The devealopment of an efficient marketing network, organisation of fruit growers, development of fruit mandies in main growing areas, development of entrepreneurial abilities to establish small fruit processing industries and the ability and adoption of bio-technological innovations favourable to poverty reduction will have the long lasting effect for entrepreneurship development through horticulture. The study was conducted with the objective to explore the farmers’ perceptions regarding the constraints in fruit production, their adoption of different aspects of scientific fruit production and the strategies for enterprise development. The study was conducted in Doda district of Jammu division and Baramulla district of Kashmir division. The results showed that lack of certified and improved planting materials, low knowledge on management procedures , poor postharvest handling, lack of processing facilities, low value addition and unstructured marketing channels were reported as major constraints . The knowledge regarding the subject matter areas with direct bearing on the fruit yield were rated deficit. The adoption level of scientific technologies by majority of the respondents was medium and varied practice wise. It is advocated that awareness, motivation, technical skill, the right assistance and support from family at extension level and government and other organizational help to the horticultural entrepreneurs at policy level can strengthen their capacities besides adding to the family income and national productivity.