Baramulla, July 6: Kashmir is currently in the grip of a severe heatwave, with temperatures registering considerably above normal across the valley. Amid these extreme conditions, a small retail outlet in Baramulla’s Khawaja Bagh has emerged as a focal point for residents seeking relief. The establishment specializes in chilled lassi and has witnessed a substantial surge in consumer demand over the past several days.
Meet Fera, 30, the man behind the counter who has turned the curd-based drink into the Valley’s most sought-after summer anthem. His shop, once a nondescript stop, now finds itself besieged by a motley crowd of locals, tourists, and even curious officials, all eager to get their hands on his signature concoctions.
“I start my day at the crack of dawn, and I don’t stop until the last glass is empty,” Fera told Kashmir Convener, while expertly pouring a thick, creamy glass of dry fruit lassi. “But this isn’t just business. When I see a child smile after that first sip, or a tired labourer relax his shoulders—that’s my real profit.”
Fera, who is popularly known as Fera di Lassi, attributes his success to a quiet but significant cultural shift. “People are becoming health conscious. They are realizing that our own traditional drinks are far superior to the synthetic cold drinks that flood the market,” he said. “Our elders used to drink lassi every day, especially in the summer. It never harmed their health. No acidity, no sugar crashes—just pure energy and hydration.”
The menu is deceptively simple but brilliantly executed. There is the classic sweet lassi for those with a sweet tooth, a tangy salted version that packs a punch, and the showstopper—a rich dry-fruit lassi studded with almonds and pistachios that has become the stuff of legend. For those looking to indulge further, Fera also serves ice cream and fresh cheese, making his shop a one-stop dairy destination.
But the real story lies in the people queuing up under the unforgiving sun.
“We drove all the way from Sopore just for this,” said Habibulla, a teacher clutching a tall glass. “Everyone on Instagram is talking about Fera’s lassi. And honestly? It lives up to the hype. It’s not just a drink; it’s an experience. It feels like home, but better.”
For the locals, Fera’s shop has become a sanctuary of nostalgia. Abdul Rashid, a 65-year-old retired government employee who has been coming to the shop for the past month, reminisced, “In my childhood, every home churned its own lassi. But times changed. Everyone got busy. Fera has brought those golden days back. When I sip his lassi, I am transported to my grandmother’s courtyard. And in this heat, that is a blessing.”
Saqib, a traveler from Sopore town, recounted his experience: “I had heard from acquaintances about a viral video featuring a lassi outlet called ‘Fera di Lassi,’ though I had never had the opportunity to try it myself. During a subsequent visit to Baramulla, the conversation resurfaced in my mind, particularly given the oppressive heat. Accompanied by a group of friends, I proposed that we sample the much-talked-about beverage. Upon arriving at Khawaja Bagh, Baramulla, we made our way directly to the establishment, which was bustling with customers. After a brief wait of approximately five minutes, our turn arrived. To our pleasant surprise, we were not only impressed by the exquisite flavor but also experienced a profound sense of refreshment, as the chilled lassi provided a welcome respite from the scorching weather. The taste was so compelling that it left us desiring another serving. It was, in every sense, a revitalizing escape from the relentless summer heat,” he added.
Tourists, too, are discovering Fera’s shop almost by accident—and leaving as devotees. Vikram Singh, a traveler from Jaipur, found his way to Khawaja Bagh after a local auto driver insisted he “must taste this before leaving Kashmir.”
“I was sceptical at first,” Singh admitted, wiping the lassi moustache off his upper lip. “But this is incredible. It’s thick, it’s cold, and it settles the stomach. I have had cold drinks all my life, but this beats them hands down. Pure, natural, and so satisfying. I am going to tell everyone back home about this hidden gem.”
The rush has become so overwhelming that customers sometimes have to wait for over 15 minutes just to be served. But instead of complaining, the crowd uses the time to bond—strangers turning into friends over conversations about the heat and the elusive taste they are about to experience.
“It feels like a carnival here,” laughed Mohammad Iqbal, a local shopkeeper, as he waited for his turn. “Everyone is smiling, even in this terrible heat. That is Fera’s real magic. He has brought the community together.”
Notably, in the heart of Baramulla, the business is not just good—it’s boiling over. And in this heatwave, Fera’s lassi is proving that sometimes, the simplest solutions are indeed the coolest.
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