JAMMU, April 15, 2025 – The Purple Revolution, driven by the CSIR-IIIM Aroma Mission, is reshaping the economic landscape of Jammu & Kashmir , turning its picturesque valleys into hubs of opportunity, prosperity, and self-reliance. As highlighted by Prime Minister Shri Narendra Modi in his Mann Ki Baat address, lavender farming is not just a crop but a catalyst for jobs, income, and tourism in the region.
Launched in 2016 by the Council of Scientific and Industrial Research through its Indian Institute of Integrative Medicine , the Aroma Mission introduced lavender cultivation to J&K’s temperate regions, from Udhampur to Doda. Over 1,300 hectares are now under lavender cultivation, with farmers reaping significant economic rewards. The Purple Revolution has empowered local communities, particularly in districts like Bhaderwah, Ramban, and Pulwama, by providing free, high-quality planting material and training in cultivation, processing, and marketing.
“This is a game-changer for J&K’s farmers,” said Dr. Zabeer Ahmed, Director of CSIR-IIIM. “Lavender farming requires low investment but yields high returns, with global demand for lavender oil and dried flowers soaring.” In Doda alone, farmers extracted 100 kg of fresh lavender oil this season, alongside 10 quintals of dried flowers valued at ₹800-1,000 per kg. The initiative has also spurred agri-startups, with young entrepreneurs tapping into the aromatic crop market.
The Purple Revolution is boosting tourism as well, with vibrant lavender fields attracting visitors to J&K’s scenic highlands. From Anantnag to Kishtwar, the mission has expanded to nearly all 20 districts, covering 910.71 hectares in its second phase (2017-22) and adding 317.11 hectares in the ongoing third phase. Lavender’s therapeutic and aromatic properties, used in essential oils and perfumes, have positioned J&K as a key player in the global market.
Prime Minister Shri Narendra Modi praised the CSIR-IIIM for fostering rural prosperity and sustainability. “The valleys of Jammu & Kashmir are becoming valleys of opportunity,” he said, emphasising the role of scientific innovation in transforming lives. The Aroma Mission also promotes self-reliance by reducing dependence on traditional crops and creating new avenues for youth employment.
As lavender fields bloom across J&K, the Purple Revolution stands as a testament to the power of science, entrepreneurship, and nature converging for economic growth. With global demand rising and farmers thriving, Jammu & Kashmir is painting its future purple.