The Union Ministry of Science and Technology's Floriculture Mission is reshaping rural livelihoods in Jammu and Kashmir's Doda district, where women affiliated with Self-Help Groups (SHGs) under the National Rural Livelihood Mission (NRLM) are turning previously barren land into productive marigold fields — and earning meaningful income in the process. The initiative, supported by the CSIR-Indian Institute of Integrative Medicine (CSIR-IIIM), marks a significant diversification away from subsistence agriculture in one of the region's more remote highland areas.

How the Initiative Took Root

In Sartingal village in Bhaderwah and the Athkhar Valley region, the programme was piloted with just five women who agreed to experiment with marigold cultivation on unused plots. The effort is spearheaded by NRLM Cluster Coordinator Nadia Farooq, who said the Floriculture Mission supplied participants with quality planting material, modern cultivation training, and continuous technical guidance — enabling a shift beyond traditional maize-dominated farming.

According to Farooq, the women obtained seeds from CSIR-IIIM officials and ventured into commercial floriculture after being encouraged by the institute's hands-on support. Within roughly one-and-a-half months, the pilot group began supplying marigold flowers to traders in Jammu, generating a steady additional income stream.

Earnings and the Festive Season Boost

Marigold flowers in the region typically fetch ₹30–35 per kg, according to Farooq. However, surging demand during the Navratri festive period pushed prices to ₹60 per kg — nearly double the baseline rate — significantly improving returns for growers. The seasonal spike underscores the commercial opportunity that religious and festive demand cycles create for floriculture farmers across northern India.

A Local Role Model Emerges

Among the beneficiaries, a woman named Rani has become a visible symbol of women-led rural entrepreneurship in the area. Associated with the Umeed scheme for the past eight years, she initially ran a small business before expanding into marigold cultivation three years ago. To date, Rani has reportedly sold marigold flowers worth more than ₹3 lakh, providing her family with a reliable supplementary income. She credited access to quality seeds, structured training programmes, and awareness campaigns under the floriculture initiative for improving both yield and crop quality.

Ripple Effect Across the Community

The pilot group is now actively encouraging neighbouring farmers to integrate marigold cultivation alongside conventional crops. According to Farooq, the women are themselves extending support to interested growers — sharing seeds, providing training, and offering financial guidance. This peer-driven expansion model reflects a broader objective of the NRLM: to build self-sustaining agricultural communities rather than dependency on state intervention alone.

Wider Significance for J&K's Rural Economy

This comes amid a broader push by the Centre to develop non-traditional agricultural sectors in Jammu and Kashmir, particularly in districts like Doda that have historically lagged in rural income metrics. Commercial floriculture represents a relatively low-capital, high-return diversification option for smallholders, and the CSIR-IIIM's involvement lends scientific credibility to the crop management methods being adopted. As the programme scales, observers will watch whether consistent market linkages — particularly beyond the seasonal festive window — can be secured to sustain incomes year-round.