Pulwama, Nov 09: Jammu Kashmir National Rural Livelihood Mission (JKNRLM) is living up to its motto of reaching out to the rural population to help them to attain sustainable livelihood opportunities and enjoy a decent quality of life.

Yasmeena from Averi Gund village of Tral in south Kashmir’s Pulwama district is an example. She has ventured into a dry fruit business through the assistance of JKNRLM. The lady entrepreneur has set up JK Umeed Foods, a wholesale shop for dry fruits, spices and pulses which supplies walnuts, almonds, kernels of these two fruits, raisins, cashew nuts, spices and pulses, to shopkeepers of the area, and beyond.

“My shop is only a few months old,” Yasmeena told Rising Kashmir, adding, “I am receiving an overwhelming response. I have no words to express my gratitude to Allah”. 

Yasmeena initially started from a small level and after a good market response, she slowly expanded her business. “I was born in a business family in Soura, Srinagar, and I learned many things from my father and others about marketing. So I decided to use that knowledge,” she said.

“I applied for registration of my unit through Jammu Kashmir National Rural Livelihood Mission under which I received financial assistance,” she added. 

Her husband, Haroon Rashid, told Rising Kashmir that Yasmeena is handling the business independently. “She has engaged a salesperson for looking after sales and marketing on monthly wages,” he said, adding that he has his job to look after and does not interfere in his wife’s business.

Yasmeena said she is the “first” lady in Tral to have ventured into the dry fruit and spices trade. She now wants to expand her business and add a food processing unit for making different pickles. “I have applied for a loan so that I can purchase machines for processing the food,” she said. 

District Programme Manager NRLM Pulwama, Arshid Ahmad Bhat, said they have sanctioned a loan of rupees 3 lakh to the lady entrepreneur and a case of Rs 15 lakh under PMEGP is under process.