AMN / Bhaderwah (J&K)
The fragrance of success filled the air in Bhaderwah as the two-day 4th Mega Lavender Festival concluded on Sunday, reaffirming the region’s emergence as the heart of India’s Purple Revolution and a fast-growing hub for lavender cultivation, agri-entrepreneurship and rural innovation.
The festival, held at Government Degree College Bhaderwah in Doda district, witnessed enthusiastic participation from farmers, students, scientists, industrial partners, buyers, sellers and other stakeholders associated with the lavender and aromatic plant sector.
The concluding day featured a series of technical sessions conducted by experts and senior scientists from CSIR-IIIM Jammu. Participants were sensitized about the cultivation, processing and commercial potential of aromatic and medicinal plants, herbs and essential oil-bearing crops. Presentations showcasing the achievements of the Lavender Mission, value-addition opportunities and future growth prospects generated keen interest among attendees.
Scientists, industrial partners and progressive farmers shared success stories and practical insights on lavender farming, marketing strategies and entrepreneurship, highlighting how the crop has transformed livelihoods across the region.
Addressing the gathering, Director CSIR-IIIM Jammu, Dr. Zabeer Ahmed, lauded the active participation of stakeholders and underscored the remarkable success of the CSIR Aroma Mission. He noted that Bhaderwah has earned national and international recognition for producing high-quality lavender and reiterated the institute’s commitment to providing scientific support, advanced technologies and market linkages to farmers.
Dr. Ahmed also emphasized the need for diversification into aromatic and medicinal crops to boost farm incomes, create employment opportunities and strengthen the rural economy.
A productive interaction session between farmers, buyers and sellers focused on market opportunities, quality standards and future collaborations aimed at expanding the lavender value chain and enhancing market access for growers.
The festival concluded with a renewed resolve to strengthen the Purple Revolution, promote lavender tourism, encourage agri-startups and position Bhaderwah as a global destination for lavender cultivation and allied industries. The event reflected the growing confidence of stakeholders that the lavender economy can become a key driver of sustainable development and prosperity in the Chenab Valley region.