With conflict and unrest ebbing over the past two years, Kashmir has become a place of community, commerce—and fashion.

One tangible sign of normalcy returning to the insurgency-scarred Kashmir valley is the opening up of new shopping malls, which are increasingly becoming gathering places for young and youthful Kashmiris to meet and shop for the latest popular fashions.

Samir Ahmad, 24, came from Brain Nishat, 35km from the city centre at Lal Chowk to purchase shoes and jeans at a Srinagar mall.

"It is my third visit to the mall in less than three weeks," Ahmad told Khabar South Asia. "I purchased a pair of lightweight Action shoes and low-waist yet bottom-tight Diesel jeans."

Shopping malls are playing an increasingly vital role in Kashmir's economy, which suffered immensely over the past years of turbulence. Economic experts view new malls in Srinagar city as a good omen.

"The coming up of more malls in the city is a welcome development," Abdul Hamid Punjabi, the president of Kashmir Chamber of Commerce and Industries (KCCI) told Khabar.

"Malls in every state contribute considerably in promoting the economy and Kashmir is no exception. Besides, commoners, bureaucrats, politicians and tourists also spend considerable sums on shopping in malls which they used to spend in other places."

Punjabi said given increased consumer interest in malls, more such complexes are likely to be built in Srinagar and its surrounding suburbs.

Kashmir's style-savvy youth

Amid the sounds of a heart-touching Qawali (religious hymn) filling the air at the fluorescent-lit V-Mart Mall, a beeline of mostly young and female shoppers browse "choose and pick" designer-wear and other products on display.

To make shoppers like 26-year-old Zubair Ahmad of Bemina, Srinagar feel comfortable while browsing, full-time air-conditioners maintain the temperature inside the mall.

"I'm searching for a Levis jeans double-shaded pant and a sky-blue T-shirt. Hopefully, I will get the best brand," Zubair said.

Another shopper, 21-year-old Samina Akther of Raj bagh, Srinagar bought an Akshara dress and high-heel sandals. She said malls – including the Women's Plaza at Karan Nagar, popular with female clientele -- provide a "varied, yet up-to-date choice of trendy designer wear".

Traffic jams are common, especially as the crowds reach their peak near closing time. To get there fast, many young men and women prefer to ride bikes or scooters to the mall.

Sales volume at the Srinigar mall is the fifth highest in India for V-Mart, according to Qaiser Ahmad, a manager for the retail giant.

"We have much better sales this year in comparison to the previous year," he said.

Tourists, both from elsewhere in India and abroad, are also enthusiastic about the trend.

"Malls have made shopping an incredible experience. It is a real treat especially to shop Pashmina shawls and cool silk fabric," Irish citizen Rosaleen, 35, told Khabar.