How a Kashmiri Family is Taking Saffron to the World While Empowering Local Artisans & Farmers

“Before this job, we were struggling with only my father’s small income. I wanted to help my family but had no regular work, so it was hard to imagine a better future,” recalls Yasmeena Bano, a 26-year-old artisan from Pampore, Kashmir. 

Her words paint a vivid picture of the immense hardship many women face in this picturesque valley, where natural beauty often contrasts sharply with economic uncertainty.

For years, her family survived on the limited income of her father, a farmer who worked tirelessly to make ends meet but whose earnings were barely sufficient to cover the household’s basic needs. With few opportunities available locally for women to earn independently, Yasmeena and many like her found themselves trapped in a cycle of financial vulnerability.

“It was not just about the money,” she says. “I wanted to feel useful, to contribute in a meaningful way to my family’s well-being. But those chances were rare and inconsistent.”

This narrative, of women seeking dignity and independence amid economic hardship, is echoed throughout Kashmir’s rural communities. Amidst these challenges, a family-run business rooted in tradition but driven by modern ambition is trying to provide hope across the town by improving the lives of these women.

HERB HEAVEN, a name that now resonates far beyond the fields of Pampore, is not just a company selling saffron and other Kashmiri products. Pampore, often hailed as the ‘Town of Saffron,’ is a region in Kashmir renowned for cultivating this precious spice, something that cannot be grown just anywhere in the valley. 

The Mir family, proud natives of the region, has built their business rooted in this special heritage. Their journey from humble beginnings to international recognition is as inspiring as it is earnestly personal, embodying a movement of legacy and empowerment that goes beyond commerce.

The origins of HERB HEAVEN date back to 1965 when the family’s grandfather, a schoolteacher by profession, made a career-altering decision. Motivated by his passion for Kashmir’s land and its renowned saffron, he left his government job to dedicate himself entirely to farming. 

“My grandfather believed in the potential of our soil and the legacy of saffron,” explains Monis Mir, the CEO and managing partner of the company. “He knew this crop was valuable, sacred, and a symbol of Kashmir’s identity,” he tells The Better India.

Returning home: The modern vision of the Mir brothers

The Mir family farm, spanning 30 acres with half devoted to saffron cultivation, became the heart of this legacy. For decades, saffron was harvested, sorted, and sold through local channels and small ayurvedic manufacturers. While the family’s dedication was unshakeable, they faced significant challenges like inconsistent markets, a lack of branding, and limited reach beyond regional borders.

It was in 2019 that Monis, having spent years studying International Business in the UK and working in Dubai’s banking sector, decided to return home and take HERB HEAVEN to new heights alongside his younger brother, Mohsin. 

“Though I had established a successful career abroad, I could not shake the feeling that something was missing,” Monis shares thoughtfully. “I wanted to give back to Kashmir, to build something purposeful that combined our legacy with modern trade.”

Mohsin, who had remained rooted in Kashmir, brought local knowledge and operational expertise to the partnership. Together, they envisioned a company that would focus on producing high-quality saffron and uplift the communities involved in its cultivation and processing. Their mission was to preserve Kashmiri traditions while uplifting the artisans, many of whom were women, to secure a better future.

Crafting futures thread by thread

One such artisan is Yasmeena Bano. She joined HERB HEAVEN soon after the brothers took over the venture. “Starting as a hand sorter of saffron threads was hard work,” she remembers. 

“But the steady job gave me confidence and a sense of independence I had never known before.” The artisans have to meticulously separate each saffron stigma by hand and preserve them intact to maintain the highest quality. This careful craftsmanship lies at the core of the company’s philosophy, which is honouring traditional skills while applying strict quality control measures to guarantee purity and consistency.

As she settled into her role over several months, Yasmeena’s earnings began to improve steadily. “I started making between Rs 12,000 and Rs 15,000 per month,” she reveals. 

“That may seem modest, but here it meant I could contribute generously to household expenses, help my parents, and even save a little. It was an extraordinary feeling.” For a young 26-year-old woman in Kashmir, where social and economic constraints often limit women’s roles, this income was financial and empowering at the same time.

Another artisan, Afshan from Pulwama, describes a similar progress in her life. Previously, she worked irregularly as a tutor and struggled with instability. “Joining the company provided me with a stable income and the opportunity to develop valuable new skills. Before long, I was managing purchase accounts, an achievement that made me proud and increased my sense of responsibility,” says the 27-year-old. Apart from providing employment, the venture serves as a platform for these young women, promoting both personal advancement and community betterment.

The CEO emphasises that women artisans are at the heart of their operation. “Women bring patience, precision, and care to the work that is essential for saffron processing,” he says.

Monis explains. “By providing stable jobs, we are challenging outdated gender norms and helping build a more inclusive economy.” He continues, “The ripple effect is inspiring, as empowered women invest in their children’s education, contribute to healthier families, and help build stronger communities.”

Beyond the inspiring human stories, HERB HEAVEN’s commitment to quality is worth noticing. The company strictly adheres to the International Organisation for Standardisation, ISO 3632 Category 1 standard, the highest global benchmark for saffron purity and potency. 

From the delicate handpicking of crocus flowers during the autumn bloom to the careful drying and precise packaging, all the steps are carried out with precise attention to detail.

“Every saffron thread is a treasure,” says the current CEO. “We check that none are broken, and that the aroma and colour meet premium standards.”

Commitment to quality and sustainable practices in Kashmiri farming

The venture’s dedication to excellence is further validated by a comprehensive array of certifications, including ISO 9000, and approvals from the Spice Board of India and the Food Safety and Standards Authority of India (FSSAI). 

The company is also registered under the Saffron Act 2007 by the Jammu and Kashmir Agriculture Department, with a Certificate of Origin issued by the Bombay Chamber of Commerce. Internationally, Herb Heaven meets standards set by the Saudi Food and Drug Authority (SFDA) and holds a Certificate of Conformity.

To guarantee consistent quality, rigorous testing is conducted at renowned laboratories such as TUV SUD India, the International Kashmir Saffron Trading Centre under the Department of Agriculture & Farmers Welfare, Kashmir, and COTENCA.

The company’s farm is a living proof of sustainable agriculture, with half the land dedicated to saffron and the rest to allied crops like walnuts and apples. 

“Our farm is acting as a business and a microcosm of Kashmiri biodiversity,” the CEO remarks. “We follow eco-friendly practices to preserve the soil and environment, which benefits everyone, from the farmers to the consumers.”

The company has also expanded its product line to showcase Kashmir’s rich culinary heritage. Their Kashmiri Kahwa Tea, infused with cardamom, cinnamon, and saffron, is gaining popularity not only locally but internationally. Their honey, sourced from local beekeepers who practice sustainable apiculture, is prized for its raw and unfiltered quality. Each product is a story of place and people, crafted with respect for nature and tradition.

HERB HEAVEN’s reach has expanded steadily over recent years. Their products are now stocked in leading supermarkets across India and the Gulf region, including the prominent LuLu Hypermarket chain. Additionally, their offerings are available online globally, reaching markets in Australia, and they are planning to establish a market in Canada soon.

The company remains strongly committed to its community values. “To meet the excess demand for saffron when our harvest falls short, we collaborate directly with around 20 local farmers. In addition, our manufacturing unit employs over 50 local artisans who handle the processing and packaging of our products with great care,” explains the 37-year-old CEO. 

“By assuring fair wages and maintaining a transparent supply chain, this approach not only sustains livelihoods but also builds trust and integrity across all our operations.”

Since 2019, HERB HEAVEN has evolved from being solely a saffron supplier into a comprehensive product-making company. The business now operates B2B (business-to-business), collaborating with pharmaceutical companies, food manufacturers, and luxury hotels, among others.

Moreover, the company has recently opened its outlets in Kashmir, making its range of products directly accessible to local customers. “We are also actively developing our online store to sell products via our website and through Amazon,” he adds.

Bridging heritage and today’s consumers

For Yasmeena and Afshan, this means much more than a pay cheque. “I have gained skills, confidence, and a voice,” says Yasmeena. “I am proud to tell people I contribute to my family and my community.” Afshan agrees, adding, “This work has reshaped how people see women in our villages. It gives us dignity and hope.”

As the venture continues to grow, it stands as an example of how tradition and modernity can harmoniously coexist to bring about meaningful change. Monis reflects, “Our goal is to preserve Kashmir’s unique cultural heritage while creating new opportunities for our people. Every thread of saffron, every packet of tea, carries that promise.”

A prime example of this blend between heritage and innovation is their introduction of saffron sprinkle, a powdered form of saffron designed for modern convenience. “Traditionally, saffron is used in thread form, which can be delicate and somewhat tricky to handle,” the CEO explains. 

“By introducing the saffron sprinkle, we have made it easier for today’s consumers to enjoy the same rich aroma and flavour without the fuss. It is perfect for adding to tea or sweet dishes, delivering a wonderful spread of flavour even with just a small pinch.”

This product innovation caters to the fast-paced lifestyles of modern buyers who seek authenticity without compromising on convenience, something that was previously unavailable in the market. The saffron sprinkle exemplifies the family’s commitment to adapting traditional techniques for contemporary wellness trends while maintaining the essence of Kashmir’s culture.

In addition to product innovation, the company places great emphasis on packaging design to appeal to today’s discerning consumers. “We understand that the presentation is just as important as the product itself,” says the CEO. 

“Our packaging is crafted to be visually appealing and functional. It is vibrant, modern, and yet respectful of our cultural roots, making it a product that customers are proud to display and gift.”

By marrying age-old saffron cultivation methods with thoughtful modern innovations, both in product form and packaging, the venture successfully meets the expectations of the current generation without losing sight of tradition.

The Mir brothers’ vision is now a reality, a family business that not only exports Kashmir’s precious products to the world but also helps the very communities that sustain them. 

For artisans like Yasmeena, this means the chance to move from struggle to stability, from dreams deferred to hopes fulfilled. “I am grateful to HERB HEAVEN that I am no longer just surviving, I am also trying to reach new levels in my career,” she smiles warmly. 

“What makes it even more special is knowing that this family is upholding the proud reputation of Pampore, the renowned town of saffron, by taking this precious spice to countries far and wide with complete authenticity. Being part of this journey fills me with hope and honour,” she concludes.

All pictures courtesy Monis Mir

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