Kashmir, November 9, 2025-In an innovative fusion of infrastructure and agriculture, the National Highways Authority of India (NHAI) has embarked on a groundbreaking lavender plantation project along the picturesque Jammu-Srinagar National Highway. Spanning a 16-kilometre stretch between Banihal and Qazigund in Jammu and Kashmir, this initiative is set to turn the vital arterial road into a blooming corridor of purple hues and soothing aromas.
It aims to promote “aroma tourism” – a niche travel trend that draws visitors to fragrant landscapes – while fostering economic growth in the region. Lavender fields, reminiscent of Provence in France, are expected to bloom vibrantly from late spring to summer, creating a mesmerizing “purple highway” that could rival global scenic routes.Shubham Yadav, Project Director at NHAI, elaborated on the multifaceted goals during a recent update. “This initiative is about enhancing aesthetics along our national highways while generating livelihoods for local communities,” Yadav stated. “By planting lavender, we’re not only making the journey more pleasant for travelers but also tapping into the high-value aromatic crop market. It’s beautification with a purpose – promoting eco-friendly development and boosting rural incomes.”Already, significant progress has been made: over 52,000 lavender saplings have been planted at the north and south portals of the stretch.
These plants, sourced under India’s Council of Scientific and Industrial Research (CSIR) Aroma Mission, thrive in the high-altitude climate of the Pir Panjal range, similar to successful lavender farms in nearby Bhaderwah valley.The benefits extend far beyond visuals. Lavender essential oil extraction offers lucrative opportunities for farmers, with yields fetching premium prices in cosmetics, pharmaceuticals, and wellness industries. Local women self-help groups are being trained for harvesting and processing, empowering communities in Ramban and Anantnag districts. This aligns with broader government efforts to diversify agriculture in Kashmir, shifting from traditional crops to high-yield aromatics amid climate challenges.Travelers on NH-44, the lifeline connecting Kashmir to the rest of India, can soon expect Instagram-worthy stops amid swirling purple fields, complete with potential agro-tourism spots for lavender honey, oils, and sachets. As snow-capped peaks frame the highway, this floral addition could elevate Jammu and Kashmir’s tourism profile, drawing aroma enthusiasts and nature lovers alike.
NHAI’s move sets a precedent for “green highways” across India, proving that infrastructure projects can harmonize with nature and nurture local economies. As the first blooms approach in the coming seasons, the Jammu-Srinagar route isn’t just a road – it’s evolving into a sensory experience.
