State PCS - JAMMU & KASHMIR (JKAS)

• 04 Jun 2025

Lavender Festival 2025

Why in News? 

Union Minister Dr. Jitendra Singh inaugurated the 2-day Lavender Festival 2025, organized by CSIR–IIIM Jammu, highlighting Bhaderwah’s transformation into a national hub for agri-business innovation. 

• The cultivation of lavender, a fragrant flower, has not only given the town a national identity but has also become a symbol of India’s rural startup revolution. 

Key Points 

India’s Purple Revolution 

• About the Lavender Festival: It is held annually to promote aromatic farming and marks a vital part of the ‘Purple Revolution’, a central initiative under the Aroma Mission to boost farmer incomes through high-value crops.  
• Lavender Cultivation: The state of Kashmir in India is perceived as the hub of medicinal plants.  
  • Lavender, particularly, shows promising potential as a therapeutic and aromatic herb that can positively contribute to India’s economic and medical prospects.  
    • Lavender is suitable for J&K’s climate, tolerating cold winters and mild summers. 
    • It is a low maintenance crop with the productive life of about 15 years starting from the second year. 
    • It provides higher returns compared to traditional crops. 
  • Bhaderwah has emerged as the lavender capital of India, turning many former conflict-ridden villages into hubs of agro-based prosperity. 
• The Aroma Mission: It was launched by the Ministry of Science & Technology and the Council of Scientific & Industrial Research (CSIR). 
  • It aims to promote lavender cultivation commercially to boost farmers' income. 
  • Lavender oil sells for around ₹10,000 per liter. 
  • Other products include medicines, incense sticks, soaps, and air fresheners. 
• Mission Progress and Future Plans: 
  • Phase-I Achievements: 
    • Reached 46 aspirational districts across India. 
    • Trained over 44,000 farmers and entrepreneurs. 
  • Phase-II Goals: 
    • Plan to employ over 45,000 skilled workers. 
    • Targeting support for more than 75,000 farming households nationwide. 
• Branding and Market Expansion: 
  • One District One Product (ODOP) Initiative: 
    • Lavender is designated as the "Doda brand product" under ODOP-DEH (Districts as Export Hub) scheme. 
    • Helps promote lavender cultivation and support farmers, entrepreneurs, and agribusinesses. 
• Overall Mission Objectives: 
  • Revolutionize India’s fragrance industry. 
  • Expand the aroma sector and generate rural employment. 
  • Support cultivation, product refinement, market development, and expansion strategies for lavender. 

Significance of the Lavender Festival 

• Rising Incomes and Employment: 
  • Lavender cultivation has become a major source of income for local farmers and entrepreneurs. 
  • On average, young individuals involved in lavender farming in the region are earning more than ₹65 lakhs annually. 
  • This growth has led to increased interest in agriculture as a viable and profitable career option. 
• Infrastructure and Market Access: 
  • Around 50 lavender distillation units are currently operating in Bhaderwah. 
  • These units process lavender into various products that are distributed to states such as Maharashtra and beyond. 
  • The presence of this infrastructure has created a strong value chain and opened new market opportunities. 
• National Recognition and Policy Alignment: 
  • The lavender initiative aligns with national programs like Startup India and Standup India, which aim to promote entrepreneurship and self-reliance across different sectors. 
• Expanding the Scope of Startups: 
  • Lavender farming in Bhaderwah challenges the traditional notion that startups are limited to technology or urban centers. 
  • The model shows that individuals from diverse backgrounds, including rural and non-technical sectors, can succeed as entrepreneurs. 
  • Efforts are being made to encourage participation from all age groups, including senior citizens, in upcoming editions of the festival. 
• Interest from Other Regions: 
  • The success of lavender cultivation in Bhaderwah has attracted interest from states like Himachal Pradesh, Uttarakhand, and the Northeast, with representatives attending the festival to explore its replication.