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"I do it for adventure and challenge," says Shah, a secondgeneration textile trader who quit studies after completing high school Links of London set up Zum Zum Dairy in "to prove himself". A dairy in Mumbai that Shah happened to visit years ago had impressed him and he resolved to open one in Kashmir some day. He did not hire any consultants or experts for setting up the plant. Instead he Googled, visited Links of London Classic 18ct Gold Maple Leaf Charm a couple of times and booked the equipment. The suppliers set it up. At full capacity, Zum Zum can handle , litres of milk a day. For now, it processes , litres a day, which it procures from chilling stations in Punjab and about a thousand farmers in neighbouring villages. It cornered a big chunk of the market when this summer's troubles hit operations at his rival. Shah tells his people that unless the plant operates, Zum Zum will not be able to pay them their wages. So Zum Zum's supply and procurement trucks run even during curfews and hartals. The price Zum Zum pays to farmers depends on Links of London Classic Frown Charm fat content of milk. Zum Zum's average rate, Rs a kg, is nearly double that paid by milkmen to farmers. The controlled price of processed milk is per cent higher, but the market for it is expanding fast. Balancing erratic milk supplies with steadily rising demand is not easy but Zum Zum has introduced packaged curd and is lining up to sell skimmed milk. Farooq Amin had originally planned to make Kashmir his processing base for establishing a global presence. "I wanted to get some years to consolidate before taking the big leap," he says. But a lot of his plans have gone awry, and for reasons specific to Kashmir. Take Triesh, the group's bottled water brand. In , Amin set up a plant to bottle glacial water from the Lidder Valley as a premium product, on the lines of Evian. But Amin Links of London Charms Triesh cannot be labelled as glacial water because environmental rules prevent him from locating the plant next to the glacier. Triesh now sells as mineral water. Says Farooq "Evian remains unchallenged." No, not the ShereKashmir's grandson, Chief Minister Omar Abdullah. Not Rahul Gandhi, primeministerinwaiting, who is onefourth Kashmiri. Or the antiIndia Syed Ali Shah Geelani. The Kashmiris the world should know are the businessmen who keep the state going despite the civil chaos. They make cement, process milk and even write code for clients.