Jammu, May 29 (PTI) The fourth edition of the famous lavender festival will be organised in the Bhaderwah valley of Jammu and Kashmir's Doda district on June 6 and 7, celebrating the success of the "Purple
Revolution" and lavender-based rural entrepreneurship in the Union territory.
The festival, featuring the theme 'Lavender Goes Global', will be organised by the Indian Institute of Integrative Medicine (IIIM), and inaugurated by Union minister Dr Jitendra Singh.
"This year's festival is being held in Bhaderwah on June 6 and 7. The festival will be inaugurated by Union Minister Dr Jitendra Singh," IIIM Jammu Director Dr Zabeer Ahmed told reporters here after the launch of the web portal of Lavender Festival 2026 and the release of the event brochure.
Ahmed said the Aroma Mission, a flagship programme of the Union Ministry of Science and Technology, has transformed the rural economy in several Himalayan regions by promoting cultivation of lavender and aromatic crops.
He said, "IIIM has implemented the Aroma Mission in Jammu and Kashmir by engaging more than 5,000 farmers and young entrepreneurs in lavender cultivation and allied activities."
According to Ahmed, the institute is providing quality planting material free of cost, besides cultivation support, processing facilities, value addition and marketing assistance to farmers and entrepreneurs in remote areas.
He said more than 50 fixed and mobile distillation units have been installed across Jammu and Kashmir during different phases of the initiative to support local processing of lavender products.
Ahmed said the lavender festival has emerged as a national platform showcasing the transformation brought by the "Purple Revolution" in remote Himalayan regions, particularly Bhaderwah, which has become a major hub of lavender cultivation.
He said the two-day event will witness participation of scientists, start-ups, entrepreneurs, policymakers, agro-business stakeholders, students, farmers and representatives of fragrance and wellness companies from across the country.
"The festival will feature start-up exhibitions, live demonstrations, buyer-seller interactions, technical sessions, farmer-industry networking and displays of value-added lavender and aromatic products developed by local entrepreneurs and start-ups," he added.
Highlighting the expanding aroma sector, Ahmed said IIIM has also promoted lavender cultivation in Uttarakhand, Himachal Pradesh and northeastern states through scientific interventions, distillation technologies, training and entrepreneurship support.
He said thousands of farmers and youth have benefitted from lavender cultivation, while several women-led enterprises and start-ups have also emerged under the mission.
Citing recent initiatives aimed at strengthening the aroma sector, Ahmed said IIIM has organised an Aroma Buyer-Seller Meet at the CSIR Innovation Complex in Mumbai where leading perfume companies interacted with lavender farmers and entrepreneurs from Jammu and Kashmir.
He said another buyer-seller meet jointly organised by the Directorate of Ayush, Jammu and Kashmir Medicinal Plants Board and CSIR-IIIM at Bhaderwah focused on promoting direct farmer-industry partnerships and contract farming initiatives in the medicinal and aromatic plants sector.
"These interactions have laid the foundation for a stronger aroma-based economy in Jammu and Kashmir by connecting farmers with industries, start-ups and national markets," he said.
Ahmed said the Lavender Festival 2026 aims to further promote agro-based entrepreneurship, sustainable livelihoods and innovation in the aromatic crops sector.
Several start-ups, farmer-producer organisations, self-help groups and research institutions will showcase products related to essential oils, herbal wellness, floriculture, cosmetics, organic products and aroma technologies during the festival, he added.
Technical discussions on lavender cultivation, post-harvest management, essential oil extraction, branding, marketing and export opportunities will also be held during the event.
Inviting people to participate in large numbers, Ahmed said the festival is not merely a celebration of lavender cultivation but also a movement towards transforming the rural economy of the Himalayan region through science-driven agriculture and entrepreneurship.
He appealed to farmers, students, start-ups, researchers, industry representatives, media persons and civil society members from Jammu and Kashmir, Himachal Pradesh, Uttarakhand and other parts of the country to attend the festival and witness the success story of the Purple Revolution in Bhaderwah. PTI AB ARB
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