Tata Consumer Products (TCP), on Thursday, 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 per cent pure Kashmiri saffron, the brand Himalayan is extending its existing product portfolio comprising natural mineral water, honey, and fruit spreads into this new category.
According to the brand, Himalayan is directly sourcing the Grade 1 Kashmiri saffron, recognized for its purity and quality, from the picturesque valleys of Kashmir.
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 per cent vs Iranian saffron has 6.82 per cent as per Quality Control Lab, Directorate of Agriculture, J&K making it more beneficial for consumers’ well-being, the company said in an official statement.
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.
Consumers can scan the code for an authentic Himalayan experience that 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.
Commenting on the launch, Vikram Grover, MD NourishCo Beverages, a fully-owned subsidiary of Tata Consumer Products, said, “We are thrilled to introduce Grade 1 Kashmiri Saffron under the Himalayan brand. Trust is paramount in the saffron category, and we firmly believe that Himalayan’s heritage and commitment to quality make it the ideal choice for consumers. Furthermore, our unique QR code-enabled experience, allows us to offer our consumers an unparalleled Himalayan experience and unmatched trust assurance.”