DDC Chairperson Doda in presence of Deputy
Commissioner Doda and MD JKTPO declared the Fest open
13 June 2024, Bhaderwah, Doda District: The picturesque town of Bhaderwah in Doda District of J&K came
alive today as the Lavender Fest 2024 was inaugurated amidst great enthusiasm
and anticipation. This annual festival, celebrating the harvesting season of
lavender flowers, promises a captivating experience on 13th and 14th
June, 2024, with a diverse array of activities, exhibitions, and cultural
events.
This year’s Lavender Fest was organized by Jammu and Kashmir Trade
Promotion Organization in coordination with the District Administration of Doda
to celebrate lavender's economic and medicinal significance for the people of
Jammu & Kashmir. It aims to promote the Bhaderwah region for its unique
floriculture crop. The primary focus was on providing market linkages to local
farmers and facilitating access to the global market on a single platform.
Additionally, it also aimed to integrate with the agri-tourism sector to
increase tourist influx in the town, thereby promoting the Purple Revolution
and establishing it as a brand.
The festival was officially opened by Sh. Dhananter Singh Kotwal,
Chairman, District Development Council. The inaugural ceremony was a grand
affair, attended by dignitaries, local officials, farmers, buyers from all over
India, exhibitors, and lavender enthusiasts from various parts of the country.
Welcoming the participants to the fest, Sh. Khalid Jahangir, MD, JKTPO
highlighted JKTPO’s efforts to bringing in fresh investment into the UT in
spite of being a relatively new organization. He also stated “It is important
to scale the production of lavender as the demand is high in the international
market. Currently Bhaderwah produces Lavender Oil in minimal quantity and it is
high time that the farmers scale up the production and improve their
livelihood.
In his inaugural address, Sh. Dhananter Singh said, "The Lavender Fest
is a testament to the potential of agri-tourism in Jammu and Kashmir. Lavender
is in demand in the international markets but there is also tough competition
from countries like China and Bulgaria. With this Lavender Fest, JKTPO is
focusing on transforming the livelihoods of farmers in the region by bringing
buyers with sellers under one rough."
The ceremony featured the traditional lamp lighting, followed by a
ceremonial walk through the exhibition areas and interacting with the
exhibitors. Addressing the audience, Sh. Harvinder Singh, District Development
Commissioner stated that “Bhaderwah is known for its vegetation due to products
like Millets, Rajmash, Basmati Rice, Lavender etc., and there are many meadows
in this region which make this region colourful.”
Highlights of the event:
Interactive Panel Discussion: Experts in the field of lavender cultivation and essential oil
extraction participated in the informative panel discussion. This session aimed
to educate local farmers and entrepreneurs on the benefits of lavender farming
and its economic potential.
Lavender Products Exhibition: An exhibition showcasing a wide range of lavender-based products,
including oils, cosmetics, and crafts, highlighted the diverse applications of
this versatile plant. Local artisans and businesses will have the opportunity
to display and sell their products.
Cultural Performances: The festival
had feature traditional music, dance, and folk performances, celebrating the rich
cultural heritage of the region. Local artists entertained the audience with
captivating performances at the fest.
The fest will continue, 14th June where the buyers with
senior officials will visit the lush lavender fields, learning about the
cultivation process and the various uses of lavender. The fragrant blooms
provide a stunning backdrop for photography and relaxation.
The festival was also attended by Prof. JP Singh Joorel, Rector,
Bhaderwah Campurs, University of Jammu; Sh. Atul Sharma, MD, Handloom
Corporation; Dr. Neeraj Kotwal, Chief Scientist, SKUST Jammu; Dr. VP Rahul,
Senior Scientist, CSIR; Dr. Siya Ram Meena, Senior Technical Officer, IIM
Jammu; Sh. Kulraj, JD, Handicraft and Handloom, Jammu; Sh. Sourabh Sharma, GM,
JKTPO; Ms. Maansi Gupta, MD, MG Design
School; Mr, Gaurav Mittal, MD, Aromatic and Allied Chemicals Ltd; other senior
officials, entrepreneurs and farmers.