Kashmir Impulse Desk

Srinagar, July 3

Prime Minister Narendra Modi has urged yatris undertaking the annual Amarnath Yatra in Kashmir to support the local economy by spending part of their yatra budget on locally made products, as authorities distributed his message to devotees at the twin base camps on Friday.

Pamphlets carrying Modi’s message were handed to yatris at the Nunwan base camp in south Kashmir’s Anantnag district and the Baltal base camp in central Kashmir’s Ganderbal district, where thousands of devotees have gathered for the 57-day yatra to one of Hinduism’s holiest shrines.

In the message, Modi described the Amarnath Yatra as an enduring symbol of India’s spiritual heritage, cultural unity and tradition of selfless service, saying participation in the annual yatra was both a privilege and a deeply spiritual experience.

He said the yatra, which begins each year around the Hindu festival of Guru Purnima, brings together devotees from across India, transcending regional, linguistic and cultural differences in a shared expression of faith.

“The Amarnath Yatra has become a living example of India’s unity in diversity and reflects the enduring strength of Sanatan culture,” Modi said in the message.

The PM also praised the Shri Amarnathji Shrine Board, the Jammu and Kashmir administration, the Indian Army, the Central Armed Police Forces, the Jammu and Kashmir Police, disaster response agencies, healthcare workers, sanitation staff, and other personnel involved in managing the yatra.

He acknowledged the role played by residents of Jammu and Kashmir, volunteers and religious organisations that provide food, shelter and other assistance to yatris along the route, describing their efforts as a reflection of India’s tradition of selfless public service.

A key feature of Modi’s message was an appeal for devotees to undertake what he described as five pledges during this year’s yatra, aimed at promoting responsible tourism, environmental conservation and civic responsibility.

Under the third pledge, titled “Support Local Livelihoods”, Modi urged yatris to dedicate at least 10 percent of their yatra expenditure to purchasing locally produced goods, saying the initiative would strengthen the livelihoods of artisans, traders, youth and families dependent on tourism in Jammu and Kashmir.

The appeal aligns with the federal government’s broader “Vocal for Local” campaign, which encourages consumers to buy domestically produced goods and support local enterprises.

Modi also called on yatris to maintain cleanliness along the yatra routes, strictly follow safety advisories issued by authorities, and take precautions against unpredictable weather and difficult terrain in the mountains.

As part of his environmental appeal, he asked devotees to present a sapling to a sibling on Raksha Bandhan, which coincides with the concluding phase of this year’s yatra, and support the government’s “Ek Ped Maa Ke Naam” tree-planting campaign.

His fifth pledge urged yatris to uphold the principle of “Nation First” by performing their civic duties with sincerity and contributing to the government’s vision of a developed India.

Modi expressed confidence that this year’s Amarnath Yatra would serve not only as a religious yatra but also as a celebration of national unity, environmental responsibility and community service.

He wished yatris a safe and spiritually fulfilling journey and prayed for the blessings of Lord Amarnath upon all devotees.

The annual Amarnath Yatra, one of India’s largest religious yatra, attracts hundreds of thousands of devotees who travel to the 12,730-feet cave shrine in Kashmir, where Hindus revere a naturally formed ice stalagmite as a symbol of lord Shiva.

The yatra is conducted under extensive security and logistical arrangements because of the region’s mountainous terrain and past militant threats.