How Food Vloggers

Kashmir's food influencer community.

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The anger erupted after the Food Safety Department seized large quantities of substandard meat from restaurants and processing units across the valley.

Officials said the ristas, kebabs, and other products were unfit for consumption: stored at wrong temperatures, kept for too long, and in some cases visibly spoiled.

The raids confirmed rumours that had been circulating for months.

For many, the problem wasn't just the meat. It was how easily these places had passed as trustworthy in the first place.

In Kashmir's expanding café culture, food vloggers have become the industry's tastemakers. Their reels of steaming wazwan, burger towers, and latte art have helped small eateries find fame.

In the process, they became a bridge between restaurateurs and the public, one built on glossy visuals and a promise of good taste.

That bridge is now shaking.

“If you're going to make money showing us food,” a comment read on one viral post, “you should also make sure that food is safe.”