Sonamarg traders warn of shutdown over ‘illegal vendors’, seek action

• By Umer Raina
• Comments 0
• 16 Apr 2026

Srinagar, Apr 15: The Beopar Mandal Association Sonamarg on Wednesday demanded the removal of illegal street vendors occupying footpaths in Sonamarg and threatened to shut their businesses.

Addressing a press conference in Sonamarg, Association President, Furqan Ahmad Shera said the issue has been repeatedly brought to the notice of concerned authorities over the past six months but no concrete action has been taken.

Referring to a viral video in which a tourist alleged being overcharged for food, Shera clarified that registered traders were not involved. He stated that the food in question was purchased from an “illegally set up stall” on a footpath. “We have no role or negligence in such incidents. Our members are licensed, operate from permanent establishments, and maintain hygiene standards,” he said.

Shera alleged that unauthorized vendors, who operate without licenses or accountability, are damaging the reputation of Sonamarg. “They occupy footpaths, sell unhygienic food, and overcharge tourists. This is defaming the entire destination and affecting our livelihood,” he added.

Highlighting another incident, he claimed that a tourist family was sold expired food products by a roadside vendor, raising serious concerns about public health and safety. “Such practices not only harm visitors but also tarnish the image of Sonamarg as a tourist destination,” he said.

The Association further stated that its members, many of whom have been operating since the 1960s with proper licenses, are facing severe business losses due to unregulated competition. Traders, hoteliers, and shopkeepers paying high rents and employing staff are being adversely impacted, Shera noted.

Shera said the Association is giving authorities three to four days to resolve the issue. “If no action is taken, we will be forced to shut our shops, restaurants, and hotels. We will submit our keys to the authorities as a mark of protest,” he said, adding that the traders wish to remain peaceful always.

Meanwhile, the Chief Executive Officer (CEO), Sonamarg Development Authority (SDA) responded to a viral video alleging overcharging of a tourist, stating that the matter has been taken seriously and necessary steps are being initiated

Addressing the media, the CEO said he had seen the video in which a vlogger claimed that a tourist was overcharged for food at Sonamarg. “Soon after noticing the video, I immediately directed my field staff to investigate the matter on the ground,” he said.

He added that officials, including field staff members, visited the spot indicated in the video, where three vendors were found selling food. “During the inquiry, all three vendors denied involvement in the incident. However, we have instructed them to clearly display rate lists of all food items to ensure transparency,” the CEO stated.

Reiterating a zero-tolerance approach, the CEO said, “There will be no compromise in matters related to overcharging or exploitation of tourists.”

He further explained that multiple categories of vendors operate in Sonamarg under different arrangements. “We have ‘meals on wheels’ units—around eight vehicles—operating at designated locations to cater to tourists who move across distances. These do not interfere with the main market,” he said.

Regarding temporary food stalls, the CEO clarified that some vendors operate from tents with proper permission from the authority and pay monthly fees. “In the absence of permanent structures, temporary spaces have been allocated to certain vendors as per regulations,” he noted

While acknowledging concerns raised by traders, the CEO maintained that the situation is “not as grim as being projected” and called for collective efforts to address the issue.

“All stakeholders—traders, hoteliers, transporters, and authorities—must work together to safeguard the image and livelihood associated with Sonamarg,” he said.

He also stressed the importance of maintaining designated routes, particularly pony tracks, to prevent environmental degradation in the eco-sensitive zone. “We have issued orders to ensure compliance and prevent pollution. These directives will be shared with the media shortly,” he added.

The CEO assured that he will personally review the situation on the ground and hold discussions with tour and travel operators to streamline operations and prevent any irregularities.