By Team Mangalorean

Bangalore April 8, 2008: "Queen of fragrance" the modest jasmine belonging to the botanical 'Oleaceae' family, considered by the ancients as 'a one-way ticket to paradise when one is down or sad,' is all set to hit the European shores.

Along with these flowers, the cultivators too will be traveling to the international flower fair to be held in Netherlands, to promote jasmine by show-casing the fine art of expertly stringing these delicate flowers. After successfully exporting flowers like cut roses and anthurium from Karnataka to the International flower market, it is now the pristine white jasmine's turn to spread her aroma in the foreign market.

Plans are afoot on part of the Karnataka Horticulture Department to send women employed in cultivating and stringing together jasmine flowers to the Netherlands in Europe, with the view to making jasmine a popular abroad. Presently the export of jasmine flowers is restricted to Dubai, that too in small quantities.

Sources within the Horticulture Department inform that every year in October one floriculture fair is organized at Aalsmeer, which is Netherlands' flower district. This district is so popular that it attracts flower growers with their flowers in droves, from all parts of the globe.

Against this backdrop, sources state that the Horticulture Department is planning to send a group of women to attend the International fair this year from the three different regions of the State where 'Malige' (Jasmine) is grown, viz Mysore, Shankarapura in Udupi and Hadagali.

In fact P Ganeshan, horticulture secretary in a public meet recently announced "A team of growers of Udupi Mallige, Hadagali Mallige and Mysore Mallige flower would be sent to the Netherlands to attend the international floricultural meet."

In all probability three women might be chosen from each region. The department's strategy is to create a platform at the fair where women would string the flowers, thereby attracting the attention of the foreign visitors'. The act of deftly stringing jasmines flowers is an art which is mastered by women growers and is sure to mesmerize visitors, is the hope expressed by the horticulture experts.

The above three varieties of jasmine from the State have recently won the Geographical Identification (GI) tag. This is indeed a positive development which will further enhance their brand value and commercial returns both at home and in foreign markets. Due to the GI tag there will be more support to jasmine growers both financially and otherwise. Moreover, it will now be under a patent and hence its originality and uniqueness will be protected and any country or organization claiming it as their own will face severe repercussions.

Since jasmine can be cultivated all year round, traditionally it grows in more numbers than that of rose and anthurium. However, it has strictly been confined to the domestic market, and used during festive occasions and for making garlands for temples deities. Now due to GI tag jasmine farmers too can avail of financial assistance for rejuvenation under the National Horticulture Mission. It may be noted that the traditional flowers from our country require international recognition. Flowers such as jasmine have great potential and hence need to be highlighted in the international arena, opine State officials.