In J&K Shopian, youngster innovates supply chain for apple fruit in J&K

The Principal Secretary, J&K Government officially launched Adnan Ali’s product.

Shopian, J&K–

A 29-year-old youth from south Kashmir’s Shopian district has come up with an innovative supply chain for apple fruit, enabling him to supply the fruit not just locally but globally as well.

Named Adnan Ali, the young entrepreneur from Pinjoora area of Shopian district, is selling almost all the varieties of the fruit online using Internet, but in quantities ranging from just a single apple.

Being an MBA graduate, Adnan Ali says that the idea was amateur until he discussed the same with one of his friends, Danish Malik. “I discussed with him about how we could innovate, develop the product and make a transition from the traditional supply chain towards the modern e-commerce,” the youngster said.

Adnan Ali ‘s Fruvale is scaling heights

The discussion between the duo led them to research for the ways and methods for not only packing their product but also for the pricing and delivery.

Adnan Ali said that they developed some samples and met Director Horticulture Kashmir, Mr Ajaz Ahmad Bhat to know about his views. “He really liked the innovation and appreciated,” he said.

“The Principal Secretary, J&K government officially launched the product. The Hon’ble Lieutenant Governor also awarded me for the same”, he said.

PAN India Vision For Fruvale

Later, the product was shipped to departmental stores under the brand name ‘Fruvale‘. They witnessed brisk sales of the innovatively packaged apples. Adnan Ali says, “Presently, we are selling PAN India. The feedback is quite encouraging, especially for the quality and packaging.”

The packaged fruit sells from as less as Rs. 80 for four apples, to quantities ranging in kilograms.

Realising future introspects with dedicated efforts

“There was some initial criticism, and people could not imagine this value-addition method to prove successful. But I continued to work on this with all my dedication. Today, I feel proud of my efforts,” entrepreneur Adnan Ali says.

Adnan Ali says,” Youth must work on such novel initiatives so that they can earn for themselves. They can then employ other unemployed people. I want to help other people who are interested in making the Valley’s supply chain modern. This will help growers get their due.”

To order online, please visit AL Karim Souq or connect to Adnan at +917780869532 for more information.


Dil-Paziir (Urdu; meaning ‘heart-pleasing’) is a special edition positive news series by Digpu, sourced from conflict areas, starting from Kashmir. Our local journalists have successfully shared many inspirational stories from the valley. From the invention of E-Charkha to the first-ever cricket tourney for Blind sportsmen, all the stories make us awe-struck. These are NOT FOR REPRODUCTION.


  1. Excellent and Nobel idea. You didn’t provide any information regarding placement of order, how do I contact, please inform. With regards,
    Prabir Kumar Biswas
    Chandannagar Hooghly WB

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