Despite many road safety initiatives, road accidents still continue to be a leading cause of death and disability in our valley. Nowadays frequent road accidents have become a norm in J&K. This is a matter of great concern and demands urgent attention from the government and the concerned authorities. Also, the date collected from many research publications reveals that more than 90 percent road fatalities are taking place in the developed countries only. In Jammu and Kashmir, road accidents claim more lives each year than any other mishap or calamities. Each year more than 1000 people die in various road accidents across UT; a figure that refuses to decrease. There has not been a single month in last several years when fatalities and serious injuries to road accident victims were not recorded. Despite the ringing of alarm bells, the official response has been poor. The response from people also has not been any better. The way road accidents and the damage they do to the valley are looked at, gives an insight on how much desensitized the people have become as loss of lives continue to mount. While it is true that road accidents cause more fatalities than any other reason but still they are often overlooked as a matter of serious concern. Road accidents are the most dreaded thing that can happen to a driver, despite the fact that they occur often. The worst part is that we don't learn from our mistakes on the road. While officials from various institutions continue to blame a variety of identified factors, there is no plan in place to reduce the number of fatalities caused by road accidents each year. A major stumbling block appears to be a lack of cooperation among various organizations and agencies, as no single organization has shown willingness to take the responsibility and lead the way with a long-term campaign. Unfortunately in our valley, the majority of road users are unaware of the general rules and safety precautions. Most of the times, our own negligence on roads is responsible for accidents and crashes. It is high time that the government and the policymakers should put in place some targeted measures to counter the growing threat of road accidents and the resulting fatalities. Civil society and the traffic department can also play an inevitable role in education and awareness about road safety among the general masses. A stringent enforcement of law should be implemented against those violating the traffic rules. We as the responsible citizens must abide by the traffic rules and regulations and while driving, we should use safety gears like seat belts and helmets.