Jammu: Union Minister Dr. Jitendra Singh stated that the media serves as an effective bridge between the Government and the people, playing a pivotal role in spreading awareness about various government schemes and initiatives.
Dr. Jitendra Singh was addressing the media workshop ‘Vartalap’ as the Chief Guest, organised by Press Information Bureau, Ministry of Information & Broadcasting, Government of India, Jammu.
During his address, Dr. Singh emphasised that the success of welfare programmes in every sector launched by the Government depends largely on how effectively information about these initiatives reaches the intended beneficiaries. He further said that through timely and accurate dissemination, the media not only informs citizens but also ensures transparency and greater public participation in governance.
By sharing success stories and showcasing positive outcomes, the media motivates more citizens to avail the benefits of Government programmes, Aroma Mission being the best example in J&K and get rid of ‘government job mindset’, Dr. Singh emphasised.
Referring to the contribution of young Indian space scientist Shubanshu Shukla in the field of space research, Dr. Singh remarked, “Who will tell people what Shubanshu Shukla did in space? It is the media that can convey his achievements to society and highlight the role of our scientists in nation-building.”
Dr. Jitendra Singh observed that while the Indian media has made remarkable progress in outreach and technological adaptation, the scope for developing domain-specific journalism remains vast. “Specialised journalism not only enhances the quality of reporting but also ensures that citizens receive authentic, well-informed and nuanced perspectives on critical issues,” Dr. Singh remarked.
Dr. Jitendra Singh further said that India has risen to become the third-largest startup ecosystem in the world, with the number of startups increasing exponentially from just 350 in 2014 to over 1.5 lakh in 2025. In this remarkable growth in just 11 years,, media has a transformative role in shaping the innovation landscape through awareness and spreading of success stories, Dr. Singh stressed.
Dr. Jitendra Singh also highlighted the remarkable success of the CSIR-Aroma Mission in Jammu & Kashmir, under which more than 3,000 lavender-based startups have been established across rural India. These startups are not only generating substantial income but also creating employment opportunities, thereby transforming the lives of thousands of families. Again, the media has a vital role to play by narrating the success stories of lavender growers and startups to the nation and the world. By bringing these achievements into the public domain, the media can encourage more farmers to adopt aromatic crops and can motivate young entrepreneurs to venture into agri-based startups, Dr. Singh emphasised.
Director PIB Jammu, Neha Jalali, underlined the pivotal role of media in raising awareness about flagship programmes and welfare initiatives of the Government of India. She said, “PIB will extend all possible support to media professionals in accessing authentic information so that the benefits of government schemes reach the last mile. The Bureau is committed to strengthening the information flow, enabling media to effectively inform the general public.”
By working closely with PIB, the media can help amplify welfare initiatives and ensure that common people avail themselves of the schemes designed for their benefit, Ms. Jalali added.
Dr Suphala Gupta, Principal Scientist, CSIR-IIM, Jammu in her address said that Aroma Mission (Phase-III) is catalysing to rural empowerment and entrepreneurship through cultivation, processing, value addition and marketing of aromatic plants.
Dr Ashutosh Gupta, Principal, GMC, Jammu said that Jammu & Kashmir Health Sector is providing improved health care services having a robust public healthcare infrastructure.
Sansar Chand Sharma, Senior Meteorologist, IMD, Jammu said that India Meteorological Department (IMD) has been playing a crucial role in strengthening the country’s disaster risk management framework through its accurate and timely early warning services. By leveraging advanced technology, modern forecasting systems, and a nationwide observation network, IMD continues to provide reliable weather forecasts and early warnings that help safeguard lives and property.
Zakir Nazir, M&CO, PIB Jammu delivered the vote of thanks and acknowledged the valuable insights shared by resource persons and speakers during different sessions.
The media workshop witnessed the enthusiastic participation of around 100 media persons from different organisations.
At the end, an interactive question-and-answer session was conducted for media representatives related to the Government’s flagship programmes, particularly the Aroma Mission, popularly known as the Purple Revolution, and the growing ecosystem of startups in the country.
