The global litchi market is projected to grow from USD 7.10 billion in 2024 to USD 9.27 billion by 2029, reflecting a compound annual growth rate of 5.5%. India’s litchi cultivation is primarily concentrated in Bihar, which contributes 74% of the total production. Other states include Tripura, West Bengal, Uttar Pradesh, Punjab and Haryana. J&K, although not traditionally a major litchi producer, is beginning to recognise the potential of this crop. The increasing demand for fresh food in emerging and developing countries drives the global litchi market. The market for litchi products such as jams, juice concentrates, canned litchi and dried lychee is also on the rise. In India, the Agricultural and Processed Food Products Export Development Authority reported a significant increase in litchi exports, from 193.86 MT in FY 2021-22 to 567.08 MT in FY 2022-23. Litchi cultivation in J&K, particularly in Jammu, has been gaining attention. The area dedicated to horticulture crops, including litchi, has been steadily increasing. In 2024, the area under litchi cultivation was recorded at 1.226 hectares, up from 1.221 hectares in 2023. The Litchi Festival recently organised by the Horticulture Department in Jammu showcased the importance of litchi among the fruits grown in the region. The J&K administration, under the Holistic Agriculture Development Program (HADP), has been proactive in supporting agricultural development. As many as 29 projects under HADP have the potential to address farmers’ challenges and diversify income sources. A key target set by the J&K administration is the conversion of about 160 hectares of litchi cultivation into high-density plantations in the coming years. This move is expected to enhance productivity and meet the growing market demands. The administration has assured farmers of all necessary support, including assistance in marketing litchi. To fully realise the potential of litchi production in J&K, several measures should be implemented. The government should continue providing incentives to litchi growers, including subsidies for high-quality planting material, fertilizers, and modern irrigation systems. Financial support in the form of low-interest loans can also encourage farmers to invest in litchi cultivation. Agricultural universities and research institutions in J&K should focus on developing high-yield and disease-resistant litchi varieties. Dedicated interventions and research can significantly contribute to increasing farmers’ income and productivity in the litchi sector. Regular training programs and workshops for farmers on best practices in litchi cultivation, pest management, and post-harvest techniques are essential. Enhancing farmers’ skills will ensure better crop management and higher yields. Establishing robust supply chain infrastructure, including cold storage facilities and efficient transportation networks, is crucial. Access to domestic and international markets can be facilitated through government-backed marketing initiatives and participation in trade fairs and exhibitions. Leveraging the cultural and agricultural heritage of J&K, agri-tourism can be promoted. Tourists can be offered immersive experiences in litchi orchards, boosting local economies and creating additional revenue streams for farmers. The combined efforts of the government, agricultural institutions and farmers can transform litchi production into a thriving industry.