In the world of spices, <keyword id="53648" type="General" weightage="100" keywordseo="saffron" source="Orion">Saffron</keyword>, also known as <keyword id="32289" type="General" weightage="20" keywordseo="kesar" source="Orion">Kesar</keyword>, holds an esteemed position as the "king of spices." With its vibrant color, enchanting aroma, and rich history, saffron has been a prized ingredient in culinary and medicinal practices for centuries. Let's delve into the allure of saffron, uncovering its remarkable attributes that make it a treasured gift from nature. <cmsannotation type="cmsannotation" annotationid="What is Saffron (Kesar)?" comment="subhead" text="What is Saffron (Kesar)?">What is Saffron (Kesar)?</cmsannotation> Saffron, scientifically known as Crocus sativus, is a precious spice derived from the vivid crimson stigmas of the saffron crocus flower. Each stigma is handpicked and carefully dried to produce saffron threads, which are known for their striking color, distinct aroma, and unparalleled flavor. <cmsannotation type="cmsannotation" annotationid="Nutritional Value" comment="subhead" text="Nutritional Value">Nutritional Value</cmsannotation> Despite its delicate appearance, saffron is a powerhouse of nutrients. It contains essential vitamins like vitamin A, vitamin C, and vitamin B6, along with minerals such as potassium, magnesium, and iron. Saffron also contains active compounds like crocin, safranal, and picrocrocin, which contribute to its health benefits. <cmsannotation type="cmsannotation" annotationid="Health Benefits" comment="subhead" text="Health Benefits">Health Benefits</cmsannotation> Saffron's reputation as a therapeutic spice is backed by its myriad health benefits: Antioxidant Rich: Saffron's antioxidants combat oxidative stress and contribute to overall well-being. Mood Enhancement: Saffron is believed to have mood-boosting properties and may aid in managing mild depression. Digestive Comfort: Saffron's carminative properties can help alleviate digestive issues and bloating. Skin Radiance: Saffron is used in skincare for its potential to promote radiant and glowing skin. <cmsannotation type="cmsannotation" annotationid="Culinary Uses" comment="subhead" text="Culinary Uses">Culinary Uses</cmsannotation> Saffron's mesmerizing hue and delicate aroma have made it a sought-after ingredient in culinary creations worldwide. It's a staple in Indian, Persian, and Mediterranean cuisines, where it lends its captivating color and flavor to dishes like biryanis, paellas, and desserts. <cmsannotation type="cmsannotation" annotationid="Types of Saffron (Kesar)" comment="subhead" text="Types of Saffron (Kesar)"><keyword id="18566580" type="General" weightage="20" keywordseo="types-of-saffron" source="Orion">Types of Saffron</keyword> (Kesar)</cmsannotation> Saffron is classified into different grades based on its quality and origin. The most prized and sought-after type is "Kashmiri Saffron," known for its rich color and potent aroma. Other types include Iranian saffron and Spanish saffron, each with its unique characteristics. <cmsannotation type="cmsannotation" annotationid="How to Buy and Store Saffron (Kesar)" comment="subhead" text="How to Buy and Store Saffron (Kesar)">How to Buy and Store Saffron (Kesar)</cmsannotation> When purchasing saffron, opt for threads that have a deep red color and an alluring aroma. Avoid buying powdered saffron, as it may be adulterated. Store saffron threads in an airtight container in a cool, dark place to preserve their flavor and potency. Proper storage can extend the shelf life of saffron. <cmsannotation type="cmsannotation" annotationid="Precautions and Potential Side Effects" comment="sabhead" text="Precautions and Potential Side Effects">Precautions and Potential Side Effects</cmsannotation> Saffron is generally safe when consumed in culinary amounts. However, excessive consumption may lead to potential side effects like digestive discomfort or allergic reactions. Pregnant and breastfeeding women should avoid large amounts of saffron, as it may stimulate uterine contractions. <cmsannotation type="cmsannotation" annotationid="Frequently Asked Questions" comment="subhead" text="Frequently Asked Questions">Frequently Asked Questions</cmsannotation> 1. Why is saffron so expensive? Saffron's high cost is due to the labor-intensive process of harvesting and its requirement of a large number of flowers to produce a small amount of saffron threads. 2. How is saffron harvested? Saffron is harvested by hand-picking the delicate stigmas (threads) from the saffron crocus flower. This process is time-consuming and requires precision. 3. Can saffron be used in savory dishes? Yes, saffron is versatile and can be used in both sweet and savory dishes. It adds a unique flavor and color to a wide range of culinary creations. 4. What gives saffron its distinct color and aroma? The compounds crocin and safranal in saffron are responsible for its vibrant color and distinct aroma, respectively. 5. Is there a substitute for saffron in recipes? While no ingredient perfectly replicates saffron's unique qualities, turmeric can be used as a color substitute, and certain spices like cardamom or vanilla can contribute to a similar aromatic profile. Saffron, the radiant jewel among spices, enchants both the senses and the soul with its vibrant color and unparalleled aroma. As a testament to its culinary and medicinal significance, saffron has graced tables and herbal remedies for centuries. Whether it's enhancing a dish's allure or contributing to well-being, saffron's golden touch continues to inspire awe and admiration. Note: The article is based on content generated by AI models like Bard and Chatgpt. <h3>SEE ALSO:</h3><a href="https://www.businessinsider.in/science/health/food/webstories/top-10-indian-spices-to-improve-your-digestion/slidelist/103132008.cms" data-type="tilCustomLink" target="_blank">Top 10 Indian spices to improve your digestion</a> <a href="https://www.businessinsider.in/science/health/food/best-fruits-to-have-in-breakfast-for-energized-mornings/articleshow/103129771.cms" data-type="tilCustomLink" target="_blank">Energize your mornings with these top fruit choices for breakfast</a>

Saffron (Kesar): The golden elixir of flavor and wellness

New Delhi [India] September 12 (ANI): Visiting <keyword id="18750100" type="General" weightage="20" keywordseo="g20-heads-of-state" source="Orion">G20 Heads of State</keyword>, leaders and their spouses were presented with <keyword id="18750101" type="General" weightage="20" keywordseo="handcrafted-artefacts" source="Orion">handcrafted artefacts</keyword> signifying India's rich culture by Prime Minister <keyword id="6354477" type="General" weightage="20" keywordseo="narendra-modi" source="Orion">Narendra Modi</keyword>. It is comprised of a curated compilation of handcrafted artefacts and products, which speak volumes about India's rich cultural traditions. Some of the products are the product of centuries of tradition and are cherished across the world for their unparalleled workmanship and quality. These were meticulously created by the hands of master craftsmen. However, some products are the result of the unique bio-diversity of the country. The Government of India presented a Kashmiri Pashmina Stole in a Papier Mache box to the spouse of Brazil President Lula da Silva, Rosangela da Silva. This Kashmiri Pashmina stole has many enchanting stories woven into its fabric. The wool is obtained by combing (and not shearing) the undercoat of specific Himalayan goats. Skilled artisans hand-spin, weave, and embroider their delicate fibres using age-old processes. The result is a light, warm and intricate stole that embodies timeless elegance and craftsmanship. For centuries, Pashmina has been a symbol of royalty. From being the favourite of empresses to adorning the modern fashionista. The exquisite elegance and feel of these stoles have been adored by women across generations. Moreover, the stole was presented in a papier mache box which is among the most delicate, decorative and renowned crafts of Jammu and Kashmir. A masterpiece of craftsmanship, it is made from a mixture of paper pulp, rice straw and copper sulphate. Prime Minister Narendra Modi gifted an Assam stole in a Kadam Wood Box to Iriana Joko Widodo, the spouse of Indonesian President Joko Widodo. Assam stoles are traditional pieces of clothing woven in the northeastern state of Assam. This stole has been crafted by skilled artisans using Muga silk. These stoles are known for their intricate designs and motifs that often draw inspiration from the region's natural surroundings, often showcasing elements like flora and fauna. Assam stoles are not just garments; they embody the rich cultural heritage of the Assamese people and their weaving traditions. Draping an Assam stole isn't just donning clothing - it's embracing a glorious cultural heritage and artistic legacy. The Assam stole was presented in a Kadam wood box. Kadam (Burflower tree) wood is considered auspicious in <keyword id="38247" type="General" weightage="20" keywordseo="indian-culture" source="Orion">Indian culture</keyword> and features in Indian religions and mythologies. This box has been handcrafted by the artisans of Karnataka. PM Modi further presented Kanjivaram Stole to Yuko Kishida, the spouse of his Japanese counterpart Fumio Kishida. Kanjivaram silk creations are a true masterpiece of Indian weaving, renowned for their rich and vibrant colours, intricate designs, and unparalleled craftsmanship. 'Kanjivaram' derives its name from a small south Indian village - Kanchipuram in Tamil Nadu, from where the craft originated. The stole is handcrafted from pure mulberry silk threads, by skilled weavers who have inherited the tradition and techniques from their ancestors. It is a very durable and strong fabric. At the same time, it exudes a queenly elegance, sophistication and grace. This stole was presented in a Kadam wood Jali box. Kadam (Burflower tree) wood is considered auspicious in Indian culture and features in Indian religions and mythologies. This box has been handcrafted with 'Jali' or latticework by the artisans of Kerala. Furthermore, PM Modi presented an elegant Banarasi stole to the spouse of the UK's Prime Minister Rishi Sunak, Akshata Murty in Kadam Wood Box. Banarasi silk stoles are India's elegant treasures. Handcrafted in Varanasi, they're soft like dreams. Luxurious silk threads create intricate patterns, reflecting the city's cultural richness and its weaving heritage. Banarasi silk stoles are adored for weddings and special occasions. They add a regal grace to the wearer. Their shimmering texture and vibrant hues make them coveted fashion accessories. Whether draped over shoulders or worn as headscarves, these stoles exude timeless charm. 'Banarsi' is one of the most prized possessions in the wardrobe of every well-dressed woman in the sub-continent. This stole was presented in a Kadam wood box. Kadam (Burflower tree) wood is considered auspicious in Indian culture and features in Indian religions and mythologies. This box has been handcrafted by the artisans of Karnataka. Moreover, PM Modi further extended the gift to the spouse of Mauritius PM Pravind Jugnauth, Kobita Ramdanee. He presented the Iakkat Stole packed in the Teak Wood Box. Ikkat Stole is a timeless masterpiece created by the artisans of Odisha - this is a traditional mulberry silk stole adorned with the exquisite Ikat technique. 'Ikat' is a meticulous dyeing process on silk or cotton. It involves tying and dying specific sections of threads to produce a symphony of shades while keeping the tied portions untouched. As these threads intertwine, they create a resplendent fabric, graced with pale motifs against a dark backdrop. Precision is the heart of this art. Originating in the 12th century when artisans migrated from Gujarat, the legacy of Odisha Ikat endures and thrives. Presented in a Teak wood box, the stole has been handcrafted by artisans of Gujarat using the hardy and durable teak wood. PM Modi presented a Banarasi Silk Stole in an Ebony Jali Box to the spouse of Argentina's President Alberto Fernandez, Marcela Luchetti. Banarasi silk stoles are India's elegant treasures. Handcrafted in Varanasi, they're soft like dreams. Luxurious silk threads create intricate patterns, reflecting the city's cultural richness and its weaving heritage. The other handcrafted artefacts included a Khadi scarf, Sheeshamwood Sandook with Brass Patti, Araku Coffee, Kashmir Saffron and many more. Khadi Scarf originated from India and Khadi is an eco-friendly clothing material most beloved for its beautiful texture and versatility throughout the seasons. It can be spun into life from cotton, silk, jute or wool. It is also one of the most important symbols of India's freedom struggle. In fact, its name was coined by Mahatma Gandhi himself. The rural artisans of India, comprising 70 per cent women, hand spin and hand-weave these intricate threads into the ultimate fashion statements adorned across the globe. From its beginnings on the spinning wheel during India's independence movement to today being a marker of high quality and luxury, khadi has been epitomizing sustainable fashion for decades. Another gift was Sheeshamwood Sandook with Brass Patti. 'Sandook' is the hindi word for a treasure chest. Traditionally, it is a strong box made of solid old wood or metal, with a lid on top and embellishments all over. It holds a special place in Indian cultural and folk legends, besides being the epitome of exquisite workmanship. This Sandook has been hand-crafted using Sheesham (Indian Rosewood), which is valued for its strength, durability, distinctive grain patterns and rich colour. The brass patti (strip) is delicately etched and embedded into the wood, transforming the piece into a masterpiece of visual delight and tactile splendour. It is worthy of being treasure on its own, besides storing other treasures within. The present also included the most exotic spice in the world, Saffron from Kashmir. Saffron ('Zafran' in Persian, 'Kesar' in Hindi) is the most expensive spice in the world. Across cultures and civilizations, saffron has been valued for its unparalleled culinary and medicinal value. It is a treasure of nature, both rare and enticing. Each strand of it comprises the stigma of 'Saffron Crocus'. The stigma's crimson hue holds the concentrated essence of sun-soaked days and cool nights. Cultivating saffron is a very labour-intensive process. It requires the delicate hand-harvesting of thousands of flowers (each flower contains three crimson stigmas) to yield a mere ounce of the spice. Kashmiri Saffron stands as a true embodiment of exclusivity and exceptional quality. Its intense aromatic profile, vibrant colour and unmatched potency set it apart. This is due to the crisp air, abundant sunlight and well-drained soil of Kashmir, which yields saffron with a higher concentration of essential oils. Apart from being a luxurious and sought-after culinary spice, saffron is abundantly rich in antioxidants and provides many health benefits. Another present was the Pekoe Darjeeling and Nilgiri Tea. Pekoe Darjeeling and Nilgiri Tea are two illustrious gems from Bharat's tea tapestry, epitomizing the delicate art of tea cultivation and infusion. Darjeeling tea is the most valued tea in the world. Only tender shoots are handpicked from shrubs, located on the misty hills of West Bengal at altitudes of 3000-5000 ft. These nuances, along with the soil's unique character get reflected in the highly aromatic and invigorating cup that comes to your table. Nilgiri Tea comes from the most spectacular mountain range in South Bharat. Cultivated amidst the mountains' lush terrain at an elevation of 1000-3000 feet. The tea is relatively mild. At the same time, it is renowned for its bright and brisk liquor and clean flavour. It is a preferred choice for lemon or iced tea. The government of India also has the world's first terroir-mapped coffee, Araku coffee. It is grown on organic plantations in the Araku Valley of Andhra Pradesh. These coffee beans bear the essence of the valley's rich soil and temperate climate. The coffee plants are cultivated by the valley's farmers who farm the land in complete harmony with nature. They work by hand in small farms and grow the coffee naturally, without the use of machines or chemicals. This ensures that the coffee is organic and the cultivation is sustainable. What the end user gets is traditional coffee powder/beans directly from a farmer's house. Pure Arabica with a rare aromatic profile, Araku Coffee is known for its unique texture and a symphony of flavours that makes for a smooth, well-balanced cup. One of the gifts was from the largest mangrove forest in the world, Sundarbans. Sundarbans Multiflora Mangrove Honey mirrors the bio-diversity of the area and has a distinct and rich flavour profile. Sundarbans is the largest mangrove forest in the world, located on the delta formed by the confluence of the Ganges, Brahmaputra and Meghna rivers in the Bay of Bengal. It is home to wild colonies of honeybees. Before the culture of beehive farming, people used to hunt honeycombs from the wilderness. This tradition of beehive hunting is still practised among the people of Sundarbans. Sundarbans Multiflora Mangrove Honey blends the nectar of various mangrove flowers like Khalisha, Band Garan...to create a harmony of sweet and earthy notes. It is less viscous than other types of honey. Besides being 100 per cent natural and pure, Sundarban honey is also high in flavonoids and provides valuable health benefits. PM Modi also presented the texture of a rare luxury, Kashmiri Pashmina. The Kashmiri Pashmina shawl has many enchanting stories woven into its fabric.'Pashm' means wool in Persian. But in Kashmiri, it refers to the raw unspun wool of the Changthangi goat (the world's most unique Cashmere goat) found only at a height of 14,000 feet above sea level. The wool is collected by combing (and not shearing) the undercoat of this goat. Skilled artisans hand-spin, weave, and embroider their delicate fibres using age-old processes. The result is a light, warm and intricate shawl that embodies timeless elegance and craftsmanship. In ancient courts, Pashmina was used as an indicator of rank and nobility. The fabric was an integral part of the rituals of bestowing honour upon anyone. Every piece of clothing made using Pashmina is a rare amalgamation - of craftsmanship, of exclusivity, of legend and of style. Adding to the list of gifts, the government of India also presented Zighrana Ittar to the global leaders. Zighrana Ittar is a masterpiece of fragrance hailing from Kannauj, a city in Uttar Pradesh. 'Ittar' (meaning 'perfume') is an essential oil derived from botanical sources. It showcases a centuries-old tradition of exquisite perfume crafting. Skillfully distilled using a method passed down through generations, Ittar is an ode to precision and patience. Master artisans delicately gather rare blossoms like jasmine and roses at dawn, when their fragrance is most potent. Through the meticulous process of hydro-distillation, the essential oils are extracted and then matured over time, allowing the notes to harmonize and deepen. This alchemical journey culminates in Zighrana Ittar - a fragrant symphony that resonates with the rich heritage of Kannauj. Some niche and artisanal perfumes also incorporate Ittar into their creations, for its unique and natural scent profile. Zighrana Ittar transcends time, conjuring up images of ancient bazaars and royal courts, where once its scent graced the air. Moreover, to commemorate India's G20 Presidency, PM Modi released special G20 postage stamps and coins on July 26, 2023. The G20 India Stamps and Coins were released during the inauguration of Bharat Mandapam at Pragati Maidan. The designs of both the coins and stamps draw inspiration from India's G20 Logo and theme of 'Vasudhaiva Kutumbakam' or 'One Earth. One Family. One Future'. The two Postage Stamps of denomination 20 each, celebrate India's G20 Presidency period from December 1 2022-November 30, 2023. The first G20 Commemorative Postage Stamp demonstrates togetherness and the collective will of G20 members to achieve inclusive, decisive and action-oriented outcomes under India's Presidency. (ANI)

What's inside G20 gift bags? Kashmiri Pashminas, Zighrana Ittar and more

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<ul><li><keyword id="8758553" type="UNKNOWN" weightage="20" keywordseo="the-kellogg-company">The Kellogg Company</keyword> came to India 25 years ago and continues to hold on to its leadership position.</li><li>It has used sampling, along with coming up with products at competitive price points to create an edge for itself.</li><li><keyword id="868842" type="PERSON" weightage="20" keywordseo="Sumit-Mathur">Sumit Mathur</keyword>, Director of Marketing, Kellogg South Asia, who talked to us about the brand’s marketing strategy, the audience’s reception to some of its recent innovations and why sampling will continue to be important for it in the future too.</li></ul> India is a tough market to crack when it comes to the breakfast cereals category. We are a country where breakfast has always meant warm home-cooked food, considering different parts of the country have an array of breakfast options to offer. How do <keyword id="2201606" type="PERSON" weightage="20" keywordseo="breakfast-cereal">breakfast cereal</keyword> brands then make themselves more appealing to the tough Indian audience? Moreover, with faster lifestyles, more and more of the younger populace is choosing to skip breakfast, thereby making it tougher for these brands. The Kellogg Company has been present in India for the past 25 years now. While other brands including <keyword id="75190" type="DOMAIN" weightage="20" keywordseo="Nestle">Nestle</keyword>, Marico and <keyword id="6505353" type="COMPANY" weightage="20" keywordseo="MTR-Foods">MTR Foods</keyword> have tried to enter this otherwise unorganized category, Kellogg’s has been able to retain its leadership position. Over the years, it has educated people about the importance of breakfast, through its campaigns and has also let people know about all it has to offer through solid sampling exercises across the country. We recently caught up with Sumit Mathur, Director of Marketing, Kellogg South Asia, who talked to us about the brand’s marketing strategy, the audience’s reception to some of its recent innovations and why sampling will continue to be important for it in the future too. Edited excerpts: Q) As a brand, sampling has been an intrinsic part of your marketing mix. Will it continue to be a critical strategy for the brand, going ahead? Our job is to get consumers to try our products. For a category like ours, you are required to create several touch points for consumers to experience it. Sampling, along with the right price architecture, helps in achieving that. In our range of innovations launched over the past two years, sampling amongst other promotional activities are a key focus for the company as it helps consumers to experience a product closely before they develop an affinity towards it . Q) Tell us a bit about your recently launched campaign ‘Breakfast Se Badhkar’ and the thought behind it. As an organisation, we live by the purpose of ‘Nourishing India’s Potential’. We have demonstrated it in several ways. We recently announced our ongoing programme of offering a bowl of Kellogg’s cereal with milk to children from underprivileged sections of society as their daily breakfast. We are also on our mission to driving a behaviour change in many urban Indian consumers who skip or skimp breakfast due to lack of time. The new masterbrand campaign is our attempt to bring alive our purpose and drive this behavioural change. The film explains how breakfast is the morning hero to help children achieve their best that day and every day. This insight is supplemented with an endearing and relatable touch where a mother’s concern for her kid is captured in the phrase ‘Ek chammach aur’. Q) You have been speaking about how youngsters are choosing to skip breakfast, owing to their lifestyles. How are you making yourself more appealing to this young TG? We have seen two megatrends gaining relevance among our consumers - the rise of snacking and of health-conscious consumers. It’s even truer with today's generation whose lives are only getting busier, they understand what’s good for them and are ready to look for it and consume it. A lot of our recent innovations are based on these trends. Whether it is <keyword id="774503" type="COMPANY" weightage="20" keywordseo="Kelloggs">Kellogg's</keyword> Chocos Fills for the teenagers to consume as a snack between lectures and their on-the-go life or Granola and Muesli for the young multi-tasking generation. Q) Last year you had launched a few very localised flavors. How has the uptake been so far? Are you looking at launching more Indian flavors anytime soon? Consumers in India and the world over are going back to their roots. They want traditional goods infused with convenience. This gave birth to the ‘Real Range of Kellogg's Corn Flakes – Thandai Badam, Kesar Pista Badam and Rose Badam last year. Created in consultation with celebrity Chef Ranveer Brar, these variants are inspired by flavours that Indians have a strong cultural connect to. These flavours have received tremendous response from the consumers and its success is not a surprise to us since our earlier range of Kellogg's Corn Flakes with Badam and Honey flavours have work equally well in the past. Q) India is a tough market for a category like cereals, owing to the presence of Indian ghar ka khaana. How are you helping bring about a behavioural change in consumers? In a country like India with such diverse food habits, any food player including a breakfast company like ours, there are people who have the time to prepare and eat home-cooked hot meals in the morning and then there is an audience which is nutrition-seeking but time-starved. Our mission is to understand that segment of audience and partner them in providing them with a convenient and nutritious solution. And breakfast is not just important for one set of people, it’s important for any one to start their day right and achieve what they set out for that day. This brings to the point on our mission for the brand to driving a behaviour change in many urban Indian consumers who skip or skimp breakfast due to lack of time. It is reflected in the breakfast education that we do in schools, our feeding programme of Bright Start which currently has 5000+ children enrolled in daily morning meal of Kellogg’s cereals and milk. And that’s what our latest Masterbrand communication is aimed at. Q) How are you approaching smaller cities? Is there a significant demand for cereals there? Has there been any growth in demand in the past few years? Currently, Kellogg’s is available in more than 2,700 towns and over 550,000 outlets. The demand for cereals is only increasing. Q) K was a great innovation. How has the uptake been over the years? Are you planning some innovations in the product? All innovations from the house of Kellogg's are meant to solve a unique problem for a consumer. We have had multiple launches of products in different format and price points in the past couple of years. The recent launch of Kellogg’s Chocos fills, a crunchy cereal snack made with a delicious chocolaty filling and with the goodness of three nourishing grains – rice, oats and wheat has received a very good response. In fact, Kellogg’s Chocos fills was recognised as one of the breakthrough innovations in the FMCG space in 2019 by Nielsen. The ‘Real Range’ of Kellogg's Corn Flakes with three traditional flavours - Thandai Badam, Kesar Pista Badam and Rose Badam is another example of how consumer insights were used by us to carry out innovation. We added granola with almonds and cranberries to our portfolio in 2018. While consumers continue to seek more and more nutrition in the food choices they make, taste remains the primary driver of that food preference. Kellogg’s Granola is that tasty, oven-baked creation carefully crafted to cater to both, taste and nutrition. Q) Going ahead, what will be your broad marketing strategy and key focus areas to grow your market share? Kellogg’s marketing strategy stems from the fact that we are category leaders and we can further grow this category through our product portfolio and proposition. Hence, it is critical to remain salient in the breakfast occasion and simultaneously extend into ancillary occasions. Because a Kellogg’s cereal is nourishing with milk in the morning as breakfast and is equally nourishing when consumed straight off the pack as an evening snack. The key enablers to building brand salience revolve around building a robust, sharp and relevant portfolio; that ranges from the premium and goes straight to the affordable consumption packs to attract more consumption. Another enabler to this is to get consumers to try our food more and more. Hence, our key dollar of investment is in-store, both from the visibility and sampling point of view.

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Saffron (Kesar): The golden elixir of flavor and wellness

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