Lavender Festival in Bhaderwah attracts buyers, investors

Bhaderwah, June 14:  On the concluding day of the third instalment of the 'Lavender Festival', a field visit for buyers, investors, and industrialists from different parts of the country was organised in Jammu and Kashmir's Bhaderwah.

The two-day festival celebrated the success of farmers and aimed to further boost lavender cultivation, and value addition, and attract international buyers.

The much-anticipated festival celebrated with the theme 'Lavender Blooms, Business Blossoms, Where Aroma Meets Ambition', was inaugurated by DDC Doda Dhananter Singh Kotwal, DC Doda Harvinder Singh, along with MD JKTPO Khalid Jahangir.

The aromatic lavender has become synonymous with the Bhadaewah valley due to the world-famous and resounding success of progressive farmers who brought the 'Purple Revolution in India'. Bhadarwah gained recognition as the Capital of Lavender in India.

After India's first Lavender Festival celebrated by CSIR-IIIM in Bhaderwah in 2022, it has now become an annual feature, with this year's third installment. Besides hundreds of farmers associated with lavender cultivation, dozens of national and international entrepreneurs and buyers of lavender participated in the inaugural function.

Farmers expressed happiness that the Lavender Festival has become a regular feature, boosting their confidence and giving them international recognition. However, they missed Dr. Jatinder Singh, whom they credited with their success.

Sourabh Sharma, General Manager JKTPO, said the visit aims to let buyers and investors understand the nuances of growing organic lavender by giving them first-hand experience in the lavender fields itself, fostering better understanding between farmers and prospective purchasers.

The buyers and investors who converged from across the country to participate in the prestigious festival stated that the field visit has given them confidence that the lavender grown in Bhadarwah is purely organic. This initiative will surely help project the aromatic flower in domestic and international markets more effectively.