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.

Commenting on the launch, Vikram Grover, MD NourishCo Beverages Limited, 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.”

Tata Consumer Products continues to deliver on its promise of providing premium quality products that
consumers can trust. The introduction of Himalayan Saffron exemplifies the company's commitment to
excellence and its passion for addressing consumer needs.

Himalayan Elevation Kashmiri Saffron will be available across India in select premium outlets, leading e-
commerce channels, and Tata Consumer’s own D2C platform- Tata Nutrikorner
https://www.tatanutrikorner.com/ .

The 1 g pack of Himalayan saffron is priced at Rs. 650 (MRP incl. of all taxes), while the 0.5 g pack is
priced at Rs. 370 (MRP incl. of all taxes).