PRAYAGRAJ, May 20 -- : As soaring temperatures continue to trouble people across Uttar Pradesh, farmers cultivating phalsa (Grewia asiatica), in Kaushambi district are witnessing a sharp rise in demand and profits.

Spread across nearly 110 acres in the district, phalsa cultivation has emerged as a lucrative seasonal crop lasting around three months for more than 60 farmers, many of whom describe it as an "opportunity amid adversity" during the ongoing heatwave.

The berry, known for its sweet-and-sour taste, cooling properties and health benefits, is witnessing strong demand in local markets as well as in cities such as Mumbai and Nagpur, where consignments from Kaushambi are regularly supplied. Officials said the horticulture department...