Tata Consumer Products Enters Kashmir Saffron Segment with Premium Grade 1 Option in Himalayan Brand

TATA CONSUMER PRODUCTS

        Tata Consumer Products (TCP)  is a FMCG company that brings together the main food and beverage interests of the Tata Group. It came into existence after the merger of Tata Global Beverages Ltd. (TGBL) and the consumer business of Tata Chemicals in 2019. Tata Global Beverages was renamed Tata Consumer products and its registered office is located in Kolkata. It offers a diverse range of products including tea, coffee, water, ready-to-eat meals, snacks, and breakfast cereals. Among its notable brands are Tata Tea, Tetley, Tata coffee grand and Eight O’clock Coffee. Additionally, it offers food products like Tata Salt, Tata Sampan ,Tata Soulful, Himalayan preserves and honey.

Fig.1 Tata consumer products 

          Tata consumer products is ranked as the world’s 2nd largest branded tea company. With a  presence in over 200 million households in India, Tata Consumer Products has a strong advantage in utilising the reputable Tata brand in the consumer products industry and remains committed to delivering top-notch quality products that consumers can rely on, as they have consistently done in the past.

EXTENDING ITS PRODUCT PORTFOLIO

       Tata Consumer Products Ltd has categorised its operations into branded and non-branded sectors. The branded division focuses on selling packaged food products such as coffee, tea, water, and more. On the other hand, the non-branded segment is responsible for tea and coffee plantation and extraction, along with other related products . Tata Consumer Products company is engaged in frequent introduction of new food products in the market under its various brand arms  and it never fails to delight consumers by delivering high-quality, sustainable, and innovative products that create lasting value for all our stakeholders. 

   In line with the company’s focus on expanding into different categories , Tata consumer products has recently ventured into the market for Kashmiri saffron, indicating that the company has now expanded its product portfolio to include saffron sourced from the Kashmir region of India. The company has  announced its entry into the premium Kashmiri saffron category under its provenance brand- Himalayan on 3rd august 2023.

TCP’S SAFFRON SEGMENT

1. SAFFRON 

     Saffron, which is called the ‘KING OF SPICES “is considered to be the most expensive spice. It is a tiny portion of a sweet-smelling flower resembling honey, is scientifically referred to as Crocus sativus and belongs to the Iridaceae family. This spice has a history dating back to 1600-1700 BC and was likely cultivated in regions ranging from the Middle East and Central Asia to the Greek islands of Southwest. It is extensively grown in several countries including China, India, and various parts of the Middle East.                         

Fig.2.1.Saffron flower                         Fig.2.2.Saffron

      Saffron adds a touch of luxury to various cuisines worldwide. Its distinct taste and vibrant colour elevate the flavours of desserts, rice dishes, and beverages. In addition to enhancing taste, saffron has numerous health benefits, including antioxidant properties, digestive aid, and potential antidepressant effects.

2. DIFFERENT CATEGORIES OF SAFFRON 

       Saffron can be categorised into various types based on its appearance and composition. When it comes to physical classification, saffron is grouped according to its size and shape. On the other hand, content classification focuses on determining the quality of saffron. Different countries have their own regulations for classifying saffron. In Spain, saffron is graded based on its place of origin and, in the second category, the length and thickness of the stigma and cream. In India, saffron is sorted based on the purity and quality of the stigma, or whether it possesses both stigma and cream. In England, saffron is classified based on factors such as colour, aroma, and Flavors.

      Some types of saffron  based on method of processing include Negin, Sargol, Pushal, Dokhtar Pich or Dasteh, and Root. Based on its origin of production, saffron is grouped into Persian saffron, Kashmiri saffron, and Spanish saffron.

Fig.4.1.Varieties of saffron

       Meanwhile, the ISO 3632 standard has established a universally accepted method for classifying saffron, which is followed by all saffron-producing countries. Each strand of saffron consists of two essential components, which help distinguish between different varieties:

1. The first component is the stigma, commonly referred to as the red part of saffron.
2. The second component is the cream, also known as the white part of saffron.

(iii) WHY TO CHOOSE KASHMIRI SAFFRON?

         Kashmir is renowned for its saffron production, the Regions unique climate, fertile soil, and traditional farming methods. Kashmiri saffron, often referred to as the “red gold,” holds a prestigious reputation for its superior flavour, aroma, and health benefits. Experts and cultivators worldwide have attributed the elevated price of Kashmiri saffron to its exceptional quality, characterised by a deep maroon-purple shade. This unique colour is a result of a higher concentration of crocin, a carotenoid pigment responsible for both the colour  and medicinal benefits of saffron.

        The International Journal of Farming and Allied Sciences (IJFAS) published a research paper stating that Kashmiri saffron contains 8.72 percent crocin, surpassing the Iranian variant’s 6.82 percent. The increased crocin content contributes to its darker colour, intensified flavour and aroma, as well as its enhanced medicinal properties.

Fig.3.Himalayan Kashmiri saffron

       With a focus on delivering high-quality products, Tata Consumer Products aims to provide a delightful culinary experience by sourcing premium Grade 1 saffron directly from Kashmiri farmers. The company’s Himalayan brand, known for offering pure and authentic products such as Himalayan Pure mineral water, Himalayan reserves and Himalayan honey , now includes saffron as its latest addition. Tata Consumer Products’ decision to enter the Kashmiri saffron market aligns with its vision of offering excellent quality products. The company ensures that its Grade 1 saffron adheres to the highest quality standards. Each strand is meticulously hand-picked and carefully packaged to preserve its freshness, flavour, and aroma. 

IMPACTING LOCAL COMMUNITIES 

        By sourcing directly from local farmers, Tata Consumer Products supports the local economy and follows fair trade practices. Additionally, Tata Consumer Products takes pride in its sustainability and social responsibility initiatives, which are associated with the Himalayan brand. Introducing Kashmiri saffron further demonstrates the company’s commitment to sustainable sourcing practices. By collaborating with local farmers, Tata Consumer Products not only supports their livelihood but also preserves the cultural heritage of saffron farming in Kashmir. This strategic move benefits both Tata Consumer Products and the entire Kashmiri saffron industry, creating opportunities for local farmers and generating global recognition for this exceptional product.

AVAILABILITY AND PACKAGING 

        Tata Consumer Products’ Grade 1 Kashmiri saffron will be available in selected retail outlets, supermarkets, and online platforms across India and international markets.

Fig.5. Package of Himalayan brand Kashmiri saffron

       The premium-grade saffron will be packaged in air-tight, light-resistant containers to preserve its freshness, aroma, and flavours for an extended period. The quality of each Himalayan Saffron pack is not only visually displayed through the captivating depiction of the saffron processing process, but it also includes a unique QR code that utilises artificial intelligence technology, which is the first of its kind.

          The price of the 1 g pack of Himalayan saffron is set at Rs. 650 (inclusive of all taxes), and the 0.5 g pack is priced at Rs. 370 (inclusive of all taxes).

CONCLUSION 

        With the launch of Grade 1 Kashmiri saffron under its Himalayan brand, Tata Consumer Products brings an unique  taste and aroma experience to saffron enthusiasts. By ensuring quality, authenticity, and economic empowerment of local communities, Tata Consumer Products sets itself apart in the growing saffron segment.  a reputable brand like Tata Consumer Products with Kashmiri saffron will bring increased visibility and recognition to this unique product. Consequently, it is anticipated to create new market opportunities for local farmers and expand the global reach of Kashmiri saffron.

           As consumers search for unparalleled Flavors and experiences, Tata Consumer Products’ foray into Kashmiri saffron marks an exciting new chapter in the company’s journey to offer the best of nature’s bounty under its renowned Himalayan brand.

REFERENCES

1. Farhood Gol Mohammadi , “Saffron and its Farming, Economic Importance, Export, Medicinal characteristics and Various Uses in South Khorasan Province- East of Iran, “The association IJFAS Journal-2014-3-5/566-596/ 31 May, 2014.
2. Varsha Meghani, “How Tata Consumer Products grew despite the pandemic,” Forbes India May 5, 2022.
3. Vikalp Mishra, “Fundamental Analysis of Tata Consumer Products – Future Plans & More,” Trade brains ,Mar 7, 2023.
4. Samarpita Banerjee, “Marketing in the times of Covid-19: Tata Consumer Products, “Jun 5, 2020.
5. Daawar Bashir Ganaie, Yadvinder Singh, “Saffron in Jammu & Kashmir, “International Journal of Research in Geography (IJRG) Volume 5, Issue 2, 2019.
6. Rupali Mukherjee, “Tata’s’ Himalayan makes saffron foray, “The times of India  ,Aug 3, 2023.