How Kashmir's lavender revolution is transforming farmers into entrepreneurs

For generations, apple orchards have been the backbone of Kashmir’s rural economy. But in several villages across Pulwama district, the familiar green landscape is gradually giving way to vibrant purple fields. Farmers who once depended almost entirely on apples are now embracing lavender, a crop that demands less investment, requires minimal maintenance and promises significantly higher returns.

The shift is more than a change in cultivation. It reflects a broader transformation in Kashmir’s farming economy, where scientific research, government support and growing demand for aromatic products are helping cultivators build sustainable livelihoods. Often referred to as “purple gold”, lavender is opening new opportunities not only in farming but also in processing, value addition and rural entrepreneurship.

Nearly 35 kilometres from Srinagar, Bonera village in Pulwama has become one of the centres of Kashmir’s lavender cultivation. Fields that once produced apples and saffron now bloom with fragrant purple flowers, attracting both buyers and visitors. Among those leading this transition is young farmer Adil Khurshid, who says falling apple prices forced many cultivators to rethink their future.

“We were known for apple farming, but profits kept shrinking,” he says. “Lavender offered us a practical alternative. It costs less to grow and provides much better returns.”