Tata’s NourishCo Beverages launches Himalayan Saffron in push towards product diversification

INDIA –  NourishCo Beverages, a subsidiary of Tata Consumer Products, is doubling down on its product diversification strategy with the launch of Kashmiri saffron under the Himalayan brand.

Saffron is a powerful spice high in antioxidants. It has been linked to health benefits, such as improved mood, libido, and sexual function, as well as reduced PMS symptoms

The spice is pricey the most expensive spice in the world — with 1 pound (450 grams) costing between U$500 and U$5,000.

The one sourced from the Kashmir valley, which NourishCo is adding to its Himalayan brand, is highly valued as it has 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.

The overall saffron demand in India is estimated at 100 tonnes annually.  In contrast, India produces 13 tonnes of Kashmiri saffron, making it a rare commodity.

This, according to TCP, makes the Saffron value chain particularly vulnerable to adulteration which creates a trust deficit among consumers whon mostly cannot distinguish between the varieties available in the market.

TCP counters this by ensuring each pack of Himalayan Saffron has a batch number which consumers can use to see the “Kashmiri origin, purity & Grade 1 Quality certificate” from a NABL accredited lab for their pack.

“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,” said Vikram Grover, MD NourishCo Beverages Limited.

In addition, each pack has a first of its kind AI enabled QR code which consumers can scan for an authentic Himalayan experience which virtually transports them to Kashmir Valley.

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.

NourishCo was founded as a JV between Tata Consumer and PepsiCo in 2010 to enter the non-carbonated drink market. After a decade, Tata Consumer bought out PepsiCo’s stake in the venture for Rs 13 crore.

Since then, the company has expanded its distribution coverage and leveraged assets under the parent company to launch products in noncarbonated and ready-to-drink beverage segments.

Grover said the saffron launch is under the Himalayan umbrella – in line with the strategy of strengthening provenance positioning, with products which are gold standard, source-based (from the Himalyan belt) and minimally processed.

Earlier, NourishCo introduced Tata Coffee Cold Brew as part of its strategy to expand its functional beverages segment. The Tata Coffee Cold Brew is available in classic, mocha, and hazelnut variants and will be in the ready-to-drink category.

For all the latest food industry news from Africa and the World, subscribe to our NEWSLETTER, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube channel.