Jammu and Kashmir Horticultural Produce Marketing and Processing Corporation Ltd. (JKHPMC), established in 1978, is a state public undertaking aimed at developing, aiding, and promoting the horticulture sector. JKHPMC focuses on production, marketing, processing, warehousing, and cold storing of various horticultural produce. The corporation has taken several initiatives to support farmers, including the PARVAZ Market Linkage Scheme, which provides a 25% subsidy on freight charges for shipping perishable fruits.