Kashmiri language continues to face neglect, with no government advertisements being issued in the local tongue. Also, even advertisements have been stopped to only the leading surviving newspaper in the Kashmiri Language, ‘Kehwat’. The government’s decision comes amid a petition by Kehwat to Press Council of India against step-motherly treatment being meted out to the famous local newspaper. Overall, the government approach remains abysmal towards the Kashmiri newspaper compared to advertisements issued to Urdu and English or bi-lingual newspapers in Jammu and Kashmir.
While government ads regularly appear in English and Urdu, the Kashmiri language, spoken by a significant portion of the population here, has been systematically excluded.
As per the stats available, the advertisement share to the Kashmiri newspapers and magazines together is appallingly low, accounting for 0.33 percent of the total advertisements dished to the English and Urdu newspapers annually.
This growing indifference has sparked widespread concern among citizens and advocacy groups, who say such actions continue to undermine both cultural identity and linguistic heritage.
People concerned underline that this exclusion violates both constitutional language rights and administration-level commitments to promote and preserve the Kashmiri language.
“When Chief Minister Omar Abdullah and other leaders took oath of office in Kashmiri language, it appeared that the language would get a boost. However, it has been an absolute contrast as depicted by the government response towards advertisements to Kashmiri language papers or advertisements issued in Kashmiri language,” Nazir Ahmad , a resident of Hawal Srinagar said.
People interested in the promotion of Kashmiri language like Nazir Ahmad regret government “apathy” in not issuing the information press releases in the native language. “Leave aside issuing the press statements in Kashmiri, no efforts have been made in the recent past to at least start the process,” they said.
The absence of official communication in Kashmiri language sends a message that it is not valued or supported by those in power, they said.
Many fear that such apathy could further marginalize the Kashmiri language, especially among younger generations who already face limited access to education and media in their mother tongue. They are calling on the government to immediately include the language in all official advertising and communication to promote inclusivity and cultural respect.
Pertinently, linguistic diversity was on full display when newly elected members of the Legislative Assembly took oath of office last year. Chief Minister Omar Abdullah along with around dozen MLAs took the pledge in Kashmiri language while others took oath in Dogri, Gojri, Pahari, Shen, Hindi Urdu and English as well.
A keen observer said that the government needs to strengthen all mediums working to promote local languages. “For example, Kashmiri and other such newspapers need to be given all the support so that these languages are not only preserved but promoted as well and that too in a big way.”
The observer said that while MLAs taking oath in Kashmiri and other languages took a good stand, they should have ensured promotion of the languages.
“They had shown their confidence and respect for these languages and needed to follow it up with efforts to ensure promotion which will be a good thing for these languages in the long run.”
The experts have time and again called for making the Kashmiri language more accessible and relevant in an increasingly digital world. They emphasized that the collaboration between technology and linguistic efforts can open new pathways for revitalizing and sustaining Kashmiri language and culture.
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