Punjab Agricultural University (PAU) is promoting sunflower cultivation as a profitable and sustainable diversification option for farmers. Improved hybrids like PSH 2080 and PSH 1962 offer higher oil content, resilience, and flexibility in sowing. Sunflower's short growing season, adaptability, and lower water requirements make it an attractive alternative in crop rotations, potentially enriching farm income and optimizing land use. Farmers are reporting encouraging results, viewing it as a promising new opportunity.