate wall paintings that reflect Dogra culture, further enriching the visitor experience,” Devi added.
Anita stated that Duggardhani has emerged as a favored tourist destination and a thriving women’s empowerment initiative due to its advantageous roadside location, closeness to Shri Shiv Khori, traditional rural charm, and commitment to uplifting women. This initiative has motivated women of various ages, including those from traditional backgrounds, to follow their culinary interests and achieve financial independence.
She noted that over the past 16 months, Duggardhani has achieved sales of Rs 50 lakh through the promotion of local food and crafts, thereby providing a livelihood for Self-Help Group (SHG) members in District Reasi. This initiative, spearheaded by the Deputy Commissioner of Reasi, has revitalized the haat into a vibrant and appealing marketplace, benefiting the local populace. With its traditional design and renovations backed by the district administration, Duggardhani has become a flourishing hub for the region’s agricultural, dairy, and handicraft products.
These are a collective of over 1,700 members of the Naari ki Pehchaan Self Help Group, organized into a federation at the block level in Pouni. These women reside in 12 distinct villages. They do not acquire any goods from the market; everything utilized in the kitchen at Duggardhani is sourced from these 12 villages. This initiative has also contributed to an increase in the income of these SHG women, as stated by Devi.
Anita mentioned that the handicraft products created by the Self Help Group members are sold at this location, attracting tourists and visitors who prefer to purchase these handmade items. This not only supports the artisans but also aids in the preservation of traditional Dogri culture, as more artisans show a keen interest in this craft.
“The members of the Self Help Group cultivate a variety of vegetables throughout different seasons, diligently tending to their kitchen gardens. Visitors are offered a chance to enjoy various Dogri dishes at Duggardhani. Some SHG members also produce homemade pickles, Alma juice, Alvora juice, and honey. These women bring their products to this venue, where we have adequate space and a suitable platform for sales, and people are eager to buy these handmade items from us, ” she said.
Indirectly, over 1,700 Self Help Group members are sustaining their livelihoods through this initiative, as we do not purchase any products or items from the market.
