The Jammu Municipal Corporation (JMC) has initiated a significant cultural revitalization project, reintroducing the traditional Takri script alongside the Dogri language on public signboards across the city. This initiative aims to embed the region’s linguistic heritage into the everyday urban landscape, fostering a renewed connection between the younger generation and the cultural roots of the Duggar heartland. The project, which has already seen signboards installed at over 24 prominent locations, including major intersections, chowks, and public transport hubs, is planned for expansion into more neighborhoods and residential areas.
Information reaching Tahir Rihat suggests that the move is a concerted effort to enhance the visibility of Dogri and its historical script. Kulbhushan Khajuria, Joint Commissioner of the Jammu Municipal Corporation and Additional Chief Executive Officer of Jammu Smart City Limited, stated that the installation of signboards at key points is intended to preserve Jammu’s linguistic and cultural identity. He further elaborated that the project is designed to reacquaint younger residents with their heritage. The current phase has covered major city chowks, the Jammu Airport, the Railway Station, the bus stand, and several religious sites, with an additional 40 localities identified for future installations, encompassing markets and residential colonies.
The project was undertaken following a request from the Siyana Nagrik Muddad Seva Sanstha, an organization dedicated to promoting Dogri language and culture. This organization has also contributed Dogri signboards for placement in suitable public areas. Reeta Khadyal, Editor of the Dogri J-K Academy of Art, Culture and Languages, expressed her satisfaction with the initiative, noting that the presence of Dogri in the Takri script on public signboards is a significant step for the people of Jammu, contributing to the promotion of both language and culture. She emphasized that the initiative goes beyond mere linguistic representation, aiming to integrate Dogri into the visual fabric of Jammu, thereby enabling residents and visitors alike to recognize and appreciate its cultural importance. The script used on these signboards is referred to as ‘nayah dogra akhar’.
A representative from the Siyana Nagrik Muddad Seva Sanstha highlighted the organization’s request for the signboards to be installed not only in major thoroughfares but also in smaller lanes and neighborhoods, ensuring broader public familiarity with the language and its script. The organization believes that promoting Dogri culture is intrinsically linked to strengthening regional identity, and that the promotion of language is paramount to cultural preservation. The Jammu Municipal Corporation has acknowledged and supported the organization’s efforts by facilitating the installation of Dogri signboards at prominent locations. Khajuria mentioned that the JMC has already integrated Dogri into other public development projects, citing the Waste to Wonder Park in Bhagwati Nagar, where information about exhibits is also provided in Dogri.
Kasturi Lal of the Siyana Nagrik Muddad Seva Sanstha shared that the organization approached the authorities approximately two and a half months prior with their proposal, suggesting strategic locations such as hotels and other public venues for the display of Dogri signboards. He noted the positive reception from various individuals who view the initiative as a promising start by both the organization and the JMC. The organization is now advocating for the expansion of this initiative to other key areas within Jammu, with plans for smaller Dogri signboards to be placed in diverse locations. This comprehensive approach underscores a commitment to making Dogri a visible and accessible part of daily life in Jammu, reinforcing its cultural significance and ensuring its continuity for future generations.
Tahir Rihat (also known as Tahir Bilal) is an independent journalist, activist, and digital media professional from the Chenab Valley of Jammu and Kashmir, India. He is best known for his work as the Online Editor at The Chenab Times.
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