In a sudden U-turn following controversy over the naming of its two-day cultural festival as “Jammuiyat,” the University of Jammu administration on Wednesday renamed the event “Jammu Vishwavidyalaya: Sahitya–Sanskriti Samagam.”
The decision came just hours before the festival’s scheduled launch, which will be attended by Lt. Governor Manoj Sinha and Chief Minister Omar Abdullah as chief guests.
The earlier title “Jammuiyat” had triggered objections from the Bharatiya Janata Party, the Indian National Congress, and a section of students of the university, who questioned the choice of the name.
Senior BJP leader GL Raina had termed the issue “particularly disturbing,” alleging that certain forces were attempting to portray Jammu as a fragmented and internally divided region in contrast to what he described as the “artificially projected homogeneity of the Kashmir Valley.”
“Such narratives are not only historically inaccurate but politically motivated. They serve a larger agenda aimed at denying the Jammu region its rightful share in development, political representation and economic growth,” Raina had said.
The university had also inserted large size advertisements of ‘Jammuiyat’ in local newspapers.
Following the criticism, the university issued a hurried circular (No. Estab/26/1232-1330 dated March 11, 2026), signed by Registrar Dr. Neeraj Sharma, directing that the title “Jammuiyat: Sahitya Sanskriti Samagam” be read as “Jammu Vishwavidyalaya: Sahitya Sanskriti Samagam.”
The name change was also formally announced by Vice-Chancellor Umesh Rai during a curtain-raiser press conference held later in the day.
Announcing the two-day literary and cultural festival scheduled for March 13–14 at the university campus, Prof. Rai said the programme aims to celebrate the rich literary and cultural heritage of the Jammu region and present it on a wider platform.
The press conference was attended by Dean Research Studies Prof. Neelu Rohmetra, Registrar Dr. Neeraj Sharma, festival coordinator Prof. Sadaf Shah, Prof. Seema Rohmetra, and Director DIQA Dr. Ginny Dogra, among other senior officials.
Addressing the media, Prof. Rai said the Jammu region possesses immense cultural, linguistic and artistic diversity. Through the Samagam, the university seeks to bring together writers, artists, scholars and cultural practitioners so that the many voices and traditions of the region can be collectively showcased.
He observed that the Jammu region represents a living example of unity in diversity and that the festival seeks to highlight and celebrate this spirit.
Prof. Rai said such initiatives resonate with the broader vision of Narendra Modi and Lt Governor Manoj Sinha, which emphasises promoting regional studies, local languages and cultural traditions while encouraging youth engagement with their heritage. He added that the vision seeks to transform the Jammu region into a vibrant knowledge hub by linking education with local strengths such as handicrafts, tourism, literature and cultural creativity.
He further said the initiative reflects the spirit of the Ek Bharat Shreshtha Bharat programme, which celebrates India’s cultural diversity while strengthening bonds between different regions of the country.
The Vice-Chancellor also informed that the Samagam will bring together writers and scholars representing several languages spoken across the Jammu region, including Dogri, Punjabi, Gojri, Pahari, Siraji, Bhaderwahi, Pogli, Padri, Hindi and Urdu.
In addition to literary discussions and interactions, the event will feature traditional music, dance, local cuisine and other cultural expressions reflecting the everyday life and traditions of the region.