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Vikas Acharya

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Medial • 9d

Kashmir, often called the “crown jewel of India” due to its breathtaking landscapes and rich cultural heritage, is also known for producing some of the finest agricultural products such as saffron, almonds, and walnuts. however According to a study by the Spices Board of India, adulteration in saffron has resulted in significant financial losses for both consumers and farmers in the region. This alarming trend inspired Amir Hameed Mir to start AMSAA, a Direct-to-Consumer (D2C) brand, in 2023. The company aims to deliver authentic Kashmiri products such as saffron, almond, and honey, around the world while empowering local farmers. “Genuine Kashmiri saffron is sold at a premium price, typically between Rs 2-3 lakh per kilogram. However, due to adulteration, farmers are often forced to sell their saffron at significantly lower prices, leading to a loss of around 40-50% of potential revenue Being a Kashmiri, he wanted to solve this problem so he did .

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