Jammu, Sep 12: Union Minister Dr. Jitendra Singh today emphasized the pivotal role of media in bridging the gap between the government and citizens, stating that media is instrumental in creating awareness about government schemes and initiatives. He was speaking as the Chief Guest at the media workshop ‘Vartalap’, organized by the Press Information Bureau (PIB), Ministry of Information & Broadcasting, Government of India, in Jammu.
Dr. Singh highlighted that the success of welfare programmes depends significantly on the effective communication of these schemes to the intended beneficiaries. He stressed that media, by disseminating accurate and timely information, not only informs the public but also enhances transparency and participation in governance.
Citing the Aroma Mission as a prime example from Jammu & Kashmir, Dr. Singh said that showcasing such success stories can encourage more citizens to participate in entrepreneurial initiatives and move away from the conventional ‘government job mindset’.
He also referred to Indian space scientist Shubanshu Shukla's achievements in the field of space research, underlining the media's role in bringing such national contributions to light and inspiring society.
Dr. Singh urged the need for domain-specific or specialised journalism, which he said can enrich reporting and provide nuanced perspectives on critical issues.
Touching upon India’s burgeoning startup ecosystem, he noted that the number of startups has grown from 350 in 2014 to over 1.5 lakh in 2025. He credited media with playing a transformative role in this growth by highlighting innovation and success stories.
He particularly praised the success of the CSIR-Aroma Mission in J&K, where over 3,000 lavender-based startups have flourished, generating income and employment across rural areas. The Minister called upon the media to bring these grassroots success stories into the national spotlight to inspire more farmers and youth to adopt agri-based entrepreneurship.
PIB Jammu Director Neha Jalali echoed these sentiments, emphasizing PIB’s commitment to helping journalists access reliable and authentic information to ensure government schemes reach the last mile.
Other speakers included Dr. Suphala Gupta (CSIR-IIM), who detailed the rural empowerment impact of Aroma Mission Phase-III; Dr. Ashutosh Gupta (Principal, GMC Jammu), who highlighted advancements in the public healthcare system; and Sansar Chand Sharma (IMD Jammu), who discussed the role of weather forecasting in disaster risk management.
The workshop saw the participation of around 100 media professionals and concluded with an interactive Q&A session focused on flagship schemes, particularly the Aroma Mission (Purple Revolution), and the growing startup ecosystem in India.
Zakir Nazir, M&CO PIB Jammu, delivered the vote of thanks.