Dr.’s Purple Revolution: How conducive will it prove to be the economic development for the region?

The progressive growth of lavender is contributing immensely to the inclusive economic growth of the region on one hand and employment generation for the stakeholders on the other.

BY RAMNEEK MANHAS

Bhadarwah is known for its rich dense pine forests and vast amount of untouched natural terrain, beautiful landscapes, glorious heritage and varied cultural trends. It is often referred as ‘Devbhoomi’, the ‘Land of God’ or ‘God’s Own Land’, due to its religious importance and many customs, traditions and pilgrimage sites. The tourism potential of Bhadarwah is immense and still to be explored fully.

Bhadarwah was brought on the tourism map in 2007 by the then Chief Minister of Jammu and Kashmir Ghulam Nabi Azad, and Bhadarwah Development Authority (BDA) was formed to promote Bhadarwah in tourism sector.

But the pace at which Bhadarwah should have moved in this sector, it could not be achieved due to the Kashmir-centric political approach and the indifferent attitude of the then governments. The earlier governments never paid any attention to promote the tourism potential of Bhadarwah, due to which Bhadarwah lagged behind.

Due to the admirable and inspiring efforts of the Union Minister Dr. Jitendra Singh, these days Bhadarwah has again gaining popularity across the country due to fast growing cultivation of Lavender.

Recently Union Minister Dr. Jitendra Singh inaugurated India’s maiden ‘Lavender Festival’ in Bhadarwah on 26 May. The prestigious festival was organized in this hilly region to transform the economy of farmers through lavender cultivation by CSIR-IIIM Jammu under Aroma Mission.

The Festival was attended by a large number of scientists, technologists, progressive farmers and agricultural entrepreneurs from different parts of the country including Jammu and Kashmir.

Referring Bhadarwah as the birthplace of India’s Purple Revolution the Union Minister while addressed the huge gathering, he said “Bhaderwah is the potential destination of Agri-tech StartUps in the country and has become the birthplace of India’s Purple Revolution”.

“The country’s first lavender festival in Bhaderwah has been possible today only by the progressive thinking of Prime Minister Narendra Modi who after taking the oath as PM in 2014 stressed that the regions which have been disconnected from the mainstream India must be connected to the mainstream through development”, he added.

The rapid growth of lavender in this mountainous region has given rise to the possibilities of ‘Lavender Tourism’ also, and its potential as a tool for regional development is undeniable. The progressive growth of lavender is contributing immensely to the inclusive economic growth of the region on one hand and employment generation for the stakeholders on the other.

Tourism is a high potential industry around the world and there are many economies that have been entirely based on the tourism industry for much of their existence. The amount of money involved and the high value returns can be mind-boggling.

Apart from Adventure Tourism, Cultural and Heritage Tourism, Religious/Pilgrimage Tourism, Nature based Tourism, Flower Tourism has also been introduced in this dazzling mountainous region, and cultivation of lavender in large scale will likely successfully develop conducive, atmosphere to boost the tourism industry.

Lavender Blooms from Bhadarwah fields – Picture: Vanasafaris.