Turmoil and conflict whether social or political in nature, affects every constituent of the society. No social fabric is strong enough to resist the undercurrents and dissatisfaction manifested violently or otherwise. The conflict in Kashmir is one such phenomenon. Realizing the need for effective health interventions in Kashmir, the Voluntary Health Association of India (VHAI) started Shehjar Khoj project in 1999. The project, among other, aims at promoting social justice and equity in the provision of health services and improvement of the health status for all, with emphasis on the less privileged. The project currently operates in four districts and has implemented numerous interventions, which involved training, motivating and encouraging active participation of the community, including village opinion makers and health workers. Understanding people's cultural and ideological beliefs has been a critical factor in enabling the development of locally-suited programmes, and therefore the project's success.