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The Council of Scientific and Industrial Research - Indian Institute of Integrative Medicine (CSIR-IIIM) and the National Highways Authority of India (NHAI) have initiated the Lavender Hub project on the Jammu-Srinagar highway. This collaborative effort aims to harness the potential of lavender cultivation for economic development and sustainable agriculture in the region. The Lavender Hub project on the Jammu-Srinagar highway signifies a significant step towards promoting agro-tourism and diversifying agricultural activities in Jammu and Kashmir. CSIR-IIIM's expertise in medicinal and aromatic plants, coupled with NHAI's infrastructure support, is expected to create a conducive environment for lavender cultivation and processing along the highway corridor. The initiative holds promise for empowering local farmers and entrepreneurs by providing them with opportunities to cultivate and market lavender-based products. Through training, research, and market linkages, CSIR-IIIM and NHAI aim to enhance the income and livelihoods of communities residing along the Jammu-Srinagar highway. Moreover, the Lavender Hub project is envisioned as a model for sustainable agriculture and rural development, showcasing the potential of aromatic plant cultivation to generate employment and boost the economy. By leveraging the natural resources and geographical advantages of the region, the project seeks to create a value chain for lavender-based products that cater to domestic and international markets. Overall, the collaboration between CSIR-IIIM and NHAI for the Lavender Hub project underscores their shared commitment to promoting innovation, entrepreneurship, and inclusive growth in Jammu and Kashmir.