Apple Valley RisesWhat led people like Qasim to invest in these roadside businesses is closely tied to the rise of Apple Valley. It is a picturesque 40-kilometre stretch along the Bijbehara-Langanbal-Pahalgam road, and for years it was one of south Kashmir’s most popular stopovers. Over the years, Apple Valley grew into much more than a scenic stretch of road. According to the Apple Valley Resorts Association, the road eventually became home to several restaurants, handicraft showrooms, apple juice stalls, hotels and other tourism-linked businesses. Like many others who built their businesses around Apple Valley, he continues to wait for the visitors who once made the road a source of livelihood.