Tata Consumer Products (TCP), the consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella, today announced its entry into the premium Kashmiri saffron category under its provenance brand- Himalayan. This launch is in line with the Company’s focus on expanding into new categories with differentiated products with strong quality credentials. With the launch of Grade 1, 100% pure Kashmiri saffron, the brand Himalayan is extending its existing product portfolio comprising of Natural Mineral water, Honey, and Fruit Spreads into this new category. Himalayan is directly sourcing the Grade 1 Kashmiri saffron, recognized for its purity and quality, from the picturesque valleys of Kashmir.
The superiority of Kashmiri saffron lies in it widely being recognized as one of the best in the world. It surpasses saffron sourced from other regions like Iran which is a major exporter to India in terms of its high concentration of key compounds crocin,safranal and picrocrocine giving it the deep red color and distinct aroma. Kashmiri Saffron has a crocin content of 8.72% vs Iranian Saffron which has 6.82% as per Quality Control Lab, Directorate of Agriculture, J&K making it more beneficial for consumer’s well-being.
Given the adulteration prevalent in the category , there is a trust deficit in the saffron category in India and a lack of awareness among consumers on how to distinguish between the varieties available in the market. Saffron is graded on a scale of 1 to 4 based on its quality, with Grade 1 being the most superior grade.
Each pack of Himalayan Saffron establishes its quality credentials by not only beautifully capturing visually the process of how Saffron is processed but also comes enabled with a first of its kind AI enabled QR code. Consumers can scan the code for an authentic Himalayan experience which virtually transports them to Kashmir Valley. In addition, they can see for themselves the “Kashmiri origin, purity & Grade 1 Quality certificate” from a NABL accredited lab for their pack by entering the batch number on the pack. For more information, consumers can type in their queries regarding saffron in the ChatGPT powered section. They can also explore saffron recipes and learn how to test the purity of saffron at home, further augmenting this unique experience.