With the rising demand, Lavender cultivation across Jammu and Kashmir has amplified. Hundreds of farmers are shifting to lavender cultivation in the Pulwama district of South Kashmir which has proved very profitable. Farmers traditionally in J&K grew cereals such as maize, rice and millet which didn’t provide great returns but after lavender cultivation, their earnings have gone up several times. The Kashmiri unemployed youth has also started practising lavender farming as it helps to generate revenue at a high level and they are happy with farming of unconventional aromatic plants. Jammu and Kashmir’s lavender cultivation is changing their fortunes.