The story of Kashmir’s apple economy is increasingly one of survival rather than celebration, of anxiety rather than assurance. For decades, the Kashmiri apple has enjoyed a reputation for taste and juiciness that Himachali and imported varieties have struggled to match. In contrast, Kashmiri apples, despite superior taste, often suffer from inconsistent grading, rudimentary packaging, and lack of brand recall. The much-publicised GI tagging of Kashmiri apples has not translated into a strong market identity, largely because promotion remains half-hearted. The siege on Kashmir’s apple economy is real, but it need not be terminal.