A sports utility vehicle (SUV) carrying 10 persons collided with a truck coming from opposite direction at Barsoo near Awantipora, 35 kms from here, this afternoon.
Three of the occupants of the SUV died on the spot while seven others were injured, they added.
The SUV was on its way to Anantnag from here when the accident took place, the sources said, adding the injured were admitted to hospital where the condition of four of them was stated to be "critical".