Jammu,April 16,2026- The ‘Purple Gold’ revolution is gathering pace in Jammu as stakeholders intensify efforts to strengthen the lavender sector and enhance farmers’ income.
At a pre-event meet held at CSIR-Indian Institute of Integrative Medicine, experts, industry leaders, and policymakers came together to chart a roadmap for the sector’s growth. Discussions focused on improving market linkages, promoting value addition, and expanding the range of lavender-based products.
Participants emphasized the need to connect farmers directly with better markets to ensure higher returns, while also encouraging entrepreneurship through processing and branding of lavender products such as essential oils, cosmetics, and wellness items.
The initiative is expected to boost rural livelihoods, create employment opportunities, and position Jammu and Kashmir as a key hub for lavender cultivation in India. The growing momentum of the lavender movement reflects a shift towards high-value agriculture, empowering farmers and strengthening the region’s economy.
