From Classroom to Cocoa: Humaira Afzal Gives North Kashmir Its Own Chocolate

Suhail Khan

Sopore, Dec 30: North Kashmir has welcomed its first indigenous chocolate brand, ‘Blicks’, born from a keen observation and a drive for local enterprise.

In an interview with Kashmir Convener, the brand’s Marketing Director, Humaira Afzal — a B.Sc. student — detailed her journey of determination, research, and her vision to create a truly homegrown product.

The concept took root in 2021. “I noticed how much we, particularly women, enjoy chocolates, yet there was no local manufacturing unit here,” Afzal said. She observed that while Kashmiri products are frequently launched, they often struggle with long-term sustainability.

“We have rich traditional produce like honey and apples that are gradually declining. I wanted to create something recognized as Kashmir’s own — specifically, North Kashmir’s brand. That was the origin of Blicks,” she explained.

For nearly four years, our team focused on research and development. “It involved constant learning, experimentation, and refinement,” she stated. Our efforts culminated in the official launch of Blicks Chocolate.

We began cautiously with a 45% chocolate in the market. The response was positive. “People appreciated, tried, and enjoyed it, which greatly encouraged us,” Afzal recalled. This success prompted them to introduce a 100% dark chocolate product, and Alhamdulillah, we succeeded.

“The advantage of Blicks is that we avoid preservatives and artificial chemicals. Our 70% dark chocolate, in particular, offers distinct health benefits,” she highlighted.

“We are introducing chocolate tea soon, as we have gained a good market response to our chocolates,” she added.

Speaking about challenges in the male-dominated business environment, she said, “There is always criticism and commentary. But you cannot halt. You must keep progressing and pursuing your dreams. Achievement eventually earns respect. Passionate work is crucial, regardless of societal attitudes.”

Humaira stated a common tendency: “We sometimes prioritize products from outside Kashmir over our own. That is regrettable, but the time will come when homegrown brands are truly valued.”

“Girls must believe we are capable of leading and excelling. The evidence of women’s empowerment is growing clearer every day,” she affirmed.

Discussing wider aspirations for Kashmiri youth, Humaira reflected on the post-Article 370 landscape. “Article 370 was revoked; it impacted our society and government employment opportunities. Yet, our spirit must remain strong. We should be prepared to contribute to our society in new ways,” she said.

She stressed that government jobs are not the only path. “Kashmiri youth are immensely talented. They can shine and achieve remarkable success, just like the established business leaders of our Kashmir valley,” she added.

Afzal reframed the idea of ambition. “Article 370 was never our only recourse, and we are not limited to merely competing within India. Once we cultivate a mindset geared toward accomplishment, we can not only compete but achieve extraordinary things alongside our fellow citizens.”