As Kashmir’s marketplace shifts online, local entrepreneurs are embracing digital platforms to sustain and expand their businesses, and social media-driven enterprises are redefining commerce in the region, reports Babra Wani
Once defined by crowded bazaars, frantic bargaining, and the aroma of freshly baked goods, Eid shopping in Kashmir is undergoing a profound transformation. The tradition of navigating packed marketplaces in search of embroidered suits, children’s clothing, footwear, and festive delicacies is being replaced by the convenience of digital commerce. From handcrafted Kashmiri shawls to pre-ordered Wazwan feasts, local businesses are increasingly embracing online platforms, reshaping the way Kashmiris prepare for their most cherished festival.
This shift, driven by changing consumer habits, internet accessibility, and a post-pandemic preference for ease, is more than a passing trend—it is redefining the very essence of Eid shopping in the valley.
Convenience
Saba, 27, a resident of Srinagar’s Bagh-e-Mehtab, began searching for her Eid dress three weeks ago. She initially explored the markets but dissatisfied with the limited choices in Goni Khan and Lal Chowk, she turned to online platforms.
“I wanted something subtle yet elegant,” she said. “That is why I checked Myntra, Amazon, Meesho, and Flipkart. The options were mesmerising.”
She eventually purchased two dresses—one from Myntra and another from Amazon. “As a child, I would accompany my mother to traditional markets to buy clothes, mehndi, and jewellery. But now, I prefer online shopping. The variety is greater, the choices are better, and the prices are often lower.”
Bisma, 18, from Anantnag, echoed this sentiment. An undergraduate student in Srinagar, she traditionally enjoyed shopping in Lal Chowk but opted for a digital experience this year.
“Standing in long queues and navigating crowded markets while fasting is exhausting,” she said. “By the time you finish shopping, you have barely any energy left for Iftar preparation, let alone enjoyment. Since I live in a rented apartment with a friend, convenience is crucial.”
This year, she ordered a stitched suit from an Instagram store and had dry fruits, bakery items, and Iftar meals delivered to her doorstep. “It saved me time and effort,” she said.
Online shopping, she noted, also allowed her to compare prices, check reviews, and explore designs she might have overlooked in a packed marketplace like Goni Khan. “The crowds make it overwhelming. There is always the fear of being pickpocketed or harassed. It is so congested that even breathing feels difficult.”
She acknowledged missing the excitement of physical shopping but valued the convenience. “Maybe I will visit the markets after Eid, when they are quieter—and when prices drop.”
A New Way
The shift to online shopping extends beyond clothing and gifts. Food, a central part of Eid and Ramazan preparations, is also being revolutionised. While many families still prepare elaborate Iftar feasts, an increasing number are turning to online platforms to order traditional Kashmiri dishes instead of cooking them from scratch.
From Wazwan platters to speciality bakery items, doorstep delivery is reshaping how Kashmiris experience the flavours of Ramazan. What was once a labour-intensive process, requiring days of meticulous preparation, can now be accomplished with a few clicks, offering a balance between tradition and modern convenience.
Tiffin Service, Eid Catering
Najmus Sakib, a business graduate from Srinagar, launched a tiffin service in 2020, initially catering to students and working professionals. Over time, the venture evolved into a café, which now provides Iftar and Suhoor meals through online orders. This year, the business has extended its services to accommodate Eid orders as well.
“The Eid rush is there—it is not extraordinary, but better than usual,” he said.
His primary customers, he explained, include doctors, students, and professionals who prefer ordering meals rather than spending hours in the kitchen, particularly during Ramazan. However, he acknowledged the operational challenges.
“Delivering multiple packages simultaneously, keeping track of inventory, and ensuring customer satisfaction with varying tastes is a lot to handle,” he said. The café operates five kitchens, each catering to specific areas. “For Suhoor meals, we can only serve locations near our kitchens. Unfortunately, we are unable to cover distant areas beyond our reach.”
Customisation
Like Sakib, Tabish Hameed Khan, an entrepreneur from Srinagar’s Nowshera area, has embraced the digital marketplace. She founded Hennative in 2018, a brand specialising in customised wedding gifts and organic henna products.
“We personalise almost all our products, from handcrafted wedding favours to intricately designed henna cones,” she said. “Each item blends tradition with individuality, ensuring a unique experience for our clients. Our organic henna products are crafted with the finest natural ingredients to guarantee a rich stain and a safe application.”
Discussing the expansion of online markets, she observed that while digital platforms have broadened customer access, they have also intensified competition.
“With a stronger digital presence, businesses must innovate constantly to stay ahead. Social media and e-commerce have made it easier to reach wider audiences, but standing out requires strong branding, customer engagement, and unique product offerings,” she said. “Keeping up with trends, shifting algorithms, and maintaining high-quality content is more important than ever.”
Her clientele includes brides, wedding planners, and customers seeking personalised gifts. “We also cater to henna enthusiasts who prioritise organic, chemical-free products,” she added.
Yet, the business comes with its challenges. Managing bulk orders while maintaining customisation, handling last-minute requests, and meeting strict delivery deadlines requires careful planning.
Authenticity Issues
As online businesses expand, copyright violations and the unauthorised replication of handcrafted designs have become a pressing concern. For many entrepreneurs, safeguarding originality while navigating the digital marketplace is an ongoing struggle.
“The shift online has been both exciting and transformative, allowing us to reach a global audience and connect beyond geographical limits,” Tabish said, acknowledging the dual impact of e-commerce. Adapting to the digital era, she explained, required a focus on strong branding, social media engagement, and efficient logistics to meet evolving consumer behaviour.
“While physical stores have their charm, the convenience of online shopping has made a digital presence essential for business growth,” she added.
Customised Creations
Eid remains one of the busiest seasons for Hennative. “Customers seek unique and thoughtful gifts, and our customised Eid hampers and organic henna products have been in high demand,” Tabish said. While managing the surge in orders posed challenges, she described the process as rewarding. “It is fulfilling to see our creations become part of our customers’ Eid celebrations. The festive rush pushes us to be more creative and efficient, ensuring every order is handled with care and delivered on time.”
Fashion and E-commerce
Eid and new clothing have long been intertwined, symbolising renewal and celebration. In Kashmir, the tradition of purchasing new outfits for the festive season has always been deeply valued, with families flocking to markets to find the perfect attire. However, the rise of e-commerce and social media boutiques has altered shopping habits, with more people turning to online platforms for Eid purchases. From embroidered pherans to designer suits and abayas, digital stores offer a wider selection with the convenience of doorstep delivery.
Shahid, a wheelchair-bound entrepreneur from Gopalpora in the Mattan area of Anantnag district, has been at the forefront of this shift. A few years ago, he launched Adorn by Shahid, an online clothing store that has gained traction, particularly in the days leading up to Eid.
“Although I operate my shop from Mattan, most of my customers are based in Srinagar,” he said. “The majority of my Eid orders come from there, and Kashmiri suits remain our bestsellers.”
Customer satisfaction, he stressed, was a priority. “We have a transparent policy, including exchange and return options—even for our Eid collections.”
Despite increased social media engagement, Shahid noted that orders had not been as strong as expected. “Compared to last year, the flow is lower. I believe it is the same for everyone, whether in traditional markets or online.”
As Kashmir’s retail landscape evolves, entrepreneurs like Shahid and Tabish continue to adapt, balancing tradition with modern commerce in an ever-changing digital world.
Shahid received over twenty orders around Eid. While some local customers in his area purchased from him, he observed that competition in the clothing business remained intense. “The challenge is not just competition but also concerns over authenticity,” he said.
Homegrown Food Businesses
Jumm Foods, a frozen food business, emerged three years ago during Ramadan. Initially offering a limited selection, the company expanded its menu in response to market demand. “We started with a few items, but as we observed market trends, we adapted accordingly,” said Umaima, who helps manage the business. “We cater to bulk orders for parties and festivities, and our sales grew significantly in the first year.”
Despite a strong customer base, she noted that sales had not always matched expectations. “The market is bustling, yet sales do not always reflect that. We had to lower prices, even though all our products are homemade, which makes them special.”
Jumm Foods is a family-run venture. “My mother prepares the food, and I handle marketing,” Umaima explained. “Since 2023, orders have declined, but during Ramadan, demand rises as working women prefer our ready-made products.”
With Eid approaching, orders for chicken kebabs and mutton shami kebabs surged. “Our customer base is primarily in Srinagar, and our products sell out quickly,” she said.
The Digital Shift
Recognising the growing influence of social media, Jumm Foods established an Instagram presence. “Now that everything is online, we share photos and videos of our food,” Umaima said. “The shift from traditional to digital markets has been significant. While our products still sell well in general and departmental stores, online visibility has also expanded our reach.”
Bisma Qadir, a home baker from Karan, shared a similar experience. “Alhamdulillah, my online business is doing well,” she said. “The online market is a vast platform for any business.”
During Ramadan and Eid, her team managed orders across multiple platforms, including Instagram, Facebook, and WhatsApp. “People even visit us in person,” she added. “We are a small team working tirelessly to meet the festive rush.”
The Broader E-Commerce Boom
India’s e-commerce sector has witnessed substantial growth. According to national data, 67 per cent of the urban population uses the internet, compared with 31 per cent in rural areas. Reports indicate a 26.2 per cent year-on-year increase in order volume and a 23.5 per cent rise in gross merchandise value (GMV) over the previous fiscal year. Analysts predict the market will expand from US$ 38.5 billion in 2017 to US$ 200 billion by 2026.
