An experiential cinema exhibition to celebrate the centenary of Raj Kapoor and Dev Anand is being set up in the Rose Garden Underpass in collaboration with National Film Archives (NFDC) and students of Chandigarh College of Architecture. For five days, films from across the world and the country will absorb Chandigarh’s film lovers, as Cinevesture International Film Festival (CIFF), the first international film festival, is all set to open here from March 27 to March 31. The festival will showcase 24 award-winning international features in the World Cinema section, 17 Indie gems in the India Unveiled, 27 shorts in Brief Encounters, a curated section of children’s films and timeless classics. Nina Lath, founder and CEO of Cinevesture, says, “The festival is envisaged as a platform for audiences and producers. Its various verticals have been designed keeping the same in mind.” Chandigarh first international film festivalThe opening film of the festival is Cannes Award-winning French film ‘The Taste of Things’ starring Juliette Binoche. For five days, films from across the world and the country will absorb Chandigarh’s film lovers, as Cinevesture International Film Festival (CIFF), the first international film festival, is all set to open here from March 27 to March 31. The festival will showcase 24 award-winning international features in the World Cinema section, 17 Indie gems in the India Unveiled, 27 shorts in Brief Encounters, a curated section of children’s films and timeless classics. Nina Lath, founder and CEO of Cinevesture, says, “The festival is envisaged as a platform for audiences and producers. Its various verticals have been designed keeping the same in mind.” VS Kundu, a retired civil servant and former head of the National Films Division of India, has come aboard as the director of the film festival and industry veteran Bina Paul is the artistic director of CIFF. According to V S Kundu, the festival is the first global-scale cinema event to ever happen in Chandigarh. An experiential cinema exhibition to celebrate the centenary of Raj Kapoor and Dev Anand is being set up in the Rose Garden Underpass in collaboration with National Film Archives (NFDC) and students of Chandigarh College of Architecture. A screening of Children’s films is open to all children from the ages of 10-17 years at 9 am each day from March 27-31 at Cinepolis Jagat. The opening film of the festival is Cannes Award-winning French film ‘The Taste of Things’ starring Juliette Binoche. The closing film is South Korea’s highest grossing film of 2024 to date — the Horror-Mystery-Thriller Exhuma (Pamyo) which premiered at 2024 Berlinale. Programming highlights include internationally acclaimed films like The Zone of Interest, Hirokazu Kore-eda’s Monster, 2023 Academy Award-winner, The Whale, Seven Winters in Tehran, Breaking Ice, Paradise, and the animation feature Sultana’s Dreams among others. Award-winning Indian features and docs such as Marathi film Sthal, Venice Film Festival film Stolen, Rima Das’ Assamese film Tora’s Husband, Deepa Mehta’s TIFF film, I am Sirat, auteur filmmaker Gurvinder Singh’s Punjabi feature Adh Chanani Raat, Harjit Singh’s documentary on the late Punjabi painter and writer Imroz-A Walk Down The Memory Lane, Lijo Jose Pellissery’s Malayalam film Malaikottai Vaaliban, Sreemoyee Singh’s documentary, And, Towards Happy Alleys, will be screened. Source: Indian Express

Tourists taking the metro in Suzhou, China, this week could be forgiven for feeling like they’ve traveled back in time a few centuries. Famous for silk production and traditional gardens, this city of just over 10 million people, a 1.5-hour drive from Shanghai, is offering a week of free metro rides during the Lunar New Year period to passengers who dress in Hanfu – a style of clothing traditionally worn by ethnic-majority Han Chinese prior to the Qing dynasty (1644-1912). The Suzhou Rail Transit’s offer isn’t random. Dressing up in traditional outfits to visit local attractions has become a popular way to express one’s holiday spirit in China in recent years, especially among youth, many of whom have been sharing images of their outings on social media this week. So what exactly qualifies as Hanfu? There are many different styles of clothing inspired by multiple Chinese dynasties that could fall under this umbrella term, but most generally include a long, flowing cross-collar robe. Popularity reportedly tumbled during the pandemic, but a local media report says that interest in Hanfu has increased significantly in recent months. In January, in the run-up to the 2024 Spring Festival/Lunar New Year period, searches for modern Hanfu and silky Song brocade clothing on popular shopping website Taobao reportedly surged 683% and 2,058% respectively.  Multiple tourist sites in China now offer Hanfu rentals as well, some with makeup and hair styling services, similar to tourist attractions and historical sites in Seoul that rent out the traditional South Korean hanbok for visitors. Tourist attractions come alive For both domestic and international tourists, wearing these outfits while visiting historical or themed attractions can provide an added element of fun. During the 15-day Spring Festival/Lunar New Year holiday, the busiest travel period of the year in China, many of these sites host colorful lantern displays, providing eye-catching backdrops for photos. For instance, Yu Garden in Shanghai, which hosts a 40-day Spring Festival lantern fair, has become a popular destination for Hanfu fans. The nearby commercial shopping district of Wujiaochang even hosted a Lunar New Year Hanfu parade to attract revelers to the area this year. In the capital city of China’s southern Hainan province, Haikou, lies Qilou Old Street, which features a fusion of Asian and European architecture from the 1920s. It too has seen an increase in young tourists wearing traditional attire during visits, according to one local.   “There are a lot more people – from visitors to tour guides to influencers – wearing Hanfu here at Haikou’s Qilou in these few years,” says Cai Pa, an area historian. “[The rise of Hanfu] is an important symbol of the Chinese cultural renaissance. The younger generations are often the ones that are more open to new trends – and hence, the ones who are the first to embrace the rejuvenation of tradition.” Cai tells l it’s also getting more common to see people in other ethnic attires too, given the island province is home to several ethnic minority groups, the largest of which is the Li community.   Embracing tradition Song Weixia, a 30-year-old brand designer from the mountainous province of Anhui who incorporates fashion elements inspired by Hanfu into her everyday outfits, says there’s more to this fashion flashback than just holiday spirit. “Of course there are people who join the trend only during the Lunar New Year – but for most people, it isn’t just because of the festival,” she tells. “It is the rise in desire to understand and appreciate Chinese culture among young people in recent years. In fact, it’s an expression of a nation feeling confident with its culture.” Cai, meanwhile, feels that those in China’s cultural and tourism industries have a responsibility to keep authenticity in check. “There is a group of people who wear it as a trend or as a fashion item,” he says. “But it’s as important to have people who preserve the tradition the accurate way so the foundation of the tradition doesn’t get lost.” The question of authenticity within Hanfu has been debated for years, with some scholars and enthusiasts pointing out that Han Chinese people wore different clothing through the dynasties, with dozens of styles depending on the time period, geographic region and socioeconomic class. Others say the term “Hanfu” is too narrow, given the fluid sharing of influences among diverse ethnic groups in China. Taking over Lunar New Year In the end, Song says she doesn’t focus too much on what clothes she wears to celebrate but rather how she spends time with her loved ones, as “that’s the core tradition of Lunar New Year.” “As a child, I’d look forward to the lively atmosphere,” she says. “But the bonding with family traditions seem to fade as one grows older. Lunar New Year serves as a strong emotional cord that brings you back to the most authentic self as you were a child. It’s warm and fuzzy. “As I grow up, apart from hoping to enjoy the festivities with my family, I have started to actively take part in planning it. It’s like re-knowing my family at different stages in life.” It would appear she isn’t alone. Xiaohongshu (or Little Red Book), a popular social media platform in China, found that 83% of those surveyed on their platform between the ages of 18-35 years old claimed that they were planning to take over this year’s Lunar New Year preparations at home. The survey also mentioned that young adults place enormous emphasis on recreating familiar flavors at their reunion dinners and splurging on retro items that remind them of their childhood during the Lunar New Year. Meanwhile, the state-run China Youth Daily carried out its own survey, reporting that 76.7% of the 1,333 people questioned said that they highly value the traditions and the yishi gan (a sense of ritual) of the Lunar New Year. More than 90% reportedly said they would insist on continuing the traditional customs of the festival such as cleaning up the house before the new year and putting on auspicious red banners on the walls. “When I was young, my father would lead my sister and me to put up red banners around our home,” recalls Song, who admits that she’s surprised to find herself more welcoming of Lunar New Year and its many traditions this year – a shift that hasn’t gone unnoticed. “Now, that task has been passed to my fiancé and me. My parents aren’t very expressive but I think it gave them comfort and joy seeing my change.”   Source: CNN

The Wide-angle Segment of the 22nd Dhaka International Film Festival was inaugurated on January 22 at the Bangladesh National Museum.    The event gathered over 300 individuals, including H.E. Dr. Dipu Moni, Honorable Member of Parliament and Minister of Social Welfare of Bangladesh, H.E. Mr. Yao Wen, Ambassador of China to Bangladesh, Mr. Yue Liwen, Cultural Counsellor of the Embassy, representatives from the film festival organizers, global filmmakers and Bangladeshi film enthusiasts.   Preceding the commencement of the opening ceremony, Ambassador Yao Wen took part in the ribbon-cutting ceremony for the Chinese Movie Poster Exhibition alongside other distinguished guests.   A noteworthy presence of 17 Chinese films marked the Chinese participation in this Dhaka International Film Festival edition. Furthermore, six representatives from the Chinese film industry visited Bangladesh, engaging in valuable exchanges during the festival.  

The festival will start with the film "Fereshte" in the Asian Film Competition of DIFF. The ceremony will be kicked off by famous actress Sharmila Tagore.   Jaya Ahsan's movie "Fereshte," from Iran, will be screened at the 22nd Dhaka International Film Festival starting on January 20 at the Bangladesh National Museum Auditorium. The film is directed by Morteza Atashzamzam, is a collaboration between Bangladesh and Iran. It was shot in Bangladesh and tells the touching stories of a rickshaw puller and the challenges faced by working-class people.   The festival will start with the film "Fereshte" screened at 5 pm in the Asian Film Competition of DIFF. The ceremony, beginning at 4 pm, will be kicked off by famous actress Sharmila Tagore. After the opening, there will be a cultural program. Another important film, "Mujib: The Making of a Nation," directed by Shyam Benegal, is set to be shown at 7 pm.   Ahmed Muztaba Zaman Shovon, the director of the Dhaka International Film Festival (DIFF), shared details about the event. He mentioned that this year's focus is on 'China,' and they have organized a 'Wide-Angle Film Poster Exhibition' showcasing Chinese movies.   Sharmila Tagore, a respected member of the jury in the Asian competition section, will be joined by judges like Russian producer Anna Shalashina, Chinese film expert and producer Dr. Shi Chuan, Bangladeshi director Samia Zaman, and Thai director and producer Tom Waller. Their role involves evaluating films in various categories within the Asian competition section, such as best movie, producer, actor, actress, screenwriter, and cinematographer.   The Dhaka Film Festival will also include masterclasses by notable filmmakers. Iranian director Majid Majidi, known for "Children of Heaven," will be conducting one. Additionally, there will be masterclasses led by distinguished musician Anjan Dutt and Chinese film expert Shi Chuan.   The festival aims to present around 250 films from 75 countries, featuring competitions in diverse categories like Asian Cinema, Retrospective, Tribute, Wide Angle, Bangladesh Panorama, Cinema of the World, Children Films, Women Filmmakers, Short and Independent Films, and Spiritual Films. Scheduled to take place from January 20 to 28, the Dhaka International Film Festival promises a rich and varied cinematic experience.

Jaya Ahsan's Iranian film, "Fereshte", is set to be screened at the 22nd Dhaka International Film Festival (DIFF), which is scheduled to commence on January 20 at the Bangladesh National Museum Auditorium.   Directed by Morteza Atashzamzam, this collaborative film, a joint venture between Bangladesh and Iran, was filmed in Bangladesh and explores the humane stories of a rickshaw puller and the struggles of working-class people. The opening ceremony of the festival will feature the screening of "Fereshte" during the Asian Film Competition segment at around 5 pm, following the kick-off at 4 pm. Renowned actress Sharmila Tagore will inaugurate the ceremony, which will be followed by a cultural programme. Another notable film, "Mujib: The Making of a Nation", directed by Shyam Benegal, is scheduled for screening at 7 pm. The Dhaka Film Festival will also feature masterclasses by noted filmmakers, including Iranian director Majid Majidi, renowned for "Children of Heaven". In addition, masterclasses will be led by distinguished musician Anjan Dutt and Chinese film expert Shi Chuan.

Police said on Saturday that more than 50 people suffered coughing, vomiting and shortness of breath due to irritant gas at a local festival tent in a German town. Dozens were treated on the site in the Hessisch Oldendorf town in the northwestern state of Lower Saxony while three were hospitalized.  Several people apparently threw so-called pepper balls on the ground, slowly releasing the gas into the air as they burst in a festival tent. Police said they arrested two 20-year-old suspects as part of their investigation into the incident.  The event, which started on Friday into the early hours of Saturday, was immediately evacuated by the police. According to the German news agency DPA, 900 people had to leave the tent where the incident occurred.

Ziro Festival, Northeast India’s most iconic and anticipated contemporary festival, is proud to announce the electrifying lineup for its 10th-anniversary edition. Set against the breathtaking landscapes of Ziro, Arunachal Pradesh, it promises to be an unforgettable celebration of music and arts, community and sustainability. From September 28th to October 1st, 2023, festival-goers will experience a kaleidoscope of sounds, rhythms, and performances across three captivating stages: Danyi (Sun) Stage, Pwlo (Moon) Stage, and the all-new Takvr (Star) Stage dedicated to electronic music. Apart from these, the Popi Sarmiñ Creative Space will also host a variety of community engagement initiatives. A Decade of Musical Splendour Marking its monumental decade, the Ziro Festival of Music presents a lineup that reflects the festival’s commitment to diversity, creativity, and artistic innovation. An array of renowned and emerging artists from various corners of the globe will take the stage to captivate audiences. Danyi (Sun) Stage will come alive with the sounds of esteemed classical music performers including the Grammy, Padma Shri and Padma Bhushan awardee – Pandit Vishwa Mohan Bhatt,  Indian Hindustani classical Jal Tarang artist Shashikala Dani, noted Carnatic flautist and Sangeet Natak Akademi awardee Sikkil Mala Chandrasekar, composer and multi-instrumentalist Ustad Bismillah Khan Yuva Puraskar awardee Joydeep Mukherjee, among others. The much celebrated Indian playback singer Mohit Chauhan and the popular Arunachali singer Chorun Mugli are also set to take the stage by storm.  Internationally acclaimed artists performing on the Danyi stage include Indonesian troubadour Ary Juliyant, South African guitarist Guy Buttery and the sensational folk duo Puuluup from Estonia. Pwlo (Moon) Stage will reverberate in the Ziro valley to the beats of Farhan Akhtar’s band Farhan Echoes, Arunachali indie pop sensation Taba Chake, popular rapper MC Altaf and returning international artists including the rock legend Lee Ranaldo and multi award winners Antikvariniai Kašpirovskio Dantys from Lithuania.  Others include Australian punk rockers Mannequin Death Squad fresh off their UK tour, the inimitable Swedish act – The Boo Boo Bama Orchestra at the tail end of their summer tour, Indian music producer and commercial success Komorebi, and Chaar Diwaari who has been shaking up the Delhi underground scene, and many more.  Introducing the Takvr Stage: A New Electronic Frontier For its 10th edition, the Ziro Festival of Music introduces the Takvr Stage, an exciting addition that will showcase leading DJs and music producers. Curated by Ziro Festival veteran and India’s leading electronic artist Sapta aka Marti Bharath, Takvr stage will feature an exceptional lineup from across the globe.  It includes a host of homegrown talents like Kissnuka aka Anushka Manchanda, Nagaland’s premier DJ and producer Ina, Deep Brown, Smokey Sound and Unnayana among others. International acts include the well-known Angata (Israel), Sebastian Fuchs (Germany) and Lithuanian producer Leon Somov who returns to Ziro this year. Prepare to dance the night away in this immersive electronic playground. A Festival Beyond Music Beyond the captivating performances, the Ziro Festival of Music will offer a truly holistic experience. Attendees can relish local cuisines, explore traditional arts and crafts, engage in community learning workshops and immerse themselves in the rich culture of the Apatani tribe.  The There are many fun learning activities for kids and families including storytelling, painting and crafts workshops, yoga and meditation, dance & movement sessions, yoga and meditation. You can learn how to make and play an indigenous Apatani flute (elu) made from paddy straw. Also, don’t miss the unique community performance of Daminda – the traditional Apatani dance performed by over 800 ladies. Sustainability At Ziro Imbibing the wisdom of the hosting Apatani tribe, the festival is designed around sustainable principles that the community has been practising for generations. One of those includes the use of repurposed bamboo, which is locally and abundantly grown, along with reusable oak and pine wood for the handcrafted structures. This is also combined with upcycled and reusable cloth buntings and bamboo light fixtures for decor. Every year, the local community and organisers work hand in hand to make the festival more sustainable.  They work with government and private partners to introduce new eco-friendly initiatives, apart from continuing measures adopted in the previous years. Some best practices include setting up free water filling stations, procuring and connecting food stall owners with betel leaf serveware manufacturers, banning single-use plastic and organising waste collection drives. Join Us for a Landmark Celebration As we celebrate a decade of cultural exchange, artistic expression, and sustainability, the 10th edition of the Ziro Festival promises to be an event of monumental significance. Whether you’re a music enthusiast, a culture aficionado, or someone seeking a unique and unforgettable experience, Ziro welcomes you with open arms. Keep coming back. 

Chandigarh Industrial and Tourism Development Corporation (CITCO) is all set to delight food enthusiasts with a grand celebration of flavors at their upcoming Biryani Festival. In honor of World Biryani Day on July 2, CITCO hotels including Hotel Mountview, Hotel Shivalikview, Hotel Parkview, and Chef Lakeview will play host to this two-day culinary extravaganza. Prepare your taste buds for a sensational feast as CITCO hotels present a meticulously curated festival solely dedicated to the aromatic and flavorful delicacy of biryani. This event aims to showcase the diverse range and exquisite taste of biryanis originating from various regions across India. Purva Garg, the Managing Director of CITCO, promises guests an unforgettable culinary journey. Throughout the festival, master chefs from CITCO Hotels will present an impressive selection of biryani variations. Whether you’re a vegetarian or a non-vegetarian, the festival caters to all palates and preferences, offering a wide range of delectable options to indulge in. The Biryani Festival invites biryani enthusiasts to savor the distinct flavors and experience the artistry that goes into each preparation. From the fragrant spices to the tenderly cooked meats and the perfectly blended rice, every aspect of this traditional dish will be celebrated in all its glory. So mark your calendars for July 1 and 2, and head over to the CITCO outlets to embark on a gastronomic adventure. Immerse yourself in the rich heritage of biryani as you savor mouthwatering dishes prepared by CITCO’s talented chefs. The Biryani Festival promises to be an unforgettable celebration of this beloved culinary masterpiece. Don’t miss out on this tantalizing experience! Source: khalsavox.com

Indian Union Home Minister Amit Shah during the 'Vitasta Mahotsav' in Srinagar, said that this cultural festival has witnessed many kinds of research in Kashmir for thousands of years and also has the privilege of being an amalgamation place of many cultures. Amit Shah was addressing the Vitasta Mahotsav organised by the Ministry of Culture as the chief guest in Srinagar on Friday as part of his 2-day visit to Jammu and Kashmir.Several dignitaries including the Lieutenant Governor of Jammu and Kashmir Manoj Sinha, Union Minister Meenakshi Lekhi, Union Home Secretary and Secretary, Ministry of Culture were present on this occasion. "This is the same Vitasta, which has been witness to many kinds of research in Kashmir for thousands of years and also has the privilege of being an amalgamation place of many cultures. This Jhelum has also seen Adishankar. Scholars of every field have come out of this land and made their arts famous not only in India but in the whole world; the assimilation of all these can be seen in today's culture of Kashmir," said Shah. Union Home Minister said that Jhelum has seen difficult times, the stream of Vitasta has also seen blood, attacks by fanatics, and many regime changes and Jhelum has also been a witness to the horrific scourge of terrorism. He said that Vitasta has given affection, love and enthusiasm to its children by incorporating all these in herself. "Those who consider Jhelum as a river, do not recognize human culture. Jhelum is the witness to the highest level of human civilization and Vitasta is a festival to show the true Kashmir to the whole world," the Home Minister said. He said that Jhelum is the witness to the highest level of human civilization and Vitasta is a festival to show the true Kashmir to the whole world. The objective of Vitasta Mahotsav is to acquaint the whole country with the great cultural heritage, diversity and uniqueness of Kashmir. "The festival focuses on the folk beliefs associated with the Vitasta (Jhelum) river, which has been considered very sacred since Vedic times. This river finds mention in many ancient texts like Neelmat Purana, Vitasta Mahamaya, Harcharita Chintamani, and Rajatarangini and it is believed that the pure currents of this revered river destroy all the evils of human nature," he added. Amit Shah said that Kashmir was called the land of knowledge by Adishankar, the heaven on earth by Mughal rulers and the appropriate land to churn the thoughts of Buddhism by Samrat Ashoka. "Culture is not made in a year or by one art and genre, culture is made by assimilation of many aspects of human life. Our India is one of the very few countries where such a stream of culture continuously flows and we should be proud of this. Such a continuous stream of ancient culture flows in every part of our country, which together makes the Ganges of Indian culture," he said. "British who ruled us considered our diversity as our weakness, but when the ruler saw from a constructive point of view, unity in diversity is our speciality and our greatest strength. He said that the speciality of India is our culture of living together with every one and this Vitasta Mahotsav is the ambassador of spreading this speciality of Kashmir to the whole of India and the world," he further added. He said that through the Vitasta Mahotsav, Kashmir becomes an all-encompassing ideology and culture. It is this place only where music and knowledge developed and reached their peaks, that's why Adi Shankar called it Sharda Kshetra and established Sharda Peeth here. Union Home Minister said that people who have seen the last 30-40 years of the history of Kashmir, find it a disputed and disturbed region. It is the nature of Kashmir to move forward like an immortal flame despite having many issues. "Kashmir in which more than 40,000 people were killed by terrorism a few years ago, the same Kashmir is moving forward today by assimilating arts through Vitasta Mahotsav," he added. Shah told the youth of the valley that they should have laptops, books and pens instead of stones and weapons in their hands. He said that hatred towards anyone has not been the history of Kashmir, Kashmir has accepted everyone who comes. Like a playing, jumping and flowing river, the culture of Kashmir always moved ahead and never looked back. Shah said that after the removal of Article 370 by Prime Minister Shri Narendra Modi, peace is established in Jammu and Kashmir. New dimensions of development are being created, institutions of higher education are being built, industries are being set up, Panchayati Raj has been established and many types of administrative reforms have taken place at the grassroots level without any opposition and now Kashmir has to look ahead. "In such a situation, this Vitasta Mahotsav has great importance. He said Under Ek Bharat Shreshtha Bharat, Shri Modi has given a vision to all the cultures of the country to move forward with each other through many programs like Kashi Telugu Sangamam, Tamil Saurashtra Sangamam, Kashi Tamil and Vitasta Mahotsav," said Shah. He said that this process will connect, strengthen and put us once again at our aspired place in the world. Union Home Minister said that about 1,900 artists from Kashmir and about 150 artists from across the country will exhibit and exchange their art in the Vitasta Mahotsav starting in Kashmir. He said that only art, culture and history can unite the country and Vitasta Mahotsav is a unique event to unite India. "This festival is a unique event where cuisines from all over the country will be available to local people and artists from all over the country will also enjoy Kashmiri cuisine. Until we do not use our culture and art in connecting the country, we will not be able to use this unprecedented power of ours for the benefit of the country. Despite our different cultures, languages, costumes and food habits, we are all Indians and this is our great strength. No country in the world has as much diversity as we have in India," he added. Amit Shah said that Prime Minister Narendra Modi has decided to celebrate Ek Bharat Shreshtha Bharat as well as the Azadi ka Amrit Mahotsav and put three goals in front of everyone. "First, every child of the country should know about our freedom struggle and freedom fighters and the culture of patriotism should be awakened in them. Secondly, we should glorify the achievements made by the country in 75 years in the whole world. Third, on the basis of the achievements of these 75 years, take a resolution about where will India be in every field in 2047, the centenary year of independence," Shah said. He said that the time of 75 to 100 years is the time to convert this resolution into achievement."The resolution we take today will turn into the achievement of the entire nation at the time of completion of 100 years and our India will become the India as imagined by the leaders of the freedom struggle. He said that if every person takes a resolution in the year of Azadi ka Amrit Mahotsav, then 130 crore steps of 130 crore people will take the country forward," the Home Minister said. He said that the Vitasta Mahotsav is the festival of the upcoming future of Kashmir, a link connecting our glorious history with the bright future, and Kashmir and the country move forward, create a great India, this is the goal of this festival. 

Union Minister of State Jitendra Singh on Sunday said that Bhaderwah has emerged as the Lavender capital of India and agri StartUp destination. "It is a moment of pride for all of us as Bhaderwah has emerged as the Lavender capital of India and Agri StartUp destination," Jitendra Singh said after inaugurating 2 days Lavender festival at Bhaderwah. CSIR, Indian Institute of Integrative Medicine, Jammu had organised the event as part of its 'One Week One Lab Campaign'. Singh described Bhaderwah as the birthplace of India's purple revolution and the destination of agri-StartUps. The Minister said that the valley of Bhaderwah is the best example of the development of the present progressive government at the centre which should have been celebrated much earlier, Bhaderwah being the best place for lavender cultivation in terms of land and climate. Singh while referring to lavender cultivation in the region, said that Lavender is an avenue of employment generation and research opening many paradigms of development. "Lavender cultivation has changed the lives of many farmers. It is heartening to note that Prime Minister Narendra Modi, in the 99th Edition of Mann ki Baat, appreciated the efforts of the Council of Scientific & Industrial Research- Indian Institute of Integrative Medicine (CSIR-IIIM) in supporting farmers in the cultivation of Lavender in the Bhaderwah, Doda district, J&K under CSIR-Aroma Mission". He said, "Farmers had been engaged in traditional maize cultivation for decades, but some farmers thought of doing something different. They turned to floriculture, that is, the cultivation of flowers. Today, around two and a half thousand farmers are cultivating Lavender here. They have also been handheld through the Aroma Mission of the Central Government. This new cultivation has greatly increased the income of the farmers." The CSIR-Aroma Mission is a flagship project of CSIR under which Lavender cultivation is being promoted in the temperate regions of J&K. The aim of the project is to increase the income of small and marginal farmers and develop agriculture-based Startups. The project is being directly monitored by Jitendra Singh, Union Minister of State (IC) of the Ministry of Science & Technology. Under his directions, CSIR-IIIM is implementing Lavender cultivation in Bhaderwah and other parts of J&K. The net annual income of farmers who switched from maize to Lavender cultivation has increased many folds from around Rs 40,000 to Rs 60,000 per hectare to Rs 3,50,000 to Rs 6,00,000 per hectare. Farmers of the Bhaderwah, Doda district, produced 300, 500, 800, and 1500 Litres of Lavender oil in 2019, 2020, 2021, and 2022, respectively. They earned over Rs 5 Crore between 2018-2022 by selling dry flowers, Lavender plants, and Lavender oil, an official statement said.