Himalayan Elevation Kashmiri Saffron-a brand by Tata Consumer Products-has joined hands in celebrating Himalayan Day, observed each year on 9th September, to mark an annual initiative that works towards the preservation and upliftment of the special ecosystem and communities of the mighty Himalayas. This year, it is supporting the saffron farmers of Pampore, Kashmir, who face a challenge in view of declining yield of Kashmiri Saffron.
The brand, in association with the Matamaal Foundation, will train Kashmiri Saffron farmers as part of this year’s initiative, starting this September, with on-ground sessions planned till October.
100% of the proceeds of every pack of Himalayan Elevation Kashmiri Saffron sold online for the week of this Himalayan Day will go to the training of these farmers. These trainings will thus provide them with the knowledge and tools necessary for the better cultivation of saffron in order to sustain their art.
This initiative is in line with the brand’s commitment to giving back to the communities that are integral to the Himalayas. This initiative not only provided training to Kashmir’s saffron farmers to fight declining yield but also gave them hope to continue their craft in the face of environmental challenges. It says that the brand believes in the paramount importance of sustainability and giving back to society.
For example, every pack of Himalayan Elevation Kashmiri Saffron has a QR code on the back that consumers can check to find out what farmer’s life they helped uplift with their purchase. This initiative thus allows consumers to literally see the impact their purchase is having on these farmers’ lives.
