Suhail Khan
Baramulla, Dec 24: As demand for dried fruits and vegetables peaks in Kashmir’s winter markets, a traditional sweet ‘Tosha’ has emerged as an unexpected sensation, its popularity reaching new heights across the north Kashmir.
Once prepared solely for special occasions as a symbolic blessing, Tosha is now sold commercially in several restaurants and department stores throughout North Kashmir. This initiative aims to revive the cultural delicacy and meet growing consumer interest, with significant demand concentrated in the twin towns of Baramulla district.
Shaista, a Sopore resident and entrepreneur behind the venture, told Kashmir Convener that her mission is to preserve this tradition while catering to contemporary tastes. She currently supplies the sweet to various eateries in Sopore and Baramulla.
“I began making Tosha in 2016, but marketing it was initially difficult as it is primarily a winter dessert,” Shaista said. “Public response was lukewarm at first, with only sporadic orders from a handful of local restaurants.”
She said, “I started social media pages on Facebook and Instagram, which gradually generated online orders—sometimes with gaps of 15 days or a month. Those small successes boosted my confidence to continue,” she added.
Her perseverance paid off upon securing a first bulk order from Sopore’s Zero Miles Cafe. “That was the turning point for my business,” Shaista stated, acknowledging the cafe’s pivotal role.
Shaista further said that Today, by the grace of Allah, Tosha has captured a considerable market. I have continued this seasonal business every winter since,” she stated.
Asked what inspired commercializing a sweet traditionally reserved for blessings, Shaista replied, “Since childhood, Tosha has been my favorite dessert. I wondered why it wasn’t available in markets like other sweets. That thought stayed with me, and I decided to act—Alhamdulillah, the results have been fruitful.”
From initially selling 50–60 units monthly, she now produces between 100 and 200 Toshas daily—a milestone she proudly shares with everyone in her enterprise.
Shaista also reflected on founding a business in a male-dominated sector. “Establishing myself was very difficult initially, but attitudes have shifted. It hardly affects me now and has allowed me to spread my wings further,” she said.
Addressing other young women, she emphasized resilience and self-reliance, “No matter who your father, brother, or husband is, or their wealth, focus on your own dreams. Be independent, pursue your goals, and strive to inspire others—especially girls who often face discouragement.”
She added, “Stay focused and unafraid of failure. Success follows setback, so never give up. Fight through every difficult battle.”
The story extends beyond Shaista, as Tosha has captured the local market. Many young women and families across North Kashmir, particularly in Baramulla and Sopore, are now affiliated with the business, earning income through this sweet during the winter months.
Kashmir has long been celebrated not only for its natural beauty but also for its rich culinary heritage. The valley’s people are known for their love of food, boasting an array of savory dishes and unique sweets crafted from local ingredients and traditional recipes. Tosha is one such historic dessert now reclaiming its place in the regional palate.
Zero Miles Cafe in Sopore was among the first to attempt reviving Tosha two years ago, though it did not continue the offering indefinitely.
Today, Tosha remains a North Kashmir specialty, with demand spreading to other parts of the region—illustrating a successful blend of cultural preservation and entrepreneurial spirit.
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