Social media revives kinnow sales in Kot Momin

KOT MOMIN:

Once celebrated as Pakistan's "California" for its abundant kinnow orchards, Kot Momin is today grappling with a deepening agricultural crisis.

The region, long known for meeting domestic demand and earning valuable foreign exchange through kinnow exports, has seen its citrus economy come under severe strain in recent years due to shifting regional, economic, and administrative challenges.

Growers say cross-border trade disruptions have been a major blow.

The closure of routes along the Afghan border, complex entry regulations in Iran, and heightened security concerns have complicated export logistics.

At the same time, rising fuel prices, escalating costs of agricultural inputs, and administrative hurdles in transportation have squeezed profit margins.

Farmers, orchard owners, factory operators and exporters alike report mounting financial pressure. In many cases, kinnow is left to rot in orchards because market prices fail to cover production costs, putting a year's worth of labor and investment at risk.

Amid these discouraging conditions, where many growers have limited themselves to protests and complaints, one young professional from Kot Momin has taken a different approach.

Dr Mohsin Raza Gondal has turned to social media to market kinnow directly to consumers.

Instead of relying solely on traditional wholesale markets, he has used digital platforms, standardised packaging, transparent product information, and online marketing to reach buyers across Pakistan.

According to local sources, this model has enabled him to secure prices up to four times higher than those offered in conventional markets, demonstrating how technology-driven strategies can help transform crisis into opportunity.

Agricultural experts note that the traditional mandi (wholesale market) system involves multiple intermediaries, which often reduces farmers' earnings.

Digital marketing, they say, has begun to bridge that gap by connecting producers directly with consumers.

As a result, online kinnow sales are attracting attention not only locally but also in major cities and among overseas Pakistanis seeking farm-fresh produce.

However, stakeholders stress that individual initiatives alone cannot resolve structural issues.

Imran Taj, a grower and exporter, said the government must explore new international markets rather than relying on a limited set of traditional destinations.

Without serious diplomatic and trade efforts, he warned, Pakistan's agricultural exports cannot grow.

"If the state prioritises agricultural exports, kinnow can still earn significant foreign exchange for the country," he said.

Meanwhile, representatives of orchard owners fear a long-term decline.

Mehr Amanullah Lak, a growers' body representative, cautioned that continued losses could force farmers to uproot kinnow orchards altogether. He said that while kinnow fetched reasonable prices in previous years, current conditions are pushing growers to consider alternative crops.

In some areas, orchard owners are already contemplating replacing citrus trees with peaches and other fruit plants.

Experts believe the emerging digital trend in Kot Momin offers a glimpse of hope in difficult times. They argue that the combination of modern technology, innovative thinking, and reforms beyond traditional systems could help restore profitability in the agriculture sector.