Jammu, September 30,2026- A one-day Buyer-Seller Meet organised by the Jammu & Kashmir Trade Promotion Organisation (JKTPO) at the Jammu Convention Centre brought together stalls from all districts of the Union Territory under the “One District, One Product” (ODOP) initiative. Among the highlights was a dedicated stall showcasing lavender and value-added lavender products, which drew steady footfall from visitors, buyers and entrepreneurs.
The event was designed to connect local producers, artisans and farmers directly with buyers, traders and institutional purchasers. By bringing every district under one roof, the organisers aimed to open new market linkages for products rooted in each region’s identity. Exhibitors displayed a wide range of goods, from handicrafts and processed foods to agri-based items, giving buyers a single platform to compare and source products from across Jammu and Kashmir.
The lavender stall stood out for its hands-on approach. Visitors could see, smell and handle a variety of products, including essential oil, hydrosol, soaps, incense sticks, sachets and other aromatic items derived from the crop. Representatives at the stall interacted directly with prospective buyers on sourcing, pricing, packaging and bulk supply, giving growers and processors an opportunity to negotiate on the spot rather than depend on intermediaries.
Lavender cultivation has become one of the region’s notable success stories. It is most closely associated with Bhaderwah in Doda district, where the crop was promoted under the “Aroma Mission” and has come to be known as the centre of the “Purple Revolution.” The initiative encouraged farmers to move toward a high-value, low-water crop suited to the local terrain and climate. It has also created avenues for women’s self-help groups and young entrepreneurs in cultivation, distillation, processing and marketing.
Speaking on the sidelines, participants said the shift to lavender has changed the economics of small landholdings. Compared with traditional crops, lavender offers better returns per unit of land, and its by-products can be sold in multiple forms. Essential oil commands premium prices, while hydrosols, soaps and sachets allow local units to capture more of the value chain instead of selling raw produce alone.
Officials and industry representatives noted that platforms like the Buyer-Seller Meet play a vital role in moving local products from the farm gate to wider markets. Direct interaction between producers and buyers, they said, helps build trust, encourages repeat orders and provides useful feedback on quality, packaging and pricing. Such engagement is especially valuable for first-time entrepreneurs who may lack access to established distribution networks.
The ODOP initiative, they added, is central to this effort. By placing each district’s signature product in the spotlight, it encourages branding, adherence to quality standards and better market access. For districts with distinctive products, the scheme offers a structured route to visibility, and for buyers it offers a curated, reliable selection of authentic local goods.
Many visitors said the lavender stall was among the most engaging at the event. Beyond the fragrance and variety of products, they were drawn by the story behind them: a crop that has given farmers in a hill district a new source of income and a recognisable identity. Several buyers enquired about long-term supply arrangements and private-label opportunities.
The meet concluded with buyers expressing interest in a number of products on display, with lavender-based goods drawing particular attention for their export potential. Growing demand in the wellness, aromatherapy, cosmetics and fragrance sectors, both in India and abroad, is expected to widen opportunities for J&K’s producers in the coming years.
Organisers said such events would continue to be held to strengthen the local ecosystem, promote entrepreneurship and ensure that the region’s rich agricultural and artisanal heritage reaches markets far beyond its borders.
