This flower is related to the famous Phool Dei Festival (https://www.tourmyindia.com/states/uttarakhand/phool-dei-festival.html) celebrated in Uttarakhand.

Also found in mountain areas of West Bengal, like Kalimpong, and Darjeeling.

Afghanistan, south Tibet, Northern Nepal, Bhutan (Haa and Mongar districts).

Bergenin, catechin, gallic acid,[5] gallicin, catechin-7-O-glucoside and β-sitosterol can be found in B. ciliata.

It is a highly cited medicinal plant in the Himalayan state of Sikkim located in Northeastern India.