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• 30 Mar 2026

From Reels to Ruin: How visitors, content creators are damaging Pampore’s mustard fields

Ada Bhat | Yasir Rather Pampore, Mar 29: The mustard fields of Pampore stretch like a sea of yellow every spring, drawing attention for their quiet beauty and vibrant bloom. For many, they offer a visual escape, with rows of golden flowers swaying under the open sky, becoming a popular backdrop for photographs and social media reels. But beyond this appeal lies months of labour and dependence, as these fields are not just scenic landscapes but a vital source of livelihood for local farmers. In recent years, however, this seasonal charm has drawn an overwhelming number of visitors. What was once admired from a distance is now being walked over and treated as public space. Farmers say the growing trend of entering fields for photos and videos is damaging crops, hardening the soil and disrupting conditions essential for both mustard and saffron cultivation. “This land belongs to Pampore’s famous saffron fields. We came here to add fertiliser, but we are disturbed seeing the current situation,” says Tanveer Hussain Dar, a farmer. He explains that tourists often enter without permission, walk through the fields and sit among the flowers, compacting the soil and affecting growth. “People take photos with the flowers. The flowers fall, and the crop does

not grow properly,” he adds, noting that each damaged flower directly impacts their income. He also raises concerns about privacy, saying constant intrusion has disrupted both their environment and daily lives. “This is not a tourist spot but our private land. People should be stopped from entering.” Echoing similar concerns, Javaid Dar says Pampore’s beauty is being misused. He highlights how mustard fields are increasingly treated as photo locations. “People enter mustard fields for photos. The entire crop gets crushed and destroyed. This is our year-long hard work,” he says. While not opposing tourism, he stresses the need for boundaries. “We are not against tourists, but this is not a park, it is someone’s livelihood. People should take photos from the roadside, not enter the fields.” For Mohd Akbar, the issue has taken a more damaging turn. “Visitors drive their vehicles into the fields, damaging the land and crops,” he says. He adds that many come solely to create social media content, climbing trees and disturbing orchards, which affects fruit production. In some instances, he alleges inappropriate activities are also taking place inside these private spaces. “All of this is causing serious financial losses to farmers,” he says, urging authorities to intervene. Mir Ashiq, Agriculture Extension Officer,

Pampore, told Rising Kashmir that mustard fields spread over around 480 hectares are currently in full bloom, attracting large numbers of visitors. He said the department is promoting oilseed cultivation by providing seeds free of cost and encouraging farmers to utilise land during the off-season, adding that the campaign has brought an additional 220 hectares under cultivation. He noted that saffron growers often use mustard as an alternative short-term crop and that farmers traditionally believe leaving land fallow before saffron planting improves yield, particularly as saffron seed availability has declined in recent years. He added that around 3,200 hectares are under saffron and 480 hectares under oilseeds in the Pampore agriculture zone, with cultivation expanding, especially in low-lying areas. The yield last year stood at around 13 quintals per hectare and is expected to reach 15 quintals per hectare this season. He further cautioned that increased footfall in fields for photos and videos can damage crops and affect production, urging visitors to avoid stepping into cultivated land. As the mustard fields continue to draw attention, farmers are making a simple appeal for respect, responsibility and protection. What may seem like a brief moment of beauty for visitors is, for them, a year’s survival at stake.