With JKRLM Pulwama assistance, women launch honey brand in market

Pulwama, Jan 05: With assistance from JKRLM (Jammu and Kashmir Rural Livelihoods Mission) Kamal Self-Help Group (SHG) from Achan area of South Kashmir’s Pulwama district has successfully launched their unadulterated pure honey brand named Azmat in the market.
Comprising ten dedicated female members, the Kamal SHG initiated the production of Azmat honey last October and has swiftly gained prominence in the local market.
Saleema Bano, the leader of the group, highlighted the uniqueness of Azmat, emphasising its purity without any added sugars, a quality that has resonated well with health-conscious consumers.
“Available in three distinct forms – Acacia, Wild, and Mixed flower – Azmat honey has secured its place in leading departmental stores across Pulwama,” Saleema said, adding that they have produced approximately 1200 kilograms during the current season, with nearly half of the stock already sold due to its limited but high-quality production.
Saleema expressed pride in Azmat’s appeal, not only to the local market but also to high-profile customers, including administrative officers.
“The honey’s less intense sweetness has made it a preferred choice among health-conscious individuals,” she said.
The raw honey, sourced from other self-help group members engaged in beekeeping, undergoes a meticulous refining process by the Kamal SHG.
Saleema, the primary investor in the venture, highlighted the group’s commitment to maintaining Azmat’s authenticity by avoiding sweeteners or flavouring agents.
Despite tempting offers from prominent honey suppliers for a merger or takeover, the SHG members decided to carve out an independent market identity for Azmat.
Saleema, along with other members, plays a crucial role in manufacturing, processing, and packaging, showcasing their dedication to the brand’s success.
Arshid Ahmad Bhat, the District Programme Manager of JKRLM Pulwama, shared insights into the substantial support provided to the Kamal SHG.
“Financial assistance, branding and marketing support not only in Kashmir but across the country, and quality assurance have been integral to the success of Azmat honey,” he said.