Farmers in Jammu and Kashmir's Samba district are steadily moving away from conventional agriculture, turning to cash crops and horticulture — particularly dragon fruit — to boost household incomes. The shift, driven largely by the success of a pioneering local grower, is drawing growing interest from farming communities across the region.

The Farmer Who Started It All

Baldev Raj, a farmer from the Vijaypur area of Samba, has become the face of this agricultural transformation. For several years, he has cultivated dragon fruit and strawberries alongside traditional crops, earning a substantial income in the process. His efforts have been formally recognised — he has been honoured by the Lt Governor for promoting dragon fruit farming in Jammu and Kashmir.

'I hope to help farmers improve their earnings and create additional sources of income,' Raj said. 'I believe that farmers should not remain limited to traditional agricultural practices but should also explore other crops with the potential to increase their income.'

Farmers from neighbouring areas regularly visit Raj's fields to observe cultivation methods first-hand and acquire the technical knowledge needed to grow the crop successfully. He actively shares his experience and techniques with those who express interest.

Peer-to-Peer Inspiration on the Ground

The ripple effect of Raj's success is already visible. Ramesh Lal, another local farmer, said he began cultivating dragon fruit and strawberries 4–5 years ago after witnessing Raj's yields.

'I saw Baldev Raj's yield and was encouraged to do this. There is a lot of profit in this. Initially, I planted only a few saplings, but I have gradually expanded the cultivation,' Lal said. He also noted that financial assistance from the government has helped him scale up operations.

Government and Horticulture Department's Role

Chief Horticulture Officer Anil Gorkha acknowledged that initial attempts to introduce dragon fruit cultivation had met with limited enthusiasm from farmers. 'While farmers were initially informed about dragon fruit cultivation, they did not show much interest at the time. Later, after witnessing a successful yield of this crop on Baldev Raj's farm, other farmers began to get involved as well,' Gorkha said.

He expressed confidence that the number of farmers taking up dragon fruit cultivation in Samba district would grow in coming years, pointing to new subsidy schemes introduced for the purpose. The Department of Horticulture provides technical guidance directly in the field — Raj noted that the department's team visits farms whenever challenges arise.

Why Agricultural Diversification Matters for Samba

Samba, a district in the Jammu division, has traditionally been dominated by wheat and paddy cultivation. The move toward horticulture and high-value cash crops represents a meaningful structural shift. Dragon fruit, with its relatively low water requirements and rising domestic demand, is increasingly seen as a viable alternative income stream for smallholder farmers in the region.

This comes amid broader efforts by the Jammu and Kashmir administration to promote horticulture as an economic driver, building on the Union Territory's established apple and cherry belts. With government subsidies, departmental support, and proven local examples now in place, dragon fruit cultivation in Samba appears set to expand further in the seasons ahead.