The project activities draw on the indigenous knowledge, experience and traditional practices of local communities and support their role as environmental managers in the conservation of the Swertia Chirata, which is the most important medicinal plants biodiversity resources in Bhutan. Locally it is known by several names. The local people of Louri (the place where chirata grows) used locally for treating several human ailments such as common cold, cough, fever, combating malaria, de-worming, gout, headached and body pain.

The Jomotshangkha Farmers' Group (JFG) are interested in tseri cultivation leading to increase in the production of chirata for income generation. The rationale for the GEF focal area is the conservation of this species from being extinct, as there is the danger of chirata being extinct, due to immture and random harvesting by the growing population.

The objective of the project is to maintain sustainable supply of the indigenous chirata spp and contribute to socio-economic development of this remote community by enhancing the income generation of the farmers in Louri, Langchenphu, Serthi, Zangthi, Dungmanma and Momring villages with a population of over 11,000 women and men. A sustainable supply of chirata would contribute to biodiversity conservation and poverty alleviation.