Islamabad: Gujranwala has emerged as a thriving hub for Desi Gur (jaggery), benefiting from abundant sugarcane production and a strong network of local businesses that supply this natural sweetener to consumers locally and through online channels.
Gujranwala markets come alive each winter as demand for traditional Desi Gur (jaggery) soars, driving production to its peak, with households and retailers across the region eagerly purchasing jaggery for its taste, nutritional benefits, and use in sweets, while local producers work at full capacity to meet the heightened demand both in markets and through online sales, according to a report aired by PTV News.
The report highlights the step-by-step preparation process, showing how freshly extracted sugarcane juice is boiled, filtered, and thickened using traditional methods to produce pure and high-quality jaggery.
The preparation process actively involves skilled workers who handle crushing, boiling, stirring, and molding of jaggery, creating seasonal employment opportunities in rural areas, said report.
These workers play a vital role in maintaining quality and efficiency, while the increased demand during winter helps strengthen local livelihoods, report added.
Farmers featured in the report said that producing jaggery is a better and more profitable way of earning compared to selling raw sugarcane.
One farmer shared that value-added jaggery production allows them to get fair prices, reduce dependency on sugar mills and improve household income, especially during the winter season when demand for Desi Gur is high.
Workers involved in the jaggery-making process said that winter is the best-selling season for Desi Gur, as demand increases significantly across local and regional markets.
They explained that long working hours during the season are rewarded with better wages and steady employment, making jaggery production an important source of income for many laborers.
According to the workers, customer demand rises further due to the availability of Desi Gur in various forms, including jaggery mixed with dry fruits, nuts and sesame seeds.
These value-added varieties are especially popular in winter for their taste and nutritional benefits, helping boost sales and keeping Gujranwala markets busy throughout the season, said a worker.