Journal of Experimental Agriculture International

Sustaining farm income and agricultural livelihoods has become a major concern, particularly in hill regions where climate variability, fragmented landholdings, labour scarcity, wild menace and low profitability of traditional crops pose serious challenges. In this context, diversification towards high-value crops such as medicinal and aromatic plants (MAP) is emerging as a promising and viable alternative. This article is based on single case study approach highlighting the experience of a progressive farmer from Uttarakhand who adopted cultivation of Tulsi crop along with on-farm value addition. Economic analysis indicates that cultivation of medicinal and aromatic plants results in significantly higher returns compared to traditional crops, with Tulsi cultivation yielding a benefit–cost ratio of 2.18, which increased to 3.29 with value addition and direct marketing. By integrating processing, packaging, branding, and direct marketing, farm income increased substantially, with MAPs contributing nearly 60 percent of total earnings. The farmer undertakes three marketing channels viz. sale via retailers, counter sale and online sale which make him earn a sustainable livelihood through integrating MAP cultivation into farming system. The case study shows that medicinal plants-based farming system in hill region has potential for agri-preneurship which can be replicated for sustainable and stable livelihoods in hills.